Google AdWords Blog | Internet Marketing

In our last post we discussed a few tips on choosing your search terms. Today we’ll run over the basics of designing ads that not only perform, but pre-select quality visitors. This will result in a lower average cost per click and more returns in the long run.

Focus: Make sure your ad focuses on the area that the associated ad group focuses, by keeping it tight and tidy you will ensure a higher click through rate.

Rules: Adhere to the punctuation guidelines that AdWords stipulates; review these in order to get the most out of your campaigns.

Qualify your clicks: If your target market is price sensitive include the price in the ad; “Priced from only R##!” Or even the reverse, if you offer high-end products or services include the price to dissuade bargain hunters from clicking and wasting your budget. Include the important info on you offering; is it based in a specific area etc?

Call-to-action: Make sure your ad contains a call-to-action driving your visitor to convert once they are on your site. “Enquire now to find out more about our Summer Special!”, “Call today..”, “Sign up now…” etc.

Display URL: Customise your display URL to sneak a traffic boost. “yourdomain/Summer-Special”. Google only forces you to display the same base URL as your site, thereafter it allows you to add a snippet as you please.

Trial-and–error: As mentioned in a previous mail, always add multiple ads per ad group, slight variations might make a difference. Review these often, you’ll be surprised how one variation will outperform another.

Dynamic Keywords: Look up more info on these in the AdWords help section if you’re interested, but you can set up sections of your ad to utilise the triggered keyword, if used properly they can drive even more clicks.

Apply these tips and you’ll see the results creeping in! In the post mail we’ll discuss the use of negative keywords.

If you’d like some help with it all please consider one of our internet marketing packages.

In this entry we’ll cover some tips for focusing your keyphrase choices.

Your offering: Your targeted keyphrase should be very well aligned with the specifics of your offering. It’s pointless to target the word “advertising” if your service focuses on “newspaper advertising”. There multiple reasons for this guidance; firstly the broader term is far more competitive and will cost you a arm and a leg, secondly the quality of visitor with the second more specific keyword will be better as the searcher is definitely looking for your services.

Location: Geo-targeting is highly important and can bring good results. Incorporate the geographic location to your keyphrase, if you supply locally add “South Africa”, if your target market is more focused to a province, city or suburb add those, for example “newspaper advertising rivonia”.

If you'd like to set up a Google AdWords account and you need a little help, we've prepared a few tips and explanations that should increase your success.

Google AdWords has two hierarchy levels; campaigns and ad groups, here's a quick breakdown of the important settings for each.

Campaing Level:

Localization: You can choose what geographical area you would like your ads to show, this can be very specific, down to a city or even a suburb or broad to a country or a group of countries. Think about where your target market searches from.

Budget: A budget can be set for each campaign, give some thought to how you would like to split your AdWords budget when you set up your campaigns.

Ad Group Level:

Avg. cost per click: Avg. CPC needs to be decided, yet this can be edited on an individual keyword level as well.

Ads: For each ad group you need to set up the actual advert. We suggest you set up a few ads per ad group, AdWords will initially display all of them, yet it will eventually and automatically tend towards the ad with the highest click through rate.

Landing page: Carefully select the landing page for each ad group; keep the visitor in the area they have searched. It can be very frustrating to arrive on a page and not immediately see what they are looking for.

Keep your ad groups tight; focusing on one area of your services or products with a small and similar list of search terms.

If you’d like some help with it all please consider one of our internet marketing packages.