* The Business of Software

A former community discussing the business of software, from the smallest shareware operation to Microsoft. A part of Joel on Software.

We're closed, folks!

Links:

» Business of Software FAQ
» The Business of Software Conference (held every fall, usually in Boston)
» Forum guidelines (Please read before posting!)

Moderators:

Andy Brice
Successful Software

Doug Nebeker ("Doug")

Jonathan Matthews
Creator of DeepTrawl, CloudTrawl, and LeapDoc

Nicholas Hebb
BreezeTree Software

Bob Walsh
host, Startup Success Podcast author of The Web Startup Success Guide and Micro-ISV: From Vision To Reality

Patrick McKenzie
Bingo Card Creator

Adwords

Hello,
I've not used Adwords before, but I was thinking of having a dabble in it.
If you have experience in this area, could you share your tips for setting it up? 
It would be nice if we could create list of best practices for setting up adwords today.
DanDan Send private email
Sunday, October 13, 2013
 
 
1. To state the obvious: track effectiveness of your ads.

Ads cost you a certain amount.

They generate a certain amount of additional sales.

If cost > additional sales: stop. If cost < additional sales: put even more money in.

This is, btw, not a one time process. AdWords is an auction so other people can drive the price you pay for your ads. Eternal vigilance is required.

2. Start small and experiment. Effectiveness of ads can very dramatically. Using intentionally obvious example: if you sell cat food but advertise selling dog food then you'll get clicks from dog owners (and you pay for clicks) but will make no sales.

Your ad should both entice people to click on it but only entice the right kind of people. The way to design good ads is to experiment with different ads and measure which are effective.
Krzysztof Kowalczyk Send private email
Sunday, October 13, 2013
 
 
Excellent advice from Krzysztof

I'll add that it's important to realize that it doesn't scale linearly.  Meaning if you can get 100 clicks for 25 cents each, the next 100 might cost 50 cents each since you're having to beat more and more competitor's bids for each additional click.  There is definitely a point of diminishing returns, but where that is, is different for every ad/product.
Doug Send private email
Monday, October 14, 2013
 
 
Thanks for the good advice!
I really like adwords, I wish I'd started sooner.  I am only spending £1 a day, but already I am seeing the phrases I am making the most page impressions on so it's worth spending the money just for that.
And I did make a sale yesterday, but I am not sure it is related (I hooked adsense up to analytics but the stats don't seem to be synchronised yet).
DanDan Send private email
Thursday, October 17, 2013
 
 
Remember that the whole AdWords system exists to make money for Google, not to make money for you.  For example, when it makes a suggestion, you should question whether the result will be of benefit to you, or only to Google.

Those suggestions are made by robots, not people.  If you need proof, here's one that landed in my inbox today:

------------------------------------

Show your entrian.com/attach ads on the first page of
search results by meeting the Estimated First Page Bid.
[...] check out the following suggestion:

KEYWORD: visual studio attach debugger
CLICKS: 5
ESTIMATED. FIRST PAGE BID:  £550,000.00

------------------------------------

Um, thanks but no thanks.
Richie Hindle Send private email
Wednesday, October 23, 2013
 
 

This topic is archived. No further replies will be accepted.

Other recent topics Other recent topics
 
Powered by FogBugz