Google Adwords Success Story 5

Learn how a family-run furniture retailer increased their sales by 50% using four Google business products.

Carolina Rustica Video

Keyword Placement In Google Ads

With Google Ads whenever your ad shows under a certain keyword, if that keyword is included in your ad, then it will show in boldface. This means it will attract more attention over other ads where other advertisers have failed to do this, which means a higher amount of click-through's that are relevant to what your trying to promote.

For example lets say your advertising shoes and you have a keyword for blue shoes. If your ad was just about apparel and said something like "Shop For Discount Apparel", then your ad would have nothing in bold face. A slightly better ad might use "Shop For Discount Shoes", but even better would be something that had the more specific blue shoes included such as "Shop for Discount Blue Shoes". You can apply this same concept not only to the title, but to the description, and even the display URL.

Lets say you have a display URL of MyApparel.com and your ad once again was on blue shoes. In this case your URL would display nothing in boldface. But, lets say you have a page on blue shoes on your MyApparel site so the page might be MyAparel.com/blueshoes or maybe a sub directory like blueshoes.myapparel.com. In either case if you used it for a display URL it would look like this: MyAparel.com/blueshoes and blueshoes.myapparel.com. As you can tell just by this article the bold stands out from the rest, and it will do the same on Google Search when your ad is shown.

With a little planning you might see that the URL or website address is important for Google ads. If your URL was abcd.com well that's all well in good, but not only would it not classify what your site is about in general but it would be harder to make your site stand out in Google search with all the other ads. So if your whole business was about just shoes the best domain name to get would be something like Shoes.com or TopShoes.com etc. That way if you wanted to advertise just the blue ones maybe you'd have shoes.com/blue or topshoes.com/blue and your ad would look like this is Google when someone looked for blue shoes and they seen your ad: shoes.com/blue and topshoes.com/blue. This definitely looks better than just abcd.com or abcd.com/shoes(granted you knew the information in this article to think of having "/shoes" as the display URL.

You might ask, "Wouldn't it be hard to have each keyword in the ad title or description since you might have a keyword for blue shoes, and red shoes, and high-top shoes, etc?" Well ordinarily it might be, but Google Ads has something called Dynamic Keyword Insert which allows your ad to show in selected areas of your ad the designated keyword you chose when someone searches for it in Google. I will discuss Dynamic Keyword Insert in the next post, but I hope the rest of the information on this post does some good for you.

Adwords Wrapper Keyword Tool

AdWords Wrapper is a free time saving tool that wraps keyword phrases in "quotation marks" (phrase match) and [square brackets] (exact match) for use in Google AdWords campaigns.

The way it works is if you entered blue shoes and blue sneakers in their tool, you would end up with [blue shoes], and [blue sneakers] for exact match, "blue shoes, and "blue sneakers" for phrase match, "blue shoes, "blue sneakers",[blue shoes], and [blue sneakers] for exact and phrase match, and finally "blue shoes, "blue sneakers",[blue shoes],[blue sneakers], blue shoes, and blue sneakers for broad, phrase, and exact match.

On the same page is a tool where you can insert words you want for a negative match. So if you wanted the words free and discount to be a negative match you would enter them in the box and they would return the negative matches of -free, and -discount.

This is a really good, free, time-saving tool. Hope you enjoy!

Understanding Adwords™ Matching Options

Google Adwords™ has different matching options which will trigger your keywords to show your ads including 'Broad', 'Phrase', 'Exact', and 'Negative' match.

Broad Match

This is by default what your keywords will be if you just type/copy them in as is. The way it works is if you have a keyword such as golf shoes and someone types it in Google Search, then not only would golf shoes trigger your ad to be shown, but also red golf shoes, green golf shoes, I want some golf shoes, golf shoes for sale, and pretty much any phrase you can think of with golf shoes in any order. Google may also show synonyms for shoes which will also trigger your ad. So, footwear, or boots may also trigger your ad depending on whether Google sees that as a proper synonym/match for the selected keyword.

Phrase Match

The phrase match is created when you put quotations "" around your keyword/s. So if your keyword was golf shoes then "golf shoes" would make it a Phrase Match.

