Successful Advertising with Google AdWords

157 Pages·2016·1 MB·English

Axandra
Successful
Advertising with Google
AdWords
Lower your advertising costs and make more profit!
Distributed as
downloadable PDF file www.Axandra.com
1 Successful Advertising with Google AdWords
Table of contents
Foreword 4
Introduction to Google AdWords 5
The Success of Goo..g..l.e.. .A..d..W....o..r.d...s. ............................................................................................................ 6
How Google AdWo..r.d..s.. .W....o..r.k..s.. ................................................................................................................ 8
What AdWords Ad.s.. .C..o..s..t. ........................................................................................................................ 9
How Display Posi.t.i.o..n...s. .a..r..e. .D...e..t.e..r..m...i.n..e..d.. ............................................................................................... 10
The Advantages of.. .G..o..o..g..l.e.. .A...d..W....o..r.d..s.. .C..o..m....p..a..r.e..d.. .t.o.. .T...r.a..d..i.t..i.o..n..a..l. .A...d..v..e.r..t.i.s..i.n..g.. ...................................... 11
Google AdWords .P..a..r.t..n..e..r. .S..i.t..e..s. ............................................................................................................. 12
How to Optimize .A..d..W....o..r..d..s. .A...d..s.. ........................................................................................................... 13
Google AdWords for the First Time 14
The First Day ................................................................................................................................... 15
Opening an AdWo..r..d..s. .A...c..c.o..u...n..t. ............................................................................................................. 16
How an AdWords. .C..a..m...p...a.i..g.n... .i.s. .S..t..r.u..c..t.u...r.e..d.. .......................................................................................... 17
Tips for Managing.. .Y..o..u..r.. .A..d...W...o..r..d..s.. .A..c..c..o..u..n..t. ......................................................................................... 19
How to Select the Right Keywords 20
Keyword Matchin.g.. .O...p..t.i.o..n...s. .i.n.. .G...o..o..g..l.e.. .A..d...W...o..r..d..s.. ................................................................................ 21
Increase Your Clic..k..t..h..r.o..u..g..h... .a.n...d.. .C..o..n..v..e..r..s.i.o..n... .R..a..t.e..s.. .w...i.t.h.. .N...e..g..a..t.i.v..e.. .K..e..y..w...o..r.d..s.. ................................... 26
About the Numbe..r. .o..f. .K...e..y.w...o..r..d..s.. .......................................................................................................... 36
Which Keywords .a..r..e. .P...r.o..f.i..t.a..b..l.e.. ........................................................................................................... 38
Popular Methods. .f.o..r.. .F..i.n..d..i.n...g.. K...e..y..w...o..r.d..s.. ............................................................................................. 40
Professional Trick..s.. f..o..r. .F..i..n..d..i.n..g.. .I..n..e..x..p..e..n..s.i.v..e.. .K...e..y.w...o..r..d..s.. ..................................................................... 45
Seasonal Keyword..s.. ............................................................................................................................... 57
Keywords that At.t.r..a..c.t.. .C..l.i.c..k.. .D...e..f.r.a..u..d...e.r..s.. ............................................................................................. 60
Illegal Keywords ................................................................................................................................... 61
How to Write Profitable AdWords Ads 62
How an AdWords.. C...a..m...p..a..i.g..n.. .i.s.. .S..t.r..u..c..t.u..r..e..d.. ......................................................................................... 63
Headlines That G.r..a.b... .Y..o..u..r.. .A..t.t..e.n...t.i.o..n.. ................................................................................................... 64
How to Write Pro.f..i.t.a..b..l.e.. .A..d... T...e..x..t. ......................................................................................................... 68
Copyright © 2004-2005 Axandra - Voget Selbach Enterprises GmbH - All rights reserved. This work is copyright protected. This eBook contains a digital,
