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Choosing the appropriate keyword is vital for success in
your campaign. It is always better to having a few highly
focused keyphrases which get clicks is more important than
being number one for the most general word or phrase in your
industry. You are allowed a headline of at most 25 characters
including spaces and only two other lines of at most 35 characters
including spaces. It is best to give a brief line about your
product using words similar to your keywords in the first
of the two 35 character lines and use a unique call-to-action
phrase in the second. Googles Adwords recommends you use variations
and plural versions of your keywords to reach everybody in
your target audience. Nest, you should enter your destination
and display URL.
Adwords keyword matching option allows you to choose whether
your ads are shown for certain types of searches on your keywords,
allowing you to further refine, broad, exact, phrase and negative
are the four keyword matching options available. Googles does
not allow repetition of words or phrases in ads as ads without
repetition. Using exact, phrase or negative keyword matching
gives you increases control over who sees your ads, therefore,
you will not pay for clicks that are unlikely to produce well-targeted
results. You may be lowering CPC, make higher CTR and ROIBroad
matching, thus allowing your ad to show when users search
on the keywords, despite of other search terms used or of
the order that they are entered when using these options.
You do not have to do anything extra to use it because Broad
matching is the default. With Exact matching, you are required
to place square brackets around your keywords. Your ad will
show when users search only in the bracketed phrase, they
will not show if other words are included or the words are
entered in a different order.
Phrase option, is similar to exact search because all the
keywords must be present and in the right order; though your
ad will still show even if other words are present in the
search. When using phrase matching you must include your keywords
in quotes. Negative matching allows your ad to be shown if
a certain word is present in the search quarry. For example,
if your keyword is “insurance”, but your company
only deals with car insurance, then by using the negative
you can have your keyword not shown as “home insurance”,
as people searching for this are looking for something different
than what you offer. In such case “home” is the
negative keyword. You simply insert a dash before your negative
keyword to use this option.
Because there is no point in letting your ad can be seen
by people who won't understand it, Google Adwords allows you
to block your ads showing for searches conducted by people
from certain countries and who speak a certain language. Adwords
also gives you the ability to include a call-to-action phrase,
a phrase that which as the name suggests provokes the reader
to do something. For example, someone clicks on your ad and
goes to your site. When your keywords have been chosen and
you have decided the maximum cost per click, Google will suggest
an amount for you to set your daily budget. You should be
able to obtain high click through rates therefore, rising
your ad above other people’s ads without having to spend
a cent more than them. You have the option of using adgroups,
a feature which allows you to group keywords together in order
for you to have an ad shown for a number of different keywords
rather than the usual one ad for one keyword method.
Adgroups saves a lot of time, but is recommended for the
largest of campaigns. When using adgroups in your campaign,
you should keep them as small as possible at five or less
keywords. To use the one ad for one keyword approach while
using adgroups, you will need to create a new ad for each
keyword manually, by default all ads are put into the same
adgroup when you sign up. As any advertising campaign, you
need to track everything and be continuously testing. Adwords
will automatically track clicks, impressions and clicks through
rates from when your ad goes live until either you or Google
discontinue it. You should continuously analyze these stats
for your ads, terminate the ones which are performing badly
and raise your daily budget for the ones that are doing well
to multiply your success. You should also track conversion
rates from certain ads, see how many people clicked through
from one of your ads actually bought the product the ad offered.
You can do this done using affiliate software whereby you
could set up a specific tracking URL for each ad and then
refer to your affiliate stats to determine conversion rates
that way. This specific tracking URL would be entered as your
destination URL. Google has a feature which allows you an
identifying parameter by putting '?referrer=source' at the
end of your destination URL. The keywords would be your source
to enable you to exclusively recognize the ad from which the
visitor came. To determine how many people that bought your
product where referred by a particular source / ad, you could
use a web statistics program. Adwords allows one to test different
copy, keywords, CPC and daily budgets on a constant basis
in an effort to attain the highest click through rates possible.
One of the best things about Googles Adwords is that you will
not be charged a cent until your daily budget has been reached;
therefore, you could in theory start to profit without spending.
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