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Relevancy Is the Key to Success with Google AdWords - Part 1
Relevancy Is the Key to Success with Google AdWords - Part 2
Relevancy Is the Key to Success with Google AdWords - Part 3
Google AdWords is a pay per click advertising program that allows you to display text ads on the first page of search results on Google Australia and partner networks, under the sponsored link section on the right hand site of search results and actually on the top left site of search results.
Google AdWords works on a pay per click process which means you pay a select fee each time a Google user click on your ad and is sent to your site.
Ads can also be set up in moldable formats the most common is a text ad but you can also show image ads, mobile ads and local business ads.
It is not just how much you spend per click that will determine how high your ads will rank on Google, though it maybe a contributing factor, this is primarily determined by how highly targeted and relevant the keywords are within your account. And how highly targeted the ads are to those keywords that will determine how high your ads will rank on Google. Relevancy is the key to success with Google AdWords, Google Inc. is the largest search engine in the world because of its business model of relevancy you are able to find what you are looking for within two clicks. Google reward relevancy and penalise those who are not.
The Google AdWords text ads have four lines of text with total of 95 characters including spaces and punctuation the ads have a 25 characters heading which is usually the keyword that user searched for to entice them to click your ad. The Google Marketing text ads also have two line of text with a total of 35 characters describing the product or service you sell so only get clicks form searcher you can service. And a 35 characters display URL.
Your cost per click is formulated by how highly targeted your keywords, ads and landing page are to the keyword the Google user is searching for, The more targeted your Account is the less it cost you per click.
With Google Advertising you can also target any language or location anywhere in the world!
My name is Wesley Stephen. Qualified Google Advertising Professional Wesley Stephen Article Source: http://EzineArticles.com/?expert=Wesley_Stephen |  |
Unless you have a shopping cart your website is not for selling your product or service. Your websites is just a means of communicating what it is you do and what you offer and getting the potential client to contact you so that you can answer the potential client question and close the sale. So the importance of having a user friendly website having a user friendly website is parallel to none. Which means you if your site not conveying your message quickly your better off not having a website. 95% of all websites only now do not have a call to action on there site, if you do not have a call to action how dose the potential client know what to do next. If it is hard to find your contact details internet users are impaction and you will lose out on that enquire. Professional So make shore that the first or second thing that potential client see is your phone number or lick to your contact us page, the hole goal of a website is to get a potential client to see what you do why you thing your better than your competitors and contact you as soon as possible so you or your sales team can close the sales.
Great tips for structuring a user friendly website:
1. Contact phone number in the to right of your site not left because with English we read right to left not left to right and if you numbers on the left statistics show that your less likely to have a potential client call you
2. Have an easy to read navigation bar were the potential client can clearly see your contact us page link.
3. Summarise your message and use it as the heading and the explain your message in more depth in your content and spread two or three links to your contact page through out your content.
4. Close your content with a call to action so that the potential client will know what to do next.
5. Show your contact details clearly on your contact us page and capitalise you phone number and bold it or change the colour, clearly define your email address and fax numbers, and finish with a Submission form so that the potential client can call you fax you or email your or even submit an inquire with there name, phone number and email with there promotion you may ad to your email Google Marketing list and finally the question behind there inquiry so that you are better equipped when you call the to answer there question and close the sale.
My name is Wesley Stephen. Qualified Google Advertising Professional Wesley Stephen Article Source: http://EzineArticles.com/?expert=Wesley_Stephen | |
The third line Displays the URL, the address of your website. This line is benefited by highlighting the search terms in the address itself and additionally capitalizing the primary keywords. Obviously this can only be achieved if the terms exist in the URL to begin with.
This brings us to one of the key factors regarding relevance; optimizing your ad's ranking by URL. One of the key determining factors in how highly your add ranks will be whether or not the search terms appear in your website address or not. In this case it has been accomplished by having the term 'mortgage' in the main URL. The other relevant term 'refinancing', has been annexed to the main URL by creating a display URL with the term in it.
