When using a search engine, you probably noticed that column to the right and usually a box at the top of the results with web sites listed along with a brief description. You may also have noticed that these 2 areas have a subtle heading called "Sponsored Link". These companies have bid a certain amount to appear in these locations when someone searches for a particular set of "keywords". These keywords are called AdWords.
How it works is that when someone clicks on one of those links instead of the organic links that show up below them, the owner of the site pays Google, or Yahoo, a fixed amount. Actually, the amount is based on a bid the company agreed to pay for each of these clicks. This is called "Pay-Per-Click" advertising, or more generically, AdWords.
You only pay Google or Yahoo when your link is clicked. The amount you pay depends on how much you want to spend when someone clicks your ad. Obviously, you want to appear in the first page or two of your keywords. Few people go much deeper in search engine results than the first 3 - 4 pages. That means if there are a lot of other businesses using AdWords that also want to target the same keywords, there will be an increased demand to appear in those first few pages. This demand is sorted out by a company that is willing to pay more, or bid, on the keyword being searched.
An example: Lawncare Company A has a web site and wants to drive more traffic to their web site than what is being generated by organic searches. They decide that next spring when most new lawn care sales are being generated that they will agree with Google to pay them $0.05 for each click for the AdWord term "lawncare". This is a very generic term, and not recommended, but it helps explain the process.
Now Lawncare Company B feels the same way as Lawncare Company A, with one exception: they are willing to spend $0.10 per click for the same term. Google would then display Lawncare Company B's listing above Lawncare Company A because they are willing to spend more on a click.
That's the basic idea behind AdWords.
Not everyone is interested in using an AdWords campaign. However, if you are considering it, tell us about those plans. We can help create your web site to specifically address many of the issues that are an important part of the campaign.
One of the most important parts of an AdWord campaign is having a designated landing page for visitors to go to when they click on your ad. This page needs to be different than your general Home Page.
The landing page is what your site visitor sees first after clicking your ad. Therefore, it's imperative that your landing page works in conjunction with your ad text. The landing page should deliver on your ad's promise.
If visitors don't quickly find exactly what they clicked on your ad to find, they'll leave your site frustrated and may never return. We therefore need to know how you plan to attract click-through's. With that information we can better develop a great landing page to help you improve your ROI.
We can help you create a landing page on your web site to help improve your AdWords campaign.
There are many aspects that need to be considered when planning an AdWord advertising campaign. You can't just pick a keyword or two, out-bid your competition and expect it to pay big dividends. In fact, if you're not careful, you could spend thousands of dollars without ever getting one sale.
While the following is a list of common mistakes, you still need a good plan in place and be willing to monitor the campaign on a daily basis.
- Bidding too much in order to be placed on the top position
Even if this seems like the best choice, being "Number One" in this case is not necessarily the best. Keep in mind that Web users are accustomed to searching, and they usually don't stop at the first ad. And, since they are first prospecting the market, it is highly possible that you only get an unqualified click. It seems that being no. 3 in paid search is one of the best (i.e. profitable) rank. - No geo-targeting
Try to relate to the potential customers in your area first. They are more likely to take their business to a local company. Add, for example, the name of the town or of the area where your company is in your ad and the effects will be noticeable.
Region and city-level targeting: Show your ads to people searching for results in regional areas you choose. (Available in select countries.)
The AdWords system may analyze a searcher's query (for example "Memphis lawncare ") to establish what location that person is searching for. The system may also take note of the person's Internet Protocol (IP) address to see where he or she is searching from. - Bidding on broad keywords
Broad keywords are very likely to take your CPC (cost-per-click) to a very high level. Therefore, try to brush the keyword list that you wish to use for your PPC campaign and retain only highly searched-for keywords. Those are worth bidding for. - Non-relevant landing pages
Make sure that when the Web user clicks on the URL in the ad, it will take him/her to a relevant page. You don't want the user to get frustrated by not finding the desired product/service advertised in the ad. - No keywords in the ad text
Do insert your keywords in the title and description of the ad. Nevertheless, remember to keep an eye on the clarity and relevance of the ad. The visitors must understand exactly what they will get when clicking on it. - Not tracking the results
You should monitor the keywords that you use in your Google AdWords marketing campaigns. The most at-hand tool is Google Analytics, built into the AdWords interface. You should be able to see and rule out the keywords that are not helping you get the desired ROI (return on investment). - Suggesting that what you offer is free
Don't try to lure the visitors with false statements. All you'll get is irrelevant traffic, but no conversion (or not significant enough). - Not identifying the uniqueness of your product/service
Identify what makes you and your product/service unique, what makes you stand out from the large crowd of competitors. Find the keyword(s) that supports this uniqueness. - Failure to test with more that one ad
Don't limit your advertising campaign to just one ad. It may not contain the best keywords. Create more ads and see which one works best. - Not placing a limit on your AdWords budget
If you don’t place a limit on your advertising campaigns you could very easily run your costs into the thousands of dollars. Google Adwords makes it very easy to setup a campaign spending limit. Use it.
Just getting more people to visit your site doesn't necessarily mean you'll get more business. Remember, with AdWords, you pay for each click, not each sale made.
So you have to be careful with your advertising. For example, "Free Sex" would generate millions of clicks, but I doubt that it would generate even 1 sale for lawn or landscape service, unless of course, you were giving away free sex with each lawn treatment-- wow, what an offer.
A good AdWords campaign needs to be highly focused so that you stop people from "just browsing" on your dime and look for people actually wanting the services you're selling in the area that you sell them.
Adwords is not easy and many businesses give up before they learn the system. Adwords can be very frustrating, difficult, and intimidating the first time you use it. But if you make it a priority to test, track, and spend as little money as possible then you won’t have much reason to quit. You should never spend more than $25 to $40 to test a new advertising campaign. Many people end up running out of money too soon and are forced to quit. Don’t let this happen to you, start small and slow and don’t give up.
Likewise, if you’ve spent $50 and received 1000 visitors to your site and you haven’t made any sales, I would say it’s time to give it up. Don’t keep going and spending money just to try and prove yourself right, move on and try something different.
In marketing, timing is critical-- that means having the right offer at the right time is critical to success.