| S. Housley | | | | Define max click - Google will suggest a cost per |
| Google AdWords | | | | click, but the recommendation does not need to be |
| | | | adhered to. Arguments have been heard that #1 |
| Google AdWords provide an inexpensive advertising | | | | position does not always mean increased sales; |
| venue for businesses to advertise products or | | | | sometimes a second position will filter useless clicks |
| services to a targeted audience. Advertisers have | | | | and provide targeted traffic with a higher conversion |
| the ability to control their budget, target their | | | | ration. The rule of thumb is positions 1-3 garner the |
| advertising based on keywords. Advertisers are also | | | | most traffic and best results. Increasing either your |
| free to determine the ad contents. | | | | maximum cost-per-click or the ads click through rate |
| Google AdWords allow for nearly instant traffic, | | | | will generally improve the ad's position. |
| which can be turned on and off. Traffic results can | | | | Use keyword variations to reach more prospects. A |
| be measured, providing information on what is | | | | variety or spellings and derivatives of keywords will |
| successful, what isn't and what needs to be changed. | | | | increase the chances of your ads being served. Be |
| AdWords can be found that work by running a test | | | | sure to use common misspellings and plurals in your |
| campaign. | | | | keyword list. |
| Benefits to AdWords | | | | Broad match - is targeting keywords in a loosely |
| Advertisers bid on keywords, the more an advertiser | | | | defined manner. Ads appear based on keywords that |
| is willing to pay the higher the likelihood the ad will | | | | have been queried by search users. For instance, if |
| appear higher in position in the list of ads served. | | | | the keywords you are planning on broad matching |
| Google, invariably wanting to make the most from | | | | are "mountain bikes" and users search for the terms |
| advertisers, determines placement based on a | | | | "bikes that can climb a mountain", your ad will appear; |
| combination of click through rate, bid amount and | | | | as opposed to exact match, which requires that the |
| budget. Of course, in order to maximize revenue and | | | | keywords selections must exactly match the query. |
| please searchers Google does have guidelines for ads | | | | Phrase match - is indicated when quotations are used |
| served and all ads must receive a minimum | | | | in the phrase. A keyword phrase set to phrase |
| percentage click through or they are removed. | | | | match will only appear when the exact phrase is |
| AdWord Guidelines | | | | searched on. For example "mountain bikes" will appear |
| Clearly and accurately describe the website, this is to | | | | when searchers search for "brand name mountain |
| the advertiser and searchers benefit. Ultimately, the | | | | bikes". |
| more qualified the visitor who clicks the ad, the | | | | Exact match - is when the keyword or phrase is |
| higher the likelihood the clicker will convert into a sale. | | | | entered with brackets. The phrase will only serve ads |
| By providing clear and accurate information, searchers | | | | when the entered search phrase is identical to the |
| who click the ad are qualified leads, which tend to | | | | keyword phrase. "Mountain bikes" will only appear |
| convert more consistently than unqualified leads. The | | | | when searchers search for "mountain bikes" |
| most effective advertising communicates a clear | | | | Negative keyword - is helpful in filtering unrelated |
| message to a targeted audience. | | | | phrases. A dash is entered before the filtering phrase. |
| Avoid excessive capitalization, superlatives and lavish | | | | "Mountain bike -races will not appear if mountain bike |
| exclamation marks in the ad. By doing this you are | | | | races are searched on. |
| not only serving the visitor you are filtering unwanted | | | | Landing Page - is important because this not only |
| clicks from non-buyers. Due to space limitations your | | | | helps with tracking, but also provides a focused and |
| ad message will need to be concise. Select keywords | | | | specific landing page for searchers. Information can |
| that are relevant to your product, service or content. | | | | be related to the actual search, while also increasing |
| Call to action phrases are not allowed (i.e. you cannot | | | | the conversion ratios for sales. A focused landing |
| use phrases like "click here" in your ad copy.) There | | | | page with content related and using the same |
| are also no pop-ups. | | | | terminology as the actual search, will show the |
| Steps for AdWord Campaign | | | | searcher that your solution is relevant to their needs. |
| 1.) Open an account | | | | 3.) Define budget - in order to maximize exposure |
| 2.) Target language and country - This is very | | | | Google recommends a daily budget for each |
| important because if your product or service can not | | | | campaign. |
| be exported you do not want to pay to advertise in | | | | Google's suggested budget is helpful in receiving |
| those countries for which your product or service | | | | consistent traffic throughout the advertising |
| can not be sold. | | | | campaign. Keep in mind this is only Google's |
| 3.) Create Ad Group - design an ad, select keywords, | | | | recommendation; ultimately it is up to you to |
| determine maximum cost per click that you are willing | | | | determine a budget that is affordable and suitable. |
| to spend and define bid amounts. | | | | Google supplies tracking tools that assist webmasters |
| Title | | | | in determining their return on investment based on |
| The title tag is generally the most important part of | | | | keyword searches and phrases. While the technology |
| the ad be sure to use a short phrase that gets the | | | | is not perfect and cannot track phone and purchase |
| attention of your target audience. An underutilized | | | | orders, it should give advertisers a sense of what |
| feature at Google allows you to put a question mark | | | | phrases and keywords are converting well in their |
| in the title, the term searched on automatically | | | | advertising campaign. |
| replaces the question mark in the title of your ad. | | | | |