Google AdWords Success
The single most valuable lesson I learned that had immediate impact from Paul Allen’s class last year is learning about Google AdWords and Dynamic Keyword Insertion. Jim Ericson was a guest lecturer and explained the technique. I later called and asked for a more detailed explanation.
Today I’m elated to see that since I started my new job our number of visits to our web site off Google ads has increased over 7X from what it was the months previous (it was holding steady). That’s in three months. It is without spending any more money. These are often high quality leads.
How did this happen? First, I babysit the campaign. I check it often and add new keywords as I read and learn more about the business I’m in. I test ads. I dayparted our campaigns so they only run when they’re more profitable or give higher quality leads.
However, one of my favorite ways is using dynamic keyword insertion. I know to many of you this is not big news. But if you’re not using dynamic keyword insertion you should be.
How Dynamic Keyword Insertion Works
Rather than making a new ad for a group of related keywords, make the title or headline of the ad change automatically depending on what someone types in. Here’s how: {KeyWord:INSERT DEFAULT TITLE HERE}. That’s all. If the keyword or phrase is too long it will show the default title. Otherwise it will show exactly what someone typed in to search.
Example: You make an ad with the title like this: Buy {KeyWord: Flowers} Online. If someone types in buy a dozen red roses, and red roses is one of your keywords, and you’re using dynamic keyword insertion, your ad title will show up: Buy Red Roses Online.
Watch the Numbers
I have only really run an extensive paid search campaign since I started this job. I had dabbled in it a little before that but it never got off the ground. At first spending someone’s money so fast (or my own) was either intimidating or disasterous. I hate to bleed money. If you make a mistake and don’t watch closely it could quickly end up costing you a lot. But the opposite is also true. Make a good ad and you can quickly see great results (strong conversion rates).
Paid Search - A Creative Outlet
I find running a paid search campaign a very creative and satisfying part of my job. I love writing the ads but especially love when I see the effect on conversion rates almost instantly. Instant gratification for my writing or creativity. It just doesn’t get much better than that.
I’ve had some great teachers in real life and books and hope to continue to see continued PPC success.
Now if I could just get a dedicated graphic designer and web programmer to build landing pages and do more versions to test. This usually gets pushed back but I believe the payoff could be huge.
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4 Responses to “Google AdWords Success”
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October 6th, 2006 at 6:41 pm
You’re internal people are too busy to dedicate time to landing pages, right? We should talk. I can give you a better price than you probably pay the internal people. I only take on projects here and there since I’m in school, but I could turn around these within 48 hrs (I work quick). (http://www.the801.com)
Did you go to First Fridays this morning? I wanted to make it, but didn’t get up in time.
-nm
October 7th, 2006 at 12:12 am
[...] Janet Meiners posted today about Google’s Dynamic Keyword Insertion. Using it she increased her company’s Google paid clicks by seven times in one month, without increasing her keyword bid prices. She and I both learned this fantastic technique from Jim Ericson (now a VP at Move Networks, another innovative Utah company). If you are doing paid search marketing, you can’t live without this technique. Thanks, Jim. [...]
October 7th, 2006 at 10:02 am
I’m happy to hear that things are going so well Janet. After reading Paul Allen’s blog the other day about the habits he shares with Mark Cuban to build wealth and character, I really think you are on the right track and a good example to everyone trying to improve themselves and business. Keep up the good work
October 8th, 2006 at 1:48 pm
Thanks John! Hope things are going well with your business!
-Janet