A 90 Second skim-read that could save you some dosh ...
Paying for visitors from Google can be an excellent way to get instant, qualified
and above all measurable visitors to your site.
However, you can save a fortune on your bidding plus hugely increase your
conversion if you follow a few simple rules.
Tip # 1 - You Don't Have to get the Top Position
Whilst having a top-ranked ad will get you a lot of exposure (assuming it's a
popular search phrase), you can spend a fortune on these positions,
because very often people bid too much for them.
Interestingly, positions 3,4,5,6 and even lower can sometimes attract more clicks.
Also - they can be more qualified as well.
The key to being successful is to be smart and bid on keywords that attract clicks
from "qualified" buyers, (Avoiding to "time-wasters" who will drive up your costs)
while keeping your bids as low as possible.
Tip # 2 - Think Outside the Box
You can pay pennies for mis-spellings. Try different variations of phrases.
Look at your stats to see what people are typing in.
(Wordtracker is a great tool here.)
Tip # 3- Select More phrases - and Ensure each Phrase being very Targeted.
This alone can save you a fortune - and increase your conversion as the phrases
are very specific. As the phrases have less competition - they'll have less cost.
Tip # 4 - Optimise your Site with Landing Pages.
Rather than directing visitors to your homepage - which most people do - make each
phrase link directly to the part of your website that is relevant to the search phrase.
So, If you sell IT Security and the search phrase that your visitor has clicked
on was 'IT Securityr' - ensure that they don't waste time navigating around your
site (and thereby leaving). Simply direct them to either a micro-site or a webpage
about 'IT Security'. Your Conversion rate (and your Google landing page score and therefore cost-saving) is proportional to your r e l e v a n c y.
Tip # 5 - Only pay for Ads in your Area
This cacility from Google is great. It means that if for example you are an MSP in Norwich - You can select your ad to appear within a specified radius of your
address. Why advertise to the rest of the country (unless you're selling to a niche vertical) ?
Tip # 6 - Reduce your Bids - Not Your Budget
If you feel that you are not getting enough business from your daily
budget, try reducing the bid amount - before you reduce daily budget.
This way, you will either get more visitors for the same Cash - or reduce your daily
spend - or both. If you simply reduce your daily budget - you will just get less visitors.