As a marketing manager who's working from a limited budget, it's imperative to husband your resources when advertising on the search engines.http://www.trcb.com/en-Us60Sat, 26 May 2012 01:18:37 ESTCopyright 2012 Debbie Everson, TRCB.com All Right Reservedhttp://www.trcb.com/sales-and-marketing/internet-marketing/crack-the-google-adwords-formula----before-you-spend-dime-one-20200.htm<p>As a marketing manager who's working from a limited budget, it's imperative to husband your resources when advertising on the search engines. A poorly designed or inadequately maintained Google AdWords campaign can drain precious dollars, eat up your time and resources, and even injure your online brand.</p><p>Here are easy to implement ideas which can radically improve your AdWords ROI:</p><p><strong>Test your ads - many times over!</strong></p><p>The idea that you can pick your "optimal" keywords at random is ridiculous. The mathematics of ad utility are non-linear: that is, you can't predict efficacy beyond a very limited horizon. Beta testing your ads is your way out. You can use what are known as A/B split tests to compare click-through rates for similar ads. You can also employ "affiliate tracking" to measure conversion data with precision.<br />Even after you've found keywords which yield a good ROI, don't get lazy!</p><p>The AdWords battlefield is constantly changing, with new competitors moving in and old warhorses getting mowed down: you must stay on top of your numbers and adapt to ensure a thriving campaign.<br />You can target precise phrases using the square bracket function to narrow your focus.</p><p>For example, if you sell Arizona foreclosures, you might bracket the keyphrase [buy AZ foreclosure real estate]. Thus, only when someone types in that exact sequence of words will your ad pop up. This will help you in two ways: 1) it will reduce your "non-action" leads - these cost you money and earn you nothing. 2) it will sidestep toe-to-toe battles against the big dogs in areas where you're non-competitive.</p><p><br /><strong>Choose off-kilter and emotionally charged words in your ad copy.</strong></p><p>You only have a very brief moment to make an impression. You must bust out by surprising your audience. Take a page from Chip and Dan Heath, authors of "Made to Stick." Aim for simple unexpected ads that provide concrete and credible claims. If you convey emotion and imply a narrative in your ad, so much the better.</p>Tue, 02 Feb 2010 21:07:31 ESThttp://www.trcb.com/sales-and-marketing/internet-marketing/crack-the-google-adwords-formula----before-you-spend-dime-one-20200.htmTRCB.comSales and Marketing / Internet Marketing