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It seems like every day the bid pricing on Google AdWords is getting more and more competitive. While this is true to a degree, the potential effectiveness of an AdWords campaign has also never been greater. If you haven’t had much experience with Google AdWords campaign management, then you may want to remember these four simple AdWords management strategies for your next foray into the world of PPC advertising.

First, it is a good idea to have a well-developed keyword tactic. Don’t just start arbitrarily picking keywords or using a PPC service’s keyword generator to add more keywords. A good AdWords management strategy is to do a careful keyword analysis before you start. Understand the goal of your campaign, and choose keywords that will help you achieve this goal. Also, make sure you pick keywords that are specific as possible. You don’t want people clicking on your ad if they aren’t truly interested in buying what you sell.

The next thing you should take into consideration is your bid placement. It is a smart strategy to bid for the first page, but not for the first spot. Why is this? If you bid for the top spot, you are going to get a lot of wasteful clicks form people who aren’t really sure what they are looking for. So, if you are looking to generate brand awareness, this can be an effective strategy. But, if your margins are very critical, bidding for the top spot is a good way to get lower-quality leads and ultimately erase your margins.

The third strategy for running an effective AdWords campaign is to test, test, and then test some more. Don’t leave your campaign unmonitored and just everything is going to plan just because it did the week before. Your profitability of your keywords will likely be in a constant state of flux. As such, you need to continually monitor and test their effectiveness. PPC advertising is an open marketplace, and so ebbs and flows are to be expected on a monthly, weekly, and even daily basis.

Last but not least, you should consider placing CPM ads instead of just CPC ads. What does this mean? CMP is a term that means cost per thousand, and it refers to impression based pricing instead of cost per click pricing. So, you can place ads on a cost per impression basis on websites that cater to a demographic that may be interested in your product. If you sell lawn mowers, you may want to advertise on a site that discusses lawn maintenance. Where your ads appear is up to you, but it can be a great way to pick up cheap impressions and, ultimately, clicks.

Try using these four simple strategies the next time you manage a PPC campaign. Doing so can increase efficiency and profitability.

Tags: Business

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