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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.
AdWord Guidelines
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 no pop-ups.
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.
Title
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
list.
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/
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