Re: FN-FORUM: Google AdWords

date posted 11th August 2003 23:05

In message [EMAIL REMOVED] Lindsey Hill
[EMAIL REMOVED] writes
>
>As so many of you recommend Google AdWords, I've recommended it to a
>client and they want me to set it up for them. I don't really know
>where to start and what price to put the keyword at, I've emailed them
>for help.
>
>I just wondered how you work it doing it for a client, do you charge a
>monthly management fee or put charge extra .p per click or what? How do
>you profit?

Adwords can be a nightmare until you're used to it, but what I recommend
is.

1. Keep your budget and CPC low to start with. If you can, work out how
much a lead is actually worth to a client, and how likely a sale is from
every lead, and work out your maximum cost per click from that. Once
you've set up an ad, you can experiment with different CPCs and
keywords, and the system will estimate how much traffic it thinks you'll
get.

2. Be *very* specific with your keywords. For my ringtones site, I found
that just using 'ringtones' got me nowhere, as there's loads of
advertisers, so the cost per click is very high, and you're likely to
get a very low click through ratio. Being more specific (eg 'nokia 7650
ringtones') helped, as did a bit of lateral thinking. Try to use
keywords that other advertisers miss, and you'll get better results.
Make use of the keywords suggestion tool, it's very useful.

3. Make sure you're targeting the correct countries and languages, as
there's no point in paying for traffic that isn't going to generate
useful leads.

4. Try doing several highly targeted ads, rather than one
all-encompassing one. This will produce ads that are more relevant to
search result, and more likely to get clicks.

5. Remember that your ad will be disabled if you get a click through
ratio of less than 1%, and if you have to re-activate it 3 times,
they'll charge you $5. Always keep a *very* close eye on the
performance of your ads when you first set them up.


If I'm doing it for a client, then I just charge a management fee on top
of the advertising budget. You might want to charge a set-up fee too, as
most of the hard work is in setting up the campaigns.


--
Dominic Ramsey