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Tuesday, May 29, 2007

The Most Important Element of Your AdWords Campaign is...

Over the years I've interacted with a number of people and companies in regards to their AdWords campaigns. It's always amazed me to see the varying degrees of importance different organizations assign to different elements of their campaigns.

In your mind, what is the most important element of an AdWords campaign? I know that's kind of like asking what's the most important part of your car...in reality they are all very important but some elements are critical (brakes) and other not so much so (radio).

To me it's the landing page. By simply swapping landing pages I've seen huge and immediate swings in conversion rates and overall campaign profitability. Losing campaigns can become winners and winners can become losers, instantly. The landing page is the one area of an AdWords campaign where you can really separate yourself from the competition.

Discuss & vote at Digital Point.

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7 Comments:

At 2:32 PM, Anonymous Dave Snyder said...

I am convinced that dynamic keyword insertion is the most highly overlooked and yet incredibly powerful method of increasing CTR. But if your keywords are too vague, ROI will go down, as well.

 
At 5:10 PM, Anonymous Mariusz Gasiewski said...

I suppose it depends on the main goal of AdWords Campaign. I would put main focus on landing page and keywords. The landing page will not convert if you do not send right people.

 
At 7:27 AM, Blogger Joseph said...

This is a very interesting question, and I like the car analogy; however, I disagree: my radio is not critical to my car’s functionality but it is essential to my sanity (I am a music geek, and I hate driving, so I NEED music to operate a car). I agree with Jeremy that well-designed landing pages can make or break a PPC campaign. The most important element of an AdWords campaign, in my opinion, is “behind-the-scenes,” and this is your account structure.

A well-structured account has many benefits which include quick, efficient management and relevant keyword grouping. A well-structured account consists of campaigns that are broken down into specific ad groups that contain closely-themed keywords.

Quick, efficient management: Accounts that are separated into very specific ad groups allow for quick, easy manage because you do not have to search certain keywords. Also, you will be able to see trending for keyword groups with more precision. For example, you should break down your “widget” campaign into metal widgets, wooden widgets and paper widgets. The more specific the better.

Relevant keyword grouping: Relevancy is the name of the game when it come to AdWords’ Quality Score. An ad group with closely related keywords can serve well-crafted ad texts that are highly relevant, and these ad texts should lead users to a landing page with content/information/offers that they expect to find. I know that’s about 3 different aspects of an account (KW, ad texts, landing pages) but what I’m saying is that all of them should flow seamlessly; from keyword query, to ad text, to landing page, to desired action. When your account is set-up optimally this path is easily distinguishable. Also, when your keywords are tightly grouped your click-through rate will rise because your ad texts will be better suited to your audience which will then increase your Quality Score.

A well-structured account has many benefits which include quick, efficient management and relevant keyword grouping.

A rule of thumb for keyword grouping; if you need to use dynamic keyword insertion (DKI) frequently in order to make your ads relevant for your keywords, then you should break down your ad groups even further so that you don’t have to use DKI. There is nothing wrong with utilizing this tool (I use it all the time!), but when your ad groups are as specific as possible then DKI is just another weapon in your relevancy arsenal.

 
At 9:31 AM, Blogger Jeremy Mayes said...

Great points Joseph.

 
At 11:54 AM, Blogger Joseph said...

Thanks Jeremy!

 
At 8:54 AM, Blogger Steve said...

For me, it depends on your interpretation of the question. If you've got a moderately successful campaign, and are looking to improve it, then landing page and advert text are the most important.

If you are asking which component you least want to get wrong, then there are many candidates. Picking the wrong keywords can cost you a fortune, get the copy wrong and you'll get no traffic (and a bad quality score), get the wrong landing page and you'll pay for a lot of traffic that doesn't convert. Any of these can kill your campaign stone dead.

 
At 6:11 PM, Anonymous Mano said...

Fantastic tips that I will definitely be putting to use

 

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