1.) Split keywords into highly concentrated ad groups based around similar themes or products.

a.  This allows for easier ROI tracking, and ensures ad copies are relevant to each ad groups keywords.

b.  Which leads me to step 2…

2.) Create ad content that is relevant to the theme of the ad group.

a.  Use ad group’s keywords in the content, title, and display URL. Google will bold those keywords in the ad when they are searched.

b.  This tactic will also ensure the most relevant add is displayed.

c.  Capitalize every other word.

3.)  Test multiple ads for each Ad Group.

a.  Create 4 ad’s for each Ad Group.

b.  Turn off Ad Optimization to ensure each ad receives equal amount of exposure.

c.  Test different types of “Calls To Action”, verbs, and titles.

d.  Delete lowest performing ad after 2-3 weeks.

e.  Create new variations, and repeat.

4.)  Test all Match Types.

a.  Experiment with different match types of keywords; broad, phrase, and exact.

b.  Wait 2 weeks, and delete the match types that had the lowest Quality Score and Click Thru Rate.

5.)  Build deep back links to Adwords Landing Pages.

a.  Using the ad group’s highest conversion/volume keywords as anchor text.

b.  This will not only help in Organic SEO traffic but, will also increase the Quality Score of the ad group.

6.)  Implement the Ad Group’s keywords into the landing pages copy. Similar to an SEO strategy.

7.)  Split test landing pages.

a.  Just like ad copy testing, it’s very important to constantly be testing your landing pages for conversions.

b.  The use of Google Analytics and Heat Maps will give you great insight into what layouts provide the best conversion rates.

8.)  Add the best performing keywords to the tags of the landing page.

a.  Use the exact ad text from the best performing ads, for the meta tag description. This will help in organic conversions as well as Quality Score.

b.  Use the most descriptive, highest CTR keyword as the pages Title Tag.

9.)  Using the Site-Related Keywords Tool, make sure that Google thinks the keywords targeted to the landing page are relevant.

10.)  Make sure a Privacy Policy/Terms and Conditions Page is linked to the landing page.

a.  Google requires a certain level of “transparency” for all landing pages that collect user info.

Share This

This entry was posted on Friday, June 25th, 2010 at 12:54 pm and is filed under Driving Traffic, General, Google & Other Search Engines. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.