Getting The Best Out Of Google AdWords

September 29, 2009

Filed under: General

Identifying what keywords to use for your web site can mean the difference between success and failure so it's important to get it right. How do you convince someone to click through and visit your landing page without going over your 95-character limit? Most businesses want a cost-effective way to bring in more customers. The problem that most new business owners face is that they do not have extra money to spend on a fancy research keyword tool. The challenge is to find prospects who are thinking about your products at the exact time that you reach them. 

So what to do? Use what you already have at your disposal and maximize your free resources of course! If you are looking for a free keyword analyzer, try the Google AdWords Keyword Tool.

Is your goal to make direct sales via ecommerce on your website? Is your goal to capture sales leads that you can follow up with to make the sale? Alternatively, is your goal a combination of both of these outcomes? Once you have determined a goal, you need a website that helps you achieve that goal.

Your website should be eye-catching and well organized, and include landing pages for your products or services. To see some examples of landing pages, perform a search for your services, and look at what other companies in your market are doing. The landing page for your advertisement might be your main website or homepage if your website focuses tightly on one product or service that you're advertising. Otherwise, the landing page should be a page within your website that focuses on the specific product or service you're advertising.

If you're selling directly from your website, your site should include a secure ecommerce system. Any good, technically competent web design firm can set this up for you. Once you have a goal, web site, and landing page, you're ready to sign up for Google AdWords.

How to write your Advertisements

Include a Strong Keyword or Phrase In Your Title
If people are searching for gift hampers, for instance, their eyes will likely scan for the specific phrase "gift hampers." You have a 25-character title to get searchers' attention, and a 70-character ad to make them interested enough to want to click on your ad. This isn't a lot of text, so make it worth your while.

Avoid Long Words
Keep It Simple. "An 'automobile' is a 'car.' A 'giveaway' is a 'gift.' An 'offer' is a 'deal'". Using short words can give you two or three extra words to work with.

Be Specific
Stand out from the paid and organic crowds with precise descriptions that go beyond basic keywords. The phrase "16-foot ocean kayak" will attract more relevant attention than the more generic "kayak."

Include A Call to Action
Having a good call to action can increase your Click Through Rates (CTR) and also increase your campaign effectiveness. A searcher needs to know what’s in it for him if he clicks on the advertisement. He is already in a page full of related links that he was searching for and you are just one of the many. So if you are going to take him away from this page, you will have to ensure that he knows what he will get from your page.

Format Your Ad
Make sure your ad is formatted properly with correct casing & spelling. You only get a very small window of opportunity when it comes to grabbing the attention of your customer. Capitalizing the first letter of each word is a common practice which makes your ad copy look attractive. However, you can test with various other methods and use the method that works best for you.

Highlight your Unique Value Proposition (UVP)
How different are you from your competitor? What makes your product or service unique? What benefit would the customer get after buying what you sell? Your proposition must be something that your competitors either cannot, or does not offer. It must be unique and something that your customers can relate to and can benefit from. Example: If you offer free shipping, 24/7 support, money back guarantee or you are professionally certified, won awards or anything else that can help you to boost your initial credibility and trust – then Include it in your Ad copy.

When you write extremely short copy, you must remember to stay focused. There is not enough room to sell the customer within your copy, but there IS enough room to pique their interest. Use the limited space you have to punch up the biggest benefits or end results your customers are looking for and you’ll see bigger returns on your AdWords investment.

Watch this YouTube video by Jay Roberts on how to use Google’s free AdWord tool. The proof—as always—is in the pudding. Keep testing and testing and testing until you get ads that grab the attention of the right prospects and then convert best into clicks and sales.

Contact us if you need help in establishing your Google AdWords Campaign.

Tags: google, adwords, google adwords, youtube, video, customer

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