Marketing with Google AdWords
traditional banner advertising, you will pay for the number of
times that your ad is seen. Whether
anyone is interested enough to click on it is irrelevant. If you want people to come to your site, and only want to pay
if and when they show up, then Google AdWords is something
that you need to look at.
a search for just about anything on Google.com or any site running
AdWords ads, and you will see a set of ads on the right hand side
that have something to do with your search.
These are AdWords ads, and they are based on bids that
advertisers have specified they want their ads to be seen for.
AdWords are what is referred to as PPC or "pay per
click" ads. The
advertiser is not charged unless the user actually clicks on the
ad. In most cases and
assuming you have written a reasonably intelligent ad, the people
who are clicking on these are interested prospects. So essentially, anyone clicking on your ad has the potential
to become a customer of yours, and itís up to you and your site
to convert them once they get there.
Google has done their job by getting people to your site.
of keywords will vary depending upon who is currently bidding on
them, but Google allows you to place a maximum bid and then
further control it by limiting the amount you pay per day.
Keywords start at .05 per each click and go up from there.
Depending upon the level of competition, they can get quite
high but for most industries, they are reasonably priced, and one
of the best returns on ad dollars that you can find.
AdWords and your ROI
you only pay Google when someone clicks on your AdWords ad and
goes to your site, AdWords could be compared to paying per lead. There is obviously no guarantee that any given click will
contact you much less become your client, but the same thing holds
true with people who call you from your other ads too.
likes paying for clicks that donít turn into leads, but you have
to factor those lost leads into the cost per acquisition of the
ones that you do get. Letís
say that only 1 out of 5 people who come to your site actually
ends up as your customer. Your
AdWords conversion rate is then 20%.
you pay 50 cents per click, then you have to figure that each
customer you get costs you $2.50.
Thatís a pretty low cost of acquisition by any standard
and if someone offered you an unlimited number of paying accounts
for a one time price of two and a half dollars each, youíd be
crazy to not take as many as you can get.
your Google AdWords Ad
nothing magical about writing a Google AdWords ad, but you do have
to keep several things in mind:
Google AdWords, you have 3 elements that are part of the ad, the
title, the ad content, and the URL.
The searcher will only see the URL for your home page.
However, you can set the actual URL to whatever page you
want. Just copy/paste
it into the AdWords box and this is where Google will send your
customer. Or, you can
just set it to be your home page. Itís up to you.
allows a limited number of characters for the title. Take some time with this and make sure that you donít make
it too general. Itís
a good idea to use at least one of the keywords in the title and
people will be more responsive.
Donít get cute. Be blunt and give the most descriptive title that you can.
last thing that you will do in your AdWords ad is to set the
description underneath. Again,
take your time and work out the best combination of descriptive
words to use the allotted space and yet be very obvious as to what
you are about.
biggest mistake that people make in developing their ad is to be
too general. You will
get more hits that way, but more of them will be out of curiosity. Obviously, you arenít looking for curious people.
You want qualified leads.
Downside of Google AdWords
Google AdWords has some great features, its biggest downside for
small marketers is that you cannot bid on keywords individually.
Google AdWords requires you to create ďcampaignsĒ,
which amounts to a block of keywords and you bid a single price on
all the words in that campaign.
probably means that you are going to pay a bit more on some
keywords than you would if you bid on them individually like you
do with Overture.
downside is that which you will run into in any situation where
you are purchasing advertising, and that is, when the advertising
is stopped, so are the leads. The only alternative is
competing with the other few million sites out there that also use
the words that you want to target.
aside, costs for obtaining new clients through clicks from Google
AdWords is very much worth the effort.
Yes, there are other programs out there that do the same
thing, but Google alone delivers more than half of the searches on
the entire Internet. If
you add in the Google network of publishers that display your ads,
thereís nothing even close.
It will be a long time until anyone effectively delivers
the potential coverage that can be obtained through Google
no reason to choose only one PPC program, even though Google does
deliver more. If you
pick up 100 leads from one site and 30 leads from another, it just
means that you have 130 leads.
However, if you are just getting your feet wet and only
choose to do one PPC program, choose Google AdWords.
are also many other resources that will tell you how to maximize
your ROI on AdWords, how to generate the best leads and valuable
tips on writing your AdWords ads.
Many of these are good, others are not.
Watch out for the ones who make promises they canít keep.
Google AdWords resources can be packed with tons of
make-sense tips and help you walk through the project.
But since none of these run the AdWords program, itís
just not possible for any of them to promise you a thing.