The first thing you need to know is that Google will charge you more for non-relevant ads than they will for relevant ads, and clearly if you have decided to use Google ads then you will be looking for the most traffic at the least expense. That statement is all about click through rate and click through rate is when people see your ad and decide to click on it taking them to the target URL. The higher the click through rate the more traffic you get and the more chance of making a sale. If your ads have a low click through rate, you get less traffic and less chance of a sale, plus Google are likely to charge you more because the ad is not being effective and they are not earning enough due to the low level of clicks. In a nutshell if you write a non-relevant ad (versus your chosen keywords), you are likely to get very little traffic and you pay more for the privilege.
This along with the next paragraph really is the crux of using Adwords, the ads you produce must be absolutely laser focussed both in terms of selecting the keywords relevant to the ad you create and then delivering on the promise the ad offers.
So what does that mean exactly, it means there is no use choosing a keyword that is focussed on a B&B when you offer self catering for example, or an iPad when you are selling digital cameras. This is the second part of the equation i.e. if you marry up your selected keywords brilliantly with your chosen ad format and lots of people click on your ad, at a cheaper rate reference the first paragraph but remembering you have to pay for each click all the same, then they arrive at the URL you have promoted and what happens. Doh!!! wrong product and off they go on the search for the right product. So who is the winner? actually no-one because you didn’t get the sale and the prospective customer didn’t get the product they were looking for.
Now none of this will make sense to you if you don’t know how Google Adwords works. So for those that don’t here is a quick overview:
- Create a list of keywords that you want to associate with your ad, making sure they don’t cost more than your budget caters for
- Create a list of keywords that you don’t want to associate with your ad (negative keywords)
- Create your ad using Google Adwords
- Choose where you want your ads to be displayed
- Publish your ad and wait for the traffic to arrive
I could give you the practicalities of how you do all that, but to be honest when you are using Google Adwords they provide plenty of support and help to get you off on your first Google Ads campaign. So all you need to do is to follow their instructions.
What may be a little more helpful is to provide some tips on the Google Keyword Tool. This is where you can find 3 important pieces of information.
- Keyword popularity in geographic locations
- How much you will pay per click for a keyword or keyword phrase
- How much competition you will have for the selected keywords
There are also a few tips on how best to use the tool which apply equally to Adword campaigns as they do to promoting a website or blog.
Another helpful piece of information is how you format your ad:
- Put the primary keyword or phrase you have chosen in the headline as an exact match and try and use all the allotted characters, but only if it makes sense and flows
- Capitalise the first letter of each word
- The 2nd line should indicate the benefit the product or service provides
- The 3rd line should indicate the main feature of the product or service
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So there you have it, using Google Adwords is a piece of cake, that is irony by the way, and this is all you have to do to get lots of paid traffic to your websites and blogs.