Firstly, there is a lot of really good and bad information out there about Google AdWords. If you are doing internet marketing for small business, you may want to utilize PPC advertising to increase your leads and test new products.
I’ll do my best here to teach you how Google AdWords really works.
So if you have heard anything or learned something in the past that contradicts what is being mentioned here, then you can ignore it. The reason for this is that Google changes its rules quite often so its important for you to understand that that the internet landscape is always changing and it is necessary to stay current on these changes. At the time of writing is the most current and correct information about Google AdWords.
How does Google AdWords work?
Lets talk about Google’s background for a moment, in the past Google was not all about making money but now it is. As the company continues to grow in strength and their employee numbers increase, so is their priority for making money back to shareholders. What makes Google money is that users have a good experience on Google. If the user searches for something and finds what they want (whether its a natural search or through an ad) then Google is happy as it is an indication that user will come back and search on Google again. The most important thing to remember with Google AdWords is: that the user (ie searcher) has a good user experience when they click on your ads. If they don’t, Google will know this from the quality score and they will punish you in AdWords with a higher cost per click and lower ad placements. The better the advertiser you are, the better experience the user has thus the higher your quality score. This will reward you in your campaigns significantly – you will end up paying much less than your competitors, receive higher returns and better results.
The click cost will depend on:
* What keywords you are bidding on or what you tell Google you are willing to pay
* What your competitors are willing to pay on those keywords
* How well written your ad is – is it relevant?
* The click through rate (CTR) on your ad
The CTR is super important in terms of how well your AdWords campaign works. If you think about how Google makes its money: the more times your ads get clicked on – the more money Google makes. Therefore if your ads gets clicked on twice as much as your competitor’s ad (because you wrote a better ad than they did), this means Google is making more money with your ad hence they will charge your less and still show your ad in a higher position. On a side note, Google has an amazing Google AdWords learning centre where you can grasps the basics of PPC advertising if you are new to it. For now, I am just going to talk the strategies I use to help businesses about achieve successful with Google AdWords.
There are many important things you need to understand when running Google AdWords……
1. You have to be very specific:
By specific I mean you need to give the customer exactly what they want. Lets use the example of an advertisement on dog training and you have a product on how to train a German shepherd to go to the bathroom outside. If you bid on the word ‘dog training’, that person is not looking for a product on how to train a German shepherd to be potty trained. They may be looking on information on how to teach their dog on how to be obedient, how to sit or maybe stop barking. So in relation to being specific, you have to be very specific with what keywords you are bidding on. For the example above, you need to bid on keywords like ‘dog potty training’, ‘German shepherd potty training’ or ‘German shepherd training’. The reverse of this is true, the more general you get, the more money you will spend and the worse result you will get. Of course if you have a process that converts very well, then you can get very generic with it however you should almost always start out very specific. So if you are promoting Nike running shoes, you don’t want to be bidding on ‘running shoes’ (that is too general), you want to bid on the specific style of the Nike running shoe as keywords.
Another thing on being specific, is that you have to give the searcher exactly what they want on your website. So if you have a whole website on dog training along with products, and you bid on ‘how to potty train a dog’, you must send them to the specific page that mentions potty training a dog. If you send them to the home page and the home page isn’t about potty training a dog, that user is not going to get exactly what they want. So it is very important to give them what them exactly what they are looking for.
Being specific also applies to which keywords you select, what you write in your ad and how you structure your campaign. Your keywords should be tightly grouped in your AdWords group (which means its a small group of laser targeted keywords) so do not put thousands of keywords in your campaign – Google does not like that. Within your campaign, you should have AdWords groups with 2-26 keywords and pointing to the specific page on your site that gives the searcher what they are looking for. Important aLso is to start with very low budgets and to increase this as you get more experience after running a few days.
So its a good way to start with you small business internet marketing campaigns with Google Adwords but after you watch all the video tutorials and you make a few tests until you figure out how to run a Google Adwords campaign by a small business.