personal signature with your name. You can purchase additional copies at http://www.Axandra.com
Table of contents 2
How to Specify th.e.. .D...i.s.p...l.a..y. .U...R...L.. .......................................................................................................... 72
Powerful Express.i.o..n..s.. .T..h..a..t. .S..e..l.l. .M....o..r.e.. .................................................................................................. 74
How to Find the S..m...a..r.t..e.s..t. .C...o..m...p..e..t.i..t.o..r.s.. .a..n..d.. .L..e..a..r..n.. .F..r..o..m... .T..h..e..m.... ........................................................ 81
About Price Quot.e..s. .i.n... A...d..W....o..r.d...s. .A...d..s.. .................................................................................................. 82
Optimizing Googl.e.. .I..m...a..g..e.. A...d..s.. ............................................................................................................. 83
The Best Pricing Strategies 85
Introduction to th..e.. .G...o..o..g.l..e. .A...d..W....o..r.d..s.. .P..r..i.c..i.n..g.. .S..y..s.t..e..m... ........................................................................ 86
How to Set the M.a..x..i.m...u..m.... .C..o..s..t.-.p...e.r.. .C..l.i..c.k.. ............................................................................................ 90
How to Set Your D..a..i.l..y. .B...u..d..g..e..t. .............................................................................................................. 91
Successful Pricing.. .S..t.r..a..t.e..g..i.e..s. ................................................................................................................ 92
How to Avoid Bid.d..i.n...g.. .W...a..r..s. .(..M...u..t..u..a..l. .O...u..t.b..i.d..d...i.n..g..). ............................................................................. 95
How to Optimize .t.h..e.. .C...l.i.c..k.. P...o..t.e..n..t.i..a.l.. o...f. .Y..o..u..r.. .K..e..y..w...o..r.d..s.. ..................................................................... 97
How to Optimize Your Destination Page 98
Which Destinatio.n.. .P..a..g..e..s.. .I.n..c..r..e.a..s..e.. .Y..o..u..r.. .P..r..o..f.i.t.s.. ................................................................................. 99
Destination Page.. O...p..t..i.m...i.z..a..t.i.o..n... .......................................................................................................... 101
How to Test Your AdWords Ads and How to Increase Your Profits 108
Why Testing is S.o.. .I..m...p..o..r..t.a..n..t.. ............................................................................................................. 109
Overview of the T..e..s.t..i.n..g.. .P..r..o..c.e..s..s. .......................................................................................................... 111
How to Use Goog..l.e..'.s. .C...o..n..v..e..r.s..i.o..n.. .T..r..a..c..k..i.n..g.. .a..n..d.. .O...t.h..e..r.. .T..r.a..c..k..i.n..g.. .S..o..f..t.w...a..r.e.. ....................................... 112
Testing and Opti.m...i.z..a..t.i.o..n.. .O...p..p..o..r..t.u...n..i.t.i.e..s.. .f.o..r. .I..n..c..r.e..a..s..i.n..g.. .Y..o..u..r.. .P..r..o..f.i.t.s.. .............................................. 115
Five Important T..i.p..s.. .f.o..r.. C...o..r.r..e..c..t. .T..e..s..t. .R..e..s..u..l.t.s.. .w...i.t.h.. .G...o..o..g..l.e.. .A..d..W....o..r..d..s.. .............................................. 122
How to Save a Weak Campaign 125
Keywords Check.l.i.s..t. ............................................................................................................................. 126
AdWords Ads Ch..e..c.k..l..i.s.t.. ...................................................................................................................... 127
Pricing Strategy .C...h..e..c.k..l.i.s..t. ................................................................................................................... 128
Destination Page.. .C..h..e..c..k..l.i.s..t. ................................................................................................................. 129
Product or Servi.c..e. .C...h..e..c.k..l..i.s.t.. .............................................................................................................. 130
Google AdWords Problems and Their Solutions 131
Troubleshooting.:. .M....y. .A...d..W....o..r.d...s. .a..d.. .h..a..s.. .b..e..e.n... .d..e..a..c.t..i.v..a.t..e..d.. ................................................................. 132
