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Tuesday, August 08, 2006

5 Steps To Improve Your Google AdWords CPC

If you are using Google AdWords to increase site traffic and sales, you are probably looking for way to improve your AdWords CPC, or cost-per-click. Luckily, Google gives us tight control over our AdWords campaigns, which allows us to control the amount of money that we are spending. But if the clicks are not generating sales, then you are losing money. Here are some tips that will show you how to improve your AdWords CPC.

1. Pay less. This one is pretty obvious. The best way to reduce CPC, is to choose to pay less. You don't have to be in the number one spot. It is important to remember that not everyone can be in that number one spot. But everyone is trying to do just that. Settle for less here, just making sure that you bid high enough to show up on the first page of the results. This will allow you to improve your AdWords CPC by paying less for each click.

2. Target your ads. Don't offer freebies, as that will only attract freebie seekers. Instead, target your ads to those who are ready and willing to make a purchase. Don't be shy about this. It is better not to get a click at all than it is to pay for a click that will never result in a sale.

3. Do not broad match. AdWords gives you the ability to choose keywords and phrases as broad matches, meaning that they are somewhat related to your keywords and phrases, or exact keyword and phrase matches. Choose to use exact phrases if your keywords and ads are highly targeted to those who are ready and willing to buy. Google uses the example of "tennis shoes" to explain broad matching. With broad matching enabled, your term "tennis shoes" would deliver your ad in searches for "tennis" and searches for "shoes." If you're just selling sandals, your ad won't get many clicks from those looking for tennis information. You will significantly improve your CPC by not enabling the broad match feature.

4. Identify bad keywords that may bring your ad up in search results or make it appear on a site related to that keyword that do not pertain to what you are selling. This will reduce the number of unproductive clicks, which will improve your AdWords CPC.

5. Use the conversion tracking tools provided by Google. You need this information to ensure that you are getting the best results for your advertising dollars. These tools will tell you how many ad clicks you are getting for each ad, and you can easily see how many are converting to sales or sign ups. There is no cost to use these tools, so take full advantage of them to improve your AdWords CPC. You can also use your own tracking software if you prefer.

When starting out with Google AdWords, you should expect to have a trial and error period. Think carefully, and use good judgment when choosing your keywords and writing your ads. Keep in mind that you will pay for each and every click that you receive, and you need those clicks to convert to sales! Don't be afraid to make changes when you see that something isn't working.


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