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7 Great Ways to Lose Your Shirt Using Google Adwords!
By: Developer Shed
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    7 Great Ways to Lose Your Shirt Using Google Adwords!
    by Keith Thompson

    Google Adwords is a great tool! Careful use can lead to
    legions of highly targeted visitors breaching the moat
    around your site, and demanding to pillage your products! On
    the other hand...

    Adwords is also a great place to drain your advertising
    dollars if you're not careful. Like any other automated
    system, it requires constant feeding and attention to keep
    you from wondering just why you spent hundreds of dollars
    and received a paltry return on your investment. Here's 7
    great ways I've found to do just that, (and yes I've been
    guilty of several of these to one degree or another.)

    1. - Not getting enough keywords, and I don't mean just
    numbers. Good ones. A lot of people run a search on their
    favorite keyword tool and pick the top ten or twenty words
    or phrases getting the most traffic, thinking somehow that
    THEY will beat all the others using these keywords. There is
    a reason why these keywords are so popular: everybody and
    their grandmother are bidding on them! A much better
    approach is to come up with at least a couple hundred,
    better a couple thousand words that you have a shot at
    getting a high ranking for. After all, if you have 1800
    keywords and can get a top 8 (first page) position for most
    of them, you'll see a lot more clicks than you will chasing
    the top dollar words. If you get a hundred of the lower tier
    words giving you a couple of visitors a day, well, you do
    the math. Not only that, but often the less expensive words
    are altogether more specific, delivering far more targeted

    2. - Not creating adgroups. You should use this function! It
    can help you focus your advertising much more effectively.
    By arranging your keywords in tightly focused groups of 10-
    30 phrases, and writng a keyword-specific headline for each
    of them, you have a much greater ability to see what's
    working and what's not. Also gives you a chance to test
    different headlines and text copy.

    3. - No negative keywords. This you gotta do. And it's so
    easy. Simply add -free (or whatever else you don't want
    associated with your searches) and you won't end up paying
    for a lot of clicks for people who weren't interested in the
    first place.

    4. - Using only broad keyword searches for their keywords.
    When you're paying for this stuff, you want to be as
    specific as you can, particularly if you're playing in a
    very competitive market. Why hope that a broad search will
    return someone interested in what you're selling? Better to
    get as focused as you can on the words they may be searching
    for. Google helps you with this by giving you more
    information on the impressions and click-throughs than you
    can handle, but be pro-active, and prune the dead wood after
    100 or so impressions. If they haven't produced by then, the
    odds of them improving by leaps and bounds are not great.

    5. - Not testing and rotating your ads. Even a small change
    in a headline or ad text can make a HUGE difference!
    Particularly headlines. Your ad text won't be read if the
    headline is boring or uninviting. Learn to write killer
    headlines, and do not be afraid to test and rotate your ads.
    Also don't be shy about deleting ad groups if they're not
    clicking through enough. Remember, you've got a list of
    several hundred words; either these aren't right or the
    headline/text need tweaking. Test, test, test!

    6. - Not using the content targeted feature wisely. This is
    a tricky one. Google, in it's infinite wisdom, seeks out
    alternate avenues to show your ads, thus delivering
    substantially more clicks to your campaign. Trouble is,
    though, you have no control over this, and it IS your money.
    If you are attempting to run a tightly focused campaign on
    limited funds, this one is a potential budget buster. It can
    easily rack up a lot of clicks, but are they of worth to
    you? In my experience, the CTR is ALWAYS a lot lower. I
    guess it could make sense for large campaigns with a very
    popular product, but for the most part, you'll want to be
    very careful. Which leads me to my last, and most important
    dollar-drainer of all.

    7. - Not having a GREAT sales page. This one is the hardest
    to fix, but without doubt the most important. All the clicks
    in the world won't mean a thing if the sales page you're
    sending your hard-earned visitors to doesn't get the job
    done. If it's your product, there's hope! You can address
    these issues, and after testing and more testing, can
    correct and come up with a page thst sings! If you're an
    affiliate, you might consider a separate landing page, where
    you might offer a sincere testimonial in an attempt to
    presell the product more effectively. (That is not a bad
    strategy even with a good sales page, as personal
    recomendations go a long way!)

    There you have it. 7 Great ways to lose infinitely more than
    your shirt!

    Webmasters feel free to publish this article in its entirety
    in your ezine or site, so long as none of text or links
    are changed.
    Get the latest and best in internet marketing tools and
    Contact the author at:

    DISCLAIMER: The content provided in this article is not warranted or guaranteed by Developer Shed, Inc. The content provided is intended for entertainment and/or educational purposes in order to introduce to the reader key ideas, concepts, and/or product reviews. As such it is incumbent upon the reader to employ real-world tactics for security and implementation of best practices. We are not liable for any negative consequences that may result from implementing any information covered in our articles or tutorials. If this is a hardware review, it is not recommended to open and/or modify your hardware.

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