Don't Waste Money on Google AdWords
Learn to Think Like a Search Engine and Make Money with Google AdWords
By Christopher Prince
Published by Christopher Prince at Smashwords
Copyright 2010 by Christopher Prince
Smashwords Edition, License Notes
This ebook is licensed for your personal enjoyment only. This ebook may not be re-sold or given away to other people. If you would like to share this book with another person, please purchase an additional copy for each person you share it with. If you’re reading this book and did not purchase it, or it was not purchased for your use only, then you should return to Smashwords.com and purchase your own copy. Thank you for respecting the hard work of this author.
What You Will Gain from This Book
* Save time and money
* Earn more money online
* Increase traffic and conversions
* Get prominent exposure for your product or service
* Achieve your business goals
What You Will Learn from This Book
* Learn if your product or service is right for Google AdWords
* Learn every phase of executing a successful Google AdWords campaign
* Learn how to avoid the pitfalls of Google AdWords
Who Else Will Benefit the Most from This Book
* E-commerce websites seeking to greatly increase traffic and conversions
* Businesses seeking to significantly expand their customer base
* Individuals seeking to start a successful work-from-home business
CONTENTS
Introduction: Don't Waste Money on Google AdWords
Part 1: Make Sure Google AdWords is Right for You
Part 2: The Benefits of Google AdWords
Part 3: Succeed with Google AdWords
Part 4: Managing a Successful Google AdWords Campaign
Part 5: Monitoring Your Google AdWords Campaign
Part 6: Troubleshooting Problems with Your Google AdWords Campaign
Conclusion: Start Making Money with Google AdWords
Introduction: Don't Waste Money on Google AdWords
Countless people just like you use Google AdWords every day to lure new customers to their products and services. Yet, while Google AdWords has proven an effective method of advertising for many businesses, far too many advertisers waste money on Google AdWords because of poor planning and dismal execution.
The purpose of this book is to make sure you don't waste money on Google AdWords. Sadly, most people waste money on Google AdWords for one of two reasons: their product or service is wrong for AdWords, or they fail to execute a smart AdWords campaign. By reading this book, you will learn if your product or service is right for Google AdWords, and you will learn every phase of managing and executing a successful Google AdWords campaign. As a result, you will discover how to avoid wasting money on Google AdWords. What's more, you will possess the expert knowledge to achieve your goals with Google AdWords.
Millions of people use search engines every day to find the products and services they're looking for. Millions more visit websites related to the products and services that interest them. As web-based commerce has emerged as the centerpiece of our economy, pay-per-click advertising platforms like Google AdWords have swelled in popularity across the globe, making Google one of the most successful companies in the world.
Google's success can now be your success. Learn to think like a search engine and make money with Google AdWords.
Part 1: Make Sure Google AdWords is Right for You
Why You Should Use Google AdWords
Would you like to generate more online business for your products or services? If the answer is yes, and it usually is, then you obviously need to find some way of getting more customers to your website. There are many ways of marketing and advertising to attract customers, and Google AdWords may be a good way to go depending on your company and your objectives.
In short, the reasons to use Google AdWords are the same reasons to do any kind of advertising: to increase website traffic and increase sales. That being said, not all businesses benefit from Google AdWords advertising model. So you’ll want to be sure Google AdWords is right for your business.
When You Should Use Google AdWords
You might be surprised how many people waste money with Google AdWords because they haven’t considered whether AdWords makes sense for them in the first place. The fact is, Google AdWords may or may not be right for your company, depending on the products and services you offer and how you normally sell your products and services. Generally, Google AdWords is right for your company if:
1) Your product or service is a popular enough search item
2) The customers who see your Google AdWords ads are able to purchase from you
3) If the amount you earn from selling your products or services exceeds the amount you can expect to pay for Google AdWords advertising
The first thing to think about when considering using Google AdWords is whether your product or service is a specific and popular search item on the Google search engine. Remember, your Google ads are actually shown as results to specific searches. So no one is going to be interested in your products or services unless they are relevant to their search.
But what if you're not sure about the search popularity of your particular product or service? You can use the Google Keyword Tool to help determine whether people are searching Google for your specific product. The keyword tool in Google AdWords gives you dozens of variations on searched keywords and shows you what the average search volume for each keyword is. With the Google Keyword Tool, you'll know instantly whether the different variations of your product or service are commonly searched. If they are, you've just gotten past one hurdle in determining whether AdWords is right for you. But if your products or services are not commonly searched, then AdWords is not right for you, and you just saved a lot of time and money.
When using the Google Keyword Tool to determine whether AdWords is right for your product or service, you must be as specific as possible with your keywords. The reason being, you need to make sure your Google ads target precisely what people are searching for at any given moment.
