How to Optimize a Google AdWords Campaign
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I recently optimized a Google AdWords Campaign for a cable television network. This network has seven prime-time television shows, each set up with an AdWords campaign with an annual budget of around 0,000 each. Their goal was to increase impressions, increase CTR and Conversions (registrations for their newsletters & promotions) and lower their ballooning costs. In total, this TV network spends over Million/year in Google AdWords and had no dedicated resource to manage the campaigns. After starting work on the project in December of last year, I quickly realized they had simply created their campaigns and either used the default settings, or the "Budget Optimizer" tool within AdWords.
My initial work in optimizing their Google AdWords campaigns consisted of: rebuilding their campaign architecture, laser focus on keyword relevance and quality scores, setting targets for lead volume and cost-per-acquisition and establishing a synergy between keywords, ad copy and the landing page experience. Then, as always, I would revise, report and retest every few days to tweak campaign performance.
Due to the current economical context, more and more entrepreneurs choose to take their businesses on line. It allows them a costs cut and, if they do things well, it can even increase their turn-over. In order to make this happen, the fist step is to let people know about you, your website and your products. And the best way to tell them is trough a SEO campaign.
Rule number one for planning an effective SEO campaign lies in setting the deadline. You can not do this. Search engine optimization is a continuous process; it relies on constant research and changing in order to keep up the pace. However, since you have to start with something, here are a few tips for an effective SEO campaign.
The optimization process always starts from within. In SEO language, this means the first thing you must take care of is on-page optimization. In order to do this, take a look at your target and figure out what keywords do they type in the search engine in order to get the necessary information. Use your imagination, ask a friend or two or more or try a keyword generator tool. Whatever it takes, just make sure to keep your keyword list updated.
Now that you have the precious list of keywords, improve your content. You know, there is a reason why SEO experts call it “king”. The search engine’s spiders love it. They like it when it informative, well-written, original and fresh. Oh, and one of the most important tips: spiders feed in keywords so make sure you include them in your text. They must appear naturally and not too many times. Search engines disapprove of stuffed text.
Is there a competitor that score higher on the search results list? Don’t waste time envying them. Do something better: learn from them. If they made it that far, they must be doing something right. Find out what it is and do the same.
The next step in improving your traffic is off-site optimization. In other words: link building. In the online links do exactly what roads to in the offline: they bring you customers. This is why you should supply the with enough access paths towards your business as possible. Buy links, is your budget allows it, try link exchange if not. Register the website in directories or submit well-written articles to article directories such as Ezine. The results will reflect on the number of visitors soon enough.