If you ever used Google AdWords to advertise your product or service online,
you’d have experienced the sheer power of this online advertising
medium.
In fact, more and more online marketers, both large organizations
and “one-man” companies alike, use Google AdWords for a variety of purposes,
including but not limited to:
- Increase website exposure
- Sell existing products and services
- Launch new products and services
- Drive traffïc to website to capture e-mail leads and build prospect list
- Test various marketing strategies e.g. web copy effectiveness, product and
services pricing etc.
- Research primary and secondary keywords for Search Engine Optimization
strategy
- Research consumer and business wants and needs
- Market and sell own and/or affilïate products
- And much much more...
However, as with any pay-per-click service,
a poorly designed Google AdWords campaign will
not bring you
the results you desire.
Worst still, a poorly implemented Google AdWords
campaign can even
“break your wallet”!
So, how does one
develop an effective Google AdWords campaign?
Here are 7 useful
strategies you can use to maximize your Google AdWords campaign:
1) Identify a large number (preferably 300 above) of
low-cost but highly targeted keywords/ keyword phrases. It is important to
understand Google AdWords is a pay-per-click system and you only pay when a
prospect clicks on your AdWords ad - regardless of the number of impressions.
And you can use this to your advantage by ensuring you develop a huge
keyword list for each campaign.
Here are some free tools you can use to
generate keywords and key phrases:
Good Keywords
Misspelled Keywords
WordTracker (Free trial
version)
Google
AdWords Keyword Suggestions tool
7Search.com’s Keyword Suggestion Tool
2) Develop various headlines and descriptions and
split-test them to identify the most effective ad (actually, Google AdWords does
this for you automatically i.e. it displays the ad that receives a higher
click-through more frequently).
Here’s a quick and dirty way to develop a
killer headline and description - Model other Google AdWords ads!
Notice
I said “model” and
not “copy”.
All you need to do is
type in relevant keywords in the Google search box and review the AdWords ads
that show up.
Ask yourself which AdWords ad attracts your attention and
note down how the headline and description are written.
Here’s a
Copywriting 101 Tip - Your headline and description should mention the
Biggest benefit of your product or service.
3) Use the
“Keyword Matching” option
to better target your ads. Unlike conventional pay-per-click models, AdWords ads
are ranked based on the following formula:
Cost-Per-Click (CPC)
X Click-Through Rate (CTR) Keyword matching helps you achieve a
higher Click-Through-Rate (CTR) for your ads and therefore, a higher ad ranking,
without increasing the Cost-Per-Click (CPC) of your campaign.
For
example, a phrase match keyword like
“popup generator” will
show up for the search query
“best popup generator” but will
not display for the search query “popup a generator”.
So, using the
“Phrase Match” option will minimize “untargeted” impressions and result in
Click-Through-Rate (CTR) improvements.
4) Limit the ad impressions to certain countries and/or
regions once you’ve received customer data from the initial sales generated. For
example, if most of your customers are from the USA, you may wish to focus your
advertising revenue on the US market and target your ads to only US customers.
This strategy will also help you to achieve a higher Click-Through-Rate (CTR)
for your ads.
5) Add a subscriber
sign-up box on ALL the websites you’re promoting. This will allow you to build
your subscriber list at the same time! Place your subscriber sign-up box at the
top left or right side of your webpage to increase visibility.
6) Monitor and manage your campaigns. You’ll be able to
access valuable information and find out which keywords have the highest
impressions, which keywords generate the highest click-throughs etc. once your
campaign is live. And you should use this information to tweak your headline,
description and cost-per-click accordingly, to maximize your campaign
effectiveness.
Use the various strategies described above and monitor
the effectiveness of each of them. It will help you maximize your Google AdWords
campaigns and reduce your campaign costs.
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