If you're using Google Adwords you need to understand testing a control ad against one or two other ads. Here are some pointers:
1 - Only use one or two test ads. Do not get carried away with more than two. You will not be able to evaluate properly.
2 - Make sure the test ads are similar. Focus on testing one element. You may want to test different headlines with the rest of the ads identical.
3 - You may want to test a single word or phrase.
4 - Make sure you turn on the feature in your settings to allow the ads to be rotated equally. You do NOT want Google to display better performing ads more often, because you are testing, so you want equal distribution of the ads.
5 - Don't make snap judgements, so make sure there is sufficient data (impressions) of your ads to make a statistically intelligent call. If one or two additional clicks changes the outcome, you do not have enough clicks.
6 - Once you have made a decision that one of the ads beat your control ad, make the new one the control, and create two new ads.
If you have a question about this post, please post in the comments section or email me Mike@MikeMorgan7.com I will respond to all questions posted.
Mike Morgan, J.D., CRS, GRI, SRES, e-PRO, REO TRANS Platinum
"Internet Marketing for Real Estate Professionals"
Phone: (772) 260-5448
Email: Mike@MikeMorgan7.com
Website: www.MikeMorgan7.com
Showing posts with label Creating Google Ads. Show all posts
Showing posts with label Creating Google Ads. Show all posts
Friday, November 27, 2009
Google Adwords - Multiple Ads - Why?
This morning I posted about testing within the Google Adwords program. I gave you a few of the more basic tips, but keep in mind, there are dozens of things you can do to enhance ad testing. I'll discuss more of them over the next few months, but I don't want to bog anyone down that is following along.
I do want to note that multiple ads for one keyword go beyond testing. Once you spend the time testing, and you feel confident you have one solid winner, and two very close ads, you want to continue to run three ads in rotation. Some might wonder, why, if we are done testing.
First, you are actually never done testing, but you can concentrate on other areas for awhile and come back and re-visit testing.
Second, multiple ads present multiple marketing points. You may run three ads with headlines like this:
1 - Miami Real Estate Expert
2 - Search the Entire Miami MLS
3 - Preview All Miami Listings
The three headlines send three different messages. One thing to always remember with Internet Marketing is . . . the higher the price of the items, the more the shopper will search. If someone is buying a bar of specialty soap, they are not going to visit 20 websites and spend two hours online. If someone is buying a $500,000 house, YES . . . they may visit more than 20 websites and spend hours online.
So each time your ads are displayed on a keyword, the buyer will see a different ad, but when they click on it, they are returned to your website. Take this a step further with fine tuning where you drop the buyer.
For the first ad, you will drop them on a page that talks about your expertise.
For the second ad, you will drop them on a page that features your IDX MLS search.
And for the third ad, you will drop them on a different MLS search page.
For your competitors that ran only one ad, the viewer would not be clicking on it three times. They've seen the ad, and they realize they already saw that website. But you directed the buyer to your website THREE times. If you're doing your homework, and your website is a HIT, the buyer should at least fill out a form. You had three shots at convincing this buyer, that you are the EXPERT.
If you have a question about this post, please post in the comments section or email me Mike@MikeMorgan7.com I will respond to all questions posted.
Mike Morgan, J.D., CRS, GRI, SRES, e-PRO, REO TRANS Platinum
"Internet Marketing for Real Estate Professionals"
Phone: (772) 260-5448
Email: Mike@MikeMorgan7.com
Website: www.MikeMorgan7.com
I do want to note that multiple ads for one keyword go beyond testing. Once you spend the time testing, and you feel confident you have one solid winner, and two very close ads, you want to continue to run three ads in rotation. Some might wonder, why, if we are done testing.
First, you are actually never done testing, but you can concentrate on other areas for awhile and come back and re-visit testing.
Second, multiple ads present multiple marketing points. You may run three ads with headlines like this:
1 - Miami Real Estate Expert
2 - Search the Entire Miami MLS
3 - Preview All Miami Listings
The three headlines send three different messages. One thing to always remember with Internet Marketing is . . . the higher the price of the items, the more the shopper will search. If someone is buying a bar of specialty soap, they are not going to visit 20 websites and spend two hours online. If someone is buying a $500,000 house, YES . . . they may visit more than 20 websites and spend hours online.
So each time your ads are displayed on a keyword, the buyer will see a different ad, but when they click on it, they are returned to your website. Take this a step further with fine tuning where you drop the buyer.
For the first ad, you will drop them on a page that talks about your expertise.
For the second ad, you will drop them on a page that features your IDX MLS search.
And for the third ad, you will drop them on a different MLS search page.
For your competitors that ran only one ad, the viewer would not be clicking on it three times. They've seen the ad, and they realize they already saw that website. But you directed the buyer to your website THREE times. If you're doing your homework, and your website is a HIT, the buyer should at least fill out a form. You had three shots at convincing this buyer, that you are the EXPERT.
If you have a question about this post, please post in the comments section or email me Mike@MikeMorgan7.com I will respond to all questions posted.
Mike Morgan, J.D., CRS, GRI, SRES, e-PRO, REO TRANS Platinum
"Internet Marketing for Real Estate Professionals"
Phone: (772) 260-5448
Email: Mike@MikeMorgan7.com
Website: www.MikeMorgan7.com
Subscribe to:
Posts (Atom)
Posts
