Google Adwords can be an effective way to advertise your business
online, and over the years Google has added a number of features which
can help you increase the effectiveness of your advertising at no extra
cost.
In essence, Adwords is quite simple - make sure that your ad is highly relevant to the keyword the user has typed in, ensure that the landing page linked to the ad is also extremely relevant, and bid more than your competitors.
In fact, the advertiser with the top position on any Google page is paying less per click than their competitors, because Google calculates the cost per click for each ad based on the factors like the quality - or relevance - of the ad text, the quality of the landing page and the click-through rate of the ad.
Here are seven ways you can get higher click-through rates and lower costs per click:
1. Use the keyword in the ad headline.To do this, you'll need to set up multiple ad groups, with closely-related keywords in each group. For example, if you are in the kitchen remodeling business, you would have separate ad groups for "kitchen remodeling" and "kitchen renovations", and the ad headlines would contain the relevant keywords.
2. Use the keyword in the ad description. Google highlights the keyword in your ad text, and you should take advantage of this by using the keyword in the ad description.
3. Use a strong call to action in the description. Google doesn't allow you to say "Click here" in your ad, but you can use a call to action like "Get A Free Quote" or "Call Now!".
4. Use a call to action or keyword in the Display URL. Google limits the display URL to 35 characters, so this won't work if your domain name is too long. You can create a display URL like "www.YourBusiness.com/GetAQuote" or "www.YourBusiness.com/Kitchens" - make use of every bit of advertising space Google allows.
5. Use a Call Extension - Google allows you to add a phone number at no extra cost, as a "Call extension". Since there's a chance that a prospect may call the number without clicking on the ad, adding a number could save you money.
6. Use a Sitelinks Extension. Sitelinks extensions show up under your ad if it's in one of the top 3 positions. These are links to other pages on your site - you can decide which pages you want to link to. You can have different sitelinks for each ad group. This is important because it allows your ad to take up more space on Google's page, making it more likely that your ad will be noticed and clicked.
7. Use a Location Extension. If you have a Google My Business page (formerly Google Places) Google will automatically display your physical address under your ad - if you have a Location Extension set up. Again, this is about standing out from the other advertisers.
Ultimately, the most important metric is the click-through rate of your ads. The more people who click on your ads, the more relevant Google assumes them to be. The more clicks you get, the higher on the page they'll be displayed, and the lower the cost per click.
In essence, Adwords is quite simple - make sure that your ad is highly relevant to the keyword the user has typed in, ensure that the landing page linked to the ad is also extremely relevant, and bid more than your competitors.
In fact, the advertiser with the top position on any Google page is paying less per click than their competitors, because Google calculates the cost per click for each ad based on the factors like the quality - or relevance - of the ad text, the quality of the landing page and the click-through rate of the ad.
Here are seven ways you can get higher click-through rates and lower costs per click:
1. Use the keyword in the ad headline.To do this, you'll need to set up multiple ad groups, with closely-related keywords in each group. For example, if you are in the kitchen remodeling business, you would have separate ad groups for "kitchen remodeling" and "kitchen renovations", and the ad headlines would contain the relevant keywords.
2. Use the keyword in the ad description. Google highlights the keyword in your ad text, and you should take advantage of this by using the keyword in the ad description.
3. Use a strong call to action in the description. Google doesn't allow you to say "Click here" in your ad, but you can use a call to action like "Get A Free Quote" or "Call Now!".
4. Use a call to action or keyword in the Display URL. Google limits the display URL to 35 characters, so this won't work if your domain name is too long. You can create a display URL like "www.YourBusiness.com/GetAQuote" or "www.YourBusiness.com/Kitchens" - make use of every bit of advertising space Google allows.
5. Use a Call Extension - Google allows you to add a phone number at no extra cost, as a "Call extension". Since there's a chance that a prospect may call the number without clicking on the ad, adding a number could save you money.
6. Use a Sitelinks Extension. Sitelinks extensions show up under your ad if it's in one of the top 3 positions. These are links to other pages on your site - you can decide which pages you want to link to. You can have different sitelinks for each ad group. This is important because it allows your ad to take up more space on Google's page, making it more likely that your ad will be noticed and clicked.
7. Use a Location Extension. If you have a Google My Business page (formerly Google Places) Google will automatically display your physical address under your ad - if you have a Location Extension set up. Again, this is about standing out from the other advertisers.
Ultimately, the most important metric is the click-through rate of your ads. The more people who click on your ads, the more relevant Google assumes them to be. The more clicks you get, the higher on the page they'll be displayed, and the lower the cost per click.
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