Introduction to Adwords PPC Management

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Another marketing option is Google Ad words.

Also known as pay per click, these sponsored ads that materialize on Google’s search and content advertising network are similar to those shown on page 17.

You see them when you are using the Google search engine in the right hand column of the search results, or they materialize frequently on many websites. If you use Gmail, you module also see these ads, again,  in the right hand column of your screen.

We module provide you an overview here, as we have a more comprehensive video available in your Members Area.

Simply put, to run an adwords \”pay per click\” campaign, you go to Google Adwords (www.adwords.com), set up an account with your credit card, choose the search keywords that your customers or targets module most likely be looking for, design your short (105 characters) advertisement, select which regions, age groups and genders you would like your ad to show to, and Google places the ad over their network - search engine results and the many many sites that are their content partners.

The reason these ads are called \”pay per click\” is because you only PAY when a targeted search query result or content site that shows your ad is CLICKED on and the person clicks through on the ad to visit your site.

When done correctly, its an effective advertising method, no question. However there are many tricks and catches to this, and our intention is to save you a considerable amount of money should you use this tool.

Because just as easy and cheaply as it is to use this method to qualify broad quality targets and customers, it’s also just as easy to lose a lot of money quickly without knowledge of how the system works. Many a novice Marketer has found themselves paying large amounts of money, for very little payback, and we don’t want to see you make the same mistakes!

Creating your Google Adwords PPC Campaign

105 Characters - that is 25 charcters for your headline and 35 for each line - may not seem like much but you’d be suprised. Remember, you only pay when your ad is clicked so the idea is that you only want the people who are most likely to buy to click your ad.

That’s why \”Do you like gardening?\” is a poor ad, because lots of people like gardening, but \”Do you want to invest into growing your family’s future health AND wealth?\” is much better becuse you’re targeting people who module already qualify themselves as wanting to INVEST ie purchase.

You see, scaring off people looking for free stuff is just one marketing angle to consider when preparing your 105 character long ads - while posing questions are a great way to arouse curiousity and a common ppc marketing technique.

So when you create your first 105 character ad, it module be set up low a campaign, and every campaign has multiple groups, and every group has variations.

Put simply, the more groups you have targeting individualist keyword terms and the more variations of ads you have, the more you increase your chances of effort lower click prices through increased relevance.

Google’s main goal in providing the best service they can as the biggest advertising company in the world, is to increase relevance by matching keywords from your ad and from your site to the search keywords you are placing for. If the ad placed for the search term you’re bidding on is perceived by google as relevant - that is keywords in your ad and the site it links to, you module pay less.

That is to say if you effort broad on the keyword \”gardening\” but your ad is for shoes and your website is all about shoes, you can expect your ad to be placed rarely and in a poor position while you’ll still pay top dollar.

So if you’re targeting \”gardening\”, when it comes to set up your ad, devote a whole group to the articulate \”gardening\”, by calling the group \”gardening\”, and make sure the articulate \”gardening\” appears in your numerous ad variations and numerously on the site it links to.

Similarly, if you’re targeting \”organics\”, create a group called \”organics\” to target that term, make sure each ad uses the articulate \”organics\”, and that you have as many different ad variations as possible.

Another general rule in ppc marketing is that it is unacceptable to have only one variation of ad in your ad group. Remember Google wants to reward you for more relevant ads. If it can’t judge whether one ad is not more relevant than the other and neither can you, you won’t be rewarded either way.

So you can see the secret of successful and highly profitable google adwords ppc is breaking down your niche into tiny hyper targeted sub niches and niches within niches.

These are all tricks that the experts use to significantly diminish their regular adsense advertising bills.

Now that you’ve learnt a few insider tricjs about how to set up your adwords ads smart, let’s look at the \”keyword\” search terms you’ll be targeting.

Choosing Keywords: Do NOT pay large amounts of money on a word!

A \”keyword\” is a articulate or phrase that you module effort on to have your add shown when that articulate or phrase is searched for on google by someone in your targeted advertising regions.

