Need some help with Adwords :(

Hi, I own a wine retail website. I hired a marketing firm to manage google adwords but they showed a high negative ROI and lost a lot money with them. I have dropped them and decided to take upon this task myself. I have read many posts, articles, as well as a couple of books on how to manage Google Adwords. My recent purchase i did was "Search Engine Advertising" recommended by Egol (thanks - can't wait to read it). I wanted to get your helpful suggestions as to what would be the best way to go about doing adwords for wine sales. I know i have to do specific terms like: Kendall Jackson Chardonnay -or- Buy Kendall jackson Chardonnay. Which one would convert better? Any helpful suggestions would help. Thanks.

Whatever you do, be sure of two things:

1. Set up a conversion tracking system to measure ROI for each ad.

2. Start slowly so you don't waste money on non-performing ads.

The specific questions you are asking about the best performing ad keywords/copy are things you will need to experiment with.

Oh yeah, if you've been reading up as you say, you probably already know this, but:

- be sure each ad has a specific landing page. Don't send all traffic to the home page unless it's the most appropriate. Try to minimize steps to a sale/conversion

- if your site performs well (converts traffic well), go for low cost traffic - paying for the prestige of highly visible search terms may provide lower overall ROI.

hi bernard, that was excellent. thanks for the great advice

looks like it will be a trial & error situation for me

Google allows you to display ads to searchers who are within a specified distance from the location you choose. Try different campaigns in different geographical areas. It should suit you.