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How to Effectively Use Google AdWords

By: Dave Howell - Updated: 8 Dec 2010 | comments*Discuss
Google Adwords Google Adwords Management

Google has become one of the most important business partners for thousands of enterprises that now rely on search marketing to reach their customers. Google offers what is called natural search which is free, or its Adwords service that is now the leader in Pay Per Click (PPC) advertising.

Using Google Adwords management enables your business to buy keywords that it can then use in its online advertising. When that keyword is used by anyone using Google your business’s ad appears on the search results page.

All businesses can bid on the same keywords with the most popular being the most expensive. PPC advertising can be highly effective, but you must keep a close eye on the amount of money your business is paying for its PPC advertising and the amount of income it is receiving from those ads.

Pay Per Click Advertising

PPC advertising can seem to be a win-win for every business. Your website can gain huge amounts of traffic if your PPC campaign is highly targeted and receives the traffic you expect. PPC advertising can provide:
  • Low set-up costs
  • Fully trackable statistics on sales
  • Highly targeted marketing
  • Detailed control of advertising costs.

However, before you open a Google Adwords account and start to bid for the keywords that relate to the products or services on your business website, bear these points in mind:

  • Good Google Adwords management means understanding that PPC campaigns are not an end in themselves. PPC advertising should be just one component of the marketing mix you use to promote your website and wider business.
  • Google Adwords campaigns are not a set-up and forget form of advertising. You must allocate time and resources to managing your PPC ads to gain the most from them.
  • Allocating a budget for your Google Adwords marketing is absolutely essential. It is very easy for a keyword to cost you substantially more than you had intended it to.

How to Set-up Google Adwords

Google Adwords management is very easy and straightforward to set-up. Once you have signed up for an account you can follow these steps to start your first Google Adwords campaign using the Starter Edition:

1: Set your Location and Time Zone
You first need to set the country where your billing address is located and the time zone you are based in.

2: Your Business Details
As Google Adwords links back to your website, you now need to enter the URL of your website.

3: Choose your Keywords
Now you must choose the all important keywords that your PPC ad will be linked to.

4: Add your Billing Information
Before your Google Adword ad can go live you need to give Google your payment details.

How to Improve your Adwords Marketing

Google Adwords can be a powerful marketing tool, but you need to develop your skills when deciding which keywords will bring your business the most click-throughs and therefore potentially new customers. Follow the guidance below to help you create the perfect Google Adwords campaign:

Understand your Market
For a PPC campaign to be successful, you need to create an advert that contains keywords your potential customers will use when they are searching Google for goods and services. The more you understand your who your customers are, the more accurate your Google Adwords campaign will be.

Test and Test Again
Don’t expect your first wave of Google Adwords marketing to bring your business overnight success. Google enables you to track how successful - or not - your campaigns have been over time. Use this information to improve your future campaigns until you are using just the right keywords to attract customers to your business website.

Jargon can be Good
If your website sells specialised goods or services, your customers will have specific needs. Using jargon in your Google Adwords text will dramatically increase the chances of your advert being shown on a search results page, and consequently clicked on by the customers you want to attract.

Benefits Not Features

Try and think of words and phrases that speak to your customers. How can your Google Adwords campaign offer them something they can’t get from any other website or business? Use verbs and dynamic action words to make your potential customers click on your advert.

Developing a Google Adwords campaign for your business requires time and a commitment of your business resources. If you make the effort to understand what drives the consumers you want to attract to your website, you will be able to design a much more effective Google Adwords campaign. Keep a close eye on costs, and always track every advert you place. Modifying your adverts over time will eventually give your business a high level of click-throughs and hopefully sustained sales.

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