GOOGLE ADWORDS FOR BEGINNERS
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Intrductin
Ggle AdWrds is a huge pprtunity fr businesses and ther rganizatins t imprve their results frm Ggle search, t increase sales, t try ut new business ideas, and in general t make the Web friendlier. Hwever, its als a way t spend mney withut realizing much return. Helping yu t use AdWrds effectively frm day neand, just as imprtant, frm dllar neis the gal f this bk.
AdWrds can get yu in frnt f custmers wh yu culd never have reached therwise. If they enter a search term that yuve successfully bid n, they see yur ad. Yu can chse t selectively run yur ad nly in certain gegraphic lcatins, and nly at certain times f day, pinting the user t any web page destinatin yu want. Yu can start and stp an AdWrds campaign whenever yu like.
Whats mre, AdWrds is pay-per-click advertising. Yu can have literally thusands f peple see yur AdWrds ad and get yur messagingand perhaps, thereby, becme that much mre ready t buy frm yu in the future. Yet yu pay fr the ad nly when smene clicks it. And that click gives yu a chance t cnvert the web user int a paying custmer.
The difficult part is making sure t get the mst ut f all this. AdWrds is a highly cmpetitive marketplace. There are peple ut there wh are very gd at cnverting clicks int cash. Yu need t be able t match r exceed them frm the very beginning.
Luckily, yu are the nly ne in the wrld with yur unique business idea, service, supprt, place (r places) f business, and ther distinguishing characteristics. Using AdWrds can help yu identify and take advantage f yur unique qualities, imprving nt nly yur AdWrds perfrmance, but everything abut yur business.
This bk, althugh small, cvers the whle spectrumfrm the mechanics f setting up an AdWrds ad, t using AdWrds reprting t see hw yur ad is perfrming, t making AdWrds wrk fr yu and yur business r rganizatin. And it des s in shrt, fcused, 10-minute lessns that yu can absrb easily and put t wrk immediately.
Yu can get a quick hit f benefits frm AdWrds withut much wrk. Simply d what many f the big bys d and create an AdWrds ad tied t yur business name, and any cmmn variatins n it r misspellings f it that peple might use instead.
Yu can include yur wn name and variatins n it, if peple strngly assciate yu with yur business. Yu can als include prduct r service names that peple assciate with yur business. Use gegraphic targeting t run the AdWrds ad such that it appears in whatever gegraphic lcatins yur custmers live, wrk, and search nline.
Then, when peple search fr yur business, r fr yu, AdWrds helps ensure that they get where theyre ging. This simple strategy alne can make yur investment f time and mney in AdWrds wrthwhile.
T take AdWrds further, beynd these useful basic steps, requires thinking thrugh several imprtant areas; each requires a certain degree f mastery t d well. Luckily, this bk is here t help. These key areas are as fllws:
. Keywrd tie-ins. What keywrds d yu want t wn, making sure that any qualified Ggle users see yur ad when they enter that specific keywrd?
. Ad text. What can yu say, in abut 10 r 12 wrds, thats mre r less certain t get a ptential custmer t click yur ad? Hw can yu make sure the right peple click and the wrng peple dnt?
. Landing pages. When users d click yur ad, they can g t any web page yu specify. What can yu d n that landing page t mst effectively cnvince yur web visitrs t becme paying custmers?
. Gegraphic targeting. What are the gegraphic areas yur ad must shw up in fr yur natural custmers t see what yu have available? What areas are nice t haves, where yur ad shwing up is gd as lng as its nt t expensive?
. Reprting. Hw can yu get the mst ut f the pwerful, but smewhat limited, AdWrds reprting tls? At what pint will yu need t cnsider mving t Ggles free, pwerful, but ptentially cnfusing Ggle Analytics tl?
Abut This Bk
. Managing csts. Whats a reasnable amunt t spend n Ggle AdWrds advertising? And hw d yu measure yur return t be sure that yure getting yur mneys wrth?
. Websites and scial media. At the end f the day, bth AdWrds and scial media are largely devices fr bringing peple t yur website. Hw can yu imprve yur site s that it helps yu cnvert custmers interest in yu int cld, hard cash?
Business is always cmplicated, but AdWrds brings in a whle new set f buzzwrds and skills t master. Its presence gives either yu, r yur cmpetitrs, a way t get mre business, mre f the time, with less effrt (less effrt, that is, after the initial setup is dne).
S, let it be yu wh benefits. This bk, and the easy-t-use tls that Ggle has pulled tgether int its AdWrds ffering, will be like a magic carpet, taking yu t places yu never dreamed f ging befre. Yu can create a thriving nline business, whether its standalne r a cmplement t a real-wrld, perhaps bricks-and-mrtar, presence.
Abut This Bk
As part f the Sams Teach Yurself in 10 Minutes guides, this bk aims t teach yu the ins and uts f using Ggle AdWrds withut using up a lt f precius time. Divided int easy-t-fllw lessns that yu can tackle in abut 10 minutes each, yu learn the fllwing AdWrds tasks and tpics:
. Creating an AdWrds accunt
. Writing yur first AdWrds ad
. Identifying yur target markets, demgraphically and gegraphically
. Deciding where yu want yur ads t appear
. Setting yur budget and creating an apprach t bidding
. Identifying the keywrds that will bring custmers t yu
. Writing great ads that appeal t yur target markets
. Starting and expanding yur ad campaign
. Using day-f-week and time-f-day ad targeting
. Using AdWrds tls t imprve yur results
. Using AdWrds reprts t imprve yur return n investment
. Imprving yur website fr better AdWrds results
. Mving up t Ggle Analytics
After yu finish these lessns, and the thers in this bk, yull knw all yu need t knw t take Ggle AdWrds as far as yu want it t g.
Wh This Bk Is Fr
This bk is aimed at all business wners, r leaders f ther kinds f rganizatins, wh want t create a Ggle AdWrds accunt and use AdWrds t attract custmers r clients nline. This shuld mean just abut everyne! Yu might have extensive cmputer and nline experience r yu might have very little. Yu might als have sme experience in marketing yur business r rganizatin thrugh varius means, including print and/r nline media, r yu might have very little marketing backgrund.
Thrughut this bk, the term business wners is meant very bradly. If yu wrk in a scial services agency, a public facility such as a swimming pl, r a nnprfit, yu have peple wh yu might call clients , custmers , r sme ther term. They still need t knw abut what yure ffering and hw t take advantage f it. S, business means any stre, lcatin, r service prvider thats pen t the public!
Each lessn in this bk fcuses n ne specific tpic, such as creating yur Ggle AdWrds accunt r identifying keywrds that yur custmers cnsider relevant. Yu can skip frm ne tpic t anther, read the bk thrugh frm start t finish, r bth. Yu can hand it t friends, family members, r clleagues t answer a specific questin that they have, t.
