Do you know just a little about Google AdWords? Want to know more? Mastering the basics of Adwords will give you one of the most powerful tools the Internet provides to get the attention of Google's search engine and its search partners, raise your page rankings on Google and its search partners, and reach the largest community of Internet users in the world. No other method of paid advertising will bring more traffic to your site. But if you don't master the basics of Google Adwords, what it is and how it works, you may get disappointing results and waste your advertising budget.
The first thing you need to do to write effective ads for Google Adwords is to determine what your visitors are looking for when they do their Google search. You want to make sure you attract the customers who will find the content they want on your site. If you get inside their heads, you'll know what they need and you will develop a better rounded keyword strategy.
One way to understand what drives customers to your site is basic keyword research. Look at the keywords that are already on your site. Do some additional basic keyword research with tools like WordTracker and Keyword Discovery. Don't limit yourself to the high KEI keywords you get from WordTracker or Keyword Discovery. Once you use the keyword search services, do some brainstorming to think of additional words and phrases that potential customers may be searching for that will lead them to content that your site can deliver. Make your list as long as you can. You can whittle it down as you get your campaign underway. Eventually you will have a few high-performing gems that bring you the highest Click Thru Rates (CTR) and conversions.
Next, create and fund your Adwords account. At this point you can begin choosing a smaller list of keywords from your master list for your first Adwords campaign. You will choose that shorter list of no more than 20 keywords and then write your first ad. Write an ad you think will motivate clicks, and then write a second ad with a slightly different wording. This process is called split testing. Comparing ads through split testing will help you find exactly the right wording to attract customers. You will find combinations of keywords and ad text that work optimally to drive traffic to your site. Over and over, you will make small changes that lead to better click thrus and conversions.
Step #3 is to run the numbers to make sure you are using your ad budget wisely. Don't spend your entire advertising budget before you have fine-tuned your ads. For some niches, just $100 a week will get you almost nowhere. For other niches, that same $100 a week will make an immediate difference in your site's visibility. But no matter how much or how little you spend, check your returns against your investment. Google Adwords lets you to do this by setting goals, such as number of units of product sold. Careful attention to financial results tells you whether you are making your money back, and by how much.
A good rule of thumb for a successful Adwords campaign is making at least 50% on your money. A 50% return on investment (ROI) is enough to take a profit and fund future growth. Keep close tabs on your ROI and you can expand your revenues and your budget, growing your site with the sales you get through Adwords.
The first thing you need to do to write effective ads for Google Adwords is to determine what your visitors are looking for when they do their Google search. You want to make sure you attract the customers who will find the content they want on your site. If you get inside their heads, you'll know what they need and you will develop a better rounded keyword strategy.
One way to understand what drives customers to your site is basic keyword research. Look at the keywords that are already on your site. Do some additional basic keyword research with tools like WordTracker and Keyword Discovery. Don't limit yourself to the high KEI keywords you get from WordTracker or Keyword Discovery. Once you use the keyword search services, do some brainstorming to think of additional words and phrases that potential customers may be searching for that will lead them to content that your site can deliver. Make your list as long as you can. You can whittle it down as you get your campaign underway. Eventually you will have a few high-performing gems that bring you the highest Click Thru Rates (CTR) and conversions.
Next, create and fund your Adwords account. At this point you can begin choosing a smaller list of keywords from your master list for your first Adwords campaign. You will choose that shorter list of no more than 20 keywords and then write your first ad. Write an ad you think will motivate clicks, and then write a second ad with a slightly different wording. This process is called split testing. Comparing ads through split testing will help you find exactly the right wording to attract customers. You will find combinations of keywords and ad text that work optimally to drive traffic to your site. Over and over, you will make small changes that lead to better click thrus and conversions.
Step #3 is to run the numbers to make sure you are using your ad budget wisely. Don't spend your entire advertising budget before you have fine-tuned your ads. For some niches, just $100 a week will get you almost nowhere. For other niches, that same $100 a week will make an immediate difference in your site's visibility. But no matter how much or how little you spend, check your returns against your investment. Google Adwords lets you to do this by setting goals, such as number of units of product sold. Careful attention to financial results tells you whether you are making your money back, and by how much.
A good rule of thumb for a successful Adwords campaign is making at least 50% on your money. A 50% return on investment (ROI) is enough to take a profit and fund future growth. Keep close tabs on your ROI and you can expand your revenues and your budget, growing your site with the sales you get through Adwords.
About the Author:
Justin Harrison is a leading Internet Marketing consultant responsible for the Internet Marketing strategies behind some of the biggest online brands including Amazon, BBC, MasterCard and many others.
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