Google AdWords has become the main contender in the field of Pay Per Click Advertising. While there are a number of Search Engines that offer PPC advertising, Google is surely the one you want to concentrate on when it comes to your PPC education.
When you master AdWords then tackling the rest of the PPC world is not going to be so difficult.
The place to start is always with your Keyword Research.
The aim is to find Keywords that not only have a good search volume, but also give an indication that the people searching for those terms are looking to buy. This is critical.
Research clearly indicates that ' buyers ' will type in 3 or more word-phrases. As an example, 'stock trading book', or 'learn stock trading'.
So to get started, head on over to Google's External Keyword Tool, (do a search in Google and it will come up). This is a great place to start your research, and of course, even better, it's a free tool.
Type in a common term of your business or niche. For the sake of this example, we will use 'stock trading'. You will need to type in a captcha, then hit the ' Get Keyword Ideas ' button. You will then have a list of related keywords with search volume for the previous month, as well as some other statistics and useful information.
You can see a drop down menu, on the upper right, which gives you the option of what information you can view. You can show or hide things like the Search Volume, and even the Estimated Avg. Cost Per Click.
You should also see another little drop down box that lets you choose the type of search you want, broad, phrase, exact etc
So this should give you all the information you need to work out which keywords will be best to start off your campaign. Not forgetting to keep in mind what it is people are looking for, when they type in that search phrase. What do you think is going through the mind of the searcher? Is it a ' buying ' phrase, and then make sure that it is not too competitive and that there is enough search volume. Remember, that fewer qualified leads are better than a ton of general non-buying leads!
Once you decide on some keywords you want to go and create your campaign, and to start with you only want to have 1 to 5 keywords for each adgroup. Your ads need to be very keyword specific so you only want keywords that are derivatives of the same phrase. This will make it a lot easier to create targeted ads as well as a targeted landing page.
The Secrets To Bidding Lower But Getting A Higher Ranking.
Google AdWords considers your placement of the search pages, primarily based on 2 factors:
- How much you bid and
- How much your ad get click through
They will actually give you a better placement even though you pay less than your competitors, but there are a few 'tricks' to making that happen. For a start, Google wants to see people clicking on your ads; the more clicks you get the more they will like you!
So what is the best way to achieve this high Click Through Rate (CTR)?
It used to be suggested to bid low and work your way up, but now the opposite is true, bid high and work your way down. There is absolutely no point in paying a low bid price if you do not end up on page 1. If you are on page 2 or deeper then you can forget it, you will die a fast PPC death. You do not need to be in the top position, on page 1, but you do not need to be on page 1. Almost anywhere in the first 8 to 10 places should be fine. So gauge your bids according to the position you can get on the first page.
When you are starting your campaigns, don not choose the contextual targeting option. Contextual targeting makes your ads display on related Google partners content sites and these may have no relevance to your search term, so you may end up paying for a lot of useless click-throughs.
When you are just getting going with your campaign, in fact until you either ditch it as a dudd or it turns out profitable for you, you want to make sure you keep a close watch regularly so you can track and tweak your campaigns. If you notice a higher click through rate then you might try reducing your bid price, then monitor some more. Over time this will help you gradually reduce your costs and get you higher in the page placement.
Keyword choices, and constant testing and tweaking are the key, so good luck with your PPC campaigns.