Optimising your Google Adwords campaign is an ongoing process, but many people resort to a trial and error process that ends up costing them hundreds, even thousands of pounds from their marketing budget as they tweak and refine each ad campaign.

Google Adwords pioneers such as Perry Marshall, the author of The Definitive Guide to Google Adwords discusses this aspect of Google Adwords campaign management in great detail. He outlines specific steps and strategies for getting results as soon as you start your campaign, and offers suggestions on ways to refine your campaign as each day or week goes by.

You don’t have to throw your money away when you learn the tips and strategies that affiliate marketers and Adwords experts already know; you can actually end up spending less on your ads than competitors in your niche by picking specific keyword segments, monitoring your results and changing your ads regularly. Here are some essential tips for getting results with Google Adwords and spending as little money as possible during the process:

First: As much as possible, avoid aiming for top spot placement. Unknown to many, the first spot on the Google Sponsored Search results doesn’t always provide the best conversions compared to the second and third spots. Bidding for the second and third spots respectively, instead of the first one, can afford you greater exposure in your market at a lesser expense. A visitor searching for information is also more likely to scan down the list, so you have an almost-equal chance of getting picked and clicked with your ad placement.

Next, eliminate negative keywords from your list. It’s common to find that you get hundreds of clicks from a particular keyword or key phrase, but with very low conversion rates. This is usually the case when you have a ‘negative’ keyword in your ad, which means that people searching for that keyword and finding you are expecting something different.

Lastly, never bid on broad match keywords. It is a common practice but try to avoid doing this, as you will be wasting your precious time and money.

Refer to the ‘advertiser competition’ results to find the right keywords. If the bar is colored more than halfway, you may find that the bid price is expensive. Instead, observe those that have a low color indicator. Any keyword that is not highly competitive will also allow you to bid for a lower price. You can use the ‘exact match’ feature on the Google Adwords Keyword Selector Tool to drill down your search.

You can utilise a variety of strategies to enhance your Google Adwords campaign so you can make the most of your advertising and to establish market reach. Apply any of these strategies or techniques as you optimise your Adwords program so you can start bidding on winning but with lower priced keywords.

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