If you don't know about Google AdWords, get ready to learn about one of the most powerful tools on the Internet. Google Adwords is the best way of promoting your business and your site to the largest community of Internet users in the world, the users of Google?s search engine and Google's search partners. There is no greater opportunity on the Internet to attract and hold traffic to your site through paid advertising. But it you are not firmly grounded in the principles of what Adwords is and how Adwords works, you won't get the results you need, and you may even waste your advertising budget.
Step #1 for creating ads that get traffic to your site from Adwords is to make sure you know what your potential visitors are looking for. It's not all about keywords. You need to get into your visitors' heads to know what they are looking for when they visit your site.
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.
After you have your master list of keywords, create and fund your Adwords account. You will choose the most promising keywords from your brainstorming list to start an initial campaign. Start with just one ad for the keywords you choose. Then write at least one variation of your ad to see which copy brings you the most visitors. This process of testing one ad against another is called split testing. The process of split testing allows you to establish which ad's wording is more effective. You do this by analyzing your conversion rates and CTRs. As your Adwords campaign matures, you will repeat this fine tuning of your ad copy and your choice of keywords over and over again. You will create new ads that are slightly different each time to see if small changes in copy and keyword lead to small (and occasionally large) improvements in CTR 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.
Step #1 for creating ads that get traffic to your site from Adwords is to make sure you know what your potential visitors are looking for. It's not all about keywords. You need to get into your visitors' heads to know what they are looking for when they visit your site.
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.
After you have your master list of keywords, create and fund your Adwords account. You will choose the most promising keywords from your brainstorming list to start an initial campaign. Start with just one ad for the keywords you choose. Then write at least one variation of your ad to see which copy brings you the most visitors. This process of testing one ad against another is called split testing. The process of split testing allows you to establish which ad's wording is more effective. You do this by analyzing your conversion rates and CTRs. As your Adwords campaign matures, you will repeat this fine tuning of your ad copy and your choice of keywords over and over again. You will create new ads that are slightly different each time to see if small changes in copy and keyword lead to small (and occasionally large) improvements in CTR 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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