Seven
Tips To Getting The Most From Your Google Ad Word Investment
When a person searches Google for a word or phrase related to your
product or something on your web site, the Google search return
will display your ad.
When your ad appears on the Google Ad Words page, you only have
to pay for the ad if the visitor clicks on it. Even if the ad appears
10,000 times, you only pay if the ad is clicked on.
The cost per click for Ad Words can be as little as five cents.
Google provides extensive reporting showing which words and phrases
produce the most click throughs for your ad.
You can set up as many ads as you like, for as many different products
and web pages as you like. There is no cost to set up an Google
Ad Word campaign - and you can modify your campaigns as often as
you like.
Seven tips to getting the most from your Google Ad Word
investment
1. Avoid highly searched single words - The biggest
mistake made when purchasing Ad Words is trying to buy a single
highly searched word. Doing so may seem logical, as more searches
means more times your ad is displayed.
But choosing single highly searched words puts you in competition
with lots of people who are willing to pay a lot for those same
words (often because they have more money than sense). These single
words can cost $9-$20 dollars per ad click - making them tremendously
expensive to buy.
Rarely can a single word represent your product - so don't invest
in these expensive single words.
2. Choose phrases - When people use the search
engines, they generally search for specific information or a solution
to a specific problem.
They don't search for 'videos', but will instead search for 'video
on scuba diving'. So instead of buying the very expensive word 'video',
you would want to buy the ad word 'scuba diving video'. Buy phrases,
not words.
3. Go for Relevancy - not frequency - When it
comes to ads, you want to display your ad only when it is relevant
to the search. That's when it will be the most cost effective.
If someone is actually looking for what you have for sale, then
that's when you want your ad to appear. The way to get a relevancy
to your ad is to choose ad phrases based on the way people search
- phrases looking for a solution or an answer.
In almost all cases, searchers use words and phrases that are familiar
to them, and not always will they use proper english, the correct
technical terms, or the correct spelling. For that reason, choose
search phrases that reflect the potential misuse or words or spellings,
and choose many different combination of words and phrases that
might be entered.
So don't just buy the phrase 'scuba diving videos'. Consider phrases
such as 'learning to scuba dive', 'scuba diving training', 'scuba
diving dvd', 'scuba diving information' . . . and other words and
phrases that someone interested in learning more about the subject
matter would use to search.
4. Avoid the crowd - Before choosing Google Ad
Words, search each word/phrase you are considering. Check to see
how many ads exists for those words, and also check to see what
pages are shown in the search results. The best word buys will be
with phrases that have no ads - when you buy those words, your ad
is the only ad shown - which makes your ad really stand out.
If the ad word has several ads, and more ads repeating on the 2nd
and 3rd page of the Google results, look for a better phrase or
word.
When I do this, I have two browser windows open - one with my Google
Ad Words entry form, and one with Google search. I search for words
and phrases, and when I find one with no ads which is relevant to
my product, I add that phrase to my Google list.
5. Write your ad carefully - Your Google AdWord
Ad is limited to a headline, two lines of text, and a link to your
site. Not much to work with, but certainly enough to attract interest
and clicks.
Your headline should summarize the benefits of visiting the link,
and the two lines of text should include hot button words that further
define the link. To see examples of many Ad Words, just search Google
- and search for terms related to your product to see how others
are using Ad Words.
Don't not use the spam approach in your Ad Words - these are a
definite turn off.
6. Set a realistic budget - When you create your
ad word campaign, you set your maximum spending budget per day.
If you exceed your budget Google will let you know.
7. Check the results and revise the list - Google
Ad Words provides extensive reporting features which show the performance
of all your words and phrases. By viewing these reports you can
quickly see which words and phrases are giving you the best click
throughs.
Knowing which phrases produce the best results can help you come
up with similar words and phrases to add to your Google Ad Words
list - and this can increase click throughs and sales.
Google Ad Words do work - if you follow a solid strategy and don't
get into a bidding war with others for single words.
About the Author Craige Stacey has been
studying search engines optimization as a hobby and has achieved
some very good search engine positions in the past for PublisherGate
- membership website software.
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