Google AdWords Mistake Number 2 - Getting Burned With Google Content Ads?
Buying content on Google's network of AdSense publishers (referred to as the Content network) can bring you huge additional traffic.
But be careful! Unless you monitor carefully, it can get you burnt!
New users to Google AdWords very often make the following mistake: When setting up a new Google AdWords campaign, many people simply forget to turn the content network OFF when they start a new campaign. This is a critical mistake, because Content ads have a much lower CTR than Search ads.
Just try to get your money back from Google if you make this mistake yourself. Ain't gonna happen.
Having Content ON will skew your Search CTR figures horribly, and may cause you to make bad decisions with your campaigns.
It often takes a differently-structured ad text to work well with Content... so it usually pays to make sure you create a totally separate 'Content only' campaign.
Always Modify Your Bids for Google's Content Network
The AdWords platform now allows advertisers to set different bids for the Content network than for the Search network.
If you decide to keep one Campaign that covers both Search and Content, but you don't set different bids on the Content network for your keywords, you'll be paying more than you need to for each click.
Split-Testing Mistakes
While a Google AdWords ad may look pretty simple, those four little lines of text offer an almost infinite number of test combinations.
And here's a secret few AdWords users know: The internet marketer who gets the most profitable Google PPC traffic will be the one who tests their ad's headline, copy and Display URL will get the best results... in the shortest time.
And you need to find your Google ad variation that pulls the best results, as quickly as you possibly can. Or you'll be wasting your cash.
Most clients I have worked with have not optimized their Google AdWords accounts to a significant degree. Why? Probably because they don't have enough ideas of what to test, get bored of testing and do not have the right tools and system in place to rapidly test their account.
Now, not testing in Google AdWords is a major mistake. But it's almost as bad to simply let your tests run too long and delay the increase in response that comes when you rollout your winning Google ad.
To avoid delays and complacency, simple software solutions are available that email you when a clear winner emerges from your test. Other tools tell you the number of clicks per ad that correlate to a specific level of statistical confidence. While not perfect, here's a good rule-of-thumb on this: Thirty clicks from the top performing Google AdWords ad is usually good enough to declare a winner and move on.
So you no longer have any excuses. Regular, new ideas to test are available online where case studies are shared. Give these handy tools a try today... and don't put-off your testing to another day.
Roger Hall, Author of the new book, '37 Killer AdWords PPC Secrets Exposed,' develops programs and pay-per-click ads to help you succeed in your business. Find out more today how to create Google campaigns that work, save you money and beat your competition with his popular FREE AdWords Tips for advertisers. Available at: http://www.37AdWordsSecrets.com
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