Google Adwords. The Rationale, The Stragegy And The Architecture Of An Effective Ad

Background

 In recent times whilst delivering the half day free coaching sessions for the Federally funded Digital Enterprise Program (DEP), I have received many requests to discuss and in most cases set up Search Engine Sponsored links or paid ads which of course for the Google search engine are called: Adwords.

 AS you can see from the screen shot above the Adwords are typically displayed down the right hand side of the page of the search engine listing and usually also occupy the first few spots at the top of the left hand column, just above the organic results that occupy the remainder of the left hand side column. 

The Rationale

The most compelling argument for why Adwords (and sponsored links in general) are necessary for so many marketing campaigns stems from the fact that around 70% of search engine users don't go beyond the first page of results. Similarly 90% of users don't go beyond the second page of displayed results for any given set of search results. What this means in real terms is essentially that if your product or service is ranked organically on page three or beyond, then you are only being seen by less than ten percent of those searching for that term. 

Thankfully regardless of where you rate in terms of organic search, you can usually achieve first page placement with a well written and targeted Google Adword.The Strategy
 Simply put the key strategy is to combine SEO tactics and the use of cost effective adword  spending that will ensure that your product, brand or service is routinely able to be seen on page one of Google for the most important search key words and terms as revealed by Google's own Keyword Tool.

The Strategy

Simply put the strategy adopted here is to ensure that at all times there is at least one listing visible to your target market either through Organic Ranking and /or through the Search Engine Marketing Ads such as Adwords.  This combined strategy involves concurrently ensuring that quality content is consistently written and professionally formatted and optimised to fully meet with Google's expectation of content, whist still investing appropriately in paid ads that appear only to precisely targeted customers and prospects based on the key words submitted to Google as part of the campaign design.

In every case the key words selected are paid for at a known and agreed price that when clicked on will add to the daily budget also nominated by the ad organiser. When this daily maximum budget is reached, the ad simply disappears until the next day where it then reappears to those that search for the specific words and terms listed. In this way the traffic is perfectly targeted and each key word has a much greater chance of achieving a  suitable click through rate (CTR) required by Google to key each key word active.

The Architecture 

Google Adwords are very simple in design and can be effectively written for any product or service once the basic required format is fully understood. For each ad there are four separate lines as follows: 

The first line is the heading which can be up to twenty five characters in length including the spaces between the words and of course should contain the likely key words being used in the first place to bring up the ad. Google has constantly reported that the most successful Adword ads consistently have the most important key words as part of the heading. Hint, Hint.

The second line and third lines are thankfully longer at up to thirty five characters each and are used to provide a key benefit that the product offers and importantly a call to action to drive the customer to perform some required behaviour.

Finally the fourth line is the destination URL where your landing page resides on the server.
Although it can be the home page of your website I encourage you to set up a specialised landing page that will more precisely be able to direct the arriving inquiries.

So there you have it.  Simple, practical, cost effective and ultimately another formidable marketing tool in your weapons array. Naturally if you would like to learn more about Adwords or any other aspect of digital media I would encourage you to also come along to any of the seven free 2 hour workshops for the Digital Enterprise Program and obtain a free half day coaching session just for showing up.  Simply sign up here to sign up:

http://www.vecci.org.au/business-solutions/digital-enterprise-program


So until next time, good luck and good marketing.
Regards
Daniele