The 3 Aspects of Productive Ad Words Campaigns

The internet is crowded with marketers who tout the merits of Google's AdWords, spilling forth the message to the young and lazy businessmen, that for a small fee they will share the secrets to making hundreds of dollars each day, doing as little a 3 to 4 hours of work from their den, in their pajamas.

Hold on a second. Lazy?

Sure! The reality is that Adwords is not that complex and by putting a little more effort into the project these young entrepreneurs could learn what these experts are charging money to teach.

A successful AdWords campaign necessarily has these three components in its strategy:

1. A success keyword. The keyword choice made for the adwords campaign is the pivotal decision out of all the decisions that are made when setting up an adwords campaign.

The secret to choosing a keyword is to choose one that is general enough to allow the consumer who has never seen nor heard of the product in question to be directed to it while at the same time being specific enough that it is not going to generate an excessive number of false leads.

We need to note here that search engines charge the marketer for the click on the ad whether there are sales happening or not. It is their bottom line that has their greatest concern.

The crux of this is that if an ad uses a well used keyword (a marketer may go over to the search engine database and get keywords that are often used in their ads) it will usually get a whole boatload of traffic, but what it won't do is bring in a lot of sales.

AdWords has a number of tools available for marketers who are having difficulty finding an appropriate keyword for their ad. By visiting www.adwords.google.com advertisers will have complete access to some of the greatest pay per click resources on the internet.

2. A high ranking bid. Unfortunately, internet browsers are very representative of the majority of the population today; they want exactly what they want and they want it now.

Basically they don't exercise the patience to scroll through page upon page of information; if what they want isn't in the first few pages they will revise their search and try in some other direction.

For the marketer this means that they have to have their ad on the first few pages if they want it to be seen. Of course search engines don't put the ads up first in; first out. The marketer who will pay the most for a click with get the top spot when ads are displayed.

It is essential that the advertiser find the delicate balance between their sales and the money they are willing to part with; while an ad at the top of the list may receive more attention that does it little good if the advertising budget won't stretch far enough to allow it its maximum exposure.

Fortunately, in the interests of not forcing their advertisers into bankruptcy AdWords allows them the ability to put a "cap" on the amount of money they are willing to spend on an advertising campaign; when this amount is exceeded the advertisement will simply be pulled from circulation.

3. Follow up. Even if you have maximum effort from a crack team of advertisers, there aren't any guarantees about the results after an ad campaign is up and running. The advertiser still must watch the actions of the ads so that a problem can be avoided or minimized, and changes made to the ad campaign as needed.

That's it! Without the $54.99 price tag, the key elements of a successful AdWords campaign have been identified. The responsibility for putting these lessons to good use is entirely in the hands of the advertiser.

About the Author

Need to optimize or "fix" your Adwords & PPC campaigns? Kirt Christensen manages over $600k in PPC spending & knows what it takes to make your account hum! When it comes to pay per click account management, he's the man!

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