I think Google Adwords is very clever and the idea of putting your advertisement in front of people who are looking for what you provide is huge appealing.
It is a direct marketers dream as it is quick to use and you get plenty of feedback on what works... and what doesn't work.
But Google Adwords Can Feel Scary
It can be a bit scary to start using Google Adwords.
First it's on the computer and for some of us, anything that bit technical is daunting - I speak as a technophobe who quickly gets out of my depth.
Google Adwords is that little bit different - on the one side you pay for performance - no clicks then no cost and you can't say that about other marketing methods. But what if everybody clicks.
Google has you covered. You can fix your maximum budget for the day per campaign so you have control and in the early days of starting I recommend you check the statistics two or three times per day so you feel in control.
Just Try Google Adwords
Give it a go - and if you are new to using Google Adwords, you can sometimes get discount vouchers. Google have sent them to me several times but they'd expired. I found one from a stationery company who were offering a £50 Google Adwords voucher for new customers. One purchase of 12 pens later, I had my voucher.
How to improve your Google Adwords results
Four areas to focus on:
- Keywords - and whether you use exact match, phrase match or broad match
Quite simply exact match for "business coach" would only present the ad when the user types that exact phrase in and no extra words.
Phrase match for "business coach" will mean the ad is shown when "small business coach" is typed in or "free business coach" or "business coach Birmingham". Get the idea? You need to think about ruling out words for phrase match with negative keywords like "free".
Broad match for business coach will present the ad when "business management coach" is searched for because Google recognises its users may find the ad relevant. Again negative matches are essential to take out phrases like "business coach school"
- Geography - if you market locally you only want your ad to show in your region. Google Adwords lets you select in various ways.
- Your Advertisement - you only have 95 letters to sell your click, 25 on the headline, and 35 on the next two lines - it is a challenge but study other advertisements in your market, related markets and non related markets. You need to stand out and still be relevant - no meaningless advertising slogan.
- Your Bid Price - how much are you prepared to pay per click? It's one of those questions that really gets you thinking about how effective your marketing is. The higher the bid, the higher up the rankings your ad will appear.
If those of the four areas to focus on, your Google Adwords results depend on a concept Google call quality score.
You see Google ranks ads on a combination of the maximum bid you make and their quality score. If you bid 50p and have a quality score of 6, then your competitor with a quality score of 3 must bid more than £1 to rank above you - multiply the two out and you get a rating of 3 and in the event of a tie, the highest quality score wins.
For more details on how Quality Score works, I have written a blog on my Online Profits blog devoted to Internet Marketing. If you use Google Adwords and you want to know how to get better results, you need to read