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