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Using Google AdWords Cost Per Acquisition Campaigns

Save Money

There are a few requirements to be eligible to use the Google AdWords Cost Per Acquisition model. First, you need to have the AdWords conversion tracking pixel installed on your site and you’ll need 15 conversions tracked through the conversion¬†tracking over the previous 30 days. If you are serious about marketing your site and products, this should be very easy for you to accomplish.

Once you fulfil all the requirements, you can edit your campaign by changing the settings under Bidding and budget > Bidding option from Manual bidding for clicks to Automatic bidding to try to maximize clicks for your target budget.

You will be asked to set a value to the conversions, in other words, how much you’re will to pay per sale. When you enable the Conversion Optimizer for a campaign, you set a maximum CPA bid for each ad group.

Ready, set, go. You’re pretty much done, make sure to check back on it.

Maximize Trust Level By Displaying Affiliated Third Party Logos

Trust Me: Google, Shopzilla, NexTag, PriceGrabber, BillMeLater

Help your customers trust you by displaying logos and badges of third part services that you work with.
If your site is relatively new, chances are people are not familiar with your brand and have no reason to trust you. If you deal with or are certified by brands that people know and trust, display their logo prominently on your site.

Most shopping engines offer their logo for use on retail sites. Anyone who uses these sites regularly will feel slightly more comfortable with placing an order on your site when they see it. If you accept PayPal, Google Checkout, BillMeLater or accept payments through any other trusted channel, display that logo too.

Consumers need to feel like they can trust you. Tell them why they can trust you.

Affiliate Marketing & Use Of Brand Name Keywords

Arbitrage Ad Google AdWords

Some affiliate publishers only advertise your brand name to drive traffic to their/your site. This is generally traffic that you would get anyway, because if someone if searching for you, they’ll find you. In most cases, it’s best to create clear guidelines for the affiliates to follow that will excluded this.

Think of it in terms of what this affiliate brings to the table, what are they bringing you that you couldn’t get yourself? If they are just doing click arbitrage where they buy the click for x and sell it for and keep all the money in between, then it’s not worth it. If it is an established website with tons of their own traffic and they promote you on their own site, then they bring something that you can’t create on your own.

Bottom Line

Clearly analyze the bottom line of your affiliate network guidelines and clearly communicate and enforce them.

Image Credit: mary hodder

Grow Your Email Newletter By Offering A Promo On Signup

Email Newsletter Samples

It’s hard to build your email list properly, but it’s the only way to go. Email Marketing results vary with the size of the list.

A good way to get people to sign up for your newsletter is to offer a discount right after signup. Place a banner ad on your site, above the fold, with a call to action to enter their email address and get $10 off their next purchase.

You will have people sign up just to get the coupon, but you would probably get more out it in the long term. I just used $10 off as an example, you can try anything else that you think may work better in your industry.

Image Courtesy: Jolante

Pay More & Go With A Better Hosting Provider

Hosting Provider Data Center

Your hosting provider is a crucial partner in the success of your business. Make sure to do your due diligence when deciding which host to use.

You will find a lot of fly by night companies offering the best prices possible. It will make you think “look how much I can save”. Think again. The amount you’ll save by using a cheap host instead of a reputable one such as RackSpace is negligible.

With a proper host, you will get a very high level of support. They would go above and beyond what is contractually required of them. When and if there is downtime, how your host handles it defines the quality of their commitment to you. I’ve had some pretty bad experiences with some hosting companies. One host had an outage that lasted for 13 hours, during which you couldn’t get through to anyone at their company. Is that worth saving $100 a month? How much business was lost?

Bottom Line

Like everything else in life, you get what you pay for.

Image Credit: Steinar Johnsen

Landing Pages Can Increase Your Conversion Rate By +50%

Never assume your typical consumer will click past the first page (or even scroll down the same page). It is your job to sell the consumer and convince them to click further. Your page needs to have all pertinent information displayed right when the page loads. It should be displayed in a nice easy to digest format.

Landing Pages

If your landing page is selling products from a specific brand, you will want to include the brand name in a large typeface, and specific reasons to shop by you (i.e. Authorized Dealer, 110% Low Price Guarantee, Quick Shipping, Free Shipping etc…).

If your landing page is selling a specific product you should display the product name and the price prominently. The product image should be large and clear with the ability to zoom in for bonus points. The add to cart button should be very big and above the fold. Colors make a big difference as well, generally green and yellow work well but feel free to test different colors.

Good vs Bad

B&H Photo Video Product Landing Page

Good: B&H Photo Video Product Landing Page

Bad: Where Is The 'Add To Cart' Button?

Bad: Where Is The 'Add To Cart' Button?

