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 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
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
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
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/
About the Author:
Sharon Housley manages marketing for NotePage,
a company specializing in alphanumeric paging,
SMS and wireless messaging software solutions.
Other sites by Sharon can be found at http://www.softwaremarketingresource.com
, and http://www.small-business-software.net