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Many users are familiar with Google's Adwords by name, but they might not be familiar with the basic workings of Google's algorithms to effectively manage their marketing campaign. Google is always "tweaking" how their search algorithms identify the most relevant content, including the ads, but here are three things to remember to help you navigate to success with your Google Ad Campaign. 1) Google Ad Landing Page:
Your landing pages are full of keyword and content rich information. Google prefers it when the pages your ads display are relevant to the keywords searched to display them. If the brief add is relevant to the landing page then this increases the possibility that the page is what the users wants and you will have a better chance of converting the click to a sale. It is not just Google which prefers the match of the ad text and the landing page, but also the customer performing the click. It does you no good to "trick" the user into thinking the landing page will have useful information based on their search or the ad text. Relevance of the landing page is the most important step into having an effective campaign. Moreover, many users only think about their main page for a traffic target. For example, if you are trying to promote a wholesale dropship website with Google Adwords, the main page might have a brief introduction or a few featured products. You might have 50 categories and several thousand products on your dropship site. Try a campaign with the landing page as one of your main category pages. If you sell dropship DVD's and computers an ad clicker might only be searching for one of these products. Bring them to a more specific page that is relevant to the ad text. If you let the customer instantly find what they need on your site, they might purchase that item, and continue to then look around your site for more. If all they see is a homepage for a electronics site with 5,000 products, none of which have what they were looking for on your main page Feature Products or Specials sections, then you have lost a potential sale and cost money with your ineffective ad. Moreover, many users only think about their main page for a traffic target. For example, if you are trying to promote a wholesale dropship website with Google Adwords, the main page might have a brief introduction or a few featured products. You might have 50 categories and several thousand products on your dropship site. Try a campaign with the landing page as one of your main category pages. If you sell dropship DVD's and computers an ad clicker might only be searching for one of these products. Bring them to a more specific page that is relevant to the ad text. If you let the customer instantly find what they need on your site, they might purchase that item, and continue to then look around your site for more. If all they see is a homepage for a electronics site with 5,000 products, none of which have what they were looking for on your main page Feature Products or Specials sections, then you have lost a potential sale and cost money with your ineffective ad. Moreover, many users only think about their main page for a traffic target. For example, if you are trying to promote a wholesale dropship website with Google Adwords, the main page might have a brief introduction or a few featured products. You might have 50 categories and several thousand products on your dropship site. Try a campaign with the landing page as one of your main category pages. If you sell dropship DVD's and computers an ad clicker might only be searching for one of these products. Bring them to a more specific page that is relevant to the ad text. If you let the customer instantly find what they need on your site, they might purchase that item, and continue to then look around your site for more. If all they see is a homepage for a electronics site with 5,000 products, none of which have what they were looking for on your main page Feature Products or Specials sections, then you have lost a potential sale and cost money with your ineffective ad. Moreover, many users only think about their main page for a traffic target. For example, if you are trying to promote a wholesale dropship website with Google Adwords, the main page might have a brief introduction or a few featured products. You might have 50 categories and several thousand products on your dropship site. Try a campaign with the landing page as one of your main category pages. If you sell dropship DVD's and computers an ad clicker might only be searching for one of these products. Bring them to a more specific page that is relevant to the ad text. If you let the customer instantly find what they need on your site, they might purchase that item, and continue to then look around your site for more. If all they see is a homepage for a electronics site with 5,000 products, none of which have what they were looking for on your main page Feature Products or Specials sections, then you have lost a potential sale and cost money with your ineffective ad. Moreover, many users only think about their main page for a traffic target. For example, if you are trying to promote a wholesale dropship website with Google Adwords, the main page might have a brief introduction or a few featured products. You might have 50 categories and several thousand products on your dropship site. Try a campaign with the landing page as one of your main category pages. If you sell dropship DVD's and computers an ad clicker might only be searching for one of these products. Bring them to a more specific page that is relevant to the ad text. If you let the customer instantly find what they need on your site, they might purchase that item, and continue to then look around your site for more. If all they see is a homepage for a electronics site with 5,000 products, none of which have what they were looking for on your main page Feature Products or Specials sections, then you have lost a potential sale and cost money with your ineffective ad. 2) The Positive Side of Google Negative Keywords:
Negative Keywords are a key tool for your positive Google Adwords experience. The Negative Keywords are a little different from how you normally search for items. After all, you are telling it items that you do NOT want to find. However, it helps with the relevance of the search and where your ad is displayed. For example if you are selling CRE Loaded Templates, you do not want people clicking on your site looking only for "Free CRE Loaded Templates". You do not want to waste your campaign money trying to sell custom design templates or a catalog of oscommerce templates to users who just want a free template to apply to their site. If you are selling only hardware, such as DVD players, you might not want people coming to your site looking for "DVD movies". Most people looking for DVD's already have a player. Now, it is true that some people looking for DVD's might also like to upgrade their player at some point; however, if your campaign is small or you want to target a more specific search, then the use of negative words might help. It might be more of an art then a science, but it does not cost more to use Negative Keywords, and it might save you money. Also, some users have reported that when they use Negative Keywords that some of their keywords get displayed at a higher rank than if they were not using this feature. This may or may not be true, but Negative Keywords can still help the relevance of your ads. 3) Review Your Google Adword Campaigns:
Yes, you STILL have to pay attention to your campaigns after you create them. You can start with around 100 keywords and set your CPC low. Think of your first few attempts as practice. There is no magic word or design, so just use trial and error to find what works for you. If you are having a difficult time trying to find what keywords to use there are many tools or methods to finding words. There are pay tools, but also free tools which should give you what you need.
