Google AdWords is an innovative approach to help expand your marketing reach. I am not saying that direct mail is dead, however, utilizing the functionality in Google’s AdWords product is for this marketer a dream come true. Having become certified as a Google Advertising Professional, there are some beginning items which need to be shared. Here, are a few key points to consider carefully as you embark on setting up your Google AdWords account. This concise overview will help those newly interested in using this to create an effective campaign.
It is true that Google only charges $ 5.00 U.S., to establish an account with Google AdWords. A better investment in marketing cannot be found. The recommended way to set up your account is with a credit or debit card. Since you are advertising on line you will need a web site. In the ad content of a Google AdWords ad you are required to have a destination URL and a display URL. Also, you will see your first bill at the $ 50.00 plateau as Google bills in stages. Google is not going to charge the credit card you provide before 30 days unless your account earns $ 50 worth of clicks or impressions You will be charged for either cost per click (CPC) or cost per impression (CPM). You can review the billing practices of Google on their Google Ad Words help pages.
The ad structure for Google AdWords consist of just 4 lines of text. The Headline consists of up to 25 characters, if possible the headline should include the search or query term used to display your ad. The next 2 lines are a maximum of 35 characters per line. This area is the body of your ad. Each line should reflect an idea. Perhaps line one can be the benefit of your ad, such as “Lose Weight Today.” The second line could be a call to action, “Don’t Wait Do It Today…” You can interchange as you see fit and test which order works best. Testing ad copy order and word structure is never ending. The final line is your display URL, http://www.ThisIsMySite.com. Also, notice in each of these lines the capitalization structure, this should be followed in your ad development to capture a readers attention.
Keyword research is needed to build a database of the PPC keywords people use to find your ad Keywords or keyphrases are the words which are used to bring your ad up (make an ‘impression’) in Google. If you repair golf clubs the site visitor may type ‘golf club repair’, ‘golf club repair in Brooklyn’ as their query. Google will supply responses. There are type of search terms you need to become familiar with. A ‘Broad Match” keyword means within an Adword campaign keywords are contained in the search query, your ad could appear no matter what other words or word order were contained within a search query. A PHRASE match means a query containing the 3 words golf, clubs and Brooklyn must be in exactly the order in the keyword or the ad will not show. A third very important Match type is Exact matching. EXACT matches are contained within square brackets e.g. [bowling shoe repair]. This type of match means your ad will be shown only if the EXACT term… golf club repair… is queried.
As for your budget, act sensibly. Do not set up your daily budget to be $ 10 per day and bid your keywords at $ 5 per click. Google will probably shut a campaign down before it even gets going, as the ratio is off. In two clicks your budget would be exhausted. Additionally, there is no need to blindly guess how much a click is going to cost. Research in all areas is important to your campaigns such, use the free research tool from Google, simply query Google Keyword Tool in the Google Search query area and follow the link provided to the external keyword tool. This is a fabulous research tool for keywords and can provide an estimated cost per click analysis.
This is a brief overview of questions I have address for clients on occasion. Generally, these are the questions I have been asked when a campaign is not running or the budget has been used up quickly. If you love research and digging into numbers then Google AdWords is the right place for you.
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