I’ve written several articles in the past touting how effective PPC (pay-per-click) advertising can be. On the other hand, it can also be a huge money waster. As in anything, there’s a learning curve involved and it’s very easy to waste a lot of money quickly. The key is to approach it strategically. I recently wrote a series of three in-depth articles on PPC advertising for the LinkedIn “Business Knowledge Share — powered by American Express” group. (This is a member based LinkedIn group.)
The Basics of Google AdWords
This series starts with covering the basics of signing up for Google AdWords (including a tip on how to find a voucher worth up to $100 to get started). I explain creating an ad campaign, and choosing your “Networks and Devices” (including my advice on not accepting all of the defaults). In the basics, I’ve also included some helpful links on “Bidding and Budget” and linking your Google AdWords account with your Google Analytics account.
Creating Ads For A Google AdWords Campaign
In part 2 of my PPC series, I covered “Selecting Keywords” where I touch on the importance of keeping buyer intent in mind and also the value of including negative-keywords in your campaigns. I also touch on the fact that being the highest bidder no longer guarantees that your ad will appear in the number one position. (Google also considers click-through-rates (CTR).) Part 2 also briefly covers ad groups and how to create an ad (including the difference between a display URL and a destination URL). I also briefly cover the importance of landing pages.
Using Google’s Conversion Tracking Tool for AdWords
Part 3 of my series, “Using Google’s Conversion Tracking Tool for AdWords”, http://linkd.in/TrF7GY, is the most advanced in the series and holds useful information even for those of you who have been using AdWords for a while. In this article, I cover setting up the conversion tracking tool (in AdWords) to see how your ads are performing. (I include a link to a video by Google on tracking ROI using the conversion tool).
If you’re not already a member of the “Business Knowledge Share” group on LinkedIn, (I know many of you here already are), I highly encourage you to join us. There’s always new information on different aspects of running a small business. I’ve covered running PPC advertising without breaking the piggy bank before but I’ve never gone into this much detail on how to navigate Google’s AdWords system. (It can be a little overwhelming at first.) So, I’ve included plenty of links in my articles to some of Google’s resources. (There are many to choose from.) I believe you’ll find new insight in the series that I shared with the business group on LinkedIn.
What are your thoughts? Do you use Google AdWords for your Internet advertising? Do you have experience using Google’s conversion tracking tool? As always, we’d love to hear from you.