Get Extra Mileage By Tweaking Your Ad Copy

Ad Serving

Ad Serving

When creating a new campaign, it is always good to create several ads in each ad group. By default Google will serve your best performing ads more often than the others. With a brand new campaign that doesn’t have enough data, I’ve found this to be skewed towards the ads that performed well during the first couple of days. To counteract this, you can set your campaign to display ads evenly for 2-3 weeks so that you can collect a decent amount of data and then switch it back to serve the best performing ads more often.

Ad Copy

You should always put at least three different ad copies in each ad group. Although you know your product the best, you don’t know what people tend to click on. The bottom line is that consumers are hard to predict.

Try using similar ads such as:

Red Shirt – Free Shipping
110% Low Price Guarantee. Order Now.
3 Day Sale. Fast, Free Shipping


Red Shirt – Free Shipping
110% Low Price Guarantee. Order Now.
3 Day Sale, Huge Selection Of Shirts.


Red Shirt – Lowest Price
Large Selection, Authorized Distributor.
3 Day Sale. Fast, Free Shipping.


After a few weeks, see which ads performed better and tweak the others with similar styles. Every few weeks you should rinse and repeat.

Should I Spend Time On Yahoo! Search Marketing & Microsoft adCenter?

Judgement Day

It is a well known fact that Google AdWords commands more than 80% of the Paid Search market share. With that being the case, is worth the time managing campaigns on Yahoo! Search Marketing and Microsoft adCenter? This question is even more important considering the somewhat recent news that Microsoft Bing will be merging with Yahoo! Search.

Cost vs Results

One thing is for sure, keywords on Yahoo and Bing will cost a fraction of what they cost on Google. The main reason for this is that there are much less advertisers on Yahoo and Bing. This can be a benefit to you though because of the keyword bidding competition, or lack thereof.

The Big Test

The easiest thing to do is download an export from your Google account using Google AdWords Editor and upload this into the Yahoo and Microsoft consoles. They both offer the ability to convert Google campaigns.

Once your campaigns are live in the second tier engines, lower your bids and daily budgets and let the ads roll. Keep your eye on keywords that are getting way too many clicks. I’ve seen keywords which didn’t perform too well on Google, get overclicked on Yahoo and Microsoft.

Day Of Judgement

After accumulating 3-4 weeks of data, check your return on investment (ROI), if it looks like your’re making a profit, then go for it. Make sure to calculate the cost of the extra time it takes to manage a triplicate set of campaigns.

What If Yahoo! & Bing Merge?

They have already finalized the deal on paper. However, they still need to get regulatory approval, which can take a while. Even when they do get approval, they will need to integrate their two systems, which can take even longer.

Can’t Handle It?

If you can’t handle managing three sets of campaigns for Google AdWords, Microsoft adCenter and Yahoo! Search Marketing, try a third party tool that gives you the ability to manage all three from within one interface. Some of the better ones are Kenshoo, Acquisio and Clickable.

Use Google AdWords Opportunities To Broaden Your Campaign Reach

Google Rubber Duckies

In the (relatively) new Google AdWords interface, there is a new tab called Opportunities, in here Google will periodically offer you campaign optimization tips.

The best idea is to go and review these suggestions on a monthly basis as these tips are constantly changing based on consumer search behavior and patterns.

Keyword Opportunities

On the left side, you can select a campaign the same as you would in the Campaigns tab. When you select a campaign it will show you a list of ad groups with suggestions. Click on each ad group and you will see a list of search terms that Google suggests you add to the ad group. You should always review before accepting because they will suggest many keywords that may be to generalized for your campaigns success.

By doing this monthly, you will keep growing your campaign target audience based on Google’s historical data and metrics.

Image Credit: Yodel Anecdotal

Go For Break-Even In Google AdWords & Raise Your Budget

Google Daily Budget

When you are first starting out with your Google AdWords campaigns you will tend to be concerned about your ROI. A good trick to help progress your campaigns performance in terms of ROI, is to aim for your break even point.

Break Even

First you will need to figure out what that point is, once you have the magic number — whether it is $25 per sale or 20% of the total sale amount — you will need to set up your campaigns budget to get a decent amount of traffic. As your campaign starts collecting data, keep optimizing and tweaking it until you reach the break even point.

Shot In The Arm

Once you come close, you should raise the daily budget as much as you can. This will do two things simultaneously: first, it will bring you more traffic which you can optimize better and second, it will help bring up your click through rate and conversion rate. This works by simple logic. If your conversion rate is 1.5% and you only have 100 visitors, you may miss out on the 1.5 sales you would have got. If you have 1,000 visitors, you have a better chance of finding the 1.5% of visitors that will convert into customers.

Image Courtesy: Danard Vincente