Google AdWords Tips
Search Engine CPC Cost Per Click Programs

Article Originally Posted 2002 October 04, Friday
Revised 2006 May 12, Friday - Page 1 | 2 | 3 | 4 | 5
by Gord Collins - Bay Street Search Engine Optimization | Toronto, Ontario | Canada

Planning is the key to using Google AdWords well. Many amateur AdWords users will set up an account for ease of use. Typically, they'll bid on a number of related keywords and develop one advertisement for that group of words. Since your ads have to perform very well, one advertisement won't be suitable for each keyword phrase. You must take the time to write custom ads for each keyword phrase you bid on, and you should have suitable pages for the visitor to land on.

Always remember that people are busy. You must respond to their needs immediately upon arrival, otherwise they'll leave and you'll have lost this excellent opportunity to create a new customer.

Below is a Example of an AdWords Ad

Palm Zire Sale
Palm Zires for sale.
Check out the deals now!
www.example.com

The above ad is straightforward. There's no psychology involved with this one. It is a statement of fact and Palm Zires are for sale and the second description line delivers the key message: check out the deal now! For comparison and price sensitive shoppers, this is great. This ad delivers a price or deal conscious prospect to the advertiser's site. If you're not offering low prices on commodity type products, you may want to use another strategy.

Sony VAIO Laptops
Power, Versatility and Mobility.
Get Free Shipping within Canada.
www.example.ca

This ad screens potential clickers by saying that they sell a particular brand of laptops. This ad cuts down on the number of poorly targeted clickers by referring to a specific brand.

Laptops
Fast Delivery - 24/7 Tech Support
Shop at Official Site.
www.example.com

The above ad responds with the simple word laptops then quickly presents the company's value proposition, rather than just low prices. This targets shoppers who need responsive service.

Despite AdWords tips and guidelines, shoppers are unique and your well written masterpiece may not pull the click-throughs you'd expect. Some trial and error is inevitable. Remember that this is direct marketing and the better you understand your customer's impulse purchase behavior, the better your response will be.

Start your bids high to see where the traffic is and to generate a few click-throughs so that your ad will continue to be seen. You have to be in the top eight bids in order for your ad to be shown appreciably. If you start your bids low, your click-through rate will be poor and your ad may be cancelled.
Vary your bids. If your click thru rate is getting down too close to .05 %, up your bids for a short period of time to get some click throughs and that will keep your ad active.
Bid on position three or position eight and you may have receive better ROI in these ranks.

Additional Google AdWords Benefits

Easy account management.
You can check your Google AdWords click through stats online at any time. They're updated within a few minutes.
Google has an automatic bidding feature that keeps your bid high enough but only one cent above the nearest competitor.

Return on Investment

It's important for e-commerce operations to get a reliable estimate of the performance of their AdWords campaigns, in order to improve that performance.

Sales conversion is a term used to describe a completed transaction. Actually, you can track any desired activity such as a newsletter signup, free download or a sale of a product. AdWords offers a tracking service which places a cookie on visitor's computers and when that user reaches a post sale page, a conversion is recorded. There's no programming required. All you have to do is put a small snippet of code into your web pages and Google takes it from there. You can learn more about conversion tracking from Google here...

https://adwords.google.com/select/library/convtracking_jan05.pdf

All the particulars of the AdWords PPC advertising program can be found here...

https://www.AdWords.google.com/select/faq/budget.html

Google AdWords has experienced reporting delays recently that make campaign performance feedback less effective. It's annoying but not too troublesome.

Conclusion

AdWords Select offers good value for advertisers who don't have the resources to build pages for the free search engine results, or for those who can't seem to gain presence in foreign language search engines. These ads help to support a company's market visibility, credibility, as well as support listings in the free search engine results.

Pay Per Click and Cost Per Click Services

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