If you aren’t a mathematician or an engineer, don’t worry. You’re able to master Google AdWords without maxing out your business credit cards using these 7 simple tips:
TIP #1: Reduce the Number of Keywords Per Ad Campaign
Many first time AdWords users try Google’s keyword tool and put a large string of keywords in an ad campaign. This works against you and drives your costs up. You want to tighten the focus of your ad to match a very small number of keywords.
When you tighten your ad’s focus and reduce the number of keywords per ad, a larger percentage of the people viewing the ad will click on it. Google likes that and rewards you by showing your ad more often. Plus your costs per click will go down.
TIP # 2: Use Keyword Phrase Matching.
Put the keyword phrases you bid on in quotes. This tells Google to only show your ads when people type your phrase in a search. You will get higher click through rates and more qualified people visiting your website using this tip.
COMMENT: This tip is only for people who don’t want to spend a bunch of time working with AdWords. The experts will tell you something different. But they’re talking to people who want to “scientifically” dive into the details of AdWords. This is for people who want quick results without spending hours analyzing your AdWords campaigns.
TIP # 3: Use Negative Keywords.
Even if you use the quote technique above, sometimes Google shows your ad to people searching for something that isn’t right for you. Here’s an example.
One of my clients sells printers to businesses. They don’t want people looking for inkjet printers going to their website. So they put the minus sign in front of keywords relating to inkjet printers in their AdWords campaign.
TIP # 4: Create a Separate Ad Campaign for Google’s Content Network and a Separate Ad Campaign for Google’s Search Network.
In your AdWords campaign settings you’re able to choose whether you want your campaigns to just be on the search engines or on other websites where Google ads are shown. When you set-up separate campaigns for just the search engine network and one for their content network, your campaigns on the search network will have very high click through rates. Google will reward your whole account for increased click through rates.
TIP # 5: Create Landing Pages for Each AdWords Ad Group.
When people click on your link, you want whatever is on your web page to match the ad they clicked. If your ad says, “imported virgin olive oil,” your landing page needs to talk about “imported virgin olive oil.” There are exceptions to this rule. But you have only a few seconds to keep their attention. If you send them to your website’s home page and the link to “imported virgin olive oil” isn’t easy to find, then your prospects will leave your website and go to your competitors’ websites.
TIP # 6: Split Test Your Ads
Google AdWords makes it easy to test one ad against another. You’ll find one ad will bring you a lot more quality leads versus another ad. You’re able to test several against each other until you find your winning ad.
TIP # 7: Use Conversion Tracking
Google helps you track how many people actually buy something or request information from each ad. All you do is copy and paste their tracking code on a “Thank You” page. “Thank You” pages are the web pages shown after someone orders or after someone completes an online form. This is extremely easy for your web master to do for you. It only takes a couple of minutes to set-up. With this tracking feature installed you’re able to known which ads work and which ads don’t. Then stop the bad ads and lower your cost per new customer.
Why These Tips Are So Effective: Google AdWords Plays Favorites
Here’s the big secret. Google AdWords likes the ads that get the most clicks best. The ads that get more clicks are shown more often. The ads that get more clicks get ranked higher. The ads that get more clicks cost less per click. Here’s an example. An ad with a $2 bid-per-click that gets clicked 50 times out of every 100 views will get higher placement on Google than an ad for the same keyword with the same $2 bid but only getting clicked 25 times out of every 100 views.
Google charges you less if you’re getting a better “click thru rate” than your competition.
The reason? The ad that gets clicked more often serves their customers better. Plus Google makes more money on ads that get more clicks (even if they charge less per click).
If you’ve been putting off advertising with Google AdWords, now’s the time to get started. If you’ve tried AdWords before, but got burned, it’s time to start again. You’ll be glad you did.
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