Google Adwords - 2 Vital Considerations to Improve Your Efficiency

With Internet marketing, as with anything else, there exist a few fundamental precepts that inform successful operations. One of the most important of these precepts is efficiency. Simply defined, this means maximizing your output while minimizing your input. With relation to internet marketing, specifically pay per click advertising, and more specifically Google AdWords, the concept translates into maximizing your traffic, and consequently profits, and minimizing your time, labor, and financial costs. Enhance your level of efficiency with these two important considerations:

1) Keywords, Keywords, Keywords!
With Google AdWords, your keywords form the bedrock of your advertising campaign. When people talk about targeted marketing, think focused, well-chosen keywords. However, choosing the right selection is not as easy as you think.

The same words aren t always the same. Allow me to explain with a simple example. What is the difference between glamour photography and glamour photography ? To the AdWords tyro, this may not seem like an obvious discrepancy, but in the world of PPC there is a strong distinction. When you use glamour photography, without the quotation marks, your ad is prompted to appear when the words glamour and photography, in any order, are part of the search query. By adding the quotation marks glamour photography you restrict queries to those that have glamour and photography as any part of the search, but only in that order. To be even more specific, you can apply brackets [glamour photography]. In this case, only searches that contain glamour and photography, in that order and with no other words, will call for your ad in the results.

Also, when you choose your keywords, be specific. Relevancy is an important quality of keywords - think targeted marketing. Avoid being too general and vague, focus in on what you want to promote and think of ways to avoid just plugging another bland phrase. When developing great keywords, adjectives are your friends! Using the word photography probably won t get you too far in AdWords. The phrase glamour photography, on the other hand, improves your chances of success a good deal more.


2) Be Proactive
Success with AdWords isn t a one shot deal, it s a process. As with many good things in life, the rewards you reap go hand in hand with the effort you put into attaining them. There is, however, a difference between just working and working smart. We are, after all, trying to minimize our input. Keep tabs on the traffic generated by your keywords. Choosing the right ones was a positive first step, but now you need to identify levels of usefulness. Some will generate more sales leads than others. Your best performing keywords are the MVPs of your campaign. The keywords that don t generate a satisfactory amount of sales leads, on the other hand, should have their bids lowered or even eliminated. This is a simple concept. The marginal benefit of having the keyword must exceed the marginal cost of paying for it. Luckily, Google provides a free tracking code with which to track the conversion rate and cost per conversion of your keywords in your AdWords account.


Remember, Google AdWords, like any other advertising model, has a host of shortcuts and tricks that you can utilize to your advantage. Just because it s called Internet marketing doesn t mean it s no longer marketing. The technical rules of the game are different, but the fundamentals of launching a successful advertising campaign is the same, and an important one of them is efficiency. Successful marketers finesse the system, working to maximize their payoffs while minimizing their inputs.