Resources to better understand AdWords.

What are some strategies for success?

Strategy #1 - Keyword Research
The very base of a successful campaign is performing in-depth research into possible keywords. Often, new users will set-up an account using a handful of the top general terms for their business. These usually are the terms that attract the most bidders and therefore the Cost-Per-Click for these keywords is going to be very high.

A better strategy is to research the actual terms people are looking for and find keywords that are less competitive and less expensive. We suggest starting with 100's of keywords and monitoring the results. Then you can focus your efforts and resources into those keywords that are providing the best Return on Investment (ROI).

Another common mistake is to try to put as many keywords as possible into your account, even if they aren't really what your business specializes in. For example, if you only sell chairs, running ads for "furniture" is a much less targeted campaign, and will drive your CTR rate down, resulting in a lower position or higher cost.

There are several tools that can help you do the research on what keywords and phrases are being searched for. We recommend the Overture programs "Keyword Selector Tool". Google also provides a tool, but you cannot access it until you are part way into the sign-up process.

Strategy #2 - Creative Ad Content
You don't have very much room to get your message across, so make sure you use it wisely. Research your competitors and determine how you can differentiate yourself from them, whether it be a lower price, better quality, or other.

Its also important that your ads accurately describe what your products or services are. It's wasted money if you bring someone to your site and then fail to convert them into a customer. If you own a printing business, then make sure your ads aren't being click on by people who are looking to buy a printer for their computer.

Above all, make sure your ad content is persuasive. The best strategy in the world is useless if you can't convince anyone to visit your site.

Strategy #3 - Multiple Ad Groups
Writing one ad for all of your keywords will mean that your ad will be less convincing for each of your campaigns. It's far more effective to write ads for each major section of your business or website. For instance, if you sell office supplies. Instead of writing one ad that talks in generalities, you should write an ad that talks only about your pens and attach that ad to your pen related keywords.

Strategy #4 - Conversion Tracking
Spending marketing money without knowing how it is performing is just throwing money away. Make sure you are tracking how your ads are performing.

Visit Question #6 for more information.

Strategy #5 - Constant Monitoring
Having the conversion data is useless if you are not monitoring it and making adjustments to your strategy. Low performing ad groups, ad text, or keywords should be elimiated and resources re-applied to those that are performing higher.

Google's tips to optimize your campaign