Ppc & Adwords Management – Improving Ctr By 82%!
We’re about to discuss a set of strategies used by the best Adwords Management Pros to improve CTR by 82%, and lower click costs by 37%. These are averages – we’ve seen results even better than this on many occasions!
1. Testing of Ads and Landing Pages
Both the AdWords ad and the landing page elements should be constantly split-tested, using the standard chi-squared formula for statistical significance. This means you ALWAYS have 2 ads running, one the control, and the second an attempt to beat the control… and you declare a new control as soon as sufficient clicks have been collected (according to the chi-squared formula) to prove one ad superior to the other.
Due to the time it takes to perform this analysis daily, as it should be, many smart advertisers outsource this kind of task to an Adwords Management Company.
2. Proper Keyword Selection
The best PPC Management Companies use proprietary tools to analyze your top competitors, to see all the keywords they are using successfully.
Almost all markets we’ve looked at are best served with keyword lists in the 500-5,000 keyword range. You’re simply missing some of the best traffic when you only use the most obvious 10-20 major keywords in your market!
Professionals often use proprietary tools to ferret out these keywords.
An additional important keyword strategy is to employ and test broad, phrase, and exact matching of each keyword.
3. Proper AdWords Ad and Account Structure
In today’s pay-per-click environment it’s absolutely critical to include your precise keyword in your ad and on your landing page… which usually means very tightly-focused ad groups.
Of course, with large keyword lists this can become quite laborious, which is again why smart advertisers look to outsource this task to a Professional.
Additional yet extremely important tasks include the tracking of conversions to the keyword level, making necessary changes to effectively utilize the Content Network, and managing bids on a weekly basis.
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