Google AdWords Tips – Everything You Need to Know About Google AdWords
Are you losing lots of money every single day getting lots of clicks on your ads but no sales? If you are facing this problem, then you must check out this article.
I'll be covering some of the most vital areas you need to know to be profitable in Google Adwords.
I've hidden some of the very best Google AdWords tips throughout this whole article – so be sure to read each and every word in this lens to find out these golden nuggets! 😉
Where Will My Ads Appear?
You ads will on the right hand side of any search results in the Google search engine – the sites listed here are what we call as "paid listing".
Those sites listed on the left of the Google search engine are what we called as "organic listing" – and whenever someone clicks on these links, the website's owner need not pay for anything – it's free traffic.
As to how you can get your website listed in the first position in the Google search engine in the "organic listing" will depend on many factors – you'll need to apply Search Engine Optimization (SEO) skills here.
Understanding Terms Used In Google Adwords
The following are some of the terms most commonly used in Google AdWords and what these terms are:
1. CPC (Cost Per Click)
CPC, also known as Cost Per Click, is how much Google AdWords charges you when someone clicks on your ad.
2. Maximum CPC
Maximum CPC is an amount you are willing to pay at maximum for a click on your ad.
You'll have to state a maximum CPC for all your keywords when you create a new campaign – Google AdWords will NOT charge you beyond your maximum CPC.
Impressions is the number of times your ad has been displayed for each keyword.
4. CTR (Click Through Rate)
CTR, also known as Click Through Rate, is a percentage generated by AdWords for each keyword – it is calculated based on the following formula:
(Number of Clicks / Number of Impressions) * 100 = CTR (in percentage)
In general, the higher your CTR is, the more relevant Google think your ad is, and as such, over time, as your CTR increases, Google AdWords will charge you lower per click when someone clicks on your ad.
5. Quality Score (QS)
Quality Score is a score that's calculated by Google AdWords based on a number of factors – the quality of your destination page (page at which you'll lead your visitors to when they click on your ad), your keyword's CTR, maximum CPC that you 've set, etc.
The page in which you're going to send visitors to when they click on your ad is very important here – if your page is just a very simple page that provides no information but to ask them to enter their first name and email address to proceed , chances are you'll get a very poor Quality Score, and as a result, you'll have to pay a very high cost per click.
In essence, the better the Quality Score is, the lesser you need to pay when someone clicks on your ad.
4 Keyword Types In Google AdWords
There are 4 main keyword types in Google Adwords, and I'm going to explain what these keyword types are with examples:
1. Broad Match
Broad match keywords are keywords without any inverted commas (") or square brackets () in between.
Let me give you an example of a broad match keyword – learn golf.
Your ad will be triggered whenever the keyword phrase a person types in contains both "learn" and "golf". Also, your ad will also be triggered for related terms relating to the words "learn" and "golf" as well.
Here are some examples of keywords that will trigger your ads:
– learn how to play golf
– golf learning websites
– master the art of learning golf
– golf learn lessons online
This type of keyword will allow for your ad to be shown most of the time. However, it is sometimes very untargeted traffic.
I personally do not like to target broad match keywords in my AdWords campaigns.
2. Phrase Match
Phrase match keywords are keywords that has inverted commas in between – for example "learn golf".
Your ad will only be triggered if the keyword phrase a person types in contains the word "learn golf" in that sequence.
Here are some of the keyword phrase examples that will trigger your ad:
– i want to learn golf online
– learn golf on the internet
– where can i learn golf
– learn golf swing
However, your ad will NOT be triggered when someone types in the following:
– learning golf
– learn how to play golf
– golf learn
3. Exact Match
Exact match keyword phrases have square brackets in between them – for example [learn golf].
You ad will ONLY be triggered when someone enters the words learn golf in that sequence. Nothing else in front or at the back.
I love to target my ads with both exact and phrase match keywords – as they give me the best targeted traffic to my website.
4. Negative Match
Many people neglect having negative keywords in their ad campaigns. You need to find as many negative words as possible to eliminate unwanted ad impressions and unwanted clicks.
Let me give you an example – if you're selling a digital book product on golf entitled "beginner golf tips", you wouldn't want your ad to show up when someone is looking for free beginner golf tips, beginner golf tips torrent, beginner golf tips download, etc.
All you need to do here is to precede these keywords with a negative (-) sign, for example
This is very important: You MUST build up your list of negative keywords. To look out for negative keywords, simply make use of the free Google Keywords tool or free Wordtracker tool, type in the keyword which you want to target, and browse through the list to see if there's any keyword terms you do not wish your ad to appear if someone enters them in.
I usually have a list of about 500 – 600 negative keywords in any AdWords campaign that I have – this will ensure that my ad will only appear for the most targeted keyword terms, and thus bringing me better profits.
Understanding Your Potential Customer's Buying Life Cycle
Understanding your potential customer's buying life cycle is very crucial in you deciding the type of keywords you should target for any AdWords campaign that you're going to set up.
There are basically 3 categories of keywords – namely the Browsing Keywords, Comparison Keywords and finally, the Buying Keywords. Just what these categories of keywords mean?
Let me explain this with an example. Take for instance you are promoting BMW 7 series car as an affiliate – which keywords you should target for the best results:
1. Browsing Keywords
In this stage, your potential customers probably does not know what model or even what brand of car he / she wants. But he / she is interested in getting a new car.
So he'll just enter keywords like the following to find out what types of cars and models are available:
– fast cars
– cool cars
– sports cars
– nice cars
– smart cars
The list does not stop there – but just to give you an example of keywords they'll possibly enter. This is the browsing keywords phase.
If you are promoting a BMW 7 series car and you're targeting keywords like these, chances are you'll get lots of ad impressions, you may get lots of clicks, but no conversions – the reason is because people who type in these keywords Do not even have an intention to buy.
I don't usually encourage you to target such keywords for your AdWords campaign. It's just a waste of time and money.
2. Comparison Keywords
After some research, you potential customer decides he wants to buy a BMW car – but does not know which model he wants. At this stage, he wants to find out more about BMW cars, so he'll enter keywords like:
– BMW for sale
– BMW reviews
– compare BMW models
If you have a created a landing page to collect your potential customers' first name and email address in exchange for a free report, email series, video series, audio series, etc. to educate him / her on the types of BMW car models available, and eventually convince him why he / she should get the BMW 7 series car which you're promoting, then you should target these keywords in your AdWords campaign.
This is the comparison keywords phase. Remember, in this phase, your customers know what they want – in BMW, but he / she doesn't know whether BMW cars is the best choice for him, or he / she doesn't know which model to go for. With the right marketing techniques, you may be able to get some sales here.
3. Buying Keywords
Your potential customer know what he / she wants – a BMW 7 series car, and is ready to buy. So he / she will enter keywords like:
– Buy BMW 7 series
– cheap BMW 7 series
– BMW 7 series offer
– BMW 7 series car sale
The list goes on – These are called "Buying Keywords", and that's where most money will be made from – this is where you must target your keywords – all instances of keywords containing the phrase "BMW 7 series".
You'll get the highest number of conversions from these buying keywords.
Tools For Keyword Research
I usually make use of these 3 free tools during my keyword research for suitable keywords for my AdWords campaigns:
1. Google's Keyword Research Tool
2. Wordtracker's Free Keyword Reseach Tool
3. Keyword Discovery's Free Keyword Research Tool
How Much Should I Bid For? – Tips For Determining Your Maximum CPC
As a rough estimate, I'm going to assume that I'm going to get 1 sale every 100 clicks (you can take this assumption as well)
Let's say the commission you'll receive for this product is $ 47 for every sale. Therefore, your maximum CPC should be:
Commission Paid for 1 Sale / 100
Which in this case will be $ 0.47 – you can set your maximum CPC as $ 0.47.
However, you may also want to assume that you will be able to get 1 sale in every 50 clicks. In such a scenario, you can set your maximum CPC as $ 0.94.
Normally, I will be able to get a sale every 33 clicks on the average (that's my average) – so for me, I can set my maximum CPC as $ 1.42.
Is It Possible For Me To Set My Maximum CPC To Be The Same As The Minimum Bid Specified By Adwords?
Before I answer this question, let me explain what this minimum bid specified by AdWords means – this minimum bid is the minimum amount you need to set as your maximum CPC in order for Google AdWords to display your ads.
If you set your maximum CPC to be lower than what is specified in the minimum bid, then Google AdWords will not show your ads.
Back to the question, yes, you can set your maximum CPC for each keyword to be the same as the minimum bid specified by Adwords. By doing so, your ad will most likely be placed in the tail end for the keyword you're bidding for.
Let's say if there are already 10 ads for this particular keyword you are bidding for – your ad will be placed in the 11th position.
Targeting Search & Content Networks – Or Not?
When you enter your campaign's settings you'll see a column called "Networks" which lets you state the networks in which you want your ads to appear in.
1. Google Search
When this is checked (this must be checked), your ad will appear when someone enters the keyword you've bid for in the Google Search Engine.
2. Search Network
When this is checked, your ad will appear when someone enters the keyword you've bid for in Google's Search Network – such as Froggle, Google Groups, AOL, Netscape, Ask.com, Shopping.com, Earthlink.com, Compuserve, AT&T .
I personally don't recommend you to check this option because the clicks are not very targeted (based on experience)
3. Content Network
When this option is checked, you ads will appear in related websites on the Internet in which the webmaster has AdSense modules in.
I do not recommend you to check this option also because the clicks you get are very untargeted (again based on my experience)
How Can I Write An Effective Ad Copy?
Writing an effective ad copy is very crucial to get a very good CTR – because your ad will stand out from the rest and this will definitely catch people's attention and click on your ad.
One good way to create an ad copy is to create your own "swipe" file – this file will contain good ad phrases that you can use.
You are probably asking me now how can you find good ad phrases you can use – easy. All you need to do is to look into your local newspaper – which ever ad that caught your eye will be a good ad – copy the exact phrase in the ad that caught your eye and place it in this "swipe" file of yours. If this ad phrase manage to catch your eye, it is very likely that it will be able to catch the eye of others as well.
Another way is to look at the ads that's in the Google Search Engine for the various keywords that you're looking to place your ads on – see which ad caught your eye – and for the ad that caught your eye – what ad phrase did the advertiser use? Copy this ad phrase into your "swipe" file again.
Over time, you'll have a "swipe" file full of eye-catching ad phrases that you can use in your ads to have an effective ad copy, and thus improving your ad's CTR.
What Is Google Slap?
What exactly is a Google Slap? To put it in layman terms, it simply means Google AdWords penalizing advertisers by slapping them with a very high minimum bid for a keyword – from a minimum bid of $ 5 or $ 10 per click for a keyword.
The reason why these advertisers are penalized is most likely due to the quality of the destination page they lead people to when their ads are being clicked.
As you already know, Google loves unique content, and they detest spams – so if you're going to lead someone to a destination page where it contains nothing but 2 form fields to ask them for their first name and email address, you'll Most likely be penalize by Google – by needing to pay a very high cost per click.
How Do I Know If I Have Been Google "Slapped"?
Very easy, all you need to do is to look at the "Quality Score" column in your campaign ad group page.
If you look under the Quality Score column, you'll see a "Minimum Bid" under your Quality Score for each keyword – if the minimum bid is $ 5 or $ 10, it means to say you've been Google "slapped" for that particular keyword.
When that happens, it means that Google deemed that the destination website you've led the visitor to when they click on your ad is not relevant to the keyword you've submitted bids in or the destination website has very poor quality contents. You'll have to look into improving the destination website.
Are There Any Other Pay Per Click Sites Where I Can Place My Ads In?
Some of you may find AdWords too competitive (there are really lots of competition in some of those very hot niches).
You may want to consider placing your ads in other Pay Per Click Search Engines, as the competition is lesser, and also you need not pay too much per click.
Here are some of the other Pay Per Click Search Engines you might want to consider placing your ads in:
– Yahoo Search Marketing
– MSN AdCenter
– 7 Search
I did have successes in some of these other search engines – some of those really competitive keywords only cost me $ 0.01 per click in some of these search engines! 😉
I am a Commerce, Computer and Law graduate. I am running my own IT Company since 1993. I like to Read, explore Hindu Sanskruti, Travelling and Riding/Driving.