Acne Vitamins Ads
After a brief hiatus I’ve decided to put our Adwords back up for Acne Vitamins, but I totally scrapped the old campaign and decided to build this new one from scratch. Last year when I structured the old campaign, I knew a decent amount about natural search engine rankings, but never bothered to really learn the ins and outs of pay-per-click, and our Acne Vitamins ads probably cost us a lot more because of that.
There are a number of sites out there willing to sell you ebooks and programs on how to increase your the effectiveness of your Adwords. It’s grown into a whole little subsector of marketing. However, just like SEO, you’re probably best starting with a few key forums where people discuss website marketing and just learning from there. Article sites can also have some valuable information. I’ve already picked up a few key concepts that my previous program ignored.
At the moment I’m still tweaking our ads for Acne Vitamins, and will continue to do so as I monitor what works and what doesn’t, but some of the main changes I’d recommend: (1) Ignoring the “content network” (Adsense) - unless you’re one of the few people who converts well on the content network sites, just turn it off. Almost all of the time, the search network converts 5 times better, meaning the content network is just a drain on your bank account. (2) More groups! - I used to throw tons of terms into a single ad group, but by breaking up your groups more you can target more specific terms in your ad copy, which usually results in better conversion. (3) Exact and broad match - There’s a lot of debate on this one, but for niche sites like Acne Vitamins, you can maximize exposure by having a lower bid on a broad-match keyphrase and a higher bid on the same phrase in exact match. That way you only pay more for the really targeted traffic, but can still pick up those that wander in from broad match.
