Sunday, October 3, 2010

Google AdWords Campaign

Google AdWords Campaign is a fast and easy way to market your own bussines, service or affiliate program. Your ads will start showing almost immediately once you campaign is set up.

Here are the 12 steps to turn your Google Adwords campaign started:

1- Refine Keywords

Use the Google Keyword tool to create a list of keywords related to your product. Ideally choose keywords that receive at least 1000 searches per month. Select your top 20 keywords to use for your campaign. Copy and paste your keywords into notepad so you can easily transfer them to your AdWords account.

2- Setup a campaign

Assumming you already created an AdWords account, create a new online campaign and name it something you can easily identify.

3- Build an ad group

An ad group contains your ads. You can set up as many ad groups as you want within your campaign. I suggest starting with one ad group then name it something related to the product of service you are marketing.

4- Create minimum two ads within each ad group

Create 2 ads so you can split test them. Vary the second ad by only changing one line. Look at other ads on Google to get some idea how to write a good ad. Write a catchy headline that includes your keyword. Your ad should also include the description taken from the words at the top of your product page. For example if your keyword is "red shoes" and the headline of your product page reads "How to buy red shoes," you should include this sentence and keyword in your ad.

5- Choose display and destination URL

The display URL should be the same as your product URL. If the product URL is redshoes dot com your display URL should be the same. The destination URL is your affiliate link.

6- Add your keywords

Copy and paste the keywords you added from notepad into your campaign. Decide if you wish to use broad match (without brackets), "phrase match" or [exact match]. I generally use [exact match] because the words exactly match the keywords I want to use plus the clicks are more targeted.

7- Set your budget

Set a low daily budget low (ie $5/day) so you don't spend a lot of money immediately. Ideally you want to collect your data over a week's period as you never know which day(s) will be the most profitable. Use the AdWords Keyword Tool to calculate the average cost per click you'll pay for your keywords. It's not exact so don't place too much emphasis on it. For example it may say your keyword costs $10/click but after setting up your campaign you observe it only costs 50 cents per click.

8- Target your campaign

The more targeted your ad is the better it will perform. You can target specific countries, time of day, languages, networks and devices (ie laptop, iphone, etc). I usually select English speaking countries, all times of the day, Google search and it's partners and computer and laptop devices.

After letting your new campaign run for a while you'll have sufficient data to begin making adjustments.

9- Rotate your ads

Under the scheduling and serving heading you'll notice 2 options:

a- scheduling - this enables you to show your ad any time of the day

b- serving - you have 2 options

Optimize: Show better-performing ads more often (recommended)

Rotate: Show ads more evenly

Check the rotate option because you are split testing 2 ads and want to see which one performs the best. One ad always serves as the control while you test the other one against it. Doing this exercise improves your conversion rates.

10- Track your Adwords campaign

Use a tracking tool such as Adtrackz to track all your keywords. You'll then know which keywords generated the most sales.

11- Monitor your Adwords campaign

Observe the number of impressions, clicks, click through rate (CTR), cost per click to find which ad and what keyword performs the best then adjust them accordingly.

12- Optimize your campaign to maximize conversions
Your ultimate goal is to get conversions (make sales) otherwise you will only lose money. You need to continually optimize your campaign by testing different ads, adding new keywords, trying different match types (ie phrase, exact, broad), targeting different geographical areas and times. By continuously tweaking your campaign you'll find a winning combination.

Monday, September 13, 2010

Online Advertising Agencies

Online advertising is different from other forms of advertising, since its distribution channel is different. The advertising space on World Wide Web is more interactive, spontaneous, impressive and appealing to the prospective customers. However, the success of an online ad depends largely upon the active participation in it. The web space is sold to numerous webmasters in the form of advertisements, queries and promotional advertisements that are offered to public at large. The online advertising is one of the most emerging domains in the coming times and its past phenomenal success has already come up with a strong and positive impression.

How online advertising agencies perform? These agencies offer specialised services to their clients at an affordable price and since the Internet delivers an idea to a large audience within almost no time, the advertisers benefit from the services of these online advertising agencies. This is the main reason behind the evolution of Online advertising in the recent times and can also be evident from the fact that more and more business organizations', nowadays, are allocating their budget keeping online advertising in mind.

In an advertisement network, publishers display banner ads and get paid for it by the advertisers. The ad serving, placement and rotation are organized by the online ad agency. Marketers are now aware of the benefits of associating with an online advertisement agency. They have started utilizing their interactive and cost effective services. These services also include design and development of innovative and vertical specific banner ads. The banner ads are developed in various forms these days, which can be a Traditional, Skyscraper, Rectangular, Square or Button.

These ads are strategically placed across the online ad spaces. This placement depends upon keywords used by website, its analytics or in short, its capability to come up on SERP. Now, such an extensive and effective advertising helps the marketers to create a demand for their product. It also ensures that the marketer's brand gets a better position and equity in the market. It means that brands owned by SMEs can compete with big brands of leading industry players.