Monthly Archives: September 2011

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How to Double Your Google Adwords Conversions

Google Adwords is, without a doubt, the heavy weight champion of search advertising. It is a tool that makes advertising possible for businesses of any size. Google Adwords packs a powerful set of tools to make marketing campaigns successful despite being inexpensive and easy to use.

The idea behind performing well on Adwords is to see advertising success as conversions not traffic. By default, Google Adwords will point all ads to a generic homepage. This is fine for small sites; but for online businesses, it is vital that each ad reach a specified page to ensure high conversions (i.e. product sale, subscription, contact lead, facebook fan, etc).

So, the trick to improving Google Adwords conversions is to land visitors on the exact pages they seek. Now this can be time consuming if you were to set up an ad for each product on your website. Fortunately, Google Adword’s Dynamic Keywords targeting makes this easy for someone with a bit of web development skills.

Google Adwords Dynamic Keywords lets you set up a set of keywords, such as “Nike Shoes, Adidas Shoes, Reebok Shoes, Aldo Shoes ” that will be dynamically injected into your ad copy when the user searches for relevant terms. For example, a user will see an ad for “Nike Shoes on Sale” if the specified keywords for the ad include the search term “Nike Shoes”. In other words, all you have to do is come up with one ad and let Google do the rest.

Click here to learn more about Google Adword’s Dynamic Keywords.

Now for the tricky part; in order to increase conversions, you will need to redirect the traffic for the individual dynamic keyword ads to product specific pages. For example, the “Nike Shoes on Sale” ad should redirect the user to the product page containing Nike Shoes; similarly, the “Adidas Shoes on Sale” ad should redirect the user to the product page containing Adidas shoes. This is possible to setup using some back-end code on your website. I am going to show you how to do this using PHP.

We are essentially going to build a search and redirect script. Our script will look for the keywords, and match them to the database containing the products. The user will then be redirected to the corresponding page based on their original search query.

1) Pass the ad specific keyword to the URL from Google Adwords. (i.e.{Keyword:Shoes}

2) Use PHP to grab the product requested. Search the database for this product in order to determine its ultimate destination.

3) Redirect the user to the product page. (i.e

All you’re doing here is switching from a generic homepage ad to dynamic keywords that redirect to the pages most relevant to the user’s original query.
Once this is setup, you will essentially funnel traffic from your ads to product specific pages. The visit is more likely to turn into an actual sale since the user won’t have to spend time looking for the said product. I saw my Google Adwords conversions more than double once this system was implemented on my site. Use this technique for targeted sales with a smaller marketing budget.

Regression to the Mean

Rail travel at high speed is not possible because passengers, unable to breathe, would die of asphyxia.
Dr. Dionysus Lardner (1793-1859), Professor of Natural Philosophy and Astronomy

Airplanes are interesting toys but of no military value.
Marshal Ferdinand Foch, French military strategist and World War I commander.

There is no reason for any individual to have a computer in their home.
Ken Olson, President of Digital Corporation, 1977

The Internet will catastrophically collapse in 1996.
Robert Metcalfe, Inventor of the Ethernet

Computers in the future may weigh no more than 1.5 tons.
Popular Mechanics, 1949

There is nothing new to be discovered in physics now, All that remains is more and more precise measurement.
Lord Kelvin, 1900

We have reached the limits of what is possible with computers.
John Von Neumann, 1949

I think there is a world market for maybe five computers.
Thomas J. Watson Snr., IBM Chairman, 1943