With phrase match if you had the term "golf shoes" (with quotations around golf shoes) then Google would show your ad only if someone typed in a phrase with golf shoes in the proper order. In other words, (shoes for golf) would not show, but red golf shoes might.

Exact Match

The exact match is created when you put brackets [] around your keyword/s. If your keyword was golf shoes then [golf shoes] would make it exact match.

With exact match if you had the term/keywords [golf shoes] then Google would show your ad only if someone typed in that word only golf shoes and for nothing else. This is the most targeted option and you should expect that if someone typed in this keyword they're searching for your exact keyword.

Negative Match

The negative match is created when you put a dash - before your keyword/s. If you didn't want your ad to show for anything free such as free golf shoes then you would add -free to your list to exclude anythung involving free.

Google Adwords Success Story 4

First Crush restaurant Video

Learn how First Crush restaurant targets different types of customers with Google AdWords.

Google Adwords Success Story 3

Golfnow Video

Learn how Golfnow.com uses online, print, and audio ads from Google AdWords to acquire more customers.

Google Adwords Success Story 2

Happy Hound Video

See how a dog daycare and boarding business gets 90% of its business through Google AdWords.

Google Adwords Success Story 1

Twiddy & Company Realtors Video

A vacation rental company shares how they used Google AdWords and Google Analytics to boost their percentage of online bookings by 50%.

Adwords Setup Video 2

How To Set Up Adwords For Beginners Video 2

This is another video on how to setup Adwords, which should have enough overlap with the other video I posted that you should have all the information that you need.

Adwords Setup Video

How To Set Up Adwords For Beginners

This is a very accurate video on how to setup Google Adwords. Covers what you need to get stared.

Introduction To Adwords Video

This is a great video I recommend for anyone to get an overview of what Google Adwords is about. The examples are tailored towards Google UK, but the concept of Google Adwords is the same and that's what were looking for.

Free Keyword Research Tools

Keyword research is important in finding all the keywords that wouldn't have thought of that apply towards the site your trying to promote. Here's a list of free keyword research tools you can use.

Google Keyword Tool

This is Google's free keyword tool which allows you to either type in a phrase/keyword to get more similar phrases/keywords related to your selected phrase/keyword, or enter your website address and let Google find keywords based on your sites content.

Wordtracker Free Keyword Tool

Wordtracker offers a more comprehensive paid version which offers a lot more for features. You can even try a free trial of the full version here. But, the free version isn't too bad. I'd try that 1st.

SEO Book Keyword Tool

Seo Book has much more to offer than just this keyword tool. It also has SEO videos, information and much more. You can go here for SEO Book Tools Section, which includes their keyword research tool.

Free Meta Keywords Tool

With this keyword tool, you type in a website address and it pulls up the keywords associated with that page mainly from their meta tag content.

Wordpot Free Keyword Tool

Another free keyword tool...

This should be enough free keyword research tools to get you going. If you know of any others I can add let me know!

What is Google Adwords?

Google AdWords™ is a pay-per-click (PPC) advertising. You pay only when users click on the ad you created. You can control your costs by setting a daily budget for what you are willing to spend per day. Ads are shown on Google search and on it's sponsored listings, and you can choose where you want to place them if on just one or both. You can also target according to languages(English, German, etc), and region (United States, UK, Missouri, Springfield, IL... etc).

What keywords should I use for my website?

For this question I will use for example this blog so you can learn by example: http://klitschkoblog.blogspot.com/

This blog is on the heavyweight boxers Wladimir and Vitali Klitschko. It's not a site/blog that would make a great candidate for Adwords necessarily since I created it more out of fun than anything else, but in the instance I did want Adwords for it and for purposes of this discussion lets pretend I did.

