Saturday 7th March 2009
Your website can be a great way to generate new business, but before you can start converting your visitors into sales, you need to get those visitors into your website.
Whilst “natural” search engine optimisation and social networking have their place in getting your site noticed, pure and simple search engine advertising can often be the quickest, simplest, and most easily cost-analysed route to market. Here's how you can make a search engine advertising strategy work for your business.
Google's adwords control panel allows you to create multiple “campaigns” and “adgroups”, which can be used to group similar groups of keywords, and set the spending / campaign targets for individual campaigns
When a user types a search into Google, the words in this search text are known as “keywords”. Google adwords allows you to bid to have your advert appear in the “Sponsored Links” results when your advert keywords match those in the user's search.
At its most basic level, the higher your bid is, the higher your advert will appear in the Sponsored Links. You are bidding against other advertisers for good rankings on your keywords, so for more popular and profitable keywords, you will need to bid more to get higher positions in the search results.
When creating your advertising campaign, you will set your total budget for the campaign. The total spend is a monthly or daily amount which you will spend on this advertising campaign. When your daily or monthly budget has been reached in a given day or month, your adverts will no longer be shown that day / month.
Google will attempt to average out your budget so that your adverts are shown evenly throughout the day / month.
Each campaign will contain more that one adgroup. Adgroups are groups of keywords, with a “Cost Per Click” bid set for the whole group.
By grouping associated keywords together, it becomes much easier to see at a glance how different types of keywords are performing in terms of cost per conversion.
For example, a floor covering retailer might create 3 separate adgroups as below
Adgroup 1 keywords:
Adgroup 2 keywords:
Adgroup 3 keywords:
Your advert text is split into 3 lines. The first line will be shown In a large heading style text, with the other two lines shown as ordinary paragraph size text.
One school of thought is that you will get more clicks on your advert if your advert contains one or more of the words in the searcher's keywords, as these will be highlighted in bold. So for example, if you advert reads “floor tile supplier”, and the user search for “floor tiles”, the the ad text will be displayed as “floor tile supplier”
Coming Soon: How to optimise your adverts and analyse your campaign results.
© 2024 Invent Partners Ltd | Supporters of FdA Web Design, Wakefield