How do I get the best value from my campaign?

As with any marketing campaign, there needs to be strategy behind your thinking and application. Google AdWords is no different. You need to think strategically when creating your ads and you need to monitor their performance regularly.

Here are a few tips to help you make a success of your Google AdWords campaign:

Make use of specific keywords which are relevant to what your target market will be searching for. The more relevant your keywords, the higher your click through rate (CTR) will be. A higher CTR means that the costs of your campaign we become lower.

Do not fall into the trap of thinking that a vast range of keywords will ensure a high CTR. It is better to have a few, very specific and targeted keywords rather than many generic keywords. In fact Google AdWords penalises ads which have keywords that are too broad and not relevant. If you have too many unnecessary keywords you may find yourself paying more for an under-performing ad rather than less for a successful ad. As an alternative, make use of multiple ads each with their own set of keywords. Monitor these ads to see which keywords perform the best. Each keyword should be short; one or two words in length.

Do not aim to be number one on the first page of search results. Just aim to be on the first page even if it is right at the bottom. Visitors look at the context of your ad before choosing to click. Therefore first position may not ensure your ad is the one clicked.

With Google AdWords you can make use of multiple ads on one account. Try using different ads and apply different techniques and keywords to each. Monitor these ads to discover your winning formula and then perfect it.

Make sure your ad links to the relevant page on your website. If a visitor clicks on your ad and the landing page does not take them directly to the information they are searching for, you run the risk of your visitor pressing the back button. For example, if Hetzner runs an ad to promote our Master Web hosting package then the ad should link directly to the Master Web hosting product page rather than the Hetzner homepage. Think twice before making your homepage the landing page for your ad.

It is correct to assume that a successful ad means that you can bid low while still yielding high CTR's. However, when starting your campaign you need to ensure your site is seen early on the search pages. Bidding high will help you to achieve this. Once you see a high CTR you can lower your bids.

Continuously monitor the performance of your own ads as well as the ads of your competitors. Make use of Google's reporting tools to monitor your own ads' performance. In addition use the Google search engine to discover how your competitor's ads are performing in the search pages. Compare your ads to theirs to discover how you can improve your AdWords campaign.

• Keyword tool:
  The Keyword tool helps you to get new keyword ideas. Use this tool if your keywords are performing poorly or to generate keywords similar to those that are performing well. By using this tool you may find new customers that you might otherwise have missed.
• Conversion optimiser:
  The Conversion Optimiser is a free AdWords feature for managing cost-per-acquisition (CPA) bids. This feature enables you to set maximum CPA bids for your ad groups, helping you save time and make the most of your advertising costs.
• Report Centre:
  The AdWords Report Centre allows you to easily create customised performance reports to help you track and manage multiple facets of your AdWords campaigns.
• Google Analytics
  Google Analytics shows you how people found your site, how they explored it, and how you can enhance their visitor experience. Improve your website return on investment, increase conversions, and make more money on the web.

For more ideas on getting the most out of your AdWords campaign visit Google's Help centre or simply use the Google search engine to search for more tips.