It is becoming increasingly difficult to find available URL's that specifically encapsulate the major search terms you are targeting. This is due primarily to the recent boom of online real estate, leading to a major decrease in the availability of simple URL names for the products being sold. If you have the exact terms in the main URL, for example mortgage refinancing , then the add will rank very highly not only in the Google AdWords campaign, but also in the free listings on the left hand side search results for the key term 'mortgage refinancing' .
Not only is it becoming increasingly difficult to rank this way due to the decline in availability of online property, but the terms must be identical in the URL to the terms being searched for, making it almost impossible to rank in the free listings this way anymore. The address 'mortgage refinancing' in that specific order only, will rank highly in the free listings. Similarly, mortgage plus for will not rank nearly as highly for the key term 'mortgage refinancing' in the free listings.
In Google AdWords however the URL MortgagePlus.com.au/Refinancing can achieve the same thing, if, like the majority of businesses your URL has no keywords in it. For example with the domain aoneloansyou have a much better chance of having your display URL as AOneLoans/Refinancing and your URL will have at lest one keyword highlighted, which is better then not having one at all. The words don't have to be in the main URL to rank highly, when combined effectively with the other relevance criterion. In the example, the term 'refinancing' is used in the display URL and adds to the relevancy of the term in the ranking of the add.
Remember, you only want to target a few of the keywords. The less the amount of characters your URL contains, the easier it is to remember. Additionally, you allow yourself more space to type in a wide range of display URL's relevant to the various search terms you're catering for. Most importantly of course, the more diminutive and concentrated the amount of search terms, the less you will be penalized by Google.
Google penalizes advertisements which use irrelevant keywords both financially, and in terms of position. The financial penalty is exacted from the amount you Pay Per Click.
AdWords Management assists small to medium sized businesses with their online marketing strategy through the use of the most powerful search engine in the country - Google. Our pay per click experts will work with you by setting up and optimizing your Google AdWords account. We GUARANTEE that your business will be placed on the 1st page of Google.com.au when visitors search for keywords related to your website
Article Source: http://EzineArticles.com/?expert=Wesley_Gorton
Relevance also relates to all the ancillary terms your add uses. For example, a typical Google add for mortgage refinancing may contain the words debt, home loan and interest rates. Though these are pertinent to the subject matter, they are not Google appropriate terms. They are not Google-relevant terms.
An ad on Google with these extra ancillary terms in addition to the words mortgage and refinancing will rank lower if at all than an add just used the terms mortgage and refinancing. This is due to the high risk of Google censoring the ads because it is too ambiguously defined, not specific enough, and does not place enough focus on its primary keywords. High ranking space on Google is highly valuable and is not to be wasted on frivolously throwing as many keywords into the mix in order that as many bases as possible are covered. This is definitely a case where it is unwise to let ones eyes become bigger than ones stomach. It is far more advantageous to narrow the focus towards the most relevant and specific keywords than to try and blanket as many quasi-relevant terms as you can think of.
To take this one step further, we'll completely break down the example of the optimized ad. There is not one word or space in the add that is superfluous. The title simply and concisely draws attention to the add by just having the two most relevant search terms for the product being offered, while at the same time ranking highly for the terms mortgage and refinancing by virtue of them both being in the title.
The first line of the add reiterates the search terms, adding to the relevance and hence the ranking on the Google page, as well as further concentrating the focus of the searcher's attention. The first line also combines the search term with a benefit to the buyer: "Fast" refinancing approval. This adds to the overall saleability of the product, expending with as little word/space as possible.
The second line of the add, relates more towards the effectiveness of the add rather than to the ranking relevance in Google AdWords. Remember space is precious on your Google add. You are afforded a total of 91 characters in total not excluding the URL. And so those 91 characters not only have to state and restate your search terms, so that your ranking by relevance is at its peak, it also has to be able to sell you product, and communicate effectively to any potential buyers what you are selling, and why you should choose your product above anyone else's.
The title and first line have been devoted towards ranking, and advertising a benefit of the product. The second line should be devoted towards giving you the advantage in the market itself rather than just the marketing side of the campaign. "Low Rate, Low Fees" emphasize the major benefits of this product in as few words as possible. The next few characters want to focus the potential buyers attention on your website, while at the same time encouraging them to visit your website, or at the least encouraging them to find out more about your product. In my experience a brief call to action can be especially effective in pursuit of this goal. In this case this is achieved by simply typing in the phone number. The "ph" is a call to action i.e. phone this number, followed by the number to call. This is of particular benefit for a number of reasons.
