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AdWords Tactics for Tough Times

by Maria on May 27, 2009

If you just got back from your trip to the Moon, the downtime may be news to you. In all other cases you are most likely well aware of it and could probably use some tips on how to proof your AdWords account and profit from it. According to Google, these six strategies will help you get through the rough times with glory:

(Original content published on http://www.google.com/adwords/tactics/)

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1. Focus your ads on low prices and savings.

Consumers care about prices more than ever, especially on day-to-day purchases. When someone searches on a particular product, you know they’re interested; by using your ad to tell them that you’ve got the highest quality and the best price, you’re more likely to earn their click. Update your ad text to focus on low prices, good values, and timely promotions.

Tip 1To draw the attention of price-conscious shoppers, these ads use savings-related terms.

2. Use value-related keywords.

It’s open season for bargain hunters. To reach these deal-conscious consumers, add appropriate price- and discount-related keywords. Try the AdWords Search-based Keyword Tool and Search Query Performance report to find and higher-performing keywords that people are actually searching on.

Tip 2To attract more customers, value-related keywords have been added to the keyword list on the right.

3. Make sure your ad groups are targeted and relevant.

Ads perform best when their ad text reflects the ad group’s keywords; this makes ads more relevant to their intended audience. Make sure that both the text and the keywords in each ad group focus on a specific topic or product. For instance, an ad group about “tennis sneakers” will generally perform better than a broader ad group about “sneakers.”

Tip 3Splitting up the general ad group on the left into two, more specific ad groups will likely enhance its performance.

4. Don’t waste money on irrelevant clicks.

The wrong keywords can attract people who are looking for products you don’t offer. Use negative keywords to filter out traffic that’s not related to your offering. The Search Query Performance report can help you identify potential negative keywords by showing which queries have triggered your ads.

Tip 4A search for “peanut butter allergy” isn’t relevant to the sale of peanut butter, so allergy should be added as a negative keyword.

5. Make it easy for customers to buy.

Since people are spending more time comparing products and services online, make it easier for them to find what they’re looking for and buy from your site. Use the best Destination URL to send visitors directly to the page about the product or service promoted in your ad.

Tip 5To be most effective, the Destination URL for this ad sends visitors to the page where Model XYZ123 camera can be found for $279.

6. Focus your money on your high-performers.

To get the most out of your campaigns, focus your time and resources on the keywords, ads, and ad groups that are driving the most value for your spend. To determine what’s performing best for you, consider Google’s free Conversion Tracking tool.

Tip 6The overall budget of $100 was split evenly between the two campaigns. Google’s conversion tracking tool showed that the Used Books campaign was converting at a higher rate, so budget was shifted towards that campaign, increasing the overall conversion rate in the account.

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