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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