Your selection of keywords is paramount to your success, so you must choose those relevant to your product with proven broad numbers intelligent low your articulate or phrase. However : Do not pay megabucks on a keyword!

When targeting ads for an adwords ppc campaign it is all about balance.  You want to target text that people are intelligent for, but the more common the searched for phrase or keyword is, the more expensive the bids module have to be.

This simply means that as well as your obvious choices eg ‘gardening’ which may be costly to place bids on,  you may consider ‘reduce your global footprint’ or ‘eat well for less’ and ‘nutrition for kids’. This module secure that your keywords remain relevant, but you target a less competitive terms for which you need pay as higher bids to have placed.

To save money it really is important to understand how to make your selection methodically.

Heres an example: We once ran an Ad text campaign for a work from home type product and decided to check out other similar websites and see what keywords they were using, (a widely used technique employed by many Internet Marketers).

One campaigner had chosen highly competitive keywords such as: ‘work from home’. Also text a large portion of fellow marketers were bidding on, so order to be competitive and have her ads placed, when people clicked on her ads, she would pay up to $15 per click. So if someone being nosy goes in and has a look, for each person, that module outlay the marketer $15.

We know that the person, makes $1,000 per sale, so wheres the harm right?

Imagine if 30 nosy people took a look – thats $450 – over a week: $3,150.00 . . . and that’s with no guarantee of sales either.

But if you consider, with a little bit of thought, you can often get very effective text at a fraction of that outlay eg .25 cents. So you keep the profits, without having to spend a fortune to get there.

But what’s more, you can use these terms to really qualify who is most likely to click on your ads based on the terms they are intelligent and what issues your product or service directly provides.

Just like I said before \”invest in gardening\” or \”invest in organic gardning\” is going to be a lot less competitive than \”gardening\”

So what you’re trying to do here is find the ‘low hanging apples’ which are the best, most appropriate text you can find at the cheapest effort price. Heres how to do it:

After you have logged in, you module go to the \”tools\” section and choose the keyword analyzer tool. There you module start collecting keywords, and module be able to see how much placement of your ad for each keyword term is ’selling’ for.

Please be aware these are normalized estimates, but they do give you an idea of what the rivalry is paying.

We strongly suggest you only use the text which are indicated to have either no rivalry or very minimal. The highlighted ones module have the highest rivalry and module be the most expensive.

To illustrate, the Affiliates (sales people) selling the Online Gardener product have been given a keyword listing for these ‘low hangers’.

The keywords: ‘garden online’ which (at the time of writing) was attracting 27,100 people per month (in NZ only), at $2.98 CPC (cost per click) – although this isn’t a terribly broad amount, it module soon mount up.

Thus, the trick is to combine ‘low hangers’ for little money, so using the words: \”online gardners\” 2,400 – or, \”free online garden\” 2,900 you module target your market, and pay only 9c CPC.

Now you have targeted over 5,000 people intelligent for a relevant term, but your paying far less for the traffic. You can of course keep adding the ‘low hangers’ to bring your numbers up, without having to worry that you might lose your shirt in the process.

Important points to note as a ppc beginner:

- Don’t clew up for an adwords account without ensuring you receive or purchase a voucher for extended credit when you make your first credit purchase. Your opportunity to get free credit only exists for 14 days after you first clew up.

- the azygos factor that most determines how much you pay outside of keyword rivalry is your CTI or \”click through rate\” that is, the less your ad is clicked on the more you module pay when your ad eventually is clicked. Remember google wants relevance and using your ads track record

- The second factor that most determines how much you pay is keyword relevance which I talked about. The terms your bidding on should both materialize in the ad your bidding on it for and your website this is the  \”Quality Score\” of your ad.

Don’t worry if you find this section confusing. Matt from Kurb Promotions (http://www.kurb.co.nz/) has done an superior job at clarifying Google Adwords in his video tutorial available in your members area.