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Google Adwords: Best Practices and How-to

by | May 17, 2012

We have previously covered the about choosing the right online advertising platform and talked about how to set-up and run Facebook ads.In this post, we will be concentrating on the world’s most popular online advertising tool: Google Adwords: it’s best practices and nuances and also the ways to achieve the best results with it.

Since Adwords has started, a lot of people have tried it out but many still question if it is worth it. The answer to that question is as simple as the question itself, and yes! Google Adwords has been responsible for revolutionizing the face of many companies, often times just overnight. That question that many have when beginning and Adwords campaign is the cost that should be incurred to get a great amount of traffic but the golden rule is the more you are ready to invest, the better results you will receive.

In the beginning, there is a one-time activation fee for new accounts with Google. After the payment of the initial activation fees, the rest depends on the number of clicks that your targeted number of keywords gets. This is the time to keep a control on the number of clicks and the amount you are ready to pay per click. In this way, a daily budget is set for each advertiser and he or she can keep track of the costs incurred in the process.

Expert advice would be to have approximate cost estimates for the amount that you are willing to pay. This may vary from person to person including the initial signup process. You have the option of either raising the cost per click or optimizing the keywords or ad texts to improve the quality of the content. If the initial work clicks, you always have the option of expanding and growing your advertisement volumes. The actual cost per click is usually less than the maximum cost per click and starts decreasing once the ads start performing better. This takes time but as the quality starts improving, the cost per click starts declining. The content big feature allows you to set a particular price when the ads run on Google. However, a different price is set when the same ads run on related Google network sites depending on the content bids. To start, you can use a small list of keywords and certain targeted words. Cost per click also depends on what the competitors are willing to pay in the prevailing market. The language and the location target settings can lead to effective targeting of keywords and text. In short, the benefits are manifold, which are waiting to be reaped. So go ahead and avail of the benefit. The cost of Google Adwords reduces with time and quality of your ads and the situation get better with time. Google Adwords is a tool that is probably the best way to promote your product on the Internet. The reason is because there is no doubt about the fact that Google is the most popular search engine in the world. Now, Google Adwords itself makes it quite clear that it is a product of the Internets conglomerate and is a better way to promote your product through its product.  So let’s learn how to use it in an order that we can get the best value for our money.

How Exactly Does It Work?

If you avail this paid advertising product by Google, your product will be displayed to the customers searching for your products as a ‘Sponsored Link’ on the site and its partner sites as well (such as YouTube.) This might not necessarily make an influence on the Google search results but what is to be noted is the fact that you get to choose keywords related to your product / business and also specify your targeted customers. Specifying the regions and languages in which your product appears can do this. It makes use of the PPC, i.e. you pay Google only when potential customers click on your ads.

Get the Most Out of Google AdWords Marketing

Marketing basically deals with the process of identifying who are your potential customers. When you make the ad profile for your ads, they provide you a number of options to create your target customers.

  • Set the ball rolling by selecting a language and region you want to target.
  • Create the ad consisting of a headline and two lines of ad text.
  • Next, choose the keywords that will show the ad to all of whom type these words.
  • Select your currency of payment and set your daily budget. You can even select the preferable cost per clicks for your ads. There is a tool called “Traffic Estimator” that will look into the positioning and cost for each keyword.
  • Enter your Google email and password and sign up. You are done with it.

Remarketing

It is the most important aspect of selling your product. The conversion rate of a general site has been found to be 10%. Although the number may seem a bit too low, a site achieving such a figure must be considered a highly successful one. Follow the tips as given below to re-market your product through Google AdWords.

  • First, try to set up an image ad instead of a text ad. A poster/picture does a work of a thousand words. Need I say more? Moreover, the ad set-up procedure of Adwords is such that it allows you to get better results out of an image ad.
  • Use the customizable option of where the ads will be visible to set places where your ad will be visible. Strategically select the sites and try to make them unpredictable so that the customer is surprised.
  • Also give some amazing offers on your products.

If you were to Google “trip to San Diego,” you would undoubtedly receive a whole host of results, ranging from trip advisory websites to food reviews to hotel and flight aggregators. You have probably noticed that the first few results of any Google search are highlighted advertisements, taking precedence over other search results. You may also be familiar with the column of results on the right hand side that displays the same types of results but catches your eye in a different way. What gives these search results this kind of priority? Google Adwords.

Steps to Successfully Use Google Adwords

Google’s product “AdWords Beginner’s Guide” takes you through a step-by-step process to create your ad campaign.

