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[A286]Advertising With Google Adwords

by Don Fletchinger, Don

Google Adwords is the most sophisticated and popular pay-per-click advertising system on the internet. Unlike regular search engine listings, which are listed for free according to "relevance," as defined by the particular search engine involved, Adwords are small text ads which usually appear to the right of the unpaid listings.

Advertisers bid on specific "keywords", which determines where the ad is displayed. However, unlike other search engines, where placement is completely determined by the amount of the bid, Google uses a complex calculation which also takes into the account the popularity of the ad as well. Thus, an ad which gets clicked on a lot can end up in a better position than one with a higher bid. That's how Google rewards the ad for relevancy, so it pays to create an ad that will invite clicks.

Advertising with Adwords has many advantages. First, the ad is displayed immediately, as opposed to waiting for sites to show up in regular listings, which can take months. Second, they can be highly targeted, meaning you can make sure you're only paying for clicks by customers who are sincerely interested. Third, Adwords allows you to run several ad campaigns simultaneously, so you can test the results and experiment on the fly to constantly improve the quality of the ads. You can even track the "conversion rate," or the actual number of sales generated by a given ad. This is extremely precise marketing.

The first step is to come up with the best possible list of keywords. This is extremely important, because if you bid on the same ones everyone else is bidding on, you will end up with very expensive clicks. You can use any of the many keyword search tools available on the internet to determine which keywords have lots of searches but not too much competition.

If you bid on enough low-cost keywords, you can do as well or better than if you had placed an expensive bid on a popular term. You can also place a limit on your budget, so that you can control how much your total expenditure is per month. You can also specify certain words you do not want included, so that you don't attract a lot of clicks from people looking for something related that you don't offer.

The ad itself consists of four lines: a title of no more than 25 characters, a description with two lines of up to 35 characters each, and a line for your url, also limited to 35 characters. The title is what really attracts attention. It should include the keyword you're targeting, and should be as striking as possible so as to stand out from the crowd. If it's truly attention-getting, it could end up getting more clicks than other, duller ads higher up on the page. Some suggest that it should be in all caps, and include a price if possible.

The description should include the major selling point of your product, and also include enough information to discourage clicks by unqualified customers. Make sure they know what you're selling and what to expect, as well as what sets you apart from the competition.

Finally, make sure the URL listed takes them to the most relevant page in your site for what they're looking for. Make sure the link is up to date and functioning correctly.

That's it in a nutshell, although the nuances are quite a bit more complex than we can deal with here. Many resources are available on the net which go into greater detail. But now that you understand the basics, you should be armed with the information you need to explore one of the most potentially lucrative marketing tools on the internet.

Thank you for reading this next article I've written. The first article, titled “Working From Home is So Easy It Could Be An Insurance Commercial? Don't Bet Your Income On It”, covered some of the mistakes most people make when they go out to start a business. This next article, as I'm sure you may have guessed, is about a major mistake people using when they go out online to market their business.

Google Adwords is a very popular method of advertising online, and there's no mystery why. Google has by far the highest search engine traffic available online and you absolutely have to take advantage of it as a source of marketing. However, many people go out and have no idea whatsoever how to properly use Adwords to market. In fact, Adwords can be one of the main reasons your business fails because of how expensive it can get to use. It may not seem like much to pay 3.00 a click, but when you have over 100,000 impressions and 1500 clicks, suddenly your marketing budget is looking a bit tight, of course depending on how many clicks convert to income.

People just have no idea generally how to use Adwords effectively. They go out, throw on some arbitrary bid-per-click and never regulate their keywords to make sure that they're being used effectively. I test my keywords per every 1,000 impressions and if they're not up to the quality of clickability I've established, I get rid of them or I change my ad. So what are some of the ideas here that need to be used to improve your Adwords use?

First and foremost, you need to be stingy with your pay-per-click campaign. I know you want the best possible position on the Adwords campaign, but the fact is you have to understand your own budget and how to properly allocate your money. The number I try to use is 3-5 dollars for every 1,000 impressions. The most I tend to put up for a single click is $1. That's only for the very best performing keywords I have. Learn to be frugal with your Adwords campaign. If your content is quality and is converting sales at a decent rate, you don't need to go out and spend a huge amount per click.

Second, people use the wrong keywords. It can be very easy to do some research and find new keywords that are underused. In MLM and businesses, many people throw money at keywords like “Home business” and “online marketing”. These are very competitive keywords! You'll be forced to pay up to use these words and they are so general, the odds your content specifically will fit your click audience is slim. You'll end up paying a lot of money for little income. Go out and find keywords that are more specific. Find out “guru” names and see how much traffic they get, use specific location names or product names. If you're dealing with a business opportunity, there's a good chance that most people involved will be trying to sell the business opportunity and neglecting the retail product, go after the retail audience as well as the work from home crowd.

Third, and finally, make absolutely certain you are testing and altering your marketing! Don't just set it on autopilot and forget about it for three months. That's a great way to lose a very large amount of money very quickly. When I test a keyword, I test it for a week or for 1,000 impressions and see how high the click rate is. Then I'll change my ad until I get a better click rate and when I finally get to where I want to be, I'll check my keywords and look at which ones are converting on the highest percentage. I have a pre-set percentage of click through that I use as a baseline and when a keyword doesn't perform to that level once I've established my ad is quality, it's history. I may add a new word, I may not. It just depends on the situation.

Something else you may want to consider is separating your keyword specific ads from the Google ad network. Set up a campaign specifically targeted to just your keywords and then set up another one that targets the Google content network specifically. This can help bump up the quality of your ad campaigns.

This was a fairly brief article, but I think the content in it can be exceptionally valuable. Knowing how to properly handle Adwords can often be a make-or-break skill for the business owner on a budget. I hope it has been of some help to point out some of the more obvious problems and that you'll be able to use this information right away to enhance your success.

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Both Don Fletchinger & Jeremy Heesch are contributors for EditorialToday. The above articles have been edited for relevancy and timeliness. All write-ups, reviews, tips and guides published by EditorialToday.com and its partners or affiliates are for informational purposes only. They should not be used for any legal or any other type of advice. We do not endorse any author, contributor, writer or article posted by our team.

Don Fletchinger has sinced written about articles on various topics from Make Money Online, Adwords and The Internet. Don Fletchinger specializes in teaching other people how to start earning multiple paychecks working from home. His money making website contains the best diversified business opportunities, training programs and ideas on the internet today.. Don Fletchinger's top article generates over 6600 views. to your Favourites.

Jeremy Heesch has sinced written about articles on various topics from Adwords. . Jeremy Heesch's top article generates over 1900 views. to your Favourites.