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Take Advantage of Adwords
by Jennifer Johnson

RUN MULTIPLE, TARGETED CAMPAIGNS
AdWords allows you to run several campaigns simultaneously. Each campaign is allowed one or more ads and each campaign targets one or more keywords/phrases.

For each product/service you offer, run a separate, targeted campaign.

If you have multiple ads and multiple keywords in one campaign, you cannot specify which ad will appear when a search is performed for a given keyword. BUT, if you run a separate campaign for each product/service, you can "link" certain ads to specific keywords, thus increasing the chances each ad will perform well.


CRAFT AN EFFECTIVE AD
You have precious little space available - a 25 character headline and two 35 character text lines - so make every word count!

Obviously, I can't go into detailed instruction on writing an effective classified ad. A few guidelines to keep in mind, however, are:
  • Capture the visitor's attention immediately. Your headline MUST be compelling.
  • Emphasize BENEFITS, not features. What's in it for the visitor?
  • Utilize a call to action; "click here" - ubiquitous, ugly, yet effective.
  • If possible, include the keyword in the ad itself.

CHOOSE ACTION-ORIENTED KEYWORDS
Oftentimes, you can gauge whether or not a searcher is interested in buying - or is merely browsing - by virtue of the search phrase.

Say searches are performed for these two terms:

baby shoes
buy baby shoes

Now, which of those terms is more likely to generate more sales per click for Joe's Baby Shoes site?

As a general rule, #2.

Why?

The search phrase contains an action word - "buy" - this indicates that, more than likely, the searcher is in the frame of mind to make a purchase. Whereas, the phrase "baby shoes" could mean the searcher is ready to buy, but it could also indicate the person is simply looking for information on different types of shoes, etc.

In my experience, bidding on terms that contain action words as opposed to terms that don't produces better results.


TWEAK AS YOU GO
One of the super features of AdWords is the ability to make adjustments to your campaign in a matter of minutes.

This comes in extremely handy because invariably you'll have at least one ad that just barks - no matter what you do, it simply doesn't get results. Instead of being forced to watch it slowly siphon funds from your account, you can cut it loose.


QUICK TIPS:
  • Get specific. Avoid general/broad phrases.
  • Target specific phrases as opposed to a single keyword.
  • DON'T use the headline section for your company name (as a general rule). Even though it is labeled "Company Name", even Google's examples use that area for an actual headline as opposed to the company name.

Hope these suggestions help you make the most of your Google AdWords account!



About the Author
Jennifer Johnson owns jBanner.com. She specializes in providing high-quality banner design at a price small and home-based business owners can afford.

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