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If you live outside of the US, different minimum pay per click bid prices hold true given the different currencies involved. Let's take the UK for example - in the UK the minimum bid price is £0.04, whereas the minimum bid price in the US is $0.05.
This means the cost of bids in the UK, when currency is converted, is significantly higher (July 2005). Therefore it may be wise for you to setup an Adwords account which uses USD. I say may because you will incur charges for currency conversions with your bank, so look at your own particular financial situation to be sure of the best choice.
So, to create an account, sign up at http://www.google.com (not your local Google portal - eg: .co.uk) and specify dollars as your account currency. It could make a significant difference to your PPC management costs.
So are allowed a mere 4 lines of text to play with in Adwords, so every single line counts. Even more than that, every single letter counts. The capitalization of letters will make a difference to your click through rates believe it or not.
Your name in your ad is of course your URL. When crafting an ad, most people spend a lot of time concentrating on the headline (well worth doing as it is the most important party) and on ad text (also a good thing, but not as important as you'd think).
After the headline, the next thing that prospects eyes are drawn to is... Yes you've guessed it - your name - your URL
Just because you have 1 domain name doesn't mean you need to use it. There is nothing in Google's T&C's that prohibits the use of a display URL different than your destination URL (although you will have to own the display URL and it must resolve to a pertinent page) - i.e. If you're advertising pet food, it must be about pet food and not resolve to another address dealing with a different subject entirely.
We have conducted the pay per click advertising copy tests outlined above with some of our clients. Results have ranged from 46% through to 76% more profitable domain names. These results are applicable to your bottom line profitability - remember 76% more traffic will result in a like for like increase in bottom line profits.
Your results are equally applicable on and offline, whatever grabs attention online will do likewise in offline print media. Pop Quiz - One of my clients, Jonathan Stanley, has graciously allowed me to show you the results of our tests with him. Consider the following adverts and their display URL's:
Which of the above display URL's was the winner and which do you think was the loser? Well, the results are as follows from worst to last:
Who would have thought it? I certainly wouldn't, but then that's the point. You will never know until you test. What else can be done with your text? Even if you want to use your existing domain there's plenty you can still do - remember CAPITALIZATION? There are also sub-domains or even appended directory names.
Play around with variations on your ad text, and document the response. All it takes is a little creativity and you'll find your click through rates reaching new heights with your Adwords PPC management.
It's easy to think you have a great list of 50 or 100 keywords and stop there, but you'd be missing thousands of other keywords your competitors may have researched. The better your keyword list, the better your pay per click results.
Brainstorming Resources - Here are a few keyword brainstorming resources to try to increase your keyword list:
A little note on thousands of keywords: In theory, you have 5,000,000 keywords available to you in your Adwords account. In practice this, if used, would 'annoy' Google, as their servers would grind to a halt. Having thousands of keywords is not a good idea from a testing/tracking or PPC management perspective unless:
Google will cap the numbers of keywords in your account around the 50,000 level - they may allow more if your account history is good. So don't get too hung up on constructing thousands upon thousands of keywords - find the ones that work as quickly as you can and focus on conversion, your time will be well served.
Are you looking for somebody to help you with your Adwords PPC management? Well, perhaps before you decide upon who should help you, type in the following phrase into Google:
"bad ppc management"
Hmmm, makes you think doesn't it…
About the Author: Tom O'Brien turns Adwords PPC management problems into profitable advertising campaigns. For more free tips on PPC management visit http://www.pdqprospects.com/index.html
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