Troubleshooting.:. .M....y. .A...d..W....o..r.d...s. .a..d.. .d..o..e..s.. .n..o..t. .a..p..p..e..a..r.. .o..r. .d..o..e..s.. .n..o..t. .a..p..p..e..a..r.. e..n...o..u..g..h.. ............................ 133
Troubleshooting.:. .M....y. .A...d..W....o..r.d..s.. .a..d.. .i.s.. .d..i.s..p..l.a..y..e.d... t..o..o.. .f.a..r. .d...o..w..n... .......................................................... 135
Copyright © 2004-2005 Axandra - Voget Selbach Enterprises GmbH - All rights reserved. This work is copyright protected. This eBook contains a digital,
personal signature with your name. You can purchase additional copies at http://www.Axandra.com
3 Successful Advertising with Google AdWords
Troubleshooting.:. .I.. .c.a..n..n...o..t. .f.i.n..d... .a.n...y.m....o..r.e.. .k..e..y..w...o..r.d..s.. .......................................................................... 136
Troubleshooting.:. .M....y.. .c.l.i.c..k..t.h...r.o..u..g..h... r..a..t.e.. .i.s.. .t.o..o.. .l.o..w... ............................................................................ 138
Troubleshooting.:. .M....y.. A...d..W....o..r.d...s. .c..o..s.t..s. .a..r..e.. .t.o..o.. .h..i.g..h.. ............................................................................ 139
Troubleshooting.:. .I.. .a..m... .n..o..t. .r..e..a..l.i.z.i..n..g.. .a..n..y.. .s.a..l.e..s.. .................................................................................. 140
Troubleshooting.:. .T..h..e.. .A...d..W...o..r..d..s.. .u..s.e..r.. .i.n..t.e..r..f.a..c..e. .i.s.. .t.o..o.. .s..l.o..w... ............................................................... 141
Important Differences Between Google AdWords and Overture 142
Additional Resources 145
Appendix 147
Tips for Printing. .T..h..i.s.. .B..o..o..k.. ................................................................................................................. 147
Contact ................................................................................................................................... 148
Legal ................................................................................................................................... 149
Glossary 150
Index 154
Copyright © 2004-2005 Axandra - Voget Selbach Enterprises GmbH - All rights reserved. This work is copyright protected. This eBook contains a digital,
personal signature with your name. You can purchase additional copies at http://www.Axandra.com
(cid:3)(cid:3)(cid:3)(cid:3)
Foreword 4
1 Foreword
Congratulations on your purchase of this book!
Using this instructional book, you can attract more website visitors, more conversions
and more sales. That is not just advertising talk, but a fact that our readers confirm
again and again.
è If coming into contact with the Google AdWords ad program for the first time,
please start with the Introduction chapter.
5
è If you already have a Google AdWords account, but want to increase the
effectiveness of your ads, please start with the How to Select the Right Keywords
20
chapter.
è In a bind? Start immediately with the How to Save a Weak Campaign chapter.
125
We wish you all success with your websites, your companies and your Google
AdWords ads! We very much look forward to any feedback .
148
Ransbach-Baumbach – December 21, 2004
Johannes Selbach and André Voget
P.S. This book contains a digital, personal signature with your name. Copies are in
fact technically possible, but traceable. In this way, we can forgo copy protection,
allowing you to read and print the book for personal use without any problems.
Copyright © 2004-2005 Axandra - Voget Selbach Enterprises GmbH - All rights reserved. This work is copyright protected. This eBook contains a digital,
personal signature with your name. You can purchase additional copies at http://www.Axandra.com
5 Successful Advertising with Google AdWords
2 Introduction to Google AdWords
Copyright © 2004-2005 Axandra - Voget Selbach Enterprises GmbH - All rights reserved. This work is copyright protected. This eBook contains a digital,
personal signature with your name. You can purchase additional copies at http://www.Axandra.com
Introduction to Google AdWords 6
2.1 The Success of Google AdWords
Anyone who buys this book knows Google. That much I can assume, since Google is
the most well-known and most often-used Internet search engine worldwide. It has
over one billion websites registered in its databases, which serve over 200 million
searches each day.