Keywords that relate to this blog would be for example:

klitschko
wladimir klitschko
vitali klitschko
heavyweight boxing klitschko
heavyweight boxer klitscho
heavyweight boxing wladimir klitschko
heavyweight boxer wladimir klitscho
heavyweight boxing vitali klitschko
heavyweight boxer vitali klitscho
wbo heavyweight champ * Wladimir has the wbo belt
wbo heavyweight champion
ibf heavyweight champ * Wladimir has the ibf belt
ibf heavyweight champion
ibo heavyweight champion * Wladimir has the ibo belt
ibo heavyweight champ
former wbc heavyweight champ * Vitali was the wbc champ
former wbc heavyweight champion

More general keywords would include:

heavyweight boxing
heavyweight boxers
boxing
boxers
pro boxers
professional boxers
pro heavyweight boxers
professional heavyweight boxers

We can also use keyword misspellings for those who may spell the word wrong in Google Search:

klichko
klitchko
vladimir klitschko
vladimir klichko
vladimir klitchko
wladimir klichko
wladimir klitchko
vitali klichko
vitali klitchko
etc...
and possibly continue with the more general keywords as well:
bocing
heavuweight boxing
etc...
I'll have more information on misspellings and their uses in another post.

The more specific the keyword towards your site, the more people will click your ad who actually want what your site has to offer, and for the most part, the less you'll have to pay for that keyword. In other words the keyword 'Wladimir Klitschko' is going to be less expensive to bid on than the keyword 'boxing' in Google. Even though more people may click on the ad for the keyword 'boxing' for the simple fact that more people may type it in than another keyword such as 'Wladimir Klitschko', the keyword Wladimir Klitshcko will get more visitors who actually want what your site has to offer. For all purposes of advertising, that's exactly what you want. Another way of saying the above is that 'Wladimir Kiltschko' will have a higher Click Thru Rate (CTR) than 'boxing'.

Google smiles upon good CTR's. The higher your CTR the more Google realizes that keywords is more specific and tailored for your ad and therefore rewards you with a higher position. You can sometimes get a higher position in search just by having a higher CTR than someone who may be paying more for the same keyword/s! This is what makes Google Adwords great. If you make a great ad and have great keywords associated with that ad you will be rewarded over someone who may have a bad ad and keywords but is paying more for their keywords.

What is Pay Per Click?

Google Adwords uses Pay Per Click (PPC) Advertising to show ads on Google search and its advertising network, but what is PPC? PPC means you pay each time someone actually clicks on your ad. In other words, someone can still see your ad, which can help your branding, but you won't get charged for the ad unless someone actually clicks on it.

Why Adwords For My Site?

This question seems to come up often when people 1st come across Adwords either from me or another source and decide to inquire 'Why Use Adwords For My Site?' or other variations of the same question.

Adwords may not be ideal for every site. The reason being, it will cost money to drive traffic to any site. So, if you have a website your just putting up for the fun of it and don't have any plans on making money from it and/or care if you get any traffic, Adwords is probably not going to be important to you. However, in any case where you are wanting to drive traffic to your site and/or make money, Adwords can be an important tool.

Unless your just plain lucky, or have spent some time with search engine optimization (SEO) for your site, it's most likely you're not going to be able to type in a term related to your site into a search engine and see your site listed in a comfortable range of pages (If your site is on page 8 and beyond most likely its not going to be viewed very often).

Since Adwords has the potential of having your site listed as an ad on the very 1st page, this means you can very quickly drive traffic to your site, which is what you wanted. Depending on the topic of your website, you may be able to get an ad under certain key terms for a very low amount of money. The lowest bid available on Google is 1 cent. In reality you won't be able to get very far with 1 cent bids, since most popular keywords have been bid on by others at a higher rate, and in the instance you did get a keyword for 1 cent and were authorized by google to bid that amount you might end up on page 8 or beyond in the ad listing. In this case you wouldn't be any better off than you were in the search listing where pages 8 and beyond tend to be very rarely viewed.

But, regardless of whether it's 1 cent to bid on a term related to your site, or $2, it all depends on whether it's worth it to you. If your site can reasonably convert a sale pretty easily and make you some big bucks, then its not going to matter if it costs you quite a bit each time someone clicks on your ad. Also, if you have a site that may not convert all that well and/or make you big bucks if you someone did buy something, then it wouldn't necessarily be a bad deal to buy some traffic if it's only going to cost you between 1 to 10 cents a click.

Hope this clears up why Adwords can be good for your site. If you have any questions, please make a comment, and I'll answer.

Welcome

On this blog, I'll discuss tips on Adwords, latest news, important articles, Adword product reviews and much more! Feel free to make any recommendations or suggestions, or discuss anything of interest. Have fun, and get the word out on THE WORD ON ADWORDS....