Quickly setting up an account and throwing any old advert together is a sure-fire way to lose money quickly with Google Adwords. To be successful requires a methodical and organised approach to Adwords that reflects the nature of your business and correctly targets the right customers through their searches.
Structure your campaign to reflect the nature of your business: For example, if you run an electronics e-shop, don't just have one ad group for all your products, divide them up into ad groups eg. cameras, mp3 players, phones etc. You want to be able to create specific adverts for specific products.
Create compelling adverts: make use of capitals, be original and always include a call to action eg. 'Buy now!'
Experiment: Don't just write one advert for each product and be done with it. Try a few different things out, change the wording or call to action. Google will automatically rotate your ads until it figures out which one is working best (ie. has the highest CTR).
Use relevant and highly targeted keywords: Say you want to sell a digital Canon camera for £100, then be as specific as you can in your keyword selection. Adding in a general term like 'cameras' will bring you lots of unwanted traffic if the users are looking for film cameras. Searchers are getting smarter and more specific in their use of Google, so you should be too. Also, by having more accurate keywords, in this case 'Canon cameras', you will have a higher quality score which will mean higher ranked ads for less money.
Make sure you have a relevant landing page: There's no point creating great ads if they lead to an ugly page, 404 or index page where the user has to hunt for the product they were looking for in the first place. If you're selling a digital camera for £100 in the ad, make sure that the first thing a user sees when they land on your site is the £100 camera they are looking for. You'll have a better chance of converting and decrease your bounce rate considerably if you do this. Also, Google uses the quality of your landing page to determine your keyword Quality Score.
Budget Correctly: Google gives you the option to set daily and overall budgets for your campaigns so you can easily stay within your budget. Say you have £3000 to spend. It would be easy to blow this in a week with Adwords, but you will be better off using it daily over a few months so you can monitor and hone your account improving CTR, adding negative keywords, restructuring etc as you learn more about Adwords and what works best for you. Your account will improve in time as you learn and as it improves, so you get the right customers for less money per click.
Study your account: Google now offers unlimited resources to learn how to more efficiently use Adwords, even certification, but this is no substitute for just playing around with your account, getting to know the interface and watching it week by week to see what is working for you. Don't make too many changes too quickly, but keep a close eye on what is happening with your account and it can only improve for you.
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