Lately, I have been optimising one of the sites I manage for AdWords. As part of that I have looked into the many Self-Help guids to AdWords.
What really narks me is that they are all full of common sense and endorsements. For instance the last book I read about AdWords, tried to get you to use 1shoppingcart every other line, because its a ‘superior’ platform each man to his own but I have to say having used and hacked away a good couple e-commerce programs (OsCommerce and Zen Cart) there are a lot better out there (Trading-Eye my current platform of choice).
You can really boil them down to the following points
- Test different ideas and use the one that produces the best results
- Reduce links to other parts of you site on landing pages be direct
- Use PayPal
- Have a good design