Provence Wellness Center in New York City chose to embrace AdWords and is more satisfied with the results thus far. Beginning in 2009, the center relied mainly on traditional Google search results to spread the words about its services. About a month ago, manage Mirille McCarthy upgraded AdWords, McCarthy said in a phone interview. She talked about the benefits of keyword targeting, “That’s where our clients come from. They just go on Google and type ‘detoxifying holistic center’ [or] ‘facial massages’ or ‘honey wax hair removal’.” She said thanks to Adwords, clients could stumble on their ad faster and locate her business immediately.

A note to local business owners—like Provence Wellness Center—may arrange to have your ad appear to people searching within a certain mile radius of your business location.

It makes sense because most people rely on search engines. We ask every client how he or she found us, and they say, “Google.” And with Google, you have a choice of seeing a review,” McCarthy said. Google allows you to create a setting that allows others to post reviews about your business. Finally, McCarthy talked about the ad reports she receives from AdWords. “Every month, they send me a report stating how many people clicked, how many people view our website, we pay per click, and you tell Google your budget and then you know how many clicks you can receive per month for your ad.” To begin your journey, visit the AdWords Small Business Center for beginner’s guides, instructions, tips on creating your most effective ad and more. Once you’ve gotten settled in the AdWords world, refer to the AdWords Checklist to check whether you’re 100 percent on track for seeing the results.

Using the Keyword Tool to Get Keyword and Ad Group Ideas

Need help thinking of keywords or ad groups to add you’re your campaigns? Let the Keyword Tool do the work for you! When you enter words or phrase that are related to your product or service in the Keyword Tool, you’ll see keyword ideas and ad group ideas that are related to your terms. Then, you can get more keyword and ad group ideas that are similar to the results you like. You can also see the performance statistics for your keyword and ad group ideas, download your ideas, or add them to an existing campaign.

Why Use the Keyword Tool

The Keyword Tool can help you find keyword and ad group ideas that you might not think of while creating your campaigns. Here are some other ways the Keyword Tool can help you build effective keyword lists for your Search Network campaigns:

  • Create New Ad Groups: Get themed ad group ideas that are related to your product or service. For example, if you search on dark chocolate you might see an idea for a dark chocolate bar ad group that includes such keywords as dark chocolate candy bars and organic dark chocolate bars.
  • Start Broad and Then Get Specific: Use the Keyword Tool to experiment with broad keywords, and then you can try more specific keywords. For example, you might want to starts searching on the keyword chocolate and then more specific keywords such as dark chocolate or sugar-free chocolate. The more you experiment, the more keyword and ad group ideas you’ll have for improving your campaigns.
  • Identify Negative Keywords: When you search for keyword ideas, you might see keywords that don’t really apply to your business. You can add these terms to your ad as a negative keyword to prevent your ad from showing when people search for them. For example, if you sell dark chocolate candy and search on the keyword ‘dark chocolate’, you might see the related term dark chocolate cake recipe. You’ll want to add that term as a negative keyword to prevent your ad from showing to people who are searching for dark chocolate cake recipes.
  • Find Keywords and Ad Groups Based On Your Site Content: You can enter the URL of your business website, or any site related to your business. Then, the system will change your pages and give you relevant keywords and ad group ideas.
  • Specify a Language and Location. You can refine your keyword and ad group results to a particular location and language. If you happen to be targeting French speakers who live in Switzerland, you can set the Keyword Tool to that language and location.

How to Use the Keyword Tool

To start with the Keyword Tool, enter a word or phrase that’s related to your products or services. You’ll then be able to see your individual keyword ideas as a list or group into themed ad groups.

Here’s how to use the Keyword Tool:

  1. Sign in to your AdWords account as https://adwords.google.com
  2. Click the Tools and Analysis group-down menu and select Keyword Tool.
  3. Enter a word or phrase, or a website’s address in the different sections of the box. To get more specific ideas, select a relevant category and the menu will appear. If you don’t select a category, you’ll search across all categories. To filter large sets of ideas, enter both words and phrases and a website URL.
  4. Click Search. Your results will appear in the table.

Tips

  • To search for ideas using the targeting setting from an existing campaign and ad group, select the campaign and ad group from the Campaign and Ad Group boxes at the top of your browser. For example, if you choose your chocolate campaign and dark chocolate ad group, you’ll see ideas for English speakers in the United States since those are the language and location targets for that campaign. It’ll also take the negative keywords in your campaign or ad group into account, which means they won’t show your ideas for any of those negative keywords.
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