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- Google AdWords, devising a strategy....
November 30, 2006, 1:56 pm
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I've been tasked with looking into our google adwords strategy. I've been
doing some research on how the whole thing works, but I'm a bit hazy on some
aspects of it. I see there is a rather complex (and undocumented)
(1) bid for the phrase
(2) relevance score for the landing page wrt the ad
(3) page rank of the landing page
(4) click-through rate of the ad
Now, if I were to devise an ad-word strategy, I would perhaps generate a
special landing page for each adword ad in a campaign which would have a
much higher relevancy than the current landing page (which is our website
homepage - a kind-of watered down relevance as it deals with several
different industries). However, any special landing page I create is bound
to have a much lower page-rank than our homepage.
Can anyone suggest a suitable strategy here?
Re: Google AdWords, devising a strategy....
Make you adword URLs something like this:
Then you'll be able to track the source (google adwords) through your stats
or, as we do, put them in a database. That way we can collate where each
click is from. This is especially important is you're using Yahoo (Overture)
UseWho or Miva etc.
You can also be a little more clever if you also track the keyword like:
Vance - Bristol - UK
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