Google Adwords is a very effective form of internet
marketing. When designed properly, you can gain access to
a large segment of internet users. And, you can access a
highly targeted market.
Major components of Google Adwords are the ads and the
keywords. Lets take the ads first..
The ads are constructed with four lines. The first line is
the title and contains a maximum of 25 characters. Usually
the title contains a major keyword or key phrase. Always
mention what you are offering in the title.
The second line should mention benefits to the shopper; why
he or she should buy from you rather than the other guy.
Google gives you a maximum of 35 characters to highlight
the benefits of your product or service.
The third line can continue with some benefits but it
should contain a call to action i.e.buy, sign up , etc.
Again you have a maximum of 35 characters including spaces.
The fourth line contains the website's URL and the last
line contains the URL of your destination page or landing
page. This lets you determine what you want the shopper to
see first and that first site must be relevant to your ad.
When a user enters a search query on Google.com, Google
scans keywords on each webpage to see if that page matches
the search. Google then shows the webpages that most
relative to the word or phrase entered in the search.
Google also displays ads in response to search queries. But
with ads, Google scans the keywords that you've chosen to
represent your business. When a user searches for keywords
you've selected for your ads,your ads can appear next to
the search results.
Preparing ads that will get shopper clicking can be
difficult. However, with Adwords you will know right away
if you are doing it correctly. The number of clicks and
price of the clicks will tell you immediately.
Google Adwords provides you with plenty of help. Google
allows you to put up as many ads as you want . This way
you can compare the results and select the most effective
ad. This is called split testing and that can be expanded
to the landing page as well. In fact, Google has a routine
allowing optimizing multiple variables in the ad and in the
landing page. How that works is beyond the discussion here
but will be described in a later article.
Writing relevant ads depends upon the keywords and phrases.
So how do you get those effective keywords? Start with
what you and only you know about your business or product.
These keywords of course are related to your business are
product. Guess at how people would request your product or
service and then you will have a good start at selecting
keywords and phrases. Here again, Google helps. Google
has a keyword tool that generates keywords from the few
words that you might think of initially.
The tool not only gives you suggestions of many other
keywords but it will provide you with estimates of the
traffic and cost per click level. These are only estimates
but the data utilized to calculate those estimates comes
from Google's giant database.
Another keyword tool beyond Google is Wordtracker. In
Wordtracker, you can input a root word and it will generate
many possible keywords. It also has a comprehensive
keyword research capability. Each keyword is evaluated for
daily traffic and competition. After you select one level
of a keyword, wordtracker allows you to dig deeper and
locate more targeted keywords and phrases. Targeted
keywords and phrases are really important for achieving
profitability.
Utilizing the keyword tools available, you will probably
end up with more than enough keywords and you can then
began to narrow your selection to the most cost effective
ones for your business. Usually two to three words or
phrase is best for any one ad group. That number will be
easier to control and monitor and is more likely to
generate a higher conversion rate. I'ts not the number of
click that you are interested in but it is the number of
clicks you convert into a customer that counts.
The most cost effective utilization of Google Adwords is
getting the best Quality Score for each keyword or phrase.
We will discuss how to do this next time.
John Lane, MBA
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John Lane, MBA
Specializes in profit strategies for internet affiliate
marketing programshttp://www.MyCashFlow-Website.com
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