Tag Archive for: Joel Chudleigh

Google AdWords allows you to automate a great deal of your campaign management. One particularly helpful aspect to automate is keyword bidding. Joel Chudleigh has a great rundown at Business2Community of how to set rules in AdWords to ideally bid for and pause keywords, but I’ll give you a quick summary.

When setting your rules, simply consider what an optimal keyword performance for your campaign is. A keyword that gains clicks but no conversions would likely need to be paused, so set a rule that does so after a certain number of clicks without conversions.

What’s an acceptable average cost per conversion? Set up a rule that bids up any keyword that exceeds that average. You can also bid down keywords that are out of your price range and in less than optimal position.

I think the key here is to put some real thought into setting your rules and make sure to keep checking on the campaign’s progress, even after automation.

To perform well in online marketing, you have to use Google. AdWords is far and away the best option available and you’re handicapping your efforts if you’re not using it. Unfortunately, Google understands this fact also. This means that as more and more advertisers rely on AdWords, Google can bleed more and more money from their budgets.

Joel Chudleigh has an in-depth look at the various ways Google encourages you to spend more for online advertising at Business2Community, but I’ll give you a quick synopsis.

Basically, Google has been able to develop innovative new ways for your ad to get noticed and ways for you to track how well your campaigns are performing, but has included in this innovations an urging to spend more to get more. This is not an indictment of Google, but rather a statement of fact.

Of course Google will readily show you click-through and conversion rates of ads that display at the top of search results as compared to your ads because they want you to bid up to capture those top spots. That’s just one example of AdWords’ service subtly prompting you to feed more into your ad budget.

Google has cleverly created a competitive landscape for advertisers where the highest bid receives the most views and clicks. For advertisers, there’s no choice but to play along.