Chapter 71
Google AdWords Help People Find Your Website
—Steven Wright (1955- ) Comedian
It is estimated that Google represents 75% of all search traffic worldwide. There are many search engines out there, but all pale in comparison to Google. In fact, a cottage industry has emerged of consultants who help firms identify the right AdWords