The ABCs of AdWords | Internet Marketing

By KirtChristensen
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Word Count: 442

Succeeding at AdWords is as simple as ABC

A) Always choose keywords which pertain to your product. The temptation to go into the database of a search engine and choose keywords randomly from the top five which sound like they might pertain to you is going to be great; don't do it. Remember, you want to aim all of your efforts at your target audience, something that cannot be done if you are making aimless selections.

B) Before you finalize your keywords be sure that they meet the qualifications. Is it broad enough that it could be used by the average consumer as they search? At the same time, is it sufficiently specific that it won't attract an abundance of dead end leads? You have to pay for those clicks whether they bring you money or not. This is pay-per-click. Once you have made the requisite efforts, and you have a high click through rate, if you are not converting those to sales you will speedily see your advertising dollars flowing down the drain.

C) Carefully consider the amount of money you are willing to bid for a keyword. Search engines are very intelligent; they know that they are going to make the most amount of profit for themselves from the ads whose creators are willing to pay the greatest sums per click. This means that these ads are going to be the ones that turn up at the top of the "Sponsored links" and are going to be the ones who receive the most visibility. Visibility equals traffic, which in a Utopian society would be great for both of you; you place the highest bid on a keyword, the search engine puts the keyword on top of the list and voila! instant profit for both of you.

Sadly this is not always how it is. Being king of the mountain on that list doesn't ensure success if you don't have the funds to buy enough clicks to gain back your investment. The key is to find a balance, and that is not easily done.

D) Don't neglect the follow through. Careful monitoring after you begin your ad campaign, will help you discover how much business they are bringing you. Careful fine tuning is needed to avoid problems and keep your campaigns aimed at your target audience. Without it you could waste a large portion of your advertising budget.

These are the key components of any advertising campaign, and if the savvy advertiser takes the time to learn these lessons well the profits promised by the hundreds of ads claiming that AdWords is the key to internet marketing success may soon be realized.

About the Author

Need to optimize or "fix" your Adwords & PPC campaigns? Kirt Christensen manages over $600k in PPC spending & knows what it takes to make your account hum! When you need a real adwords professional, he's the man!

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