"Consumers care about prices more than ever, especially on day-to-day
purchases," says Google. "When someone searches on a particular
product, you know they're interested; by using your ad to tell them
that you've got the highest quality and the best price, you're more
likely to earn their click."
2. Use value-related keywords.
People are constantly looking for bargains. Google suggests using
keywords that cater to this mentality. The company recommends using
the AdWords Search-based keyword tool and Search Query Performance
report to find higher-performing keywords that people are actually
searching.
3. Make sure your ad groups are targeted and relevant.
"Ads perform best when their ad text reflects the ad group's keywords;
this makes ads more relevant to their intended audience," says Google.
"Make sure that both the text and the keywords in each ad group focus
on a specific topic or product."
4. Don't waste money on irrelevant clicks.
Google suggests using negative keywords to filter out traffic from
people looking for things that you don't offer. They use an example
that if you sell peanut butter, you might want to use "allergy" as a
negative keyword.
5. Make it easy for customers to buy.
This tactic is all bout the landing page. Put some thought into your
landing page, because people don't want to hunt around trying to find
where they need to go to buy the item they clicked on the ad to buy in
the first place. Why make it hard? It should be as easy a process as
possible.
6. Focus your money on your high-performers.
Google has a free conversion tracking tool that will let you see what
keywords and ads are performing best. It is wise to focus your time
and resources on the ones you are getting the most value out of.
That's the six tactics Google provides for maximizing you AdWords
investment. Performance is more important than ever when there is not
as much money to play around with. If you're using PPC as an
advertising method, focus on eliminating the waste of money by getting
the most you can out of your campaigns.
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