Firstly it gives people an instructional step to follow, calling them to act, and is highly recognized among professionals as a very effective form of advertising, especially limited character advertising. More importantly it is of particular benefit because until recently Google did not allow phone numbers to be written on their adds, and the large majority of advertisers on Google have not yet cottoned on to the idea. This allows a large amount of freedom to get your phone number in where most of your competitors won't. Most importantly it allows your contact details to be displayed for free on Google by virtue of your add alone, without even spending the money on clicks to your website. When these factors are realised, the simple use of a phone number on your Google add can be a devastatingly effective strategy in advertising and selling your product.
AdWords Management assists small to medium sized businesses with their online marketing strategy through the use of the most powerful search engine in the country - Google. Our pay per click experts will work with you by setting up and optimizing your Google AdWords account. We GUARANTEE that your business will be placed on the 1st page of Google.com.au when visitors search for keywords related to your website.
Article Source: http://EzineArticles.com/?expert=Wesley_Gorton
It has become common knowledge in today's society that the fastest way to source information is on the internet. Google is at the forefront of this industry with its capacity to find what you want in two clicks.
The key ingredient in any successful Google AdWords campaign rests primarily in the way the advertisement is structured. This is determined by how highly targeted and relevant your keywords are, in relation to the surrounding adds displayed on Google AdWords . The major reason Google is the largest search engine in the world, is because its ability to locate and target highly relevant material with little effort is unparalleled. In my opinion relevancy is the key determining factor. Google not only rewards customers whose adds specifically pertain to the terms being searched for, it also penalizes for gratuitous use of search terms and for irrelevant keyword listings.
So what makes a search term relevant? Relevance is obviously determined by how closely related the terms in your add are, relative to the terms being searched for. As a general rule of thumb, the more precisely your keywords correspond to the terms being targeted, the higher your adds will rank.
Going back to the mortgage/refinancing example on the page above; your target audience is primarily searching for ways to refinance their mortgage. Search terms such as debt, home loan, interest rates, though conceptually relevant are not Google-relevant.
The concept of triple A relevance in the Yellow Pages provides an analogous example. The Yellow Pages ranks their adds alphabetically. Therefore AAA Plumbing, will rank higher than AA Plumbing. In a somewhat similar vein, Google ranks their adds not alphabetically but in terms of relevancy. An add with the terms 'mortgage/refinancing in it twice', will not rank as highly as an add with the search terms 'mortgage/refinancing' in it three times.
In order to safeguard against the add being restricted by Google AdWords for a gratuitous or overuse of the search terms, but in order to still maximize the value of the themselves, the search terms are utilized in the title of the add, the first line of the add, and in the URL. Additionally the terms are highlighted and capitalized in the URL to further maximize their efficiency. (It is also important to note that any terms specifically searched for that come up in the title will be automatically highlighted by Google).
Repeating the search terms in the add more than this is not advisable. It is tempting to overuse the terms even at the expense of coherency. The result of this temptation could be a title which reads 'mortgage/refinancing' for 'mortgage/refinancing' and to take the example to the extreme, the other lines may read 'mortgage/refinancing, mortgages-refinance', and so on and so on. This is definitely not the way to optimize your advertisement.
Not only do you sacrifice the coherency of your add, and therefore the capacity of your add to describe or sell your product with any effectiveness. You also run the even more dangerous risk of having your add restricted or banned by Google by taking advantage of their relevancy criterion. For further information on relevancy, please look out for the second part of this three part series.
AdWords Management assists small to medium sized businesses with their online marketing strategy through the use of the most powerful search engine in the country - Google. Our Google AdWords experts will work with you by setting up and optimising your Google AdWords pay per click account. We GUARANTEE that your business will be placed on the 1st page of Google.com.au when visitors search for keywords related to your website.
Article Source: http://EzineArticles.com/?expert=Wesley_Gorton
