Selecting the right keywords is one of the most critical parts of AdWords campaigns. Your keywords are what will be bringing visitors to your site and ultimately translate into conversions. Some marketers will tell you that the more keywords you use the greater the likelihood that your campaigns will be more effective, but this may not be true. Others choose to use broad terms with fewer keywords though.
There are some free keyword research tools online along with an amazing amount of resources for learning how to use them. Forums and chat rooms are always teaching people the best and latest methods of searching for the right keywords and keyword phrases to get the greatest amount of attention for any website.
Ad Groups
Once the keywords have been selected, the next step is to set up ad groups for the purpose of tracking keyword terms, weed out low performing keywords and improve the performance of others.
Titles
Since the title of any campaign will be the first thing potential customers will see, it should be attention grabbing. For instance, if you are advertising candy, don’t just put candy in the title and call it good. Instead, use other words that indicate how good that candy is. If you are selling gourmet candy, be sure to put gourmet in the title, and make sure you tell consumers something incredible about the ‘gourmet candy.’
Description
The description should tell consumers how your product or service will solve a problem they have and include an incentive to buy and strong call to action. Be sure that it is concise and to the point because you want to drive viewers to your site using just a few words.
Once all of this has been initiated, you cannot stop there. You have to measure the results of each campaign. Google AdWords allow you to put a tracking code on each page so that you can follow the performance of each keyword used in a campaign. It tracks sales, lead capture and conversion costs. This even lets marketers test for the effectiveness of keywords and change them as required.
Greater Specificity
Getting more specific with where your ads will appear creates greater success. You can target where your ads will show up. That could be by country, region, state and local areas. It would be foolishness for a locally operating business to pay for ads that show up around the world when they can only sell products to those in their local areas.
Getting creative with AdWords and experimenting a bit will result in increased conversions when you know how to do it right.
Melonie Ohlson is a blogger and internet marketer who is learning to use Google AdWords to promote her offers online.
