Google AdWords Tip: Go for Quality Not Quantity
September 6th, 2006 by Mike Reining Read more about Articles, Google AdWords, Google AdWords Tips, Pay per click advertisingEvery now and then you will hear about some great tips and tricks that will boost your Google AdWords click-through-rate by a wide margin. However, please remember that it is not clicks that you want but quality leads!
In the test below I will show you how easy it is to get more clicks. However, in this case they cost us dearly since none of them converted into leads. The visitors bounced right off the page.
In the tests below, all we did was to add some “calls to action.” Google does not allow calls to action such as “Click Here” but you can still get relatively close by using words such as “Start Now” or “Start Here.” Using these keywords boosted our click-through-rate (CTR) by 20 to 40%.
You could say that is great but just look at what happened to the conversion rate (CR)? The percentage of people that signed up to our free course nose dived! This is yet another powerful example that the click-through-rate is only one of the variables you should be optimizing your ads for. You also need to monitor the conversion rate to make sure that you are getting leads and not just paying for useless clicks.
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About the Author
Prior to MindValley Media, Mike was the Head of New Ventures Strategy at eBay where he conceived of the strategies that led to the investment in Craigslist, the launch of Kijiji.com and the acquisition of Skype.
Mike has an MBA from Stanford and previously worked for the Boston Consulting Group. He is also a certified Google AdWords Professional.
Check out other posts by Mike Reining
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