Chapter 4

Ten Plus Top Ways to Win At Google Adwords

Advertise on a large number of relevant search phrases and think far and wide beyond the first dozen terms that come to mind to describe your business. Ask friends and family what search terms that they would use if they were hunting for something. Don’t hunt for just single or double word search terms. Find search terms that can be 5 or 6 keywords in length. If you can find these you could be on to a real winner, as people searching for these long search phrases will instantly find your ad. Also look for really obscure terms that only get searched on a few times a month.

Build a unique advert for each of your search phrases. This might take a long time to write, but the fruits of your labor result in more clicks per advert that you display. If you advert title is exactly the same as the keyword or key phrase that is typed in then the likelihood of this been selected will be very high as it will be seen by the searcher as having the most relevance to their search. Google may also reward you with a slightly lower cost per click due to the way that the pricing policy works.

Keep records of your pay per click sales results. If an advert is not performing as well as intended, either alters it or deletes it and uses another method. See what other people are doing to attract other people’s attention. If you do not measure your results, you will potentially lose money, once through missed sales due to a poorly performing advert or two due to advert not being displayed because your bid policy is all wrong. There are third party tools available that assist in you tracking your results, and these can help improve your return on investment.

Adverts should be targeted precisely to the web page that you are meaning to send them to. You will lose potential customers by directing them to the wrong page. They do not want to start a treasure hunt. Grab their attention straightaway by giving them what they want. Use the same title of your advert in the opening paragraph of your sale page. The sales process should be streamlined from the moment that they see your advert on the search page on Google. You do not want to lose a customer by them clicking on the back button, give the relevant content to their search and you'll be on to a winner.

For each campaign we would always be testing the ad campaign – basically the one that produces the bigger bank account wins. More sales from a particular advert mean that advert is the best. We can keep refining the adverts to make them better and better, and only run with the better performing ones, testing them against each other.

To get a higher click thru rate for a particular advert it might be as simple as changing the lines in the advert around. This might have the effect of getting more clicks and so more sales, plus you will be able to lower the bid amount for those particular keywords. It is a simple method to monitor your clicks, simply modify or delete your worst performing ad. Always try and increase your CTR with different ads. Watch as your ad rises above the competition because you get more CTR for the same bid amounts.

Advertise on the terms used to describe your products, the product names, product codes, descriptions and the questions a prospective customer might type into a pay per click search engine that your services answer. Keep going until you have a list, which could be many hundreds of words or phrases long.

Use Word Track, Nichebot, Good Keywords, Google Adwords Tool and the Overture search tool also known as Yahoo Search Marketing.

To create a new ad takes only minutes, you can use a new ad to test a market - if the ad works and converts well into clicks then it would be worth it. However if it becomes evident within a short time that the ad just isn’t pulling in useful clicks then abandon that ad, and either create a new one or you may have picked the wrong market to sell to.

Use Google Adwords to test your sales strategy, you can turn traffic to your sales page on and off as you like. Once you get the sales process working really well you can move on to getting even more sales by using email and other forms of advertising. Adwords is really flexible and quick to setup, so use it to your advantage and you will benefit immeasurably in other forms of advertising.

Be ruthless, but stay within the Google Adwords TOS and be blunt and to the point, get people sitting up and taking notice-using eye grabbing headlines, and also tell other sellers products are rubbish and yours is the best.

Bid on your own trade name, the bid price might be higher but you will get a higher click thru rate and better sales. People will be looking for your product directly by type in the name.
The higher that your click thru rate is, the less Google will charge you per click – so make sure your ads are well targeted.

Manage your bids effectively, always try and get on to the first page of the Google Ads, hardly any clicks occur on the 2nd and subsequent pages. Using the Google search example for ‘growing tomatoes’ the first advertiser to sell a page about tomato growing clearly says that he has a guide to offer.

To setup a search campaign, go to www.google.com/adwords and open an Adwords account, you will need to have your bank details so that Google can take payments from your account once a month while your Campaigns are running.