Article updated 25/08/2010

Your Google Adwords success is about sales conversions NOT clicks.

How to chose your keywords:

• Write down all the possible keywords and phrases relevant to your business.
• Try the various keyword suggestion tools and type your main keyword. This will provide you with suggested variations.
• Work out your negative keywords (words matched with your keyword that are not associated with your business).
• Refine your list to the precise words you wish to target.
• Don't forget your location - it is an important keyword for most businesses.

Ad Copy Creation

Make every word count.

Go to Google and type your keywords. In the normal search results, you will notice that the keywords are highlighted in bold - that is to grab the attention of the surfer and to give an impression that the search listing is relevant.

Now look at some of the AdWords advertisements on the right (and also sometimes at the top of the page). You will notice that some of the ads stand out against the rest.

Make sure that your main keyword is in the title of the ad copy. If you are creative enough, you should be able to include other associated keywords in the body of the ad. A great description gives as much relevant information as possible to the potential customer.

Finally, always link the customer to a page that contains the exact information, product or service that they were searching for. For example, don't just land the customer on your home page - link them to the exact product page!

Set up the conversion tracking

This is a really important part of Google Adwords that most inexperienced users don't understand.

We specialise in PPC advertising with conversion tracking so that we can achieve the maximum return on investment from your advertising budget.
It is easy to get caught up measuring the number of clicks you are receiving. But it’s not clicks that count! So use conversion tracking to measure the number of meaningful actions your visitors take on your website after clicking your ad.

Less than 20% of all of your keyword phrases will produce more than 80% of your profits and sales. With conversion tracking, you are able to see which keywords, ads and campaigns are producing the best conversions.

What do the terms mean?

• Click Thru Rate - the rate at which a user clicks on your advertisement. For example, if the user clicks on your advertisement 1 times in 10, then you achieve a 10% CTR.
• Cost Per Click - The amount charged to your Adwords account when a user clicks on your advertisement.
• Bidding - Google works on an auction system where you can bid on a Maximum Cost Per Click that you are willing to pay for a particular keyword.
• Ad position - Depending on how much you bid, and other factors, this shows the average position in the list of advertisements that you ad is appearing.
• ROI / ROAS - Return On Investment or Return On Advertising Spend both refer to methods of measuring whether your investment in Google advertising is delivering results.
• Conversions - the term used to measure what the user does after they have clicked on your Google advertisement (ie once they are on your website). In some cases you may want them to purchase a product, in other cases you may want them to enquire via a Contact form.

What are the keyword matching options?

• Broad Match - a keyword phrase is written as is, for example: google adwords. Your Ad will potentially be shown to anyone searching for 'google' and 'adwords', in any order and possibly with other terms.
• Phrase Match - a keyword phrase is enclosed by quotation marks, for example: "google adwords". Your Ad could be shown to anyone searching for 'google' and 'adwords', but only in that order, and possibly with other terms.
• Exact Match - a your keyword phrase is enclosed by square brackets, for example: [google adwords]. Your Ad will only be shown if somebody searches for 'google adwords' in that order and with no other terms.
• Negative Keyword - a keyword is precluded by a minus sign, for example: -tricks. This stops your Ad from being shown if somebody searches using that term. For example, 'google adwords tricks' would stop your Ad from being shown.

Check your statistics

It is important that you familiarize yourself with the reporting data that Google provides. Don't forget to watch what keywords perform well and delete the ones that cost you nothing but money.

Dont be afraid to get help

J6 design is partnered with various qualified Google AdWords™ companies. Together we work to ensure your pay-per-click campaign is correctly managed to maximize your return on investment.

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