For Pay Per Click Advertisers, Google Adwords is the 800
pound Gorilla. According to Google, its network reaches
more than 80% of Internet users. If you understand and use
Google Adwords correctly, it can drive a lot of profitable
business to your website. If you do it wrong, you can lose
your shirt.
To understand how to use Google Adwords, you need to know
a bit about the history of Google.
When Google started in 1998, Yahoo! and AltaVista
dominated the search engine market. Google was the new kid
on the block. Most Internet experts at the time didn't
think Google had a chance. Remarkably, in less than five
years, Google surpassed both of them. How did they do it?
The Google guys decided that they wanted to give their
users exactly what they wanted. So if you typed in "blue
widgets" they would give you the most popular "blue widget"
websites at the top of the first page that they presented
to you. They did this by developing mathematical formulas
to determine what where the most "relevant" website pages
people would want.
Google Adwords is based on this same principal. Google
wants ads that are relevant to people's searches. This is
the key to being successful with Google Adwords. If you can
create ads that are relevant to your search terms
(keywords) then Google will reward you by giving you high
placement at costs lower than ads that are not relevant. In
other words, if people see your ads and click on them, you
will pay Google less for your ads. If people see your ads
and don't click on them, Google will charge you more for
the ads. If you get a really lousy click rate, Google will
unilaterally make your ads inactive.
How do you get people to click on your ads and get a lower
cost with a higher placement? The key is relevance to what
the searcher is thinking. This means you must try to get
into the head of your potential customers and create an ad
or ads that mimic the thoughts of people looking for
something - like "blue widgets".
To give you the edge and be better than 99.9% of the
Google advertisers follow these tips -
Hot Tip #1 - Get into the head of your target customers
Think about how your target audience might think not about
how you would like them to think. The next time you start
searching for something on Google or MSN, stop for a minute
and ask yourself, "Why did I use these words to do my
search?"
Also, take a look at your host log files and look at the
search terms that people used to get to your site. This may
give you insight as to how other people search.
Hot Tip # 2 - Bid for position #2 to #3
Most people will look at the first three positions and
click on the ad that looks most interesting to them. While
position # 1 is typically the best, it is often too
expensive to bid on. You will find that there is frequently
a large bid price gap between positions #1 and #2, and
between positions #2 and #3.
By bidding for #2 or #3 position, your ad will likely get
clicked on. Additionally, because you get a higher click
through rate, your cost from Google Adwords will go down
because Google rewards you with lower costs. The reason
they do this is Google wants higher click through rates.
They make more money.
Hot Tip # 3 - Bid on exact match keywords
Google Adwords offers several options for how you can you
can set your keywords matches from broad matching to exact
matching.
When you set it for broad matching, any search phrase with
any of your keywords will get a hit. The problem is, while
you may get a higher "click through rate" (CTR) you may end
up with many clicks by people who are not interested in
your product. While this may help you with your CTR, it
will likely cost you a great deal of money with a negative
return on your investment.
With exact matching, your ad will only show up when your
exact keywords match is searched on. There is a higher
probability that you will receive clicks by people
interested in what you have to offer. Since CTR is
determined by the number of times Google shows your ad
divided by the number of times searchers click on your ad,
your CTR should be quite high Google will reward you with
lower Adwords costs and a higher ROI.
To do an exact match, bracket your keywords like this
[blue widgets].
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