Few Words on Google AdWords
This is a really amazing tool, a powerful engine for generating leads
and testing messages and themes. It doesn’t require a lot of money.
Let’s summarize its working principles. You can waste a lot of money if you are not careful. When people search the Internet for information on particular subjects or for a special product, they type “key words” into Google on their browser. Google is the world’s most popular search engine. Almost everyone uses Google for searches. What Google does is allow you to bid on key words and phrases. The key words you’ve selected and bid on are then linked by Google to mini-ads Google allows you to create (in Google’s format) for display on searches of the key words you’ve selected for your ads. Your ads are linked to your Web site, or the Web site you’ve created for the product you are selling.
Here are several important tricks to make Google AdWords work.
1. Select narrow key words and phrases that describe exactly what you are selling. If your key words are too broad or too popular, you will spend a fortune to get your ad listed high enough in searches to have any impact.
What you want to use Google AdWords for is a specialized product. Google AdWords is a great tool for entrepreneurs and marketers to reach niche markets with highly targeted and specialized niche products.
2. Make sure the Web site your Google ads are linked to are precisely on point with the key words you’ve bought and the subject of your ad. Do not link you ads to your general site, which might be offering many services and products. Link your ad to a Web site and response or order form specifically designed for your key word and Google ad.
3. Test different headlines on your ad. You’ll find an enormous difference in the number of clicks and inquiries generated by the various headlines you test. I picked the title of this book based on the headline and key word that was working best on the Google AdWord system. Turns out quite a lot of people want to learn how to write effective sales and lead generation letters. “Sales Letters” is a key word phrase that is typed into searches a lot.
4. Do not become obsessed with the number of clicks your ads attract. I can always design an ad that will generate an avalanche of clicks. But that will just cost you a ton of money. That’s great for Google, but not for you. What counts are quality clicks. What counts is how many clicks turn into inquiries, and how many inquiries are converted into sales.
5. What Google wants are lots of clicks. What Google wants is for you to pay a high cost for each click on your ad and Web site because that’s how Google makes money. So Google will cancel your ad if it’s not making enough money for Google. And Google will keep moving your ad down the listing, if your ad is not attracting traffic. If you pay a lot per click, and if your ad is okay, you can stay high on the Google key word search listing. But that’s not what you want. You want to pay as little as possible per click, and have a high percentage of your clicks turn into sales. You also want enough traffic to keep Google happy, that is to keep your ad listed first, or very high up in listings for the key words you’ve chosen. So your job is to select key words, to then design ads for those key words that will allow you to attract quality clicks, a high enough percentage of which will become customers, at as low a cost as possible. And don’t forget to link your ad to a Web page that is exactly on message.