Promoting Your Website Using Google AdWords
Every online marketer and website owner dreams of seeing his/her website on the hallowed first page of a search engine. Nowadays, people don’t have time to scroll through the twenty odd pages of Google’s search results. A first page ranking means more visitors, which means more conversion rates for your business.
So how do you promote your website? Well, for one you have the organic method (unpaid) wherein you use SEO to boost your website’s ranking. Then there’s the PPC (Pay-per-click) method, in which you use advertising on search engines and websites to promote your dot com.
Today, we’ll talk about the latter method, focusing on Google AdWords.
All technicalities aside, there are three basic elements to focus upon. These are:
They make for the three basic foundations of a successful Google AdWords campaign. In this article, we’ll talk about them with the objective of promoting your website.
So how do you promote your website? Well, for one you have the organic method (unpaid) wherein you use SEO to boost your website’s ranking. Then there’s the PPC (Pay-per-click) method, in which you use advertising on search engines and websites to promote your dot com.
Today, we’ll talk about the latter method, focusing on Google AdWords.
All technicalities aside, there are three basic elements to focus upon. These are:
- Keywords
- Ad
- Landing Pages
They make for the three basic foundations of a successful Google AdWords campaign. In this article, we’ll talk about them with the objective of promoting your website.
1. Keywords
For users to click on your ad, you need to know what they’re searching for. Once you know the keywords they’re entering into the search engine, create your ad using these same or similar words. This way, your ad will show up when they hit ‘Search’, increasing the chances of your ad being clicked.
1.1 Keyword Targeting
This is one area where many marketers goof up, making the entire ad campaign a costly failure.
We’ll share some tips so that you don’t end up making the same mistake.
1.2. Refining Your Keywords
Now that you have a tentative list of keywords, it’s time for some refining.
If you don’t have the big bucks to spend, it’s best to remove one-word keywords which will probably cost a lot. In any case, one-word keywords don’t really work. We’ll explain this with an example. Say you’re looking for a dry cleaner in Ohio. What would you search for? ‘Dry cleaner’? Or would it be ‘Dry cleaner Ohio’? Or rather ‘Best dry cleaner Ohio’? Most users search for products and services using more than one keyword.
Also consider whether your keywords have an informational value or a transactional appeal. A user hitting ‘dry cleaning methods’ on the search engine is probably looking for a guide on dry cleaning. No point in advertising to him, wouldn’t you agree? This is a keyword with informational value. On the other hand, someone entering ‘dry cleaning companies Ohio’ is a potential customer, making this a keyword of transactional appeal. So you know which keyword to pick between the two. Sift through your list keeping this in mind.
Refining your keywords meticulously is key to reaching your customers. If the right people land on your page, your website’s ranking will definitely increase.
For users to click on your ad, you need to know what they’re searching for. Once you know the keywords they’re entering into the search engine, create your ad using these same or similar words. This way, your ad will show up when they hit ‘Search’, increasing the chances of your ad being clicked.
1.1 Keyword Targeting
This is one area where many marketers goof up, making the entire ad campaign a costly failure.
We’ll share some tips so that you don’t end up making the same mistake.
- First off, don’t rely on your own expertise. Brainstorm with colleagues and friends, especially those who aren’t in your business. Ask them which keywords they would use to search for your products and services.
- Google offers plenty of resources to gain insights on user habits. Take advantage of them! Using tools such as Google’s Keyword Tool and Google Insights is a must.
- Use metrics like Google Analytics to help you out further. Set up Advanced Segments to find out exactly what your potential customers are searching for.
1.2. Refining Your Keywords
Now that you have a tentative list of keywords, it’s time for some refining.
If you don’t have the big bucks to spend, it’s best to remove one-word keywords which will probably cost a lot. In any case, one-word keywords don’t really work. We’ll explain this with an example. Say you’re looking for a dry cleaner in Ohio. What would you search for? ‘Dry cleaner’? Or would it be ‘Dry cleaner Ohio’? Or rather ‘Best dry cleaner Ohio’? Most users search for products and services using more than one keyword.
Also consider whether your keywords have an informational value or a transactional appeal. A user hitting ‘dry cleaning methods’ on the search engine is probably looking for a guide on dry cleaning. No point in advertising to him, wouldn’t you agree? This is a keyword with informational value. On the other hand, someone entering ‘dry cleaning companies Ohio’ is a potential customer, making this a keyword of transactional appeal. So you know which keyword to pick between the two. Sift through your list keeping this in mind.
Refining your keywords meticulously is key to reaching your customers. If the right people land on your page, your website’s ranking will definitely increase.
2. Giving a Compelling Ad Pitch
Okay, so you’ve made sure that your ad will reach your potential customers, thanks to the right mix of keywords. Now you need to impress them.
You have 95 characters (25 for headline + 70 for description) to make your pitch to potential customers on the search engine. Make it count.
Here are some tips on writing a powerful ad copy:
If you have a strong enough ad, search engine users will click on it to be directed to your landing page.
3. Landing Page
All the right keywords and appealing ads on Google can’t help your case if your landing page doesn’t manage to hold your potential customers. Make your page PPC-friendly by giving it the right spin. Here’s how:
Okay, so you’ve made sure that your ad will reach your potential customers, thanks to the right mix of keywords. Now you need to impress them.
You have 95 characters (25 for headline + 70 for description) to make your pitch to potential customers on the search engine. Make it count.
Here are some tips on writing a powerful ad copy:
- If you can squeeze your company’s USP in the headline, nothing like it. Powerful, eye-catching headlines with a strong pull will have people clicking like there’s no tomorrow.
- Use your company’s trademark to make your ad look genuine. There’s plenty of spam advertising out there, you need to go the extra mile to look reliable.
- Use numbers to highlight the savings your customers stand to make if they do business with you. Stuff like “25% discount on summer sale” sounds highly attractive.
If you have a strong enough ad, search engine users will click on it to be directed to your landing page.
3. Landing Page
All the right keywords and appealing ads on Google can’t help your case if your landing page doesn’t manage to hold your potential customers. Make your page PPC-friendly by giving it the right spin. Here’s how:
- You don’t need to rely on simply text anymore. It’s your landing page. Use diverse media to engage your visitors. Photos, videos and customer testimonials are great landing page material.
- Make it as simple as possible for visitors to purchase your product. Some companies simply redirect visitors to their online shopping page. Others use clear call-to-actions (“Call us now!”) and simple guidelines. The latter works really well, might we add.