Double your Sales overnight with Google Adwords
Byadamsmith
Posted Date: Thursday, February 07, 2008 | Viewed: 156
I recently had a client who we were running a large Google Adwords campaign for where the client had an abundance of different categories and words which we were targetting their ads at. We had done broad keyword research, setup around 17 categories with ads all worded and targetted at these categories.
The client was spending around $100 per day on adwords and we were easily filling this my mid morning as the breadth of their keyword list and categories was huge, and some of the terms being targetted were quite broad also (this customer was targetting the home improvement market - with a consumer audience).
Ok, on to the point: The client pressed me to experiment with a drastically lower CPC than we were using. We were targetting positions 2 - 4 on average and paying around $0.50 - $0.60 per click for website visitors, and it was converting nicely at around 28% (their conversion actions were fairly easy for users to take hence the high conversion ratios). I was convinced based on various prior experiences that lowering the CPC, would of course lower the ad position, and that with less people seeing the ads, and seeing them buried down a long list of advertisements, the conversion ratios would surely plummet and the overall cost / conversion would go up - making their campaign less effective.
Boy was I wrong!
OK - so there was a drop in conversions, but it didn't go from 28% --> 5% or even 28% --> 15%....their conversion ratios only dropped a little to around 25%. Their cost per click however COLLAPSED!! They went from paying around $0.55c on average per visitor to paying around 0.25c per visitor, and with conversions holding their ground, their cost / conversion also COLLAPSED!
The results:
* a) Visitor traffic doubled.
* b) Cost per conversion almost halved.
* c) Volume of conversions per day doubled!
The moral of the story:
While the client was spending a lot of money on adwords, I should make it clear from the start, that this approach really works best where you have a limited daily budget to spend on Adwords each day / month and which is being easily filled each day by clicks. If you have a very small but lucrative market you are trying to reach, and a big budget, you may be in a situation where you are bidding big prices in order to win the clicks of a small group of people, so lowering your Cost Per Click (and ad positionining) in this scenario may not make sense.
IF however you have a very broad keyword inventory, and you're easily filling your daily click budget - I would strongly encourage you to do the following:
* 1. Download the adwords editor from Google which can be found here
* 2. Copy and paste the campaign or campaigns you are running and create a LowCPC variant of these which you can run side by side with the higher CPC campaign.
* 3. Lower your bid prices - halve them, go even further.....drop them to the minimum bids.
* 4. Sit back and watch carefully.
If you have your conversion tracking setup properly, then you should be able to clearly observe the variation in conversion %. From my experience now in trialling this approach for over 6 clients in the last few months, I predict that you will see a lowering in conversion, but in most cases not as far as you think and you will likely also see a drastic increase in the visitors, and conversions you are achieving within your limited budget. If you suddenly find you are underspending you daily click budget, then perhaps tune up the Max CPC / bid a little until you comfortably fill your budget, and observe the change in cost per conversions.
if you are in the situation described above, where you have a small budget you are spending Google Adwords each month, and a broad market you are targetting, this is highly likely to drammatically improve your return on ad spend, and potentially transform Google adwords as a channel to market for your business.
Clicks achieved in lower ad positions don't necessarily convert at a lower rate!! As with everything in online advertising....don't hold on to past prejudices about what you think works - just try it out and see what happens!
This article, was written by Phil Baddock, Salsa Internet's Search Marketing Director. If any of this didn't make sense, or if you need help doubling your sales with Google Adwords, Phil can be contacted on phil@salsainternet.com.auThis e-mail address is being protected from spam bots, you need JavaScript enabled to view it , or read the free Google Adwords eBook.
Related Articles on Marketing
- Marketing
by Lance Williams
Marketing, is "an organizational function and a set of processes for creating, communicating and del... - Aggregate Output and Income
by James
The most commonly reported measure of aggregate output, the gross domestic product (GDP), is the mar... - Financial Markets
by James
Financial markets perform the essential economic function of channeling funds from households, firms... - Function of Financial Markets
by James
The most important borrower-spenders are businesses and the government (particularly the federal gov... - Debt and Equity Markets
by James
Now that we understand the basic function of financial markets, let’s look at their structure. The f... - The New Marketing Hotsheet
by James
The task of getting your site high rank in the search engine is very tricky task. It requires hard w... - Payday Advance
by Bob Cash
A payday advance is a very short-term loan. This is a cash advance that has to be repaid by the next... - Webloyalty
by Adam Taisch
Webloyalty rewards their clients and, in turn, their clients' customers for sticking with an e-comme... - How to get competitive advantage at internet marketing
by William King
This article focuses on methods to gain an advantage over online competition and other businesses.... - Professional, Effective and Affordable Press Release Service
by Greenlee
If you have a business or are in need of promoting yourself, A press release can bring you that care... - Legal aspects and implications of e-mail marketing and related spam laws
by William King
Electronic commerce (Ecommerce) is amongst the most important aspects of the internet, which enables... - Four winning strategies to business marketing
by William King
This article discusses the four winning business strategies of all times. ... - Painting, Hot Product in Chemical Industry
by Angulo Fu
Chemical industry is one of the key supporting industries of China's national economy. With China's ... - How To Use Forums For Internet Marketing
by Darren Bahnsen
Internet marketing using forums as one source. The internet is awash with forums, both those specifi... - How Writing and Submitting Articles is The Best Way to Promote Your Business and Earn Money?
by Vishal Gulati
If you want to earn money online, your online business needs traffic. Among all the various ways of ... - The Unstoppable Viral EBook - Creating And Promoting Kingkong
by Max john
Ebooks are more popular now than ever and with so many people deciding to enter the World Wide Web, ... - Three important Facts about Viral Ebooks
by Max john
It is a well-known fact that free eBooks are one of the best weapons in a viral marketing campaign a... - What are the Benefits of Having an EBook
by Max john
When it comes to having success on the internet, there are a plethora of things you can do to furthe... - The E-book Fairytale
by Max john
Junk. There’s a lot of it out there, and you had better be prepared to fall over your fair share of ... - What is the Best Content for Your EBook
by Max john
Internet experts all agree, for real Internet success and to make serious money online, you need to ... - Know more about the Promotional Power of Ebooks
by Max john
Ebooks are part of the new frontier of cyberspace. They are an entirely new medium for sharing marke... - How can you turn Your Experiences Into Profit-producing Ebooks
by Max john
Building your own business around what you already know or have experienced is one of the easiest, f...
