As one of the leading search engine marketers, I spend quite a bit of time experimenting with different tactics to get my campaigns running optimally. Here are a few great ways to get your campaigns running even better…and bringing in more money.

1. Make Sure Your Ad Directs Users to the Right Page

Nothing annoys me more than when I click on a paid search ad for a specific product and I am taken to a home page. This makes me do ANOTHER search on the website to find what I am looking for. Many Internet users will just hit the back button and click another ad. Make sure that your ad for Nike Sumo drivers direct users to the Nike Sumo drivers page on your website. The fewer clicks a customer needs to make on your site the better chance of conversion.

2. Make Sure Your Ad Tells Searchers EXACTLY What You Are Offering

Each click costs you money. Make sure that your ad gives as much information as possible so that an Internet searcher will not click on your ad and then realize that your site does not offer what they are looking for. If your site offers software downloads starting at $9.99, put that in your ad text. This will weed out the people looking for free downloads or who think $9.99 is too much to pay.

3. Think Outside the Box

Have a golf course as a client? Think about bidding on terms outside of the standard “golf course” terms. Try bidding on “golf club” and “golf shoe” keyword themes as well. This strategy allows you to reach a wider, yet relevant audience.

4. GeoTarget

GeoTargeting allows you to have your ads seen within a specific area. A local company doing landscaping should not have their ads seen by anyone outside of an area they are willing to service. The GeoTargeting feature allows for reduced ad cost and a higher conversion rate.

5. Time Your Ads

If you only do business online during certain days and hours, have your ads automatically turn on and off. Many companies that have phone centers that are staffed between certain hours really benefit from having ads seen during ONLY those hours. A user going to a website and seeing that the staff is unavailable, will just leave and go to another site. Don’t waste your ad spend during these times.