You’ve probably heard the horror stories: A beginning internet business owner decides to try AdWords and inadvertently spends thousands of dollars with no return. These horror stories happen because business owners aren’t careful and just haven’t learned the basics of how not to throw money away on Google AdWords.
Start with Search Only, No Partner Networks
When you’re first starting, make sure content network is turned off. Test on search first, then content network if search converts, as content network traffic tends to be quite a bit harder to convert.
Also turn off search partner networks when you’re starting. This will reduce your traffic by a bit, but it also ensures that your traffic comes from just the highest quality source: Google.com. If search partners are on, you’ll get traffic from other partner sites as well (example: AOL.com) whose quality isn’t as high.
Know where every single sale came from. The goal is to eventually eliminate all the keywords that aren’t converting and have only converting keywords left. The only way that will happen is if you’re tracking everything on the keyword level.
As a rule of thumb, spend double the payout/profit on any given keyword before ruling it out. For example, if you make $4 per lead on a pay-per-lead campaign, then spend $8 on a keyword before ruling it out as a non-converting keyword.
If you follow these tips and start small with a budget, run only on Google search, optimize for quality score and track every conversion back to the keyword level, you can safely know that you won’t be throwing money away on Google AdWords. You’ll also be on track to finding your first profitable campaign in the very near future.
photo credit: Ivan Walsh