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*10 Serious AdWords Beginners Mistakes*

This is a great check list provided by AdWords for Dummies by Howie Jacobson

    1. Only testing one ad at a time: If you're like me you love stats and there is no easier way to compare apples to apples than using multiple ads in Adsense. It's kind of like having your own Coke vs. Pepsi challenge and you get to be incharge of both of the fomulas. I find that running three vareations gives me jsut the right view, with out getting too complicated. Sometimes I will make a text file and put other ad ideas in there, kind of like a holding pen. When I've run a test and I have a clear winner, I leave the winner and the first runner up and plug a new one in from the pen. I track how the challenger does and then go on to the next one. If I start to see that all the ads using a sertain word or format is out performing my other ideas then I sometime will drop the others if the information is clear enough.
    2. Not knowing what "Optimize Ad Serving" really means : In the Campaign Settings, you have the option to turn off "Optimize Ad Serving". When you turn this option off, you're really saying that you already know which add is the better performer.Personal I like to leave this option on at all times. It keeps me engaged in the prosses and there is never going to be "the perfect ad". People are not all the same so one ad is not going to catch the attention of everyone. Plus, if you are tracking the ads althe way down to the sale, you might find that the one that has the highest CPM isn't actually getting the sales for you. When you add this in to your ad equasion you start to see that the high CTR might just be money trown away. So keep in mind that it's two fold, the highest CTR you can get plus the conversion ratio. As a side note, it could be that through one of those high CTR ads you're not seeing the converstion but you are seeing an ongoing trend of your dayly traffic volume increasing and the number of bookmarkers is going up. Then you have to ask yourself "how much would I pay for a bookmarker?". You might be able to classify ads as Doing Well and Not Doing Well but keep in mind that there is more than one oportunity under that Doing Well title.
    3. Not considering the display URL: Make sure you include your target keyword is in the visible url. This reinforces the message your ad is making. It adds credility to the page that they are about to go to. If your visible url has the targeted keyword and your competetors does not, your ad is more likely to get the click.
    4. Including unrelated keywords in one ad group: Every keyword under one ad group should reflect your main keyword. Focussing is the best way to ensure that your ad is relavent and targeted, that is the name of the game.Using anything but focussed related keywords in your ad group will result in less visibility and lower click-through. Always keep your customer in mind when choosing which key words you use for each ad group, you are providing a useful service.
    5. Too many traffic streams per account: Adwords alows you to choose where you want your ads to show up. This is a great service and you should take advantage of it. But to do it correctly you should have one source per ad group so that you can track where those clicks are coming from easily. For tracking perposes and ad modification you will see that breaking up the traffic sources makes your life easier in the long run and is far more cost efective. You might find that your ad is getting the majority of its clicks through the search function but these clicks are not resulting in any sales.
    6. Ignoring the 80/20 Principle: The 80/20 Rule says that the vast majority of outputs (impressions, clicks, leads, sales) are caused by a very small minority of inputs (ad groups, ads and keywords.) Spend your time on the vital few instead of the insignificant many.
    7. Declaring Split-Test Winners Too Slowly: If you can declare a winner twice as fast, your site improves twice as fast. I recommend combing through your ads as often as you can announce a winner. If you go to www.splittester.com you can enter the # of clicks and the CTR of any two ads and it'll tell you whether the better one is really better, or if it might just be luck.
    8. Declaring Split-Test Winners to Quickly: If one ad got 1% and 5 clicks, and the other got 2% and 8 clicks, that's not enough clicks to know for sure the winner is a sure thing. Again, let www.splittester.com decide their fate. Rule of thumb: 20+ clicks on each ad.
    9. Ignoring negative keywords: Just about ANY ad group should probably have some negative keywords. It should always be on your checklist. It increases your Click Through Rate because your ads don't get shown to people who shouldn't see them. Less waste.

 

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