Why use PPC Advertising?
- More relevant than TV or Radio Ads.
- Better Reach than a Trade Publication
Google UK is the largest site operating in the UK. Google.com is #3 biggest in the world.
Your Ads will be displayed on Google, AOL and ASK Search Engines! As well as 570 million content publishers.
Generally a Higher Position will result in more Clicks Through.
Google doesn’t rank Adword Ads as you would probably expect.
RANK = Bid Per Click * Quality Score
Therefore you don’t have to be the highest bidder to rank at the top in Adwords for your keywords, Google is much more for pushing more click-through’s on a relevant advert. Adwords Quality score is also rated on your account history the more successful campaigns you’ve had the better your new ones will do.
Four Main Steps to a Successful Campaign in Adwords.
1. Identify the most valuable users, you do this by having specific goals.
2. Build a Group of Keywords.
3. Test your Ad text. (More on writing a good Adtext later).
4. Measuring Results and Costs
Finding your AIM:
Your aim is what your trying to achieve when using Adwords.
Sales - Retail Sites (Try not just to concentrate on your biggest sellers, rather setup Ads for all of them!)
Leads - Equiries or Phone calls
Sign Ups - How many people submit there e-mail.
Branding - Increased Company Awareness.
Keywords
You should always look at Synonyms and Miss Spellings
Combine your Keywords and be Specific as possible.
Its a fact that 80% of Internet Users don’t just use one keyword when searching.You can also use Negative keywords to block out competitors or keywords that make associate your advertisement with something else. This is done by entering the keyword with a minus sign before into Adwords Keyword selection list. ‘-keyword’.The Ads Text
With Google Adwords you get four lines of text.
- Its a good idea to use a strong call to action (tell the user what you want them to do) so ‘Buy Now’ or ‘Sign up Today’.
- Include Special offers.
- Placing Pricing and Shipping/Location information, if the customer see’s your item is too expensive or isn’t for delivery in there area they won’t click, saving you money.
- Be Realistic, don’t promise the earth unless your going to provide it. They’ll only click the back button if you do.
- Finally Compare & Contrast, would you click your own Ad?
Your Keywords should be shown in your Ad Text and again on your Landing page.
Landing Pages
Once your user has clicked your ad, they don’t want to be navigating around your site trying to find the product. Present your user with the appropriate page immediately. Make it easy for the user to purchase.
Its a fact that your visitor makes his/her mind up about your site in the first 8 seconds, making the landing page a crucial factor.
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