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Adwords: Should I place my self on the first page for "web design"

Posted on 2006-11-03
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Last Modified: 2013-11-28
I pay 60 cents per click on Adwords ($250 per month) for my web design business

www.owndesigns.com

I get about 2-3 small jobs per month, which just covers my bills. Most people come in on the keywords, "web design" or "website design" or sometimes through various keywords that have to do with "affordable website design". I've tried many, many ad variations and keywords.

My price is $39/page, $250 minimum spend.

I'm wondering if you guys think it would be profitable to put myself on the first page, pay the huge Adwords bill, and take in more clients. Looking for good advice!

Bob

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Question by:weikelbob
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humeniuk earned 2000 total points
ID: 17871245
There's only one way to properly evaluate this - test variations and track results.  Just as you have tried different ad variations and keywords, you need to vary what you are paying per click and carefully measure your ROI - which is all that matters at the end of the day.

If your budget is $250/month and your (approx) 417 clicks get you an average of 2-1/2 at an average of (for example) $500 each, you have a good starting point.  Try 250 clicks for $1 each - does that convert to avg. 2 jobs @ $600 each or 5 jobs at $500 each ... etc.  Try different variations and evaluate the respective conversion rates, but be sure you can accurately trace the source of your clicks - they won't all be from your ads.

You need to track your conversion rates just as you track other traffic statistics.  You need to know not only who comes from where, but equally important is knowing where your traffic that converts to sales comes from.  While the above approach will benefit you, in reality marketing and advertising may lead to traffic, but conversions (ie. sales in your case) are primarily a factor of what your visitors see when they get there.

How do you increase your conversion rates?  You make refinements to your site and track the results (sound familiar?).  If you're not sure where to start in terms of making such refinements, do a little research.  Search your targeted keywords and similar or related keywords.  Make a list of websites from both the ads and the natural search results.  Try to enlist the help of some people who fit within your target demographic and ask them to visit these sites and rate them in terms of how comfortable they would be in buying something (ie. website design services) from each company (without consideration for things like price and so on).  You can create your own scale, something like ' 1 - likely to buy, 2 - might buy, 3 - unlikely to buy, 4 - not a chance'.

After they have finished the ratings, ask them to revisit some of their top and bottom rated sites and give you a few short sentences on why they rated each site the way they did.  This will give you good insight into what factors inspire confidence.  This will give you a lot of information about what will inspire your target demographic to buy the kind of services you offer.  Begin to incorporate the factors that appear to be a positive influence and track their impact on your own conversion rates.


p.s.  definitely worth a look - www.seo-blog.com/conversion-credibility-and-trust.php
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by:weikelbob
ID: 17872497
Some good advice humeniuk.

That's the first time I've read that part of seo-blog.com. It's great.

Just in case you're interested, I called Google Adwords. They said to include negative keywords like

-class
-template
-tutorial

etc.

They also said to make some text ads that are designed to go to different pages of my website. They also told me to use Google Analytics.

Anyway, between humeniuk and Google, I've got plenty of information, but I'll lease the question open in case others have more to add.
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by:humeniuk
ID: 17873047
"They said to include negative keywords ..."
Excellent point.  Thanks for including it.

"They also told me to use Google Analytics."
Absolutely.
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by:weikelbob
ID: 17884165
Thanks humeniuk.

Negative keywords were the big thing. I was able to increase my CPC and spend the same amount. Priceless.

Your words were very helpful, especially that great link, www.seo-blog.com/conversion-credibility-and-trust.php

Bob
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LVL 33

Expert Comment

by:humeniuk
ID: 17889994
Glad to hear it, Bob.  Thanks for the A.
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