Building Your Site with Adwords

If you don’t know about Google AdWords, get ready to learn about one of the most powerful tools on the Internet. Google Adwords is the best way of promoting your business and your site to the largest community of Internet users in the world, the users of Google?s search engine and Google’s search partners. There is no greater opportunity on the Internet to attract and hold traffic to your site through paid advertising. But it you are not firmly grounded in the principles of what Adwords is and how Adwords works, you won’t get the results you need, and you may even waste your advertising budget.

Step #1 for creating ads that get traffic to your site from Adwords is to make sure you know what your potential visitors are looking for. It’s not all about keywords. You need to get into your visitors’ heads to know what they are looking for when they visit your site.

You still start with keywords before you use Adwords. Look at the keywords you have on your website right now. Use WordTracker to find additional options and long-tail keywords that place your site in a unique niche. Make the list of keywords as long as you can. Later, as you narrow down your list of keywords, you will find a few high-performing gems that are perfectly matched to your content. Right now, just get all the keywords you can. The match between keyword and content that bumps up high Click Thru Rates (CTR) and conversion rates comes in Step #2.

Next, create and fund your Adwords account. At this point you can begin choosing a smaller list of keywords from your master list for your first Adwords campaign. You will choose that shorter list of no more than 20 keywords and then write your first ad. Write an ad you think will motivate clicks, and then write a second ad with a slightly different wording. This process is called split testing. Comparing ads through split testing will help you find exactly the right wording to attract customers. You will find combinations of keywords and ad text that work optimally to drive traffic to your site. Over and over, you will make small changes that lead to better click thrus and conversions.

If there’s a basic rule for Adwords survival, it’s setting your advertising budgets low until you have completed your Adwords testing. Sometimes just $100 a week will get you the data you need to make your site truly profitable. Other times, it takes a lot more than $100 a week to test ads for a broader niche. Either way, always check your returns against your investment. Adwords allows you to do this by inserting values for goals, such as a sale of a product. You will measure conversions to compute whether you have made your money back and by how much.

The measure of a financially successful Adwords campaign is that it earns at least 50% return on investment. A 50% return will ensure that you can take some profits while still having money to grown your site. If you carefully test and retest every advertising decision as you go along, you can increase your ROI, pumping up your ad budget from the sales you get from Adwords.

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