Earn Money Online

After hundreds of Adwords account consultations, I’ve oftenseen that a guy can have an account that’s a real mess,but it’s still working, still profitable. Great improvementscan and must be made, BUT must be done without screwingup what was already working.

This is more important than people realize. Because in Google,on both the organic side and the paid side, longevity counts.
A lot of times people “fix” what was working and make it “better”only to find they’ve driven their sales into the ground. I had a
consultation with a gal in June where that’s exactly what
happened. She made the changes too quickly.

There’s an easy way to avoid this – here’s what you do. It’sa variation of “Peel and Stick” that I call “Sticking without
Peeling.” You phase in new campaigns but you don’t delete the old ones or the old keywords right away.

Typical example – Let’s say you’ve got an old campaign with all these keywords in the same group:

electric guitar
Stratocaster
Les Paul guitar

The sin people commit by putting all these keywords in onegroup is that these three things are quite different. They
should be in their own separate groups with different ads for each keyword.

Again, if it’s still working OK the “wrong” way then don’t delete the group or keywords that are working just yet.Create three new groups with two ads each. One ad should be the same as the old ad. The other ad should be more specific to the keyword – like an ad specifically about Stratocasters.

You turn on those new campaigns, preferably with slightly higher bid prices. Over time, Google will start to serve the new ads. Only after you’ve seen that the Click Thru Rates are higher, AND the conversions are good, do you begin to pull back the old campaign.

Instead of deleting the old keywords, just edit the bid prices on those individual keywords and cut them back. You can
always pause the campaigns later. If sales suddenly drop you can put everything back the way it was.

By following this method you can make dramatic improvements over time, but not risk your day-to-day business because ads take time to get approved, or CTR’s take time to get established. And really, you should make any change to your marketing this way – with caution and care.