Adwords ads are the results that appear under the "Sponsored Listings" on the right hand side of the search results window, as well as the ones that are highlighted above the search results.
These are advertisements that PPC marketers using the Adwords system have created. They appear in block format and feature an ad title, two lines of ad copy, and a link that directs readers to their landing page. Advertisers can create as many advertising blocks (and campaigns) as they wish and by bidding on keywords, their advertisements will appear within different positions.
Before you create your account and dive right in, there are also a few things you should know in terms of PPC terminology. These are phrases and words used throughout the PPC marketing community and include:
- PPC - Pay Per Click
- CTR - Click Through RateLanding or Squeeze Page
- CPC - Cost Per Click
- Create/Compile a list of relevant keywords
- Customize your account and profile areas.
- Create your campaigns and assign specific keywords.
- Create your ad copy, titles, link, body.
- Create an effective landing/squeeze page in which to direct visitors.
Once you have your PPC campaigns set up, you then need to monitor, split test and consistently tweak your campaigns until they are producing the best results at the lowest cost possible.
Within each campaign that we create, we target it towards specific keywords that are entered into Google's search engine by potential customers. These keywords are grouped together and assigned to each campaign that we select. For example, if I were promoting a CPA offer that offered a free magazine subscription to Vogue, I would create a campaign for this specific offer and then collectively compile a list of keywords that I have researched and determined to be popular phrases entered into search engines by my target customer base.
These keywords need to be direct and highly relevant in order to yield the best results, which is why keyword research is such a critical aspect of successful PPC and CPA marketing. The higher my maximum bid, the higher placement my advertisements will receive. Google does not charge us for our advertisements appearing within the marketplace, but only when a potential customer clicks on one of our links.
There are advertisers who focus on getting the top position for all of their advertisements and this isn't always the wise way to do business on sites like Adwords. In fact, advertisers who were positioned in the second or even third spot placement within the Sponsored Listings area have claimed to have generated equal exposure but at a fraction of the cost. Since your daily budget will reflect the number of prospects you are able to drive to your website, it's very important to get the most out of each click, and to focus on gaining top exposure without paying top dollar.
If you were to enter in $20.00 as your daily budget, and ended up paying $.10 for every click your advertisement received, you will receive 200 clicks (or website visits) before your daily budget has been depleted. When this happens, your advertisements will no longer appear within Google’s marketplace until the next day,when your daily budget is reset.
It's very important to stay on top of how well your campaigns are performing as well, because two very similarly written advertisements can yield incredibly different results, perhaps because of the ad body being slightly different, or the title garnering more attention.
Each PPC advertising consists of four important elements:
- Ad Title
- Ad Body
- Display URL
- Destination URL
When it comes to your ad title (or headline), you want to use a title that is compelling and will attract attention. This isn't the time for witty titles that may confuse your viewer. If you are just starting out in Adwords, you want your title to be as clear and direct as possible so that anyone reading it will clearly understand what it is that you are offering within seconds. Make sure that your headline flows with your actual ad copy as well.
When it comes to your ad copy, you want to do your best to integrate a few of your primary keywords into the body of your advertisement. Whenever you do this, the keywords that the visitor entered into the search engine (that triggered your ad to appear in the first place) will appear bold within your advertisement, attracting attention. Your advertisement body is where you quickly describe what it is that you are offering. With Google Adwords (and most other PPC marketplaces), you are limited by the space that is available, so it's very important that you use these 35 characters in the best way possible. You need to highlight the benefits of your product, service or website and compel those who are reading your ad to click on your link to explore your website.Once again, going simple and direct is the less risky and often top producing tactic to follow. Be sure to trim down your advertisement so that it only includes the primary keywords that describe your offer. Focus on using 'action based keywords'. These are words that trigger an action in a reader and prompt them to click on the link. And just like your ad title, if you utilize your primary keywords within your ad body as well, any of those keywords that were used by your reader will also be highlighted in bold.
Display URL displays the website address that, when clicked, directs people to that specific site. While this address can appear to be different than the actual destination URL, I suggest using the true URL that your visitors will be directed to. Many marketers drop the www from the Display / Destination URL so that rather than have www.yoursite.com , you simply display YourSite.com, capitalizing the separate words.
Here are some other PPC marketplaces that can drive targeted traffic to your landing pages:
In addition, here are a few PPC tools that can help you build advertising campaigns quickly, saving you hours of time:
Regardless what PPC marketplace you choose to work with, you need to stay on top of your conversion rates, and consistently tweak your campaigns so that you are getting more bang for your buck.
You want to keep an eye on your keywords, which ones are working well, which ones are not converting and remove any ineffective campaigns. Doing this manually can be difficult, especially if you are running multiple campaigns, so to solve that problem, here are a couple of tracking tools that will help you stay on top of your campaigns.
Google has their own Adwords editing tool that will help you manage your campaigns as well as edit them quickly, and easily. You can find this at
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