Although Google’s AdWords may be the best way of getting targetted, business-generating traffic to your website, it is often not as easy as it sounds. Since many people could be trying to use AdWords, you have to use this program carefully in order to leverage its functions. Just for your information, I know a person who is earning $90 per hour for just writing optimized AdWords ads for his clients.
Since very often AdWords campaign depends on the content of the pages, it is vital how you formulate your AdWords campaign — not only the keyowrds, but also the creative that is used. Although there is always a scope of improvement and optimization, the following steps can help you leverage your campaigns properly.
TARGET YOUR KEYPHRASES CAREFULLY
First a sidenote: It’s always better to use key phrases rather than keywords. For instance, if you are selling beads jewellary, avoid using “beads” or “jewellery” as your target keywords. This is because if a person is searching for beads jewellery to buy, there is a greater chance he or she will be searching for “beads jewellery”, “jewellery beads”, “brown beads jewellery”, or something like that. People mostly use phrases and not lone words.
Now, coming to targetting. Always remember that it’s not the hits that matter but the sales you make from those hits. This is called your ROI (return on investment) — how much you spend on your AdWords campaigns and how much you earn through them.
From your AdWords campaign, you only need those people referred to your website who really want the product or service you are selling. You don’t want those people clicking who might just be looking for something similar but not the exact thing.
So always be very specific. Avoid words or phrases that might send you unwanted traffic, wasting your money as a consequence.
AVOID DOUBLE MEANING WORDS
There are words and phrases that can transmit ambiguous meanings. These words should be avoided. Be sure and examine your keyword list for any words that could take on a different meaning than what makes sense for your business. The best way to figure this out on your own is to simply do searches at the major search engines for each of your keywords, and see who else is in the result set with you. Then end up finally selecting the keywords that fit your purpose and relevance for the campaign.
WRITE A COMPELLING AD
Merely knowing which keywords to use and how to format them with keyword matching options alone will not make your Adwords campaign a success. Your ad should be compelling and it should be able to grab attention. It’s like in any other ad campaign. Since there is lots of noise around, you need to be heard by your targetted surfers. It’s isn’t easy because you only have a limited number of characters to use, but then, as I mentioned above, there are experts who do just this job and earn big money.
Use provoking words like free shipping, special offer, limited time offer, tips, tricks etc. These types of words actually attract the users but make sure that the words are specific to your business otherwise they can be removed by Google or deluge your website with free-seekers.
Sell the benefits, and if possible, immediate benefits.
HAVE KEYWORDS IN THE TITLE
Your keywords should be prominently visible in your title. People tend to get attracted by those ads that contain the keywords they have searched for.
MENTION RATES, IF POSSIBLE
Mentioning your rates in the ad is an ample indication that you are not selling a freebie. They also deter those from clicking who cannot afford your rates.
USE  (square brackets) WHILE DEFINING KEYWORDS
If you want to be found for only “sports shoes in dakota” you must enclose this phrase within square brackets. A few examples:
[sports shoes in dakota]
[brown beads jewellery]
USE RELEVANT PAGES
It is not necessary that all ad links should lead to your home page. You can create specific landing pages to derive maximum mileage and reduce the chance of distracting the visitors.
CREATE MULTIPLE ADS
Creating multiple ads can help you what sort of ad campaign gives you the maximum ROI. You can also create keyword-specific ad campaigns. They don’t cost you extra and help you focus your campaign better.
AVOID COMMON WORDS
Avoid words like “in”, “for”, “to”, “at”, “of”, etc. because firstly, they unnecessary use the allocated quota of characters, and secondly, Google ignores them anyway while searching for the keyword.
USE SPELLING VARIATIONS AND OTHER TOOLS
Some people use different spellings for same words. For instance, some search for “webdesigners”, and some search for “web designers”. Again, many use “specialized” and “specialised”. People also use different keywords sometimes to find the same thing. You can use this link: //adwords.google.com/select/main?cmd=KeywordSandbox to find out what other keywords and key phrases you can use with your own choice.
USE NEGATIVE WORDS TO YOUR ADVANTAGE
You can specify for what words you don’t want to be found. This comes handy if you don’t want to be found by people looking for white beads jewellery. Just include “white” as your negative keyword.
USE GEO-TARGETTING IF IT MATTERS
Why make people click from France if you only want business in the USA? If you select the countries where your ads should be displayed and where not, it helps you avoid unnecessary clicks. Remember you pay for every click.
So these are a few pointers and I hope they help you better utilize your Google AdWords campaigns. All the best.