10 Inside Secrets to Google Adwords - Part 2

By: Aaron Benbaruch | Posted: 25th September 2005

Are you frustrated with spending your hard-earned money on


Google Adwords and losing more money than you make? Part 2


of this series continues revealing the inside secrets of


successful, profitable advertising with Google Adwords.





If you missed Part 1 or Part 3 of this series, simply send a


blank email to googlearticle@superiormarketingpartners.com


to get a all three parts of this series of articles emailed


back to you automatically.





Secret #4 - Make separate AdGroups for each keyword within


Google Adwords





Google Adwords lets you create up to 25 campaigns per


account, with up to 100 AdGroups per campaign as of this


writing. It's important to organize your keywords into


separate AdGroups to maintain finer control over the ad text


for each keyword. If you had one AdGroup for the following


keywords: 'widgets', 'plastic widgets', and 'wooden


widgets', then the ads created for that AdGroup would have


to apply to all of the above keywords.





If your ad text reads: "50% off all plastic widgets" and


this ad is showing for the other keyword phrases in the same


AdGroup, then someone searching for 'wooden widgets'


probably will not be inclined to click on your ad that is


focused on people searching for 'plastic widgets'.





The way to be sure each ad is focused on the exact keyword


phrase being targeted is to have a separate AdGroup within


your Google Adwords account for each keyword phrase, and ad


text that exactly matches that phrase. For example, an


AdGroup named 'Plastic Widgets' with the keywords 'plastic


widget' and 'plastic widgets' can have an ad with text that


reads "50% off all plastic widgets" and the people searching


for 'plastic widgets' will see the ad most relevant to their


search term. Create a separate AdGroup for 'wooden


widgets', etc. Now you can create ads with text that


matches the exact keyword phrase for which people are


searching.





Secret #5 - Run tons of keywords in Google Adwords





Most people that have Google Adwords accounts find the top


keyword phrases for their industry and run ads for only


those keywords. This is a big mistake. The top keywords


are the ones that have the most competition and also the


lowest click-thru rates. Smart Google Adwords marketers


know that the more specific a keyword phrase is the more


people will click on the ad. People that search for a


keyword like 'widgets' are more likely to skip over an ad


targeting such a broadly targeted keyword. However, 'large


plastic widgets' is much more of a refined search and there


are far fewer advertisers with ads that target that phrase


so you get the double benefit of having fewer ads in


competition with yours and you can also run ad text that


exactly matches that keyword phrase!





Doing keyword research and compiling a large list of


keywords may be time consuming, but you will run rings


around your competition if you are willing to do what they


are not.





Secret #6 - Split-test your ads in Google Adwords





As mentioned in Part 1 of this series of articles on Google


Adwords, it is critical to split-test your ads. Google


Adwords has a built-in feature that lets you automatically


rotate the appearance of your ads so different ads can be


shown an equal number of times (or weighted more heavily


toward the ad that gets more clicks if you prefer - you can


change this in the campaign settings). The benefit of this


approach is that you will be able to see which ad gets a


better click-thru rate (CTR).





Since Google Adwords rewards a higher CTR with lower cost


per click (CPC), it is crucial that you know which ad has a


better CTR. Sometimes just swapping the ad text that


appears on lines 2 and 3 will make a big difference in your


ad performance.





Secret #7 - Improve your ads in Google Adwords





So what do you do if you find that after split-testing two


different ads a clear winner emerges? Simple. Chuck the


lower CTR ad, keep the winner, and create a new ad to


split-test against the current reigning champion. By


following this split-test strategy, you will constantly be


improving your ads CTR and lowering your CPC.





How do you know when a clear winner has emerged? Is it


enough to have two ads that both have received 10 clicks


each? Or should you wait until you have 100 clicks each


before making the determination that one ad is superior to


the other? Statistically, a total of 100 clicks between the


two ads will mean the answer is fairly certain, while 200


clicks between both ads is an almost definite certainty.





What's stopping you from finding qualified, motivated buyers


and getting them to your website when they are ready to buy?


There is no better marketplace for this steady stream of


valuable traffic than with Google Adwords. By employing the


tips and strategies outlined in this series of articles, you


will be armed to the teeth to convert those hard earned


dollars spent on Google Adwords into profits for your online


business!

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