Setting Up Adwords Part 2
Setting up Google Adwords Step 5. Bidding & Budget Adjustment:
Bid Adjustment on Google Adwords is one of the most important settings to edit. You want to make sure you set the right daily and monthly budget for your online advertisement. You have to calculate how much money you can spend. Approximately every click on Adwords ranges from $2.50 to $7.50 and up^. It all depends on how competitive your field of business. Depends on how relative your business to the keywords you chose as well. If you have another 12 companies using same keywords as you in your location then expect it to be anywhere from $5 to $7.50 to get on the top 3 search results of the first page. Most likely this is what considered to be the best spot for your ads to show because people now days are very lazy to call companies or buy their products from the further down displayed results. Later on in the topic I will explain how to make your ads more relative to what your customers looking for in order to reduce Pay Per Click cost with Google Adwords. Now imagine paying $7.50 for one click if someone made that click on someone’s website and not on Google just because they thought your Adwords Ad was another page of the website? Therefore I told you previously^ to uncheck the option of “Include Search Partners” because you never know how good their website to advertise your service or product. Obviously you can trust Google and you can always check where your ads are located on www. google .com, with “Search Partners” it’s very hard to find where your ads are shown and how relative they are to the website and page itself of the website.
For the Bidding Adjustment you might want to set it to “manually set my bids per clicks”
to set your own prices on how much you want to spend for every keyword you target to show your ads. That is good option if you have small business and have only up to 100 – 200 keywords. If you run a bigger company and planning on going with over 500 keywords then consider going automatic bid adjustment by Google to show your ads always on top 3 but it will always charge the highest amount per click that customer made on your ad.
You can also choose all the languages you speak and languages that are better to target for your customers. Sometimes submitting keywords on other languages like Spanish will target Spanish speaking customers. Just make sure you speak these languages to respond to Spanish or French Speaking customers.
Setting Up Adwords Part 2
Setting up Google Adwords Step 6: Creating Ad Extensions
Ad Extensions on Adwords is exciting part of this entire project. Here you get some Freedom to choose what you want to show on your ads besides the text or image. If your main goal is to get the most calls our of people and convert them into clients or patients then your best choice is to go with “Call Extension” that will be shown on your Ad when somebody searches for the keywords you targeting. If you sell something online and advertising your brand then you want to go with “Site links Extension” – which as a good option for service companies as well for example: “Services, About Us, Prices, Contact Us” – Link Extensions are basically pages of your website that will bring your customers to exact page where they click. The benefit of Site Link Extension is that it takes a lot of space on Google Search Results and it makes your ad appear large compare to other ads. So when your ad is bigger than other ads – it is more noticeable and in appears to look professional, so customer will call you instead of looking at the small ad of your competitor.
Setting Up Adwords Part 2
You can add “Call” extension and “Social” extension to your ads as well. Call extension has two options: your local phone number and forwarding number 1-888 or 1-800 by Google. If you choose forwarding number it will provide you with statistics on how many people called you, during what time of the day, and day of the week. If you are local company then you probably want your customers to see your local number. If you are curious about if you get any calls from Adwords at all – you can set up forwarding number. Adwords offer this future for no extra cost. Now you will be able to track your calls at all times and it all goes to your same original phone number.
Social Media Extension is good for those who advertise their products and brand. You can always connect your Google+ business profile with Adwords so that people can give you pluses on social media after purchasing your product online.
Setting Up Google Adwords Account Tutorial Step 7: Creating Ad Group
When you done creating campaign it will offer you to create your ad group. This ad group is a great way to organize your ads in categories. For example if you sell furniture you can make groups like: tables; chairs; beds; dinning sets.
Every ad group should have their own keywords for example you can’t place “modern dinning set” keyword into “Beds Ad Group” because you don’t want somebody to see “beds” when they look for “dinning sets” so make sure you place right keywords in right groups. Same with the broad keywords like “Furniture” – if you create an ad with a broad category that will target all type of items in “Furniture” you want to make ad that will say everything about your company and furniture. In other words you have to be careful that your customers don’t see “Chairs Ad” when they search for “Furniture for Sale”. Furniture can be anything: bed, chair, table, sofa. If the customer types-in word “Furniture” and you don’t sell beds – you will have lot’s of unnecessary clicks and calls. Make sure you don’t target broad keywords if you offer only Chairs for sale out of all types of furniture. It goes same for every type of business out there. For example Appliance Repair Service. If you repair major appliances such as washers, dryers, refrigerators, water heaters, but not providing repairs of toasters and mixers – you have to place these keywords into Negative Keywords on Google Adwords. Here is an image of setting up your first Ad Group that consists of 5 lines: Headline, Description line 1, Description line 2, Display URL, Destination URL. There are two line to describe your service. However there is characters limit on every line.
