How can I skyrocket my Adwords™ ROI?

by admin on March 17, 2010

in Adwords,Market Research

It never fails — I’ll take over an adwords account, and be my client’s instant hero by dropping their PPC costs by 20%, 40%, or even 80% without sacrificing sales one bit. The sad thing is that one of the things I do is so simple – I feel guilty even taking their money. The secret?  I put those “helpful” tools known as “Broad Match”, “Phrase Match”, and the Content Network in their place so they stop eating up my clients’ precious advertising dollars.

If you’re advertising on Adwords, and want to get the highest ROI (from a percentage standpoint) keep this one simple thing in mind: Broad Match, Phrase Match, and the Content Network, are great for generating high-volumes of low quality traffic that will bleed your budget dry (and screw up your metrics) unless you really know what you are doing. If you focus 90% of your efforts on exact match, you’ll skyrocket your ROI by simply doing your homework, and then turning off (or significantly dialing down) broad match terms, phrase match terms, and the content network. If you cringe at the idea of turning off those match types because they’re driving the majority of your Adwords traffic, odds are that you haven’t done enough keyword research.

Here is a simple (and free) tip for letting Google help you do your keyword research:

Let’s say you have a dog training e-Book.

Step 1: Search for “Dog Training” on Google, and make note of the top few websites. (Pick the top one or two who are paying to advertise on Adwords, as well as the top one or two in the organic search results.

Step 2: Go to Google’s free Keyword Tool, and let Google tell you what they think those competitors’ sites are about. (Google will then GIVE YOU a list of keywords that you could be bidding on.)

Step 3: Wash/Rinse/Repeat the above steps until you feel like you’ve collected enough keywords from your competitors, and add the keywords you feel are most relevant for your site into your adwords account as “exact match” terms.  (Google will even help you collect them!)

After repeating the process above on 3 or 4 of your competitors’ websites, you’ll have 3 to 15 highly targeted sets of keywords that you can write highly targeted ads for, and drive that traffic to your site using exact match only.  You’ll be surprised at how much “exact match” traffic you can get at a fraction of what you were spending before on broad/phrase/content networks.

Then, after you’ve done some testing, you’ll be able to tell exactly which phrases are actually converting for you and turn off the phrases that you’ve been wasting your money on. Those two steps will allow you to exponentially increase your ROI in a surprisingly short amount of time. (There’s more you can do after that – such as tiered bidding on broad & phrase match terms to prevent “cross pollination”, use of embedded match to prevent “keyword contamination”, and very targeted placement targeting on the content network using both image ads as well as text ads, but that’s another topic for another day.

The method above is just one of many ways you can gather targeted keyword lists for your advertising efforts. Play around with it, and let me know your thoughts!

To your success,

–Joel

{ 1 comment… read it below or add one }

1 weight loss wordpress theme August 31, 2010 at 4:19 am

I hope I will get a lot more visitors over adwords now. Great tips.

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