Another method is searching on Google with "" around your keywords and check the number of results that are returned. This technique can be used to narrow down your keyword options by giving you a view of how much competition for that word group is already online. Remember to constantly monitor your keywords, and if some words appear less effective then others you can drop them from your list.
Regardless of your campaign it is best to practice and try different approaches and think about these three tips. You will learn more by using a few ads and comparing the effectiveness of different add approaches. Even if you can only think of one key add, there are too many different types of people to only have one pitch for your ecommerce site. You can try a few similar ads and just change the tone. For example, lets say you want to promote a flat screen TV on your site, here are several ways that you could style an add: 3) Review Your Google Adword Campaigns:
Yes, you STILL have to pay attention to your campaigns after you create them. You can start with around 100 keywords and set your CPC low. Think of your first few attempts as practice. There is no magic word or design, so just use trial and error to find what works for you. If you are having a difficult time trying to find what keywords to use there are many tools or methods to finding words. There are pay tools, but also free tools which should give you what you need.
Another method is searching on Google with "" around your keywords and check the number of results that are returned. This technique can be used to narrow down your keyword options by giving you a view of how much competition for that word group is already online. Remember to constantly monitor your keywords, and if some words appear less effective then others you can drop them from your list.
Regardless of your campaign it is best to practice and try different approaches and think about these three tips. You will learn more by using a few ads and comparing the effectiveness of different add approaches. Even if you can only think of one key add, there are too many different types of people to only have one pitch for your ecommerce site. You can try a few similar ads and just change the tone. For example, lets say you want to promote a flat screen TV on your site, here are several ways that you could style an add:"Flatscreen TVs at Great Prices"
"$2,400 Sony Flatscreen 30in"
"Sony 285LCD 20in FlatScreen Sale"
"The TV Your Mother Warned You About"
"Our Flatscreens & Electronics are better then yours!"
"Psssst....wanna buy a Sony Flatscreen??"
"Size Matters! Get a bigger Flatscreen then her Ex's"
"Couch Potato Flatscreen SALE!"
"Sony TV: Make them jealous"
"Nothing is < this Flatscreen Price"
"Home Theater Essential"
"Small Apt., Big TV....think about it"
"Keep your kids safe at home: TV Sale"
"Flatscreen...you know you want it"
"You deserve a Sony 284LD Flatscreen"
"Flatscreens, all sizes, all on sale."
"Your TV is SAD and PATHETIC!"
"Rated the best Flatscreen TV of 2005"
"Your car is lame, but your TV can rock!"
"Dormroom Dream: Flatscreen Sale"
"Kant Spel Butt Ey Founde Lo TV Price"
"Better Picture, Sound, Design, Price: TVs"
"Flatscreen Sale: Make your couch seem more comfortable."
"Never go to the theater again. Below Retails flat screens"
"Wholesale Flatscreens Direct to You" Now, these are just some examples of different ad tone approaches. Ads can contain, including spaces, 25 characters for the title, 70 characters for the ad text, and 35 characters for a Display URL. On Google, this is displayed on four lines: a title, two lines of ad text (each with 35 characters), and a URL line. However, the format may differ on Google partner sites. Make sure your ad meets these requirements, but these types of examples should help to get your marketing mental power started. Also, the style is not just for the add, look at style and your Landing Page or even your approach to negative keywords. Now, these are just some examples of different ad tone approaches. Ads can contain, including spaces, 25 characters for the title, 70 characters for the ad text, and 35 characters for a Display URL. On Google, this is displayed on four lines: a title, two lines of ad text (each with 35 characters), and a URL line. However, the format may differ on Google partner sites. Make sure your ad meets these requirements, but these types of examples should help to get your marketing mental power started. Also, the style is not just for the add, look at style and your Landing Page or even your approach to negative keywords.Set up a few ads with a change in pitch or tone. You can try polite ads, factual ads, insulting ads, informative ads, and catchy ads. If you have a little edge to your site, then get edgy with your ads. If you are a "just the facts" type of person with a similar wholesale drop ship products site, the give them a "just the facts" type of ad and landing page. Set up as many as you like and Google will automatically display the most popular result. Have fun with your ads, and do not be afraid to change your campaign or landing page if your Google Adwords are not returning the results that you expect. |
