Google AdWords are little advertisements on the right displayed on Google every time You search for something.
Google AdWords uses a pay-per-click method, which means that every time someone clicks on the ad, advertiser is paying a predetermined amount of money.
Also, advertisers bid to have their ads shown when someone enters a specific word in a search engine. That´s why we will need a keyword list.
Your bidding can start from 0,05$ per click. The higher the price for a specific word the higher your ad is shown on the page. When a user clicks on your ad, he is taken to the advertisers website.
Google is the best way of advertising because it has over 200-300 mil searches per day.
To open an account at Google AdWords You only need 5$.
Choose Standard edition and don’t mind the message "A web site is required to sign up". In stead of web site you will be using your special link.
When setting up a campaign you can target your customers by language, countries, regions and cities, which is very good if you want to limit your advertising to a certain area or even a town. The easiest way is to target your customers by countries.
If you are selling a service, like web hosting or domain registration, you can publish the ad world wide, but if you are selling an object (physical product) always limit your advertising according to the companies shipping policy.
After that, write your ad. It has to be short (95 char max), highly focused on your product and it has to attract attention.
The first thing that user will see is the headline of your ad, so headline is very important.
Until you get more experience, you can use three basic types of headlines like | Lose weight fast |, or your headline can be a question | You want to lose 20lbs? |, or something like | I lost 20 lbs last month! |.
Play with them and see which one will generate more clicks. Also, your main keyword can be a very good headline!
In description, tell the customer why should they buy your product, so use words like: “cheap, best, faster, easier..”
When writing an ad, you have to fill out five lines.
Example:
Headline: Lose weight fast
Description line 1: Fast and simple ways to lose
Description line 2: 10 lbs in ten days!!
The last two lines are for URL´s:
Display URL: http://www.your-company-website.com
Destination URL: http://www.your-special-link.com
The display URL is the address that is shown when your ad appears, and the destination URL is the actual url that the surfer will be redirected to.
Click “Create Ad & Continue”.
Next page is setting up your keyword list.
If you don’t have your keyword list, just enter your main keyword and press “Get more keywords”. You will get a large list of keywords which are more or less focused around your product. You will need to refine that list.
And the last step is setting up your costs for this campaign.
Choose your currency, daily budget you are willing to spend and maximum cost per click.
Your daily budget will never be used 100% every day, sometimes it will be lower, and sometimes Google can go over your daily budget by up to 20%. Everything depends on the settings of your campaign and your keyword list.
Same thing goes for cost per click settings. Since this is the MAXIMUM cost you are willing to pay, most of the times you won’t pay the full amount that you bid on.
Click "Continue" and your ad is ready for publishing.
When your campaign is already set and active, you should optimize its performance.
Campaign optimization
Write 2 good ads for your campaign, one slightly different than the other.
Place your keywords and publish your ad. After a few days/weeks, you will notice that some of the keywords have attracted more clicks than the other ones.
Good, copy them and place them in their own ad group. Again, write 2 different ads which are highly focused around those keywords and use 2 keywords which had the most clicks to be the headline of your ads.
By doing so, you will increase your click through rate (CTR) which will lower your cost of advertising and place your ad on a higher position. Google rewards good advertisers with a high CTR, by lowering the cost you’ll pay per click.
Always test your campaigns until they reach a good profitable level!
Beside ad groups optimization, make sure you also optimize your ads within ad groups.
Since you are allowed to have 2 ads in one ad group, always try to optimize the ad which has fewer clicks, by changing the headline, or description of your product.
Definitions you need to know:
