The internet is crowded with marketers who tout the merits of Google's AdWords, spilling forth the message to the young and lazy businessmen, that for a small fee they will share the secrets to making hundreds of dollars each day, doing as little a 3 to 4 hours of work from their den, in their pajamas.
Wait a minute. Lazy?
That's right. The simple truth of the matter is that AdWords is not that difficult to navigate. With a little bit of effort on their parts everyone who has willingly handed over their money to these so-called "experts" could learn everything they need to know without spending a single penny.
In order for an AdWords campaign to succeed it is necessary for the strategy to contain three key components:
1. A successful keyword. The keyword decision is the most important decision for an Adwords campaign. Without efficient keywords to get business going the rest of what the marketer does won't make any difference.
The secret to choosing a keyword is to choose one that is general enough to allow the consumer who has never seen nor heard of the product in question to be directed to it while at the same time being specific enough that it is not going to generate an excessive number of false leads.
It is a fact that the search engines will be requiring a fee from you for every time someone clicks on your ad even if sales are not made as a result. The main thing for them is whether they are making a profit.
The significance of this is that when an ad has a common keyword (advertisers can go to the search engine's data base and find keywords that are often used in ads) it may bring in tons of visitors but not many sales.
AdWords has a number of tools available for marketers who are having difficulty finding an appropriate keyword for their ad. By visiting www.adwords.google.com advertisers will have complete access to some of the greatest pay per click resources on the internet.
2. High bid rankings. The basic fact is that internet searchers come from a broad range of demographics. They usually know what they want and want it right away.
This means that they are not going to have the patience to search through hundreds of pages of information; if what they are looking for is not within the first five to ten pages of a search they are probably going to attempt to send their search in a new direction with a new set of keywords.
If you are a marketer this means that you need your ads on the first page or so of search results. This is tricky because the as are put up by how much a marketer is willing to pay per click and not by when they were turned in.
Finding that vital balance between the desired exposure and the amount of money shelled out is a necessary but difficult task. While being on the top of the display list is desirable and garners attention it isn't helpful if your budgetary concerns don't allow enough exposure.
Lucky for us that Google has a feature that lets a ceiling be put on the amount of money spent on ad campaigns. If the ceiling is reached, the ad is labeled inactive and not shown in the search results etc.
3. Follow up. With all due care and diligence given to the setup of the ad campaign, there are no guarantees that it will bring in the desired results. The marketer should remain vigilant so the can see how the ads are performing and avoid any problems and make changes to their campaign as warranted.
There it is! All the key features of a profitable Adwords campaign have been laid out for you without a high price tag. The ball is in your court .are you going to take it and score?
Source: Kirt Christensen
