Google AdWords is the heart of Pay-Per-Click (PPC) advertising.
It comes with a relatively steep learning curve and the best piece of advice you can take away from it is to test.
There are no special rules and no magic bullets that are going to help you succeed. It’s a long trial and error process.
Thankfully, the underlying principles are relatively easy to grasp, even for beginners.
With 64 percent of searchers clicking on Google ads, particularly when they’re actually searching for a product online, this is a type of advertising you can’t afford to ignore. Read through this beginner’s guide to mastering Google AdWords and see how it can completely revolutionize your business.
Research the Needs of Your Customers
The best way to reach your customers is to know what they actually want. Put yourself in the shoes of your prospects and consider what they’re looking for. Such a simple change in mindset can make all the difference to how you look at and deal with this problem. So how do you begin researching your customers for Google AdWords?
Begin by taking a look at the data you already have and the customer data on your files. You’ll find that you already know a lot about what your customers are looking for. Think about what they respond to and the special characteristics of the customers already buying from you. Researching the needs of your customers in this way will allow you to get the foundations of your AdWords campaign ready.
Know Your Competitors
Knowing your own customers is one thing, but this is a process your competitors have already gone through. It’s now time to think about how they’re perceiving that same target audience. How are they targeting those customers and are they having any success with it?
There are plenty of tools online you can use to spy on your competitors. The foundation of this campaign is to find out about the keywords they’re targeting on AdWords and how much success they’re actually having with this. Knowing your competitors in this way is vital and it will help you to learn from their mistakes. In the long-term, this is going to save you a lot of money.
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Create a Strong Unique Selling Point
Your unique selling point is what will help you to stand out in that little window. You only have a limited number of characters to make your point. Without a strong unique selling proposition, you might as well be throwing money out of the window. What makes you different from your competitors?
And once you come up with what makes you different from your competitors you should think about whether that’s something your target audience cares about. If your searchers don’t care about your unique selling point it’s not going to entice them to click. Remember that just because something is different doesn’t mean it can sell.
Understand the Cost Side
First of all, it’s important to grasp that what you spend doesn’t really matter. All that matters is what you have coming back in. If you’re making a profit that’s all that really matters. So with that in mind, it’s time to understand something of the cost side of Google AdWords.
- Suggested Bid: The suggested bid is what you will need to match or exceed if you’re going to get your ad shown at all. The more competitive a field is the more it’s going to cost you to have your ads served. Play around with some different keyword combinations to see if you can get this down.
- Average Monthly Searches: This is the number of times your target audience will search for your query every month. The higher this number the more it’s going to cost you to target it. You should make sure your chosen keyword has a minimum of 700 monthly searches.
- Competition: The competition factor is how many other advertisers are bidding for the same keywords. Again, the more there are the more it’s going to cost you.
You need to strike the balance between enough people searching for your phrase and not too many people searching for it so it drives up the costs.
A Great Landing Page That Converts
The value of a great landing page can’t be underestimated. It’s the first thing people will see when they actually click your ad. Don’t waste all that time and money only to lose them at the final hurdle. Coming up with a fantastic landing page is all about being able to convince someone to keep clicking.
First of all, you need to make sure that what’s on your landing page matches what was in the ad. You should also make sure there are only two options available to the buyer. They can either keep clicking or they can leave. Don’t confuse them by placing multiple calls to action on your website. A great landing page is also something you have to test. Split testing with your landing page will help you to figure out what works and what doesn’t.
Companies like SellMax, the author Mark Dawson, and Amazon have all come up with landing pages that get right to the point. They all have basic calls to action that are right in front of your face the moment you land on the page.
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What Is the Key to Making AdWords Work?
Now that you have your first ad up and your landing page running you need to figure out how you’re going to refine your strategy. It all comes back to testing. There are no golden rules for how you’re going to convince people to click on your ads. The only option is to test everything in isolation. Take note you can’t start AdWords with a small budget. The amount of testing involved means you have to be willing to lose money in the short-term.
With enough testing and enough refining, though, you are sure to have a successful AdWords campaign. What do you think is the key to being a success on AdWords?