Winning With Google Adwords for Startups

rontowns25 — Mon, 18 Aug 2008 20:24:43 GMT

*Relevance,
relevance, relevance.* Google rewards you for being relevant, and they let people who are
searching vote for you. How do you and Google know if your ad is relevant?
Simple. If your ad is clicked, it's relevant. If it isn't, it's not.

*Survival of the most
clicked.* It's a
jungle out there, and the one with the most clicks survives. The more people
who click on your add (that is, the higher your click through rate) the less
you have to pay for the position you want. But if your ads don't see action,
Google will make you pay more to get them to show at all.

*Mindreading is the
name of the game.*
It's sounds so simple to say that the way to win with Adwords is to make sure
that your ads and content are relevant to the keywords you have bid on. Here's
the twist: Your message must match what the person who is searching is
thinking. Write an ad that exactly matches how your prospects think about what
they are looking for, and you will way outstrip the competition.

To end up with winning Google
ads, start with imagining that you are your customer. What are the words you
type into the search bar on Google to see the ad that will make them click
through to your site. Brainstorm a list of about 100-200 different keywords
that work from a prospect's point of view. Again, this may sound simple but may
be tough in practice. Do a little research by asking current customers for
their input. What key words would they (or did they) search on to lead them to
you?

Use your Visitor Value when
bidding on key words. Your Visitor Value is the ratio of profits to visitors. A
Visitor Value of ten cents, for example, means that you realize ten dollars in
profit for every hundred visitors to your site. Calculate this number when you
are setting up your campaign to use it as a rule of thumb for your bidding.
Never bid more for a key word than your Visitor Value; if you do, you are
losing money with each click through.

The next step to winning the
Adwords game is a familiar one: test, test, test. A big advantage of this
particular direct reponse tool is the instantaneous response you get to your
adjustments. You don't have to wait days for your modified ads to get "air
time" to see how they pull. On Google, you can change your keyword or your bid
price, and you will see what happens within minutes.

Once you have a campaign
running, continue to fine tune it to maximize your return by monitoring your
conversion rate and your cost per conversion. See which keywords convert to
customers and which are show zero results, and ditch the latter. Keep tweaking
and testing ads to improve click-through rates. A higher click-through rate
gives you a higher ad position for the same bid price, so you can cut costs
dramatically if you double or triple click-through rates.

Finally, make sure that the
copy on the landing page that the prospect with click through to follows
through from the wording of the Google ad. If landing page doesn't match what
your ad says, visitors are highly likely to leave right away, which costs you
money and loses you a possible customer.

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Winning With Google Adwords for Startups