Whether you are new to Google Adwords or you are a seasoned pro that manages multiple pay-per-click or pay-per-impression Adword campaigns, there is one fact you must embrace in order to face reality and keep your sanity…MOST clicks will result in failure!
Even if your website has a 20% conversion rate (and depending on how you define “conversion” and the industry that you’re in a 20% conversion may be phenomenal) that means you are still failing with 80% of the prospects those clicks bring to your site.
So if you have 10 clicks and fail with 8 of them, but can find a way to make that scenario profitable, then the only thing you need is MORE failure!
Another way to say it is that you need more clicks. Instead of 10 clicks why not 1,000 or even 10,000 if the 10 clicks worked? That’s what we call “ramping up” a campaign.
The problem is that many Adwords campaigns fail because they fail big first. Instead of testing the water with their big toe first, they jump right into the deep end and many end up diving in head first without so much as testing the depth of the water (so to speak). Fast failure that you can’t make profitable will burn through a budget and give the advertiser a bad taste of what could have worked out to be a tremendously profitable venture into the rewards of Adwords marketing and sometimes only a small tweak is what you needed to make an Adwords campaign successful.
Yes, you are going to fail most of the time, but let’s find out a way that we can make that failure as profitable as possible. In order to succeed with Google Adwords or any other search marketing campaigns there are some basic skills that you are gong to have to have. These skills include:
– How to do proper keyword research
– How to properly organize and format those keywords once you find them (This is a skill that even the best Adword campaign managers lack.)
– How to write ad copy will that entice clicks
– How to write ad copy that encourages conversions (Again a skill that most pros have failed to master.)
– Recognizing Which keyword terms are priced too high and you need to avoid
-Where you want to rank on a page (Hint: Depending on your market, it may not always be the 1-3 adword positions!)
How to outsmart your competition on bidding
Before you learn to master these skills you should not begin your Google Adwords campaign with a huge daily budget, neither should you bid exorbitant amounts on keywords that may put you out of business. Many times we find that the keywords that everyone is bidding so high on don’t convert well anyway!
For example, let’s say the keyword “attorney” is going for $8 a click. Let’s think for a second, do you really want to bid on that keyword? Unless you know what you are doing with that search term, then your ad may show in the following instances:
-When someone needs an attorney (Good)
-When a college kid is doing a research paper on attorneys. (Bad)
-When someone types in “free attorney” (Very Bad)
Wouldn’t it make more sense to spend your money on a keywords such as “accident attorney in Georgia” (if that is where you practiced)?
The bottom line is that you will fail more in Google Adwords than you will succeed, but if you can figure a way to make even the small failures profitable, then it may be time to ramp up your campaign in a big way.
Sometimes you may be “in over your head” or perhaps you don’t have anyone in your organization that has the time to manage your Adwords or other search marketing campaigns efficiently. That’s when you need to seek the advice of a PPC or Adwords Management expert so that they can help you fail “profitably”.
