Understanding Google AdWords
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Unlike many search engines Google, to its credit, clearly
denotes search listings that are paid placement. In fact, Google AdWords appear
in a separate section down the left side of the screen.
Google AdWords provide an inexpensive advertising venue for
businesses to advertise products or services to a targeted audience. Advertisers
have the ability to control their budget, target their advertising based on
keywords. Advertisers are also free to determine the ad contents.
Google AdWords allow for nearly instant traffic, which can be
turned on and off. Traffic results can be measured, providing information on
what is successful, what isn't and what needs to be changed. AdWords can be
found that work by running a test campaign.
Benefits to AdWords
Advertisers bid on keywords, the more an advertiser is willing to pay the higher
the likelihood the ad will appear higher in position in the list of ads served.
Google, invariably wanting to make the most from advertisers, determines
placement based on a combination of click through rate, bid amount and budget.
Of course, in order to maximize revenue and please searchers Google does have
guidelines for ads served and all ads must receive a minimum percentage click
through or they are removed.
Clearly and accurately describe the website, this is to the advertiser and
searchers benefit. Ultimately, the more qualified the visitor who clicks the ad,
the higher the likelihood the clicker will convert into a sale. By providing
clear and accurate information, searchers who click the ad are qualified leads,
which tend to convert more consistently than unqualified leads. The most
effective advertising communicates a clear message to a targeted audience.
Avoid excessive capitalization, superlatives and lavish
exclamation marks in the ad. By doing this you are not only serving the visitor
you are filtering unwanted clicks from non-buyers. Due to space limitations your
ad message will need to be concise. Select keywords that are relevant to your
product, service or content. Call to action phrases are not allowed (i.e. you
cannot use phrases like "click here" in your ad copy.) There are also
Steps for AdWord Campaign
1.) Open an account
2.) Target language and country - This is very important because
if your product or service can not be exported you do not want to pay to
advertise in those countries for which your product or service can not be sold.
3.) Create Ad Group - design an ad, select keywords, determine
maximum cost per click that you are willing to spend and define bid amounts.
The title tag is generally the most important part of the ad be sure to use a
short phrase that gets the attention of your target audience. An underutilized
feature at Google allows you to put a question mark in the title, the term
searched on automatically replaces the question mark in the title of your ad.
Define max click - Google will suggest a cost per click, but the
recommendation does not need to be adhered to. Arguments have been heard that #1
position does not always mean increased sales; sometimes a second position will
filter useless clicks and provide targeted traffic with a higher conversion
ration. The rule of thumb is positions 1-3 garner the most traffic and best
results. Increasing either your maximum cost-per-click or the ads click through
rate will generally improve the ad's position.
Use keyword variations to reach more prospects. A variety or
spellings and derivatives of keywords will increase the chances of your ads
being served. Be sure to use common misspellings and plurals in your keyword
Broad match - is targeting keywords in a loosely defined manner.
Ads appear based on keywords that have been queried by search users. For
instance, if the keywords you are planning on broad matching are "mountain
bikes" and users search for the terms "bikes that can climb a mountain",
your ad will appear; as opposed to exact match, which requires that the keywords
selections must exactly match the query.
Phrase match - is indicated when quotations are used in the
phrase. A keyword phrase set to phrase match will only appear when the exact
phrase is searched on. For example "mountain bikes" will appear when
searchers search for "brand name mountain bikes".
Exact match - is when the keyword or phrase is entered with
brackets. The phrase will only serve ads when the entered search phrase is
identical to the keyword phrase. "Mountain bikes" will only appear
when searchers search for "mountain bikes"
Negative keyword - is helpful in filtering unrelated phrases. A
dash is entered before the filtering phrase. "Mountain bike -races will not
appear if mountain bike races are searched on.
Landing Page - is important because this not only helps with
tracking, but also provides a focused and specific landing page for searchers.
Information can be related to the actual search, while also increasing the
conversion ratios for sales. A focused landing page with content related and
using the same terminology as the actual search, will show the searcher that
your solution is relevant to their needs.
3.) Define budget - in order to maximize exposure Google
recommends a daily budget for each campaign.
Google's suggested budget is helpful in receiving consistent
traffic throughout the advertising campaign. Keep in mind this is only Google's
recommendation; ultimately it is up to you to determine a budget that is
affordable and suitable.
Google supplies tracking tools that assist webmasters in
determining their return on investment based on keyword searches and phrases.
While the technology is not perfect and cannot track phone and purchase orders,
it should give advertisers a sense of what phrases and keywords are converting
well in their advertising campaign.
While Google AdWords should not be your only advertising
campaign, but should be a significant part of your campaign. Google AdWords can
certainly help send those important targeted searchers to your website. Get
started with Google AdWords at http://www.google.com/ads/