What's new in Marketing

  

Marketing doesn't stand still. Everything I ever learnt formally studying marketing is pretty much obsolete now, so I'm continually keeping up to date with new developments. This blog is a mix of what I'm doing with clients and a digest of new directions and tactics in Marketing - with the occasional rant thrown in for good measure. I hope you find this useful. Di. 

 

Google Adwords: Improve your campaign without losing what's working

Posted by Di on Monday, December 7, 2009 Under: Internet Marketing
The godfather of Google everything, Perry Marshall, sent me this vital information in his latest newsletter.

It tells you everything you need to know about improving your Adwords Campaign without taking a serious dip in performance during change-over:

After hundreds of Adwords account consultations, I've often seen that a guy can have an account that's a real mess, but it's still working, still profitable. Great improvements can and must be made, BUT must be done without screwing up what was already working.

 This is more important than people realize. Because in Google, on both the organic side and the paid side, longevity counts.

A lot of times people "fix" what was working and make it "better" only to find they've driven their sales into the ground. I had a consultation with a gal in June where that's exactly what happened. She made the changes too quickly.

There's an easy way to avoid this - here's what you do. It's a variation of "Peel and Stick" that I call "Sticking without Peeling." You phase in new campaigns but you don't delete the old ones or the old keywords right away.

Typical example - Let's say you've got an old campaign with all these keywords in the same group:

electric guitar

Stratocaster

Les Paul guitar

The sin people commit by putting all these keywords in one group is that these three things are quite different. They should be in their own separate groups with different ads for each keyword.

Again, if it's still working OK the "wrong" way then don't delete the group or keywords that are working just yet.

Create three new groups with two ads each. One ad should be the same as the old ad. The other ad should be more specific to the keyword - like an ad specifically about Stratocasters.

You turn on those new campaigns, preferably with slightly higher bid prices. Over time, Google will start to serve the new ads. Only after you've seen that the Click Through Rates are higher, AND the conversions are good, do you begin to pull back the old campaign.

Instead of deleting the old keywords, just edit the bid prices on those individual keywords and cut them back. You can always pause the campaigns later. If sales suddenly drop you can put everything back the way it was.

By following this method you can make dramatic improvements over time, but not risk your day-to-day business because ads take time to get approved, or CTR's take time to get established. And really, you should make any change to your marketing this way - with caution and care.

Perry Marshall

Read more of his brilliant advice on perrymarshall.com

 

In : Internet Marketing 


Tags: google adwords campaign ctr "perry marshall" 
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