I just want to take the time to remind any of you who are using Google Adwords, about one of the most useful features in Google Adwords - if you are using adwords to drive business to your site, you need to stay on top of your NEGATIVE KEYWORDS - these the are the words that Google uses to determine if a search is to be excluded for your ad - and even if you setup your ad campaigns and used negative keywords, reviewing them on a regular basis can save you a lot of money!
A good example would be - lets say you're selling software - that software has a trial available, which you provide, but only 1% of people who trial the software buy from you - I would recommend excluding 'trial' from your keywords. I would also exclude, 'free', 'crack', 'full', 'warez', 'keygen', and a whole host of other words.
Over time, Google will have information available for you to run a "search query report" - and you need to do that fairly regularly - it will show you REAL searches for your ad campaign - on a recent search we noticed that a French word was appearing quite a lot in the clicked on ads - but the landing page is 100% English... this might be a strong indicator that a French language version of the page should be built, but until that time, excluding the keyword will save money, because it is almost certain that those visitors will NOT buy when they find the landing page is in English.
One recent review of a "search query report" for a client yielded 5 additional negative search words to be added - these words were immediately added to the list and 24 hours later the daily stats have improved quite significantly...
Cost per conversion is down from $18.42 to a much more profitable $11.14, and better yet...
Click-through rate has improved from 3.45% to 4.82% - perhaps that's only a small percentage - but you need to consider that this means the ads are more than 1/3rd more effective against this audience - ie, a more than 33% increase in click-throughs, with an average spend for a conversion being reduced by ore than 33%!!
What does this mean to you? If you aren't reviewing your actual search queries and refining your searches, you are almost CERTAINLY paying too much for you advertizing!!
Remember, Web Your Business offers Google adwords consulting!
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