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GOOGLE PAY PER CLICK ADVERTISING ADVICE * HOW TO MAKE MORE SALES

Google pay per click advertising advice * how to make more sales * choosing keywords * making your Google PPC advertising more profitable whilst reducing your spend

CHOOSING KEYWORDS

The first problem is the choice of keywords. The issue is that there are not enough keywords and the ones that have been chosen are too broad.

What do we mean by keywords being too broad? Well, basically it means you are using keywords that try to target too wide an audience, including a large number of people who are not your ideal kind of customers.

If you are an estate agent in Notting Hill, most if not all of the properties that you have on your books for sale or rental are going to be located in Notting Hill or one of the surrounding areas such as Bayswater. So, the ideal visitor to your website is someone who is looking for an estate agent or a property for sale or rent in Notting Hill (or somewhere nearby) rather than in the more general London area.

GOOGLE PAY PER CLICK ADVERTISING ADVICE

That means, you ought to be bidding on search terms such as:

estate agent Notting Hill
property for sale Notting Hill
houses for sale Notting Hill
flats for sale Notting Hill
real estate Notting Hill
buy property Notting Hill
estate agent Bayswater
property for sale Bayswater
houses for sale Bayswater
etc

True there will be less people searching with those terms than there are for terms that include "London" instead of "Notting Hill" or "Bayswater" but, as we said above, those people who are searching with these narrower criteria are far more likely to be the serious buyers who have a better idea of what it is they want to buy. This is good advice when using Google pay per click advertising.

Ask yourself: would I rather talk to 100 people a day who are not very interested in what I have to sell, or would I rather talk to ten people who know what they want to buy and know that I am the person who can sell it to them?

Anyone with any sense will opt for the ten warmer prospects and that is what you are more likely to attract if you use narrower search terms rather than broad ones.

Not only that, but it will cost you less too. Generally speaking, the broader a search term is then the more competitive it is (i.e. the more other people there are bidding on it) and hence the more expensive it is to appear high up the PPC results for that search term.

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HOW TO MAKE MORE SALES

So, in summary, tightly focused keywords mean:
  • lower costs per click
  • fewer clicks
  • more targeted response
and hence a lower cost per sale or cost per enquiry via your website and how to make more sales.

Writing Good Ad Text

The second mistake that our imaginary estate agent has made in the example above is to use the wrong kind of advert. To save you going back to it, here is a reminder of what it said (minus the website address line):

London Estate Agent
Wide range of flats and houses
to buy or rent. Friendly service.

The problem here is a similar one to what we saw with the keywords - it's too broad and it is not closely matched enough to the tightly focused Notting Hill and Bayswater keywords that we started to come up with just now.

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CHOOSING KEYWORDS

Why does this matter and why is choosing the right keywords so important? Well, let me give you an example.

While I am writing this, I've just typed the phrase "estate agents Brixton" into Google (Brixton being a suburb in South London). The very first advert that appears at the top of the AdWords search results is titled: "Clapham Estate Agents". The next three are all titled either "Estate Agent Brixton" or "Brixton Estate Agents".

Now, if I have typed "estate agents Brixton" into Google, then I'm obviously looking for an estate agent in Brixton. Whilst Clapham is only a mile or so away, I am very unlikely to click on the Clapham estate agent's advert (even though it is at the top of the list) because there are three other adverts below it which jump out at me as appearing to precisely match what I am searching for.

So, our estate agent in Notting Hill ought to be using an advert that looks something like this instead:

Notting Hill Estate Agent
Estate agents in Notting Hill.
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MAKING YOUR GOOGLE PPC ADVERTISING MORE PROFITABLE

Do you see what kind of a situation we are engineering here?

Someone sits down at Google wanting to find an estate agent in Notting Hill. They type "estate agents Notting Hill" into Google. Because that is one of the keywords our imaginary estate agent selected for his AdWords campaign, his advert is triggered to appear.

The potential buyer sees the advert, recognises immediately from the title that it matches what he or she is looking for, and so clicks it. This is making your Google PPC advertising more profitable.

If the advert had been titled "Estate Agent London" there would have been a much slimmer chance of it being clicked.

An advert that is clicked on a lot is said to have a high click-through rate (CTR). The CTR is expressed as a percentage. For example, if your advert is displayed for 100 different searches and is clicked on 14 times, then it will be said to have a CTR of 14%.

REDUCING YOUR SPEND

Why does this matter? Well, Google works on the theory that if an advert gets a high CTR then it must be of interest and relevance to the people who are searching. Google wants to give its users meaningful and useful search results. Therefore, they use a combination of keyword bid price and CTR to determine whereabouts in the rankings a particular advert is displayed.

This means that if you have a well written advert that gets a high number of clicks then you can potentially appear higher up the listings than someone who has bid more than you but has a poorly written unfocused advert that gets fewer clicks and hence a lower CTR. This is also one way of reducing your spend....


You are reading an extract from

The Golden Web - The Internet Entrepreneur's Definitive Guide to Making Money Online

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Google pay per click advertising advice * how to make more sales * choosing keywords * making your Google PPC advertising more profitable whilst reducing your spend




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