Setting up Google AdWords Campaigns for Beginners Using AdWords

Posted on October 22, 2009
Filed Under Google AdWords, Google Updates, Pay Per Click, Toronto Marketing Consultant, Toronto SEM Consulting | Leave a Comment

Google AdWords can be a difficult process for individuals or companies to harness the true power of PPC marketing through Google. Understanding how Google Adwords works and the basic concept behind their pay per click program can be defined as such:

Campaign  - Ad Group – Keyword Selection – AD Copy – Landing Page

Campaign:

A Google AdWords campaign is the top level of the pay per click module within AdWords. Here is where the campaigns can be named. All pertinent information such as billing, account information, reporting and settings are set in this top level. You can run multiple campaigns within your account. This is done to specifically break down themed, relevant campaign projects. Multiple campaigns, with related focuses should be set up and built out if you are planning on running larger projects

Ad Groups

Within each campaign are ad groups. Multiple ad groups can be set up within a campaign to deliver a focused theme and to ensure separation of keyword selections. An example of this would be

Campaign - Law

Ad Groups ; Personal injury, Criminal, Immigration , Motor Vehicle Accidents, Wrongful Death, etc….

Setting up only one ad group to cover the above themes will lower your Quality Score and also increase your cost per click, Google is looking for separation of relevance to each ad group. This will also allow you to set up specific key phrases in each group with themed ads and landing pages, all connected to increase the most relevant path for the end user. It also aids in the management of your campaign. Each ad group can now support specific key phrase terms related to those ad groups and let you define AD copy related to the theme of the ad group. Specific landing pages can now be developed for just that ad group. Create as many ad groups that you have specific verticals to cover, it will aid in a more flexible campaign

Keyword Selection

Keyword selections should be made that pertain only to one themed ad group. If you have created many ad groups, place only the related terms into one specific ad group. For example: you would not place immigration key phrases within the criminal ad group. Google will lower your Quality Score and increase your cost. Since the cross over population of unrelated terms within an ad group, also reflects on the AD Copy and landing page assigned to that ad group. If the correct term focus is not within the correct ad group, Google will penalise you through poor Quality Score and high cost per click charges.

Ad Copy

Ad copy is what will be displayed on Google when someone searches for the terms within your ad group. Ad copy will be your “call to action” that engages a web surfer to click on. This ad copy should be clear and concise, the copy that is displayed must convey an exact themed, relevant offering. It is recommend that you set up 3-4 ads per ad group. Ads that are served equally over a period of time will allow you to see exactly which ads convert to clicks better.

Landing Pages

Aside from ad copy that creates click conversions, the final step in the equation is the landing page. You should create multiple landing pages for testing purposes to see which are most effective in overall conversions. Each landing page should be specific to each individual ad group, thus in turn is related to the key phrases within your ad group. Each landing page must have a call to action on it. There could be forms for harvesting customer information or direct sales call to action through order forms

Conclusion:

From the initial setup you can now see that each area of AdWords campaign development is entwined. The goal of a successful AdWords campaign is to increase sales and lower conversion costs to ensure the highest return on investment. In later posts we will break down the optimization of each section above.

Keywordspy

Directory Submission for One Way Links

Posted on October 16, 2009
Filed Under Affiliate Marketing Tips, Article Marketing, Toronto SEO Consulting, Web Directories | Leave a Comment

Web Directories for SEO

Submitting to a web directory can aid in your backlink count. There is a debate if “dofollow” links are the only ones that should be targeted for SEO purposes. Nowadays with Google cracking down on the exact amount of backlinks a website has, Yahoo has become the true statement for link development. That being said, Google will only display high PR value links. This has become a factor in Google but to server space and the ability to harvest competitors back links to target a campaign of your own.To find out how many links a website has in Yahoo, simply type the following:

site: http://www.domainname.com

Once the results page returns click ” inlinks” . “Inlinks” allow you to see various webpages that have either your backlink included or the competition links to see exactly where they are targeting.

Web Directories for SEO - “nofollow” Dilema

As many website owners sift through many directories to see if “nofollow” attributes are attached, the overall back link picture becomes watered down. Google as well as Yahoo have included many “nofollow” links within the databases and have proven they may not catty as much weight as “dofollow” but still can be counted as a link. What should be avoided instead of the “nofollow” attribute still remains:

Link Farms, Reciporical Linking, Web Rings….They do not count for anything.

Many free directories offer link inclusion if a reciporical link is provided. That mean you must place the directories link on your website first before they will include your link. This is not a one way link. Google has already devalued that connection between sites and those links pass little to no link juice at all.

Paid inclusion to a web directory will  guarantee that the link is one way. Within general web directories, categories are defined, you should request inclusion into the most relevant sub category for deep linking action to occur. Prices vary from web directory to web director. Life time inclusion is the best route to take for the cost, so over time the web directory itself will grow in weight , provided the owner of the directory is promoting it and driving traffic to the directory.

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