Running my first AdWords Campaign...need some help :)

Hi Everyone, Im planning on running an adwords campaign for the next month...just curious as to whether its better for me to use single keywords or keyword phrases?? below is a list of some keywords i'd like to use...my ad is also region specific (toronto,ontario) , google says dont use location keywords if im setting it up region specific? But then id like to use keyword phrases and I know people will type "toronto mortgage" into google searches...so im a bit confused with that

Also, whats better to choose from for where the ad will show? Google Search, Search Network, Content Network? Id really like to show up as a "sponsored link" when someone searches with my keywords....


here is the ad so far although i might change it a bit...

so far i set my max cpc to $2.50 and budget to $15 a day.

Lower Mortgage Rates
Credit/Income Help Available
Purchase, Refinance, Renewal
www.torontomortgagesite.com


Keywords Predicted Status Estimated Avg. CPC Estimated Ad Positions Estimated Clicks / Day Estimated Cost / Day
"bad credit mortgage" Active $1.15 - $1.73 1 - 3 0 - 1 $1
broker Active $1.45 - $2.18 1 - 3 0 - 1 $1
mortgage Active $1.60 - $2.39 1 - 3 0 - 1 $1
"mortgage broker" Active $1.63 - $2.44 1 - 3 0 - 1 $1
"mortgage rates" Active $1.66 - $2.50 4 - 6 0 - 1 $1
ontario Active $0.77 - $1.14 1 - 3 4 - 6 $4 - $6
refinance Active $1.30 - $1.95 1 - 3 0 - 1 $1
renewal Active $0.77 - $1.15 1 - 3 0 - 1 $1
toronto Active $1.03 - $1.54 1 - 3 4 - 6 $5 - $10
"toronto mortgage" Active $1.83 - $2.50 4 - 6 0 - 1 $1
Search Network Total $0.93 - $1.38 1 - 3 8 - 12 $8 - $20


Thanks for your help everyone

 

This depends on the money you are willing to spend. Generally, the single keywords will cost you more than the phrases. But again, the number of searches on the phrases should make sense to you first. Otherwise, you may opt for the keywords only, if the keywords in your domain are cheap.

If you are going to select the cities as well, while setting up your campaign, you need not need to mention keywords like "toronto" mortgage, if the regions you have specified already contains toronto in it.

Initially, its advisable only to choose Google search, increase your CTR, lower your bids, and then look for branding your site through Google's network. The other networks will let you have visitors but wont let you have targeted visitors. SO, initially go for just Google search.

Your site will obviously be showed as under the sponsored listings in adwords campaign. So no need to worry about that.

You can remove the www for a better CTR. shoudl help in your case.

Thanks....

 

You need to think about the type of people you want coming to your website (considering you will pay every single time they click)

One of the challenges with single word or few word phrases is the fact that while you will get more searches - you are also going to get less targetted people.

Someone typing in "mortgage" could potentially be searching for all kinds of information - they may not be looking to purchase.

However if someone is typing in "refinance my mortgage" they are more likely going to convert.

So my suggestion would be to think through really clearly the type of person you are trying to attract.

Dylan

 

Hi JP,

If I can start with your advert, I'm not sure that it's very salesy.

Here are the top UK adverts for "bad credit mortgage" at the moment:

Bad Credit Mortgage Quote
Homeowner with Bad Credit?
Get a Quick No Obligation Quote Today

Bad credit mortgage
Incredible Mortgage Rate Fast quote
Free Quote. Bad Credit no problem.

Bad Credit? Arrears?
Let Brightside Mortgages Help
Quick & simple application process

Mortgages Bad Credit
Remortgages for Bad Credit and CCJs
Low APR, Fast No-obligation Quotes

They all all quite good - most contain the keyword in the title (important for improving your Quality Score, and hence lowering your bids), and they use strong, selling words like Free, Quick, Fast, Incredible. They also tell people why they should use that company rather than sombody else.

An advert along these lines will probably out-perform yours (though you should be constantly testing new adverts against existing ones anyway).


If your budget is only $15 per day, you shouldn't be bidding $2.50. That will get you 6 clicks per day (7 if you're lucky). Your budget should last all day - reduce your bids until it does. It may be that if you bid $1 per day, you'll only appear on page 2, or 3 of the search results, but you only need 15 clicks, and if you can get them, then you should. The more clicks you get for your money, the lower your cost per conversion will be.

Regarding your keywords, if you want to broad match, then you should always exact and phrase match AS WELL. If you want to phrase match, then you should also exact match as well. This will again improve your Quality Score.

I wouldn't rely on Google's projections - they are completely hopeless.


I would strongly advise that before you go very far with your campaign, that you read up on the Quality Score. There's a section in my guide:

http://www.epiphanysolutions.co.uk/google-adwords/

on the subject. The Quality Score determines how much you have to bid in order to appear in a given position, and is critical to a successful campaign.

 

Thanks very much everyone for your input and ideas. I definately am interested in having my ads run only on the search network as "sponsored links". Quick question, if I lower bids to lets say $1, will people even get to the 2nd or 3rd page of a google search for mortgages?? I think with mortgages especially they will click ads on the 1st page only. Im wondering how effective this will be....

 

A percentage will explore beyond the first page. I'd say that for mortgages this would be higher than average, as people are likely to 'shop around'.

The point is that you should reduce your bids until your budget is just lasting all day - that will give you as many clicks as you can get for your money. This is true regardless of whether it puts your advert 5th, 10th or 50th.

There's no point in paying more per click to appear on page one, if your budget runs out by lunchtime!

 

Thanks for the info . I see alot of people posting links to google adwords vouchers and coupons? Can anyone recommend which ones to use? Ive already signed up for my adwords account but I have not entered the billing info yet, so my ads have not started yet...

 

Talk to Ritu

 

moderator could you please delete this thread , thanks. Joepipe