Google AdWords - a Good vs. Bad Campaign Keyword Discovery
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Google AdWords - a Good vs. Bad Campaign

Posted by Daryl H. Bryant on: 2006-10-05 19:59:06

Self SEO > Pay Per Click Articles


Google AdWords ads connect you with new customers at the precise moment when they're looking for your products or services. According to Google, the Google Network reaches more than 80% of Internet users.


With Google AdWords you create your own ads, choose keywords to help match your ads to your target audience and pay only when someone clicks on them… this is what is referred to as “pay-per-click” advertising.

Google AdWords is a perfect way to advertise, if done correctly. Many companies waste hundreds or thousands of dollars every month on “unwanted clicks” that are not truly generating “targeted clicks” for their business.

If setup correctly, Google AdWords can be a great resource to reach hundreds or possibly thousands of users looking for your exact product or service, which will lead to increased sales. The key word here is “exact”. I have found that through my experience of setting up Google AdWords campaigns for my clients, the best successes have been generated by the campaigns that use very specific keywords rather than generic or broad keywords when describing a product or service.

Also, it is very important to analyze if your product is local, national or global. Google AdWords allow you to only have your ads displayed for your selected areas. You can specify a single state, and entire country, multiple countries, or the entire Internet world; it’s completely up to you.

Let’s take an example to help paint the picture of what not to do. Say you were a real estate agent that sold commercial real estate only in New Jersey. If you purchased keywords like “real estate” and had them displayed throughout the US, then those would lead to what I refer to as “unwanted clicks”, causing you to pay for unnecessary visits to your site.

What should be done is this; first, the keyword “real estate” is too generic and does not specifically describe your service of selling “commercial” real estate. Secondly, you should only have your ads displayed for New Jersey Internet users only since this is the only state in which you sell commercial real estate. A much better version of this would be to purchase a keyword like “commercial real estate” and setup your ads to only display in New Jersey, hence leading to targeted clicks.

Does this make sense? The overall goal of Google AdWords is to direct “targeted clicks” to your website and that is how you should look at it 100% of the time. The goal should not be to acquire as many visits to your site as possible but instead, to acquire the best quality of targeted clicks. As I stated before, Google AdWords is pay-per-click advertising so you should only focus on having keywords that will direct “targeted clicks” to your site, this way you pay for these clicks and not the “unwanted clicks”.

If done incorrectly, Google AdWords can cause you to unnecessarily spend precious marketing dollars. But if done correctly, Google AdWords can allow you to open your doors to a whole new means of selling your products and services online.

Google AdWords is a must have in your arsenal of advertising campaigns. So be sure to focus on your product and service and fully analyze what your target audience will be searching for on the Internet. This is what should be your list of keywords…. It’s that simple!

I wish you all the best of luck advertising your products and services.

Go get the sale!

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Hudson Horizons is an e-business product, solution and marketing company specializing in creating highly sophisticated customized websites, web-based software applications and providing e-marketing services for small and mid-sized businesses.

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