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Advice
Maximise your Google
AdWords campaign
AdWords Professional and experienced trainer Claire Jarrett looks at the seven
essential rules for a successful pay per click campaign on Google.
1. Avoid using a single generic ad
5. Use dedicated landing pages
each page of your webpage where a conver-
A common error is to set up just a single ad, sion might occur. You could track: People are lazy and have limited attention
probably the one you created when you first spans. So don’t make them hunt around your
set up your Google AdWords account. Weak • Purchases site - show them exactly what they want to
generic ads tend to look like this: • Sign ups find, and quickly! Your aim is to send people to
• Call Back requests a tightly focused landing page that specifically
Virtual Office Services • PDF document downloads relates to that single product or service only.
temporary staffing, virtual office Doing so also allows you to track the success
registered office, mail forwarding It is useful to note that you can assign nominal of your Adwords campaign more precisely.
www.freelanceofficeservices.co.uk values to conversions to allow you effectively
to measure your return on investment. For
6. Choose enough keywords
This is trying to advertise several services in example, if you normally convert 25% of your
just one ad, which is a bad strategy. The secret callback requests into clients, and a new client Starting out, you might just use a few key-
of success with Adwords is targeting - each ad is worth £1000 to you, a call ack conversion words you’ve thought of yourself. Trouble is,
should be as precise as possible in terms of would be worth £250. your potential visitors don’t always think the
the product or service it offers. same way as you do!
So don’t try to fit as many keywords as pos-
4. Avoid using your company
Use a keyword tool (such as the free one
sible into your copy. Aim to set up one tailored
name as your ad’s headline
provided by Google) to generate as many re-
Ad Group for each product you offer. lated keywords as you can. Select the ones
When creating your first Campaign, it is a com- that are similar to your original keyword phrase.
2. Use Negative Keywords
mon error to use your company name as the But don’t go too far and end up with 100 key-
ad headline. words for just one Ad Group! Ensure you
If you do not want to attract a certain type of Your headline should contain information choose only closely related keywords from the
customer, you can take steps to avoid them that is useful to your visitors. Ensure it contains suggestions generated by the keyword tool.
seeing your ads. For example, you might wish the keywords that relate to one specific Ad For keywords that are not so closely related,
to dissuade people whose searches include Group only! For example: create a new Ad Group.
the words ‘free’ or ‘cheap’ from clicking on
your ad and costing you money you are un- Bouncy Castles for Parties
7. Content Network off!
likely to recoup from them. If they aren’t likely Hire A Bouncy Castle From £45
to buy, why bring them to your site? The way Many Different Sizes Available Google’s default setting is to leave the
around this is to ensure you include negative
www.kingofthebouncycastle.com Content Network on, which runs the risk of
keywords during your campaign setup. people who are not interested in buying click-
Aim to match your headline to just the single ing on your ad. So turn it off. If you are really
3. Measure conversions
product or service you are advertising in that interested in making the Content Network
particular Ad Group. This will ensure your vis- work for you, invest some time learning how
Internet marketing is highly trackable, and it itor wants to click on your ad, as it matches to use this form of marketing effectively.
makes sense to analyse your Adwords results what they were searching for.
so you can get an idea of your return on Claire is the lead Trainer on the highly
investment and how you can improve your rated DVD course “Master AdWords!”
campaign. Use a tracking package such as due to be released on 30th September.
Google Analytics to install tracking code on
38 • issue 164 Business Matters
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