You’ve decided to finally set up a Google AdWords account and you’re all excited! You’re in, writing ad copy, picking keywords, setting your budgets and ready to go. Then the dreaded happens — Google disapproves your ad (s). What happened? How do you fix it? Don’t worry. Almost always it’s an easy fix.
Here’s a great little video from Google that shows how to fix disapproved ads in AdWords.
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Advertising has always been a way to build awareness and drive sales. The ad industry was once dominated by TV, print, and radio. Now Google is one of the largest ad sellers that can put your business in front of thousands of highly qualified prospects. Many brands have leveraged SEO as a way to gain “free” exposure. But with algorithm updates and organic results now showing below the fold, it’s becoming more difficult to earn top positions on search engine result pages (SERPs).
Is buying ads the solution? Some advertisers have been surprised to eat through budgets quickly, spending between $6 to $10 per click. Sometimes even more for highly competitive keywords. All this effort just to show up on page two or three on Google. Why is this happening?
Organizations that better understand online advertising will pay a fraction of the cost most advertisers pay. The same keywords that are killing your budget are working wonders for your competitors. Why is this? What can you do to make Adwords cheaper for you?
You should first be concerned with search engine optimization. SEO isn’t for organic ranking only, it’s also essential to ad placement, ad cost, and how your web pages convert.
If you have a quality site with good SEO, Google will give you a higher ad rank. This will make your ads cheaper and give you better placement. The video below explains how the system works. At around 4:02 it goes into detail about the role quality plays in your advertisements.
To spend less with Google AdWords, you also want to make sure you’re targeting the right audience. Having the wrong people click your ads will drive up cost and lower conversions. If you’re looking for impressions (for brand exposure and not conversions), it’s best to advertise using CPM (cost per thousand impressions) rather than cost per click.
Use Googles Keyword Planner to help you identify the right keywords for your campaign. If your target audience is located in Florida, be sure you target that location. If most of your customers speak only English or Spanish, use language settings to include certain languages.
Making these selections doesn’t mean you’ll find the perfect audience, that’s why testing is essential.
You’ve probably heard of A/B testing, in order to test one campaign against another. However, I suggest A/G testing, where you compare multiple campaigns using different keyword groups to see which keywords and phrases perform the best.
After a few weeks of testing, compare click-through rates (CTR’s) and conversions to see which campaigns are most profitable. You can even compare data such as times of day, device, and demographic information to better tailor your ad copy.
When testing or running multiple keyword groups, be sure not to bid against yourself. When choosing keyword and phrases for a campaign, make sure the keywords you are targeting aren’t similar to any other groups. If so, you will be competing against yourself and drive up cost.
Avoid this by grouping only closely related keywords in each campaign and segmenting your audience.
You may be targeting multiple groups of people with different interest that match your varying offers. Say for example you are a car dealership, with customers in the market for vans, trucks, and sports cars. Don’t target too broad of an audience, these people have different interest and triggers that motivate them. The woman in the market for a sports car may be single, with no kids, so words like “fast” and “red” in your ad copy may cause her to click on your ad. The dad in the market for a truck may be looking for a work vehicle and something large enough to pack tents and coolers for family camping trips.
To save money on ads, know your audience and segment them accordingly.
Finally, to save money on your Google Adwords campaign, it is essential to have a good landing page. When driving traffic to your site, you want to avoid high bounce rates. A bounce is what happens when visitors come to your site and leave without engaging with your content (e.g. click a button, sign up for email). If your bounce rate is above 50% you either need to change your ad copy to make sure you are targeting the right audience, or make changes to your landing page.
I suggest making multiple landing pages to test different images, buttons, colors, and keywords.
Don’t just send users to your homepage. Create pages specifically for your ads and eliminate distractions on that page. For example, don’t feature too many links that may cause your site visitors to explore and navigate away from your sales or email sign up page.
Google also gives precedence to well-optimized landing pages. So make sure your landing page gives you the best possible chance to convert your site visitors.
Larry C Lewis is an Internet behavior scientist best known for his work in social media and video marketing. He is the head of marketing at Digital Exponents and the founder of Marketinglikeapro.net. For more information, Larry can be reached on Twitter @larryclewis.
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Now don’t get us wrong, we understand that Google AdWords is not for everyone. For some businesses it does work better than for others it just depends on your profit margins and business model. In this recent Google video one company by the name of Ideal Shield is using AdWords to work for them in an amazing way. Creating a profit flow of about $22 per each $1 dollar spent on the Google AdWords platform. Nice gains right there if you ask me. The point we are making is that they wouldn’t know that was possible if they didn’t give it a chance.
Google AdWords is worth a shot for every business to try out. You should at least give it a chance before you write it off.
This has been a question for many years from small businesses to high profile advertisers. The answer is simply, no. Google does not give any special treatment for those who spend a lot of money on AdWords advertising because that would really be an unfair practice. Everyone is on the same level playing field and just because you have deep pockets does not mean you are going to get any special treatment on the organic side of the equation.
In this video Matt Cutts discusses the relationship between organic search and Google AdWords.
Paid advertising using the search engine space can really make a difference for some businesses. The important thing any business needs to remember is that it takes more than just setting up some ads and publishing them live. Like everything in life there is strategy that is required and below is a collection of adCenter testimonial videos that showcase other successful advertisers.
There is no doubt about it video is a very powerful form of online communication. Since the day YouTube began it has become a staple for many web marketers. Google has recently upped the ante quite bit by introducing Adwords for Video. Advertisers now have the ability to incorporate their AdWords goals with their video goals making their creative pieces that much stronger.
Pay per click marketing just got a bit more powerful.