This point is the hardest for new Google advertisers to understand. To illustrate this point, imagine you want to advertise two different books: a book on how to succeed with Google AdWords and a book about the history of Google AdWords. Many AdWords neophytes mistakenly believe that both of these books could be successfully advertised with Google AdWords using the same basic keywords. Yet this is not the case. In fact, while AdWords might effectively advertise the first book, AdWords would likely be a miserable failure for the second book.
The reason goes back to the intent of people conducting Google searches. Why? Because Google ads must always be relevant to the specific keywords people are searching at any given moment. Thus, many of the millions of people searching for help with their AdWords campaign would find a book on how to succeed with AdWords quite relevant to their search. By contrast, how many people are specifically searching to find out the history of AdWords? Not many. Thus, Google AdWords would likely be a failure for a book on the history of AdWords.
The simple rule is, you're not going to succeed advertising products that are only secondarily related to what's being searched. That might work in other forms of advertising, but it doesn't work in search engine advertising. When people are searching for products in a search engine, they want to get search results that precisely match their queries. So when you're considering using Google AdWords to advertise, choose the products that best match what people are searching. You'll still need to execute a solid website and advertising campaign, but at least you'll be getting started in the right place.
If you presently don’t have a product to sell and are looking for ideas, you may also want to start by using the Google Keyword Tool. Search any number of products you’d be comfortable selling and see what kind of search volume comes up. Again, products with high search volume are highly sought and therefore might be good products to advertise with Google AdWords. Of course, they'll also be more competitive to market.
The second thing to think about when considering using Google AdWords is whether people who see your Google ads can even buy from you in the first place. If you operate a corner store, for example, will people who see your Google ad be able to travel to your store to make a purchase? For the most part, no, even if you target your Google ads to a particular city. On the other hand, an online store that sells Google AdWords tutorials, for example, would be accessible to anyone on the internet.
The third thing to think about when considering using Google AdWords is whether your products or services earn enough money to cover your Google AdWords advertising expense. Keep in mind, if you’re using the Google AdWords cost per click model, you’re paying for each and every click of your ad. However, you might only be converting one percent or less of those clicks into sales. In other words, you might have to pay for a hundred or more clicks just to make a single sale. What this means is, if your cost per clicks are high and your earnings per sale are low, Google AdWords may not be right for you. This is why Google AdWords is not the best advertising strategy for small ticket items like books and trinkets, yet Google AdWords can be an effective advertising strategy for higher priced products and services or for websites that have higher conversions.
Part 2: The Benefits of Google AdWords
Increase Website Traffic and Conversions with Google AdWords
The very purpose of Google AdWords is to increase traffic to your website. The reason Google AdWords works is that you are able to show ads for your products or services at the very moment someone is searching for your products or services. You don’t have to wait for someone to warm up to what you’re selling; you know they’re interested because they’re searching for what you’re selling at that very moment.
If you’ve carefully chosen all the popular keywords that are specific and relevant to your products and services, your ads will trigger whenever someone searches those keywords. If you’ve written compelling ad copy that highlights the keywords being searched, you stand a good chance that someone will click on your ad and be transported to your website. And if you've written and designed a user-friendly website that makes it easy for customers to take a desired action, you should have little trouble increasing your conversions.
This is fundamentally how Google AdWords increases website traffic and conversions.
The Advantages of Advertising with Google AdWords
Google AdWords features a number of advantages over other forms of advertising. The biggest advantages of advertising with Google AdWords are lower advertising expenses, greater control over your own ad campaigns, faster customer conversions, easier performance tracking, and more accurate customer targeting.
First, the cost of Google AdWords is usually much lower than traditional forms of advertising. Google AdWords can cost just a few dollars a day or less, depending upon your budget. Since you set your own bids and only pay when your ads are clicked, you can achieve ample ad exposure without paying a lot of money.
Google AdWords gives you control over your entire campaign. This includes setting your own budget, creating your own ads, targeting the exact people and places you want, and tracking your performance.
Google AdWords allows you to achieve customer conversions much quicker than other forms of advertising. It only takes seconds from the time a customer sees your Google ad to when they visit your website. From there, you may convert a sale within a minute or two, much faster than other forms of advertising.
Google AdWords allows you to track the performance of your ads with a simple and easy-to-use interface. You’ll know almost immediately which ads and which keywords perform well and which do not. You’ll be able to make immediate changes to any component of your ad, including copy, targeting options, and keywords.
Google AdWords enables you to fine tune your targeting options. Since Google AdWords are based upon keywords, you can choose the precise keywords that target your customers at the very moment they’re looking for your products and services. Plus, you have many other targeting options, including city, country, language and devices.
Part 3: Succeed with Google AdWords
How to Succeed with Google AdWords
Judging the success of a Google AdWords campaign depends on your own business objectives. For the most part, people consider a Google AdWords campaign successful if the Google ads drive significant new website traffic and increase conversions. Yet all successful Google AdWords campaigns follow these simple rules: well-structured campaigns, relevant and commonly searched keywords, winning ad copy, and a search engine optimized website.