Setting Up Adwords Part 2
Negative Keywords Purpose in Google Adwords:
Negative Keywords are designed to eliminate visibility of your ads when someone searches for irrelevant keywords. This way you don’t waste your money on unnecessary clicks. Your main goal with Google Adwords is to show your business, website, phone number and text ad to groups of people that are most likely to use your service or purchase your items. Negative Keywords can avoid unnecessary groups of people that are looking for something similar to your service but most likely will not bring you profit or become your clients. Therefore by studying what people search for in your field of business you can collect that data and place it in the section of Negative Keywords. For example if you set any of the following Keywords into the section of Negative Keywords: books, browse, job opportunities, free service, warranty repair – your ads will not show up on Google because that might be the keywords you want to avoid using for your advertisement.
Setting Up Adwords Part 2
Exact Match Keywords for Google Adwords
Exact Match Keywords on Google Adwords are excellent option for those who knows what are their customers exactly are looking for online. For example if you have a strong commercial on TV and advertisement on radio about your brand or new item then placing your popular logo, brand name or item number as an Exact Match a perfect option for you. Exact match will not show your ads to viewers or buyers on Google if they Misspell phrase, number or logo that you target as a keyword for advertising online. Exact Match is good to target people that are looking for specific book or DVD online as well. This type of Keyword Match is usually used by companies and advertisers that do not plan to spend too much money on clicks and advertisement itself. Exact Match strongly reduces number of clicks and opportunity for your clients to see your ad if they type in any other keyword that is not on the list of your Exact Match Keywords. By looking at the picture to the left it shows you how to change Match Type of a Keyword step by step. To access section of your keywords in Google Adwords go to –> Campaigns –> (Click on Your Campaign or Ad Group where you want to change keyword/s); –> then click on the keyword –> (on drop down menu select your preferred Match Type); –> Hit “Save”.
Note that all Exact match keywords begin with “[” and end with “]” – two symbols that identify that you want to place your keyword under category of Exact match. This is the way Google Adwords System identifies the way you want to display your ads. Exact match is good option for small daily budgets and businesses or advertisers that know exactly what their customers will type in to the search engine to buy their product or use their service. It is not a risky way to advertise because of the way Adwords sets automatic limits on displaying your ads on Google.
Phrase Match Keywords for Google Adwrods
Phrase Match is excellent opportunity for business owners and advertising specialists to show their ads on Adwords in little bit more broad results than previously mentioned Exact Match. This option allows you to display your ads by including keywords from your phrase. Phrase Match will use 2 or 3 words out of your phrase and rotate them around. It will display your ads to all customers that search your phrase in different patterns. For example: “Vegan Book for Sale” keywords will allow to display your ad to customers that will type in “Book on Veganism For Sale” or “Vegan Book”. In order to target more keywords with Phrase Match but to avoid unnecessary keywords that limit your budget – consider using Negative Keywords the best way to limit your unnecessary clickers, and display your ads as the most relevant result to what customers are looking for on Google. In the process of changing keywords in bulk make sure you know your previous match type in order to change it from previous match type to the new one. System will request you to provide previous Match Type and New Match Type that you prefer to choose. If you don’t know your previous Match Type – it is easy to identify it by looking at what symbols are on your keywords, for ex: “keyword” – means it is Phrase Match; [keyword] – this [ and ] means it is Exact Match; and plain keyword with nothing around it means that it is automatically selected a Broad Match Type for your keywords. Another Unique Match Type is Broad Match Modifier which includes plus symbol in front of every keyword. To change your keywords from Broad Match Modifier to any other Match Type in Bulk is currently impossible. You would have to edit it all of your keywords manually to change them to or from Broad Match Modifier Type. Phrase Match will simply allow to display your ads to customers that misspell your keywords typing them into the search engine. It will allow to include “s” at the end of the keyword for example it will display your ads even if your keyword is in single quantity and customer types in “books” instead of “book”. Previously mentioned Exact Match wouldn’t allow to display ads if keyword is not exactly the same as it placed in the system. Therefore considering that customers could misspell your brand, company or item’s title could be highly beneficial to go with Phrase Match over Exact Match.
Broad Match for Google Adwords
Broad Match speaks for itself. It allows you to display your ads by including additional keyword automatically. When you place your keyword under Broad Match make sure you have a huge list of Negative Keywords because this type of Match will attract all types of people. If you don’t advertise on Social Media Sites like Facebook, Twitter, YouTube but offer products and services then consider placing every social media’s name on a list of your negative keywords. Sometimes people browsing online for social media channels, or friends with similar last names to your keywords that could trigger your ad to show up. Obviously you want to avoid showing your ad if it is not relevant. Most of the clicks cost anywhere between $1.50 to $7.00. If you provide services but don’t teach people how to do such things on their own then place all the related keywords in the negative category, for example: tutorial, lessons, how to, learn, learning, study, etc. Don’t forget that sometimes people are looking for jobs online and if someone is specialized in your field of business and you trying to avoid unnecessary clicks then place all the employment phrases on the list of negative keywords such as: job, job opportunity, hire, hiring, employment, employee, resume, job available, sign up for job, apply for position, etc.
In this case shown above person sells Vegan Recipes Book and most likely he or she wants to avoid displaying their ads if someone is looking for definition of Veganism or is trying to read about the meaning and life style somewhere on the website like Wikipedia.
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