In February 2002, Google launched its AdWords ad program that anyone can use to
advertise on Google for specific searches.
The AdWords program was not the first advertising program of its type. There were
already other similar programs from so-called search result providers such as
Overture. Nevertheless, AdWords was a milestone in the history of Internet
advertising. Ads were not hidden on some search results page, but there for everyone
to see on the right side of the Google search results page.
The AdWords program also did away with banner ads and focused exclusively on text
(graphic advertisements have in the mean time also been included in the AdWords
program).
Using Google AdWords, it was suddenly possible to appeal to targeted Internet users
for only $0.05. The emphasis is on the word "targeted." In other words, if someone
was selling kitchen ranges, he/she could now specifically appeal to those who are
looking for kitchen ranges for only $0.05. If, for example, someone is looking for
"furniture," the ad for the kitchen range seller is not displayed.
Copyright © 2004-2005 Axandra - Voget Selbach Enterprises GmbH - All rights reserved. This work is copyright protected. This eBook contains a digital,
personal signature with your name. You can purchase additional copies at http://www.Axandra.com
7 Successful Advertising with Google AdWords
Over the years, some functions have been added, but on the whole Google AdWords
functions much the same today as it did when introduced to the market. Even today,
anybody wanting to advertise on the Internet cannot ignore Google AdWords,
regardless of whether it involves a manufacturer's large nationwide campaign or a
small, one-man company out of the backroom of an apartment.
According to BusinessWeek(April 2004 issue), more than 200,000 companies
worldwide use Google AdWords for their advertising. They all use Google AdWords
for the following reasons:
1. You can attract visitors to your website for little cost.
2. All visitors are targeted. There is nearly no wasted advertising.
3. You only pay when someone actually clicks on your ad.
Copyright © 2004-2005 Axandra - Voget Selbach Enterprises GmbH - All rights reserved. This work is copyright protected. This eBook contains a digital,
personal signature with your name. You can purchase additional copies at http://www.Axandra.com
Introduction to Google AdWords 8
2.2 How Google AdWords Works
The principle behind Google AdWords is very easy to understand:
Œ
An Internet user enters a search term such as "vacation trip" at www.google.com.
(cid:141)
Google displays a search results page from the search. Ads that fit the search are
displayed on the right side of the results page, the so-called "Google AdWords" ads.
These stand out because of their special format. Up to eight AdWords ads are
displayed on the search results page.
Ž
The Internet user can then choose a website that appears most attractive from the
description. If the user clicks on an AdWords ad, he is forward to the advertising
customer's website. The advertising customer pays Google a minimum of $0.05 for
the click.
Copyright © 2004-2005 Axandra - Voget Selbach Enterprises GmbH - All rights reserved. This work is copyright protected. This eBook contains a digital,
personal signature with your name. You can purchase additional copies at http://www.Axandra.com
9 Successful Advertising with Google AdWords
2.3 What AdWords Ads Cost
Google charges a one-time activation fee of $5 (as of December 2004).
Each click on an AdWords ad costs you a minimum of $0.05. How much you pay
exactly is determined by a type of auction process and depends on what position your
ad appears. There are eight ad positions available, the uppermost costing more than
the lowest.
They appear for individual search terms (keywords) and can determine a maximum
cost-per-click for your keywords. You can also specify a daily budget so that you have
full control over your advertising budget at any time.
Copyright © 2004-2005 Axandra - Voget Selbach Enterprises GmbH - All rights reserved. This work is copyright protected. This eBook contains a digital,
personal signature with your name. You can purchase additional copies at http://www.Axandra.com