So you want to manage you Google Adwords campaign so that it brings you the most clicks possible, right? Wrong! Well...sort of. Yes, we want as many clicks as we can get, but there is one huge condition: We want those clicks to be TARGETED clicks. In other words, unless we like wasting money, we want the prospects that show up on our website to actually be...PROSPECT - folks that actually need, want, and can afford our services.
Let's say you offer a service, such as criminal defense legal representation and your rate per hour is $300. Do you want prospects clicking on your ads and landing on your website who were actually looking for FREE representation? I doubt it.
Then how do you write your ads so that you get the most targeted clicks, without wasting money on those who either do not need your services or cannot afford your price? Hold on just a sec, here, because many times you can solve over 50% of your problems by bidding on the right keywords to start off with BEFORE you write your ad. That way, you ad does not show in instances where you are not clearly the solution that the prospect is looking for.
Let's use another example to explain: Say you sell a book that has recipes for making apple pie. When doing your keyword research, you type in "apple pie recipes" in the keyword research tool of your choice and it "spits back" about 300 keywords related to apple pie. You blindly cut and paste those keywords into your Google Adwords campaign and you're off to the races. But wait a minute...you didn't really study those keywords, now did you?
If you had looked more closely at your keywords you may have noticed that the keyword "free apple pie recipies" was buried somewhere in that list. Upon closer inspection there were a few more undesirable keywords, such as "cheap apple pie recipes" and "downloadable apple pie recipies". If your book is not free, downloadable, or cheap, then you definitely have problems. You have no idea how many times in real life that newbies and seasoned pros do exactly that - they get in a hurry and just cut and paste an entire list of keywords into their Google Adwords or other search marketing campaign and then wonder why they are doing so poorly!
Again, bidding on the RIGHT keywords may solve half of your problems - but what about the other half. Remember, you want as many clicks as possible, but only clicks from those who really want and can afford your product. So now let's look at writing your ads.
In the apple pie recipe example, if your recipe book is $17, why not just say the price in the ad copy? Write a great ad, something like: "Need Apple Pie Recipes? Tasty, Homemade Apple Pie Recipes Only $17 Today" Maybe that's not the best ad in the world, but it IS relevant and gets the point across. If the user was looking for something cheaper than $17, you've saved yourself a click and the cost associated with that click.
Yes, there are definitely times when you don't want to put your price in an ad - especially if you have a great offer that seems expensive at first glance, but literally sells itself when your prospect reads your web page copy. That's why it sometimes takes an Adwords professional to help you properly manage your Google Adwords campaign, helping you make the right decision and keeping you and your Adwords campaign balanced AND profitable.
Let's say you offer a service, such as criminal defense legal representation and your rate per hour is $300. Do you want prospects clicking on your ads and landing on your website who were actually looking for FREE representation? I doubt it.
Then how do you write your ads so that you get the most targeted clicks, without wasting money on those who either do not need your services or cannot afford your price? Hold on just a sec, here, because many times you can solve over 50% of your problems by bidding on the right keywords to start off with BEFORE you write your ad. That way, you ad does not show in instances where you are not clearly the solution that the prospect is looking for.
Let's use another example to explain: Say you sell a book that has recipes for making apple pie. When doing your keyword research, you type in "apple pie recipes" in the keyword research tool of your choice and it "spits back" about 300 keywords related to apple pie. You blindly cut and paste those keywords into your Google Adwords campaign and you're off to the races. But wait a minute...you didn't really study those keywords, now did you?
If you had looked more closely at your keywords you may have noticed that the keyword "free apple pie recipies" was buried somewhere in that list. Upon closer inspection there were a few more undesirable keywords, such as "cheap apple pie recipes" and "downloadable apple pie recipies". If your book is not free, downloadable, or cheap, then you definitely have problems. You have no idea how many times in real life that newbies and seasoned pros do exactly that - they get in a hurry and just cut and paste an entire list of keywords into their Google Adwords or other search marketing campaign and then wonder why they are doing so poorly!
Again, bidding on the RIGHT keywords may solve half of your problems - but what about the other half. Remember, you want as many clicks as possible, but only clicks from those who really want and can afford your product. So now let's look at writing your ads.
In the apple pie recipe example, if your recipe book is $17, why not just say the price in the ad copy? Write a great ad, something like: "Need Apple Pie Recipes? Tasty, Homemade Apple Pie Recipes Only $17 Today" Maybe that's not the best ad in the world, but it IS relevant and gets the point across. If the user was looking for something cheaper than $17, you've saved yourself a click and the cost associated with that click.
Yes, there are definitely times when you don't want to put your price in an ad - especially if you have a great offer that seems expensive at first glance, but literally sells itself when your prospect reads your web page copy. That's why it sometimes takes an Adwords professional to help you properly manage your Google Adwords campaign, helping you make the right decision and keeping you and your Adwords campaign balanced AND profitable.
About the Author:
Adwords Management can be very tricky to master, but did you know you can actually spend far less in Google Adwords and get even more clicks! George Curtis, a respected expert in Google Adwords Management is giving away a free video on "The Secrets of Adwords Management" Discover the Crucial steps you must take to make your campaigns Super-Profitable. Claim Your Free Video Now!
No comments:
Post a Comment