What really makes an adwords expert? What seperates the good from the rest.
For sure ask any internet marketing expert and they will tell you there are far too many junior employees out there trashing large volumes of company money because they are not testing properly.
That is what really makes the difference.
A novice at ppc thinks “click through”, as though it was an end in itself. A true adwords expert is far more interested in conversion and cost, to determine profit, and what he can do to increase conversion.
Done right – Pay per click can work, no doubt about it.
Think of it this way:
A machine that turns $ coins into $2 coins!
If you had a slot machine in which you could put a coin, and get more than a coin back, then how much would you put in?? So provided you DO Make a profit each time, the fact that it costs is no bad thing. Particularly if you collect money before google collect it from you.
But to win you have to do it right , and it is careful testing and maths made much easier by the fact that google optimiser can do the sums for you.
Google is an auction. If competitors are bidding prices up , not measuring what they do properly, then some markets CAN become uneconomic as a direct result.
An adwords expert gets to recognise the signs of profitable markets and good practioners. A company who is already top in organic ranking, also bidding first on pay per click ,with adverts that are under split test is a very good sign.
So here are some of the keys.
- First find keywords that have the right mindset, buyers not just browsers.
- Then get people to click your ad by appealing to the mindset – an advert that matches the keywords
- DONT try to fire large groups of keywords at the same advert.
- And start to lean the tricks for rwhat really makes adverts convert – a single character can double conversion, do you know what it is?
- Put money keywords into their own campaign
- Then maximise website conversion 101 tricks to know
- Calculate always profit not CTR and use that as the barometer
- Always be split testing something!!
The real adwords expert is always thinking both sides of the click.
There are also two hidden gems on adwords - places where traffic is cheap and plentiful. The subject of another post.