3. About Google AdWords
Google AdWords™ is a performance-based self-
service advertising program.
The text-based, keyword-targeted system offers cost-
per-click (CPC) pricing:
Advertisers pay only when users click on their ads.
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6. How much does AdWords cost?
In the Google AdWords program, the cost of your
campaigns really depends on you -- how much you are
willing to pay.
There is a nominal, one-time activation fee for Google
AdWords for $5.00
After that, you pay only for clicks on your AdWords ads
Cost-per-click (CPC) from US$0.05 - US$100. Daily budgets
start as low as 5 cents up to whatever limit your are
comfortable spending.
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18. Conversion tracking allows you to track how many ad clicks convert
to purchase, sign-ups, page views and leads – for free.
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19. Here are seven tips using Adwords PPC
1. Figure out what you can afford to bid
This might sound obvious, but it needs to be said: Don't bid
more than you can afford! A lot of businesses make this
mistake.
Before you pay for advertising of any sort, calculate the
value of a single visitor to your site.
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20. Tip 2. Being "No. 1" isn't always best.
You don't always need to be ranked No. 1 for certain
keywords to attract visitors.
So run some tests. Vary your bids so that your listing
appears higher and lower on the page and see what
effect the ranking has on your profits.
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21. 3. Bid on low-cost variations and common
misspellings of particular keywords.
Frequently, you'll see businesses bidding as much as
$5.00 per click for popular keywords—while nobody
is bidding on common misspellings and similar
keywords.
Use Wordtracker to locate keywords that relate to
your business and are that none of your competitors
are bidding on.
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22. 4. Bid on highly targeted phrases with less traffic.
Bid on dozens—or even hundreds—of highly "targeted"
keywords, which tend to be cheap.
For example, instead of bidding on "pet supplies," you
might bid on "red dog leash," "oversize dog kennel," and
"cat toys with bells.“
You can direct these qualified visitors to a page that
gives them exactly what they're looking for.
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23. 5. Bid on keywords in the lesser-known PPC
search engines
Overture and Google are the PPC industry leaders, but
some of the smaller PPC search engines are worth
checking out as well. The most popular ones are:
Findwhat –Kanoodle- Enhance Interactive - lookSmart
Espotting (for the UK & Europe)
Not as popular but much cheaper.
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24. 6. Create separate ads for each product or
service you sell
Write ads specific to each keyword and phrase you bid on.
For example, instead of writing an ad for "sporting goods,"
write one for "quality leather soccer balls," another for
"discount ladies' tennis shoes," and so on.
Direct them to a page on your site with the exact product
or service they're searching for.
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25. 7. Get listed in relevant specialty PPC search
engines
Did you know that there are specialty PPC search
engines that target different markets such as
brides, pet owners, antique collectors, car
owners and so on?
Check out PayPerClickSearchEngines.com to see if
there are any relevant to your business that
might be worth getting listed in.
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26. PPC –Options
Keyword Matching Options (offered by Overture and
Google AdWords
Exact match. A listing is triggered by the exact keyword
phrase and nothing else. Example: "fishing rods" will
match "fishing rods" but not "fancy fishing rods."
Phrase match. A listing is triggered by the keyword
phrase as it's written, though it might be included with
other terms as well. Example: "fishing rods" will match
"antique fishing rods and reels" but not "rods fishing."
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27. PPC – Choosing the Best Keywords
Negative match. When words identified as "negatives" are
typed into the search engine along with the keyword
phrase, the listing will not appear. Example: "fishing rods -
cheap" will match "fishing rods and tackle" but not "cheap
fishing rods.“
Contextual Targeting (offered by Overture, Google
AdWords, Kanoodle and Enhance Interactive).
Contextual targeting places your PPC listing on websites
where the content somehow relates to your ad.
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28. PPC – Choosing the Best Keywords
If you decide to try contextual targeting,
however, be sure to monitor where your ads
Your ads may end up featured on websites that
have little to do with your advertisement—and
therefore attract unqualified click-throughs.
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29. PPC – Choosing the Best Strategy
Geotargeting (offered by Overture and Google
AdWords). Geotargeting allows you to choose
which countries or geographic regions your ads
appear in.
For example, if you're a landscaper who lives in
Staten Island , you probably don't want to pay
for click-throughs from out-of-area visitors.
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30. PPC – Choosing the Best Strategy
Day Parting (offered by Kanoodle). Right now, Kanoodle
is the only search engine we know that offers this
option. "Day parting" allows you to choose the time of
day your ads will appear in different regions.
For example, if your market testing shows that most
people click on your ads to make a purchase in the early
evening, you can make sure your ads appear only at that
time in the different regions where your potential
customers live.
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31. PPC – Choosing the Best Strategy
Keyword Research Tools (offered by Overture, Google AdWords,
FindWhat, Kanoodle, LookSmart and Enhance Interactive).
Helps you find common variations and misspellings of the more
popular keywords so you can keep costs down while still generating
traffic.
More sophisticated keyword research tools let you see how much
you need to bid to achieve a particular ranking
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32. PPC – Choosing the Best Strategy
Multiple Ads for the Same Keyword (offered by
Google AdWords). Google AdWords allows you
to "split test" different ads for the same
keyword.
To make sure your ads will yield the highest
possible return on your investment.
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33. PPC – Choosing the Best Strategy
Autobid" Software (offered by Overture, Google
AdWords, FindWhat, Kanoodle, LookSmart and Enhance
Interactive).
Autobid software is a bid management program that
tracks the bidding activity on your different keywords
and automatically adjusts your bidding amount so you
can maintain your ranking..
They also eliminate "bid gaps" that occur when the
bidder below your listing drops their bid.
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34. When do my ads start running?
Once you've completed the account creation process.
The Google AdWords team will send you an email asking
you to click on a specific link to verify your email address.
After your address has been verified, you can log in to your
new account. You'll see a message asking you to submit
your billing information.
Your ads will usually appear on Google within a few
minutes after that's been done.
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35. How is an AdWords account structured?
There are three levels to Google AdWords: Account,
Campaign, and Ad Group.
Your account is associated with a unique email address,
password, and billing information.
At the campaign level, you choose your daily budget,
geographic targeting, syndication preference, and end
dates.
At the Ad Group level, you create ads and choose
keywords. You can also select a maximum cost-per-click
(CPC) for the Ad Group or for individual keywords.
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36. Unique email address
Password
Billing information
You can determine which ads perform best by logging in to your account and
viewing your campaign reports. You can then refine or delete poorly performing ads.
Campaign Campaign
Daily budget Daily budget
Geo-targeting Geo-targeting
Syndication preference Syndication preference
End dates End dates
Ad Group Ad Group Ad Group Ad Group
One set of keywords One set of keywords One set of keywords One set of keywords
One or more ads One or more ads One or more ads One or more ads
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37. Final Advice
Don’t wait – start now while keywords are still available
Bid on lots of cheap, targeted keywords and phrases, including
misspellings, and avoid the expensive general words that everyone is
bidding on.
Never bid more per click than what a single visitor is worth to your site
Target your ads as much as possible.
Write "custom" ads for each keyword
Design your landing pages so they convert qualified visitors to buyers.
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