shair
Tuesday, 27 March 2012
Wednesday, 14 March 2012
Tuesday, 7 February 2012
Set up Multiple Ad Groups
You should have a number of different keyword phrase variations that are centered
around common, similar keywords. Each “cluster” of related phrases should be
placed in their own Ad Group.
Create Multiple Ads per Ad Group
Because you don’t know in advance which ads will have the highest click-through
rate (CTR), you should create several ads per Ad Group. These ads then be
constantly tweaked and refined to determine which ads are the best for pulling in
clicks. I cannot stress how much difference it can make by simply changing one word
in the title or in the description, or changing the order.
Writing Great Ads
Writing compelling ads in a Google AdWords campaign is both an art and an
science. It is all about writing good sales copy, in a very limited space, for the Web.
Google has the following limitations:
Ad title: 25 characters maximum
Ad description: 70 characters maximum (2 lines at 35 characters per line maximum)
This isn’t a lot of space, so make every word count. Some tips for writing good ads:
1. Use keywords from your particular Ad Group in the ad title or description.
Your click-through rate may double if you include the keywords in the ad.
2. Consider stating the problem or the solution in the ad. For example: “No
traffic to your site?” or “Learn SEO tips for your site”.
3. Use of the following can have particularly good results:
• Use of “action words” (get, buy, order)
• Use of “sales” words (new, leading, top, discount)
• Use of region, geography (Seattle services)
Setting Up Tracking URLs
Although you can see at a glance in the AdWords program which ads are pulling the
most clicks, you should nevertheless set up tracking URLs for each ad or each Ad
Group for ease of analyzing all of your site traffic using your stats program. With
tracking URLs, you can look at your site traffic reports and see exactly how much
traffic your pay-per-click (PPC) campaign(s) did in relation to your “free” clicks
obtained through traditional SEO methods and from your incoming reciprocal links.
Tracking URLs for Google ads are extremely simple to set up. Here is a
representative tracking URL: www.your-web-site.com/?gg&grp1&ad1
Use whatever format works best for you to track your Google AdWords traffic. At a
minimum, you should at least be tracking at the Ad Group level to determine which
“keyphrase clusters” are doing the best and ideally down to the ad level so you know
which specific ads are doing the best in each Ad Group.
Setting Your Daily Budget Limit
Whatever daily budget you decide to place on your Google AdWords campaign is
totally up to you. The only recommendations I can give here are as follows:
• Set your daily budget higher than is comfortable for you in the first month. Much
good testing data can come out of the first month, but only if you don’t stifle your
efforts by setting your daily budget too low. Google states that your daily budget
can be exceeded, but not your daily limit x 30 (for a monthly budget). Pump up
the budget initially to see quickly which ads and groups to dump or revise.
• Don’t fret about trying to appear in the #1 AdWords spot for a given keyword.
There is no real difference in click-through rate between positions 1 thru 3.
This just covers a few of the tips and best practices for using Google AdWords.
around common, similar keywords. Each “cluster” of related phrases should be
placed in their own Ad Group.
Create Multiple Ads per Ad Group
Because you don’t know in advance which ads will have the highest click-through
rate (CTR), you should create several ads per Ad Group. These ads then be
constantly tweaked and refined to determine which ads are the best for pulling in
clicks. I cannot stress how much difference it can make by simply changing one word
in the title or in the description, or changing the order.
Writing Great Ads
Writing compelling ads in a Google AdWords campaign is both an art and an
science. It is all about writing good sales copy, in a very limited space, for the Web.
Google has the following limitations:
Ad title: 25 characters maximum
Ad description: 70 characters maximum (2 lines at 35 characters per line maximum)
This isn’t a lot of space, so make every word count. Some tips for writing good ads:
1. Use keywords from your particular Ad Group in the ad title or description.
Your click-through rate may double if you include the keywords in the ad.
2. Consider stating the problem or the solution in the ad. For example: “No
traffic to your site?” or “Learn SEO tips for your site”.
3. Use of the following can have particularly good results:
• Use of “action words” (get, buy, order)
• Use of “sales” words (new, leading, top, discount)
• Use of region, geography (Seattle services)
Setting Up Tracking URLs
Although you can see at a glance in the AdWords program which ads are pulling the
most clicks, you should nevertheless set up tracking URLs for each ad or each Ad
Group for ease of analyzing all of your site traffic using your stats program. With
tracking URLs, you can look at your site traffic reports and see exactly how much
traffic your pay-per-click (PPC) campaign(s) did in relation to your “free” clicks
obtained through traditional SEO methods and from your incoming reciprocal links.
Tracking URLs for Google ads are extremely simple to set up. Here is a
representative tracking URL: www.your-web-site.com/?gg&grp1&ad1
Use whatever format works best for you to track your Google AdWords traffic. At a
minimum, you should at least be tracking at the Ad Group level to determine which
“keyphrase clusters” are doing the best and ideally down to the ad level so you know
which specific ads are doing the best in each Ad Group.
Setting Your Daily Budget Limit
Whatever daily budget you decide to place on your Google AdWords campaign is
totally up to you. The only recommendations I can give here are as follows:
• Set your daily budget higher than is comfortable for you in the first month. Much
good testing data can come out of the first month, but only if you don’t stifle your
efforts by setting your daily budget too low. Google states that your daily budget
can be exceeded, but not your daily limit x 30 (for a monthly budget). Pump up
the budget initially to see quickly which ads and groups to dump or revise.
• Don’t fret about trying to appear in the #1 AdWords spot for a given keyword.
There is no real difference in click-through rate between positions 1 thru 3.
This just covers a few of the tips and best practices for using Google AdWords.
Google SEO Glossary
Here is a list of terms that were either used in this book, or represent terms in the
Internet marketing industry that you may encounter.
Aging delay. Term describing a set of filters applied to new websites whereby the
site cannot rank well (or at all) for any competitive keywords for 6 – 24 months. Also
called the Sandbox.
Algo, Algorithm. A specific mathematical process for achieving a desired result.
Google uses a proprietary algorithm that contains over 100 different criteria to rank
Web sites in a specific order based on a specific search request.
Algorithmic listing. Any search engine listing that is on the “free” or unpaid section
of a search results page. These listings are obtained using SEO techniques without
the use of paid advertising. Also called organic, natural or editorial listing.
Anchor text. The clickable portion of text displayed (usually as blue, underlined
text) for a link. Also known as link text.
Authority. Site with a high number of incoming links and a relatively low number of
outgoing links. Opposite of hub.
Backlinks, backward links. Links from other sites that point to your site. Also
known as inbound or incoming links.
Cascading Style Sheet (CSS). Code that defines the visual appearance, style
(size, color, font), or positioning of text on a Web page. This code can be located
either on the page it is used on or can be stored in a separate (.css) file.
Conversion rate. The percentage of visitors to a website that end up performing a
specific action that leads to a sale. Such actions can include the purchase of a
product, the submission of a form, or an email requesting more information.
Cost-Per-Click (CPC). See Pay-per-click (PPC).
Crawl. The operation of reading or analyzing pages of a website by an automated
program called a spider or robot. Spiders crawl your site by following links on each
page of your site. After crawling, the spider will return the results back to the search
engine for later inclusion into it’s database for indexing. See also Index.
Internet marketing industry that you may encounter.
Aging delay. Term describing a set of filters applied to new websites whereby the
site cannot rank well (or at all) for any competitive keywords for 6 – 24 months. Also
called the Sandbox.
Algo, Algorithm. A specific mathematical process for achieving a desired result.
Google uses a proprietary algorithm that contains over 100 different criteria to rank
Web sites in a specific order based on a specific search request.
Algorithmic listing. Any search engine listing that is on the “free” or unpaid section
of a search results page. These listings are obtained using SEO techniques without
the use of paid advertising. Also called organic, natural or editorial listing.
Anchor text. The clickable portion of text displayed (usually as blue, underlined
text) for a link. Also known as link text.
Authority. Site with a high number of incoming links and a relatively low number of
outgoing links. Opposite of hub.
Backlinks, backward links. Links from other sites that point to your site. Also
known as inbound or incoming links.
Cascading Style Sheet (CSS). Code that defines the visual appearance, style
(size, color, font), or positioning of text on a Web page. This code can be located
either on the page it is used on or can be stored in a separate (.css) file.
Conversion rate. The percentage of visitors to a website that end up performing a
specific action that leads to a sale. Such actions can include the purchase of a
product, the submission of a form, or an email requesting more information.
Cost-Per-Click (CPC). See Pay-per-click (PPC).
Crawl. The operation of reading or analyzing pages of a website by an automated
program called a spider or robot. Spiders crawl your site by following links on each
page of your site. After crawling, the spider will return the results back to the search
engine for later inclusion into it’s database for indexing. See also Index.
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