Before we begin in earnest to lecture you on the subject of the article, let us reiterate what you surely know already: it is imperative that you have a proper and relevant landing page ready for when people do click on your ads. Without that, you will end up losing money. Period. Now let’s talk about Dumb and how not to be.
1. How Wide is Your Net?
Are you targeting all the keywords that came up as being lucrative and ‘buying’ when you did your research? That’s probably not a good idea. You will be spreading yourself too thin, imagining that every keyword will get you conversion, but it doesn’t work that way in real life.
Ten percent conversion is high enough, and to get enough customers to make a profit, it makes sense to target a relatively small section of people. If you do this properly, you will be able to attract the maximum number of clicks for a few keywords and, hopefully, make a decent number of sales. When you target very specific keywords, you can avoid paying for clicks made by people looking for things that are similar to yours but not quite what you are offering.
Also, if you have a lot of clicks for an ad, Google will charge you lower rates this is possible when you target a specific section of searchers. And as we mentioned at the very outset, you will need a relevant landing page for each keyword (you make a promise through the keyword which the landing page fulfills). Creating a number of such pages and then realizing that only one or two keywords are actually getting results can be frustrating.
In all respects, it makes sense to prune your keyword list and try to work your way around the few that remain. You should start with a very small daily budget to understand how things are working and then further narrow down your list to the ones that show most promise. AdWords can get your fantastic results, but you can’t just leave the ads running without monitoring them and hope things will work out on their own.
2. Do Your Headlines Sound Like Ads?
Well, you are writing ads, so they should, right? Wrong! People don’t search using such phrases as ‘killer opportunity’, ‘exclusive chance’, ‘Idiot-proof ways’, ‘maximum response’ and so on. Those get visitors, but in a marketing context. Here, you will be targeting what people actually type into search boxes.
A simple phrase like ‘home remedy for beer belly’ might prove to be an infinitely better option than writing ’5 shocking facts about beer belly problems your doctor will not tell you’. Try to understand the difference between article headlines that attract attention among multiple search results and actual key-phrases that people use. Use the description to sell your headline – ‘every kitchen will have these 4 simple ingredients to reduce beer belly for good’.
Please understand that this is not an article about copy writing – we are only trying our best to give you an idea of what your ads should sound like. You can do better than us, but pay attention to the principles. Our example is in conversational language (possible search query), focused (not just any kind of belly) and offers a very specific solution (home remedy) which gets permanent results (for good) through the simplest means possible (kitchen ingredients). And, in fact, what we have composed may actually bring in loads of visitors if a number of people have in mind what we have offered, and are using similar key-phrases in search. So, don’t worry about spectacular or boring – just stay close to real life search terms.
3. Are You Getting Expert Advice?
Who would be a better expert at AdWords than Google, right? Hmm… not according to what we have heard. You are welcome to go ahead and try this for yourself, but as far as we are concerned, ‘Thanks, but no thanks’ is what we are going to say if a Google representative offers advice (as they are known to do) on ‘optimizing’ our campaigns. What you will learn by spending money out of your own pocket and wasting some of it in trial and error is the real deal. You have Word tracker and Google’s own keyword tool to help you out. If you need more help, ask your peers, not Google.
Putting It Together
Do your keyword research, make a list of buying keywords, prune the darn list till you can prune no more and set up your campaign(s) on a minimum budget. Monitor results and retain only the keywords that are getting the best results. Choose a keyword or phrase that is akin to choosing a sub-sub niche or a long tail keyword to attract searchers with very specific things in mind – which you will be offering. Oh, and by all means, Google for expert advice, but don’t ask Google!