Jan

23

Methodology - Google AdWords Part I

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Ever noticed when you want to bid on a competitive keyword, it seems almost impossible to compete because the cost per click is so high? Or maybe you’ve noticed if you have 20 or 30 competitors, no matter how much you bid, it’s almost impossible to work your way to the top of a first page listing without spending a fortune? Sometimes it might even feel like you’re spending $100 to make $50. It’s actually not as impossible as you would think, let me explain why (and most importantly, how).

I would feel comfortable to say that about 90% of online advertisers don’t know what the heck they’re doing. Sure, they might be bringing in profits, making conversions, and have been doing these things consistently for years. Most of them, however are still paying huge amounts of cash to make their profits, or can only afford to work in a niche market because their advertising costs are so high.

Here is the secret to making it (the right way) in any market on Google AdWords:

  1. The first thing you need to do is decrease your PayPerClick costs for your keywords, and in order to do this, you need to have a list of profitable keywords to advertise in.
  2. Take those keywords, and have 1 campaign per product that you’re promoting. Under that campaign, you need to organize your keywords into AdGroups. This is the tricky part, because when I say organize, I mean every keyword should get it’s own AdGroup, period! So if you have 500 keywords, you need to have 500 AdGroups with different variations of each keyword in the AdGroup.
  3. Under each AdGroup/Keyword, you need to write two to four text ads that can compete against each other. Compete these evenly, don’t use Google’s optimizer. Watch them compete overtime and continue to trade out advertisements that are not effective. These ads need to include the keyword in the following places:
    • Your ad title
    • Your ad body
    • Your display URL
  4. Next, your landing page needs to include the exact keyword that was searched for, preferably in a headline. You can dynamically insert your keyword into the landing page by appending the keyword into the URL path and passing it into a dynamic page, like PHP, ASP, .Net, Java, etc.

You probably think I’m crazy, right? How on earth are you going to find the time to do all of this. Well, for years, companies have been using this methodology to create their campaigns. Do yourself a favor, try it out. The second you create a campaign using this method, your Quality Score wont say “OK”, it will be changed to “Great”. Google has been saying it for years, there is a direct correlation between your Campaign, your AdGroups, Your Keywords organized in AdGroups, the content of your ad, and your landing page. To get a “Great” Quality Score, all of these areas need to be in perfect alignment. If you do this, you will most likely beat a lot of your competitors right away.

This has been part one of the Google AdWords series, to view other parts, simple see “Related Posts” below.

Article written by Andrew J. McClary, © 2008, All Rights Reserved.

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