Jan
31
Your advertisement is the second most important item in Google AdWords. As I’ve mentioned in the last segment, your number one goal is to get your Click-Through Rate (CTR) up, since Google charges you more for the amount of impressions you receive rather than the actual Cost Per Click (CPC). So, you want to get as many clicks as possible for every thousand impressions to get your money’s worth in this business, and a good advertisement is going to make that happen. I’m not going to go into detail about verbiage or marketing concepts that make a good ad. Instead, I’m going to give you a few times that will increase your CTR.
For example, alot of people getting started in this business want to put the price tag for their product in their ad in an effort to qualify certain visitors to their website. You need to be certain that you are truly bringing in a selective client if you choose to do this. Qualifying a website visitor quite frequently backfires on Google AdWords because in decreases the CTR and increases the CPC. Google’s answer to this is that it’s far better in the long run to bid on selective keywords to bring a selective audience to your website. Remember, you want people to click on your ad on Google AdWords. Yahoo! Search Marketing and MSN AdCenter, on the other hand, use a different method to determine their CPC. When using these services, you may want to qualify your customers so that you pay less in the long run. Just remember that Google AdWords rewards you when people click on your ads, so instead of adding a price tag to your ad to qualify a customer, write a good advertisement that results in more clicks.
The best way to get people to click on your ads is to include the keywords the user was searching for inside of your ad copy. If you use my methodology (and that of several Fortune 500 companies), you should create one campaign, an AdGroup for every keyword, and variations of each keyword in the AdGroups. If you do this, you might as well make every advertisement as keyword dense as possible. Remember to take your time with this. If you have over 1,000 keywords, it could get very repetitive after a while.
There is a trick to putting the exact keyword into your advertisement, it’s called Dynamic Keyword Insertation. To place the searchers keyword into your ad dynamically, simply do one of the following:
- {Keyword:Web Design} - to capitalize the first word
- {KeyWord:Web Design} - capitalize every first letter of each word
- {KEYword:Web Design} - capitalize every letter in the first word
See how I’ve added “Web Design”? You need to add a default word or phrase inside in case the keywords the visitor typed do not fit properly into your ad space. Also, you can dynamically insert words anywhere into your ad copy as many times as you’d like. Some people like to add it to their title, within their ad, and their display URL.
You also need to create more than one version of your advertisement. I like to create two at a time and continue to optimize my ads by pulling out the advertisements that don’t perform and replace them with ads that do perform. Some people prefer to use Google’s automatic optimization utility, but I like to let them run evenly for a few days and change each ad out on a weekly basis. It’s all up to you.
Article written by Andrew J. McClary, © 2008, All Rights Reserved.
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2 Responses to “Ads - Google AdWords Part III”
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Excellent series on Adwords. I’m going to use these tips to change around my Adwords campaigns and see what happens. Thanks man!
Thank you Ryan! I hope it was able to help. A lot of people don’t realize how easy it really is–and if they can understand it, they can really dominate their competition!
By the way, nice website! I’m always up for recycling the good stuff on the net