Improving Your Traffic From Adwords
Advertising with Google Adwords is the easiest way to get
traffic to your site, especially if it is not ranked high in
the search engines.
Adwords ads will appear above the search results page. How
they are displayed depends on the keywords searched for and the
an advertiser bids on those keywords.
Keywords play a very important role when it comes to Adwords
Therefore before launching an Adwords campaign, you should take
to do your keyword research so that you don't pay for more than
you have to
or bid for an expensive keyword when an alternative will work
just as well.
You also want to ensure that your keyword selection fits your
audience; otherwise, it will be wasted clicks and costs.
There are four conditions of keyword searches and you can take
of that knowledge to ensure your ad gets maximum exposure.
• Broad Match - this is the default setting. Say someone is
'fine china' as in porcelain or ceramic plates, so he keys in
this term in
Google's search box. The results that come up will not only
have ads that
sell fine china, but also trips to china, bridal registries,
fine china, and any other ads that has the word 'fine' and
'china' in it,
not necessarily in that order. Keywords will also include
plural and other
• Phrase Match - this narrows down the search parameters a
Users put quotation marks on a keyword phrase like “fine
china”. Ads that
appear will contain the phrase fine china in that exact order.
It could be
'antique fine china' or 'fine china collection'. If, however,
there are any
words between 'fine' and 'china', like 'fine German china' the
ad will be
excluded from the search results.
• Exact Match - this searches for the exact keyword phrase. To
exact match search users put brackets around the keyword [fine
therefore the ads that come out will only be those that bid on
alone without any words before and after it. This considerably
the search results.
• Negative Match - this will help to eliminate all irrelevant
For example, someone might be searching for 'fine china'
looking for retailers
but ads for antiques or bridal registries keep appearing. In
this case they
can insert a negative in front of the irrelevant keywords like
'-bridal' and '-registries' so that those ads don't appear.
So here's an advertiser's dilemma. Using Exact Match will
ensure that you get
the most targeted traffic, but you will not get a lot of
exposure. On the other
hand, Broad Match will get you a lot of exposure, but what is
the percentage of
targeted traffic that you can get and how much are you paying
for those wasted
You can, of course, bid for more keywords but that could drive
budget up if you are not careful.
So what else can you do that will ensure you get the most
targeted traffic at
the lowest bid possible?
Not many people know about this but Google Adwords has another
model called Site Targeting which do not keyword expertise.
With Site Targeting, ads are syndicated to content websites in
content network. The ads will not appear on the search results
page, but on
websites full of content that has high relevance to your
Advertisers find that with Site Targeting, they are able to cut
advertising budget because they will only be charged after
their ads are
displayed 1,000 times. They will not lose out on wasted clicks
To top it off, advertisers can display banner ads with images
animation compared to the classic style of a headline followed
by a short
description in which they will have to cram in as many relevant
they can and still remain coherent. Ads can be customized to
fit a certain
website so that it looks like it is part of the site rather
than a blatant
Because these attractive ads appear in content sites, rather
results page, it paves the way for a higher conversion rate.
Imagine you ad
for your fine china retail store appearing next to or in the
middle of an
article that gives pointers to select quality fine china.
Site Targeting has certainly opened up the doors to better
opportunities on the internet.
Patric Chan, 29 November
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