A Complete Beginners Guide
I am a complete Adwords beginner and am writing this as a guide for myself as I go along.
A few things about google adwords. I have been reading a book about google adwords & have picked up some tips.
Here are a few things that I read wich relate to some suggestions which will follow. Sorry if its a bit long winded but needed to explain the possible value of my suggestions.
1. Split test different Google adverts
This is done to see which has the highest CTR (click through rate). The object is to get the ad which has the highest CTR %. Click through rate = clicks divided by impressions (number of times specific add is shown).
the higher the ads CTR the lower the cost per click becomes. This seems to be Googles way of rewarding adverts that are relevant to the search term entered by the user. eg. (Unisa), (unisa books) (unisa booksellers) etc. Google discourage ads that have body text that appears to be unrelated to the keywords set to trigger adds. Google knows that if to many of the ads they display are irrelevant to searchers they will be ignored more & more often & Google will loose ad revenue.
2. Relevance, Relevance, Relevance
The books suggests that the keyword (or phrase) you have chosen to trigger your add should appear in
1. The ad's Heading eg. Need Unisa Books? ( for keyword " unisa books")
2. Must appear if possilble in both of the two lines you are given for body copy. E.g.
(search 4 & buy Unisa books online)
Unisa Books sent 2 u )
3. The URL ( web address should also mention the Key words chosen)
e.g. www.unisabooks.co.za
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