*Configure Goolge AdWords ads to display in demographic &
socioeconomic regions we deem to have the most favorable market: i.e.,
increasing the probability of receiving clicks, and clicks from those with a
genuine interest in your product.
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*Chose optimal keywords using free, public tools such as the following:
Google AdWords Keyword Suggestions tool:
Google AdWords
* Good Keywords:
Good Keywords
* 7Search.com’s Keyword Suggestion Tool:
7 Search
* WordTracker:
WordTracker
* Misspelled Keywords:
Misspelled Keywords
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*Implement keyword matching so as to reduce the number of false impressions your AdWords ads produce.
The intended purpose here is to increase your ads click-through-rate. For example, if someone searches for
“zebra hair growth”, they likely aren’t a good prospect to display your ad to, so for hair growth you’d use
quotes. This is why: Phrase search ("")
By putting double quotes around a set of words, you are telling Google to consider the exact words in that
exact order without any change.
The above is intended to increase your click-through rate. If this rate is good, Google considers your ad to be
of good quality. If your ads are considered to be of lower quality, it is more expensive to have the ads rank as
high as those with a better click-through rate.
Other search engine punctuation search rules to organize, structure your keywords:
* Terms you want to exclude (-)
* Fill in the blanks (*)
* Search exactly as is (+)
* The OR operator
Here is a link to a more detailed description of search engine keyword punctuation rules for more precise searching: http://www.google.com/support/websearch/bin/answer.py?answer=136861
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*Split test the ads
The idea here is to construct 2 ads and see which one produces a better click through rate. You eliminate the worst performing of the 2 ads, and then create a new ad. Here you once again have 2 ads. You again check to see which one performs worst, and you eliminate it. This process allows one to use better and better performing ads over time.
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*Setup Google Analytics
Note: I’ve included some screenshots that will give you a good general idea of the type of information Google Analytics provides.
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*Google Analytics allows business to see on a daily basis where their guests are coming from (what country, state and city), what keywords brought the most visitors, what pages in particular they happen to visit the least and the most, which websites might be referring visitors to your website and how many they are referring and some more information that might be of less importance that the aforementioned.
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*The idea behind this is to make strategic decisions based on statistical data. For example, if you notice that visitors are leaving 90% of the time when visiting a certain page – you may want to know why this is so as to correct the situation. You’d want to ensure that visitors spend more time on your website, so as to increase the likelihood of obtaining a sale.
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*Obtain additional keywords that competitors are using, and work to see if can, at a non- prohibitive cost, have your Google AdWords ads show up in Google’s promoted search results when searchers search for your known competitors.
