Google's
AdWords - Groundbreaking Program
Google's AdWords - Groundbreaking Program
One of the absolute best online marketing processes available to
any business today is Google's AdWords Select advertising program.
It produces immediate results within minutes after being setup,
drives highly qualified traffic via selected keywords and can be
monitored and modified on a 24/7 basis via Google's excellent online
interface.
There are no hidden fees - it costs a mere $5. USD to setup a campaign
and requires a credit card submission at startup. We highly recommend
this interactive marketing process to all of our clients and incorporate
an AdWords Select component with all of our marketing campaigns.
Google's Pricing Model
Google charges you on a CPC ("Cost per Click") basis
- you only pay for each clickthrough to your web site from Google's,
no more no less. You don't pay for "impressions" (number
of times someone views your ad) like many first generation Internet
advertising models - it's truly a results driven marketing process.
Keywords costs can vary tremendously ranging from $.05 to $11.
USD or more per keyword - Google assigns a "minimum cost per
click" for specific keywords based on "market value"
and "performance history" via Google's AdWords Select
program history. Be prepared to pay a much higher rate for very
popular keywords and this is a moving target all of the time - the
more popular this program becomes the more you will be forced to
pay for selected popular keywords.
Creating your Sponsorship Ad
Your Ad's position is based on a combination of the CPC ("Cost
per Click") you selected and relevancy of your ad - if your
ad and keywords are relevant and drive clickthroughs, then your
ad will rise in position on the sponsored column versus your competitors.
This is an innovative feature and helps to distinguish Google's
program from all other PPC ("Pay per Click") campaigns
(Overture and their primary competitors) - most of these programs
have an "economic bias" built into them; i.e. whoever
pays the highest fees gets the top placement.
Dynamic Ad Placement
Google's unique AdWords Discounter keeps track of your costs per
click versus your competitors. You select the maximum amount you
want to pay for your keywords and the ranking algorithm keeps track
of your keyword costs, ensuring you only pay one cent above the
CPC ("Cost per Click") cost you specified when you setup
the campaign versus your competitors.
Setup Process - Sponsored Link Ad and Keywords
AdWords Select is based upon driving highly targeted traffic to
a web site via a set of keywords that are selected via Google's
account management interface. There are two primary components to
the setup process, creating your "sponsored link" ad and
selecting your keywords.
You start by creating a "sponsored link" ad that is subsequently
inserted into Google's search results on the right hand column -
targeted by keywords that you have selected. It only takes a few
minutes to have your campaign go "live" after you've completed
the setup process.
It's very important to spend quality time creating your sponsored
link as this is the "online ad" that people will view
in the midst of search results and competing sponsored links (in
some cases).
You have the ability to create a short headline coupled with two
lines of text with approximately 35 characters per line - the headline
must be succinct and hard hitting and the related text should backfill
the headline with supporting words that convey what goods or services
your company provides.
Keyword selection can be the most daunting task for setting up
a new campaign - be prepared to spend some focused time working
through multiple keywords to find those that you can afford. It
typically takes 1-3 hours to find 10-20 keywords that are relatively
low cost - however, if your budget is open-ended and you have sufficient
marketing funds to pay $1-8. USD per keyword then it can take much
less time.
Your market focus is also another important variable that can impact
the keyword selection process - if you're in a narrow market niche
with only a small number of competitors then it is much easier and
faster to setup a campaign.
Finally, be aware you can find some keywords that are very inexpensive,
but Google will disallow these if they don't drive a minimum clickthrough
amount of roughly less than 1% - you can start off with them, but
they will be turned off after 7-14 days if they aren't driving sufficient
clickthrough volume.
Wordtracker Keyword Research Tool
You may want to utilize other keyword analysis tools that will
give you a broader selection and help you to understand what keywords
are popular and searched on, which in turn ensures the keywords
you do select will drive traffic and will not be disallowed by Google.
Wordtracker (www.wordtracker.com) is an industry standard keyword
analysis tool that those of us in the online advertising world (and
many others) have used for years to help us understand what keywords
are popular - their service is very low cost and easy to utilize
via their web site.
About the Author Lee Traupel has 20
plus years of marketing experience - he is the founder of Intelective
Communications, Inc. http://www.intelective.com a marketing services
company which provides strategic and tactical marketing services
exclusively to small to medium sized companies.
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