What are these?
A Google adwords account is a system whereby you buy a 'box ad' (like a
newspaper ad) consisting of a paragraph or two of text, explaining your product.
This ad sits on the right hand side of the Google page, or it is positioned at
the top of each page before the main listings. Every time a prospective customer
clicks on the ad, it costs you some money - normally 10p to 50p on average. You
can adjust the amount it costs you per click. i.e. if you set the 'click rate'
(the amount it costs you per click) to, say, 10p, then your box ad will not
appear on the Google listings until, say, page 3 or 4, ....... if you set the
click rate to, say, 50p, your box ad will appear on page one or two, and if you
set it to, say £1.00, your ad will always appear on page 1. So the more you
offer to pay Google 'per click' the better listing they will give you ....
that's why it's called 'Pay Per Click' .
You don't have to have a
Google AdWords account, and you have to be very careful not to offer too much
per click as it can run away with your advertising budget very quickly. Start
with a small offer per click, say 10p, and then see what response you get, then
adjust the click rate to suit.
The following article gives
useful advice on what NOT to do when setting up your Google Ad Words account /
today's highly competitive Google AdWords PPC (pay-per-click) search engine, it
is now more important than ever to ensure that your PPC campaigns are optimized
to their utmost potential. You should be achieving maximum return on ínvestment
(ROI) for the keywords or phrases that are most relevant to your business and
are most likely to provide you with targeted traffïc to your website. With ever
growing CPC (cost-per-click) prices throughout the various PPC search engines it
is essential that you avoid certain mistakes that will undoubtedly result in
poorly performing PPC campaigns.
Mistakes to Avoid
list of less than targeted keywords
2) Not identifying unique aspects of your product or service
3) Lack of keywords in your ad text
4) Directing users solely to your home page
5) Creation of single Ad Groups
6) Utilizing single campaigns
7) Using broad match only
8) Failure to optimize Ad Serving for your ads
9) Not tracking results
10) Entering the content network without modifying bids
List of Less Than Targeted Keywords
you first set out to create your AdWords campaign it is of utmost importance
that you do not go "keyword crazy". What this means is that you must
not create long lists of irrelevant and generic keywords. For example, if you
were an automotive dealership then it would not be in your best interest to
target the keyword "truck". The reason being is that the
cost-per-click (CPC) for such a generic keyword would be incredibly high when
compared to a more descriptive relevant keyword such as "T-Z783 Extended
Cab". An example of an irrelevant keyword which would not produce
conversions if you strictly conducted automotive salës would be "tail
light covers". The phrase may bring visitors to your website but, if they
do not find what they are looking for when they get there, they will be gone
just as quickly as they arrived.
Identifying Unique Aspects of Your Product or Service
implementing your AdWords campaign you must first understand exactly what it is
that makes you stand out from your competition. By identifying your unique
products or services you will have a lot more clarity on how to rise above your
competitors and zone in on the keywords or phrases that are unique to your
business. I would recommend that you perform an analysis of your competition,
have a look and see what they are doing and which phrases they are using. After
conducting a competition analysis and after understanding what makes your
products or services unique you will be able to come up with a strategy that
will topple your competitors.
of Keywords in Your Ad Text
creating your descriptive ad copy it is imperative that you find a means to
inject your keywords into your title and description while maintaining the
delicate balance of clarity and relevance. Your ad copy should be tailored in
such a way that when read by a visitor they know exactly what they are getting
into when they clíck on your ad, which brings me to my next point.
Users Solely to Your Home Page
taking the time to decide which destination URL should be designated to which ad
is an oversight that I come across far too often. When you finish compiling your
list of relevant keywords that describe unique products or services of your
business, why on earth would you then send everyone to your homepage and let
them navigate through your site in hopes of finding what it is that they are
looking for. Instead why not send them straight to the page that contains
exactly what was described to them within your ad copy. As an example, if you
are an automotive dealership and your ad contains the keyword "T-Z783
Extended Cab", instead of sending them to www.auto-motive-dealership.com
send them to www.auto-motive-dealership.com/T-Z783_Extended_Cab.html.
of Single Ad Groups
ads that are targeting related keywords into a common ad-group will allow you to
have a much higher level of control over your entire campaign. Let's say that
you run a sporting goods store, start by grouping all ads targeted towards
hockey skates into a single Ad Group. You would then create another ad-group
which would be targeting hockey sticks and another containing hockey gloves and
so on. Organizing your ad-group structure in this manner gives you the ability
to create in-depth reports on the perförmance of each ad-group.
you have your Ad Groups sorted out into easy to identify categories you may then
move on to the next step of creating relevant campaigns. From the example above
you have created Ad Groups containing separate products of hockey skates,
sticks, gloves etc. Now it is time to create a container for all of the Ad
Groups into one campaign entitled "hockey equipment". You would then
repeat the process creating Ad Groups for tennis, one group for shoes, one for
racquets etc. and then once again you drop them all into a single campaign
entitled "tennis equipment". Having highly organized campaigns is the
key to determining which ads are creating optimal conversions.
Broad Match Only
you do not take advantage of the phrase matching options that are available to
you, chances are you are missing out on potential customers and creating a
higher CPC. Broad matches are usually less targeted than exact and phrase
matching. Broad matching is the default option your ads will appear for expanded
matches such as plurals or relevant keyword variations. When utilizing phrase
match your ad will appear for search terms in the order that you specify and
sometimes for other terms. Exact matching is by far the most targeted option to
use. You will appear for the exact keyword specified. Negative keyword is also a
fantastic option to utilize in order to specify which keywords you do not want
to appear for.
Default option: Blue widget
Surround the keyword in quotes: "blue widget"
Surround the keyword in square brackets: [blue widget]
Place a negative character before the keyword: -blue widget
To Optimize Ad Serving For Your Ads
you take advantage of the AdWords Ad Serving service basically what you will be
doing is showing your most popular ads more often. The AdWords platform will
give weïght to ads with the highest click-through rates (CTRs) and display them
more often then keywords with lower (CTRs) within the same ad-group.
order to have any idea on your AdWords campaign perförmance you must be able to
see the keywords that work as well as those that do not. Google AdWords supplies
a vast array of very useful tracking tools. Google has also built into the user
interface Google Analytics which is a marvellous web analytics tool that
provides you with in-depth reporting on all aspects of your campaign
I cannot stress enough the importance of creating goals for your AdWords
campaign to measure your success by.
The Content Network Without Modifying Bids
the AdWords platform you have recently been given the ability to set different
bids for the content network compared to that of the search network. If you do
not set different bids on the content network for certain keywords, you will be
paying more per clíck than you should be. After lowering the prices on certain
keywords you will notice that the amount of click-throughs that you will be
attaining will remain the same as they were at the higher bid.
purpose for this article was to create awareness for common mistakes and to
eliminate frustrations that may emerge when managing Google AdWords campaigns.
The points mentioned above are compiled from management mistakes that I have
stumbled upon time and time again in hopes to assist you in creating a marketing
campaign that will generate dramatic increases to the profïts of your business.
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