Quote:
Originally Posted by MSC
When the other business I am involved was launched over 2 yrs ago we ran a google adwords campaign for a month (under the guidance of a google adwords consultant), spent over £250 and got one sale (under £15). About 6 weeks later the business was getting organic search results and monthly sales of over £1500 through those organic search results and they have risen dramatically since then.
So obviously we didn't think it was worth continuing with adwords. 
Now my new venture...I started a campaign last week (under my own guidance  ) with a daily budget of £5, got a grand total of 38 clicks in 3 days and not one sale. I know those figures aren't enough to go on but how do you measure success? Obviously SALES but are there average CTR to aim for to know you are on the right track without spending a load of money?
Also I know I can improve on the above results esp after reading more about it, but I am just not sure how to know when enough is enough  |
There cannot be a definitve answer - so pleas other adwords gurus dont pick nits with this!!
Here is a set of rough rules of thiumb!
All rules made to be broken....
UNLESS
(a) You are listing in the top 5, you need to drop the keywords related or up your bids - below that the fact that people dont see it is costing you CTR by giving impressions without clicks.
(b) Unles You are getting 10% CTR, your ad is not good enough, or focussed enough on the keyword expression - or try dropping the broad match completely in favour of just exact and phrase match
I am disappointed if my "money keywords" - the most important arent closer to 20 or more.
How can you do that?? All sorts of tricks can help......
eg If you are in a set of bland ads and cant think of much to say
...using the expression often helps
Dont Buy Skin Care products
Until You Have Read This!
WARNING.yourdomain.com
of course, you need some great sales copy too, if you are to avoid a bounce
but you will normally get CTR!!!
(c) Unless you page is graded "good" quality for your keywords you need to be more specific with the landing.
(d) Unless (b) and (c) are true, you are paying more for your clicks than you need, and (who knows quite wear the cutoff is) but if your page is rated poor quality/and or your CTR is well below 1% - google will penalize - if not outright slap you on price!
(d) Unless you are making profit of at least 100% of advertising, dont bother!! - trouble is that is not quite how it seems - because
(e) Getting people in with a freebie , then marketing to the email address, can often be the way to extract the maximum lifetime value from a customer ! - so unless this is the type of purchase people normally make the FIRST time they look, it is better going for a sign up.
And every real case is in someway an exception to the general rules!!
Two words of advice.
Seriously look at site targetted ads.
Start considering "back door" keywords.
.. think how your customer thinks, where do they go? what magazines do they read? what websites do they visit? what books do they buy? what other products do they buy? who are the experts in that field? what are the experts websites? DVDs do they watch? what has OPRAH just had on tv...that wouldinterest them as customers? what information products can you give them to satisfy?
Somewhere in there is an anwer that will give you far cheaper clicks than your competition......typically back door keywords result in a 2 stage sale...
Without compromising stuff I am doing, I dont want to give many examples. But once I did pretty well on property sale information, targetting the name of a franchise (using legal methods( in that niche - where property keywords are exppensive, got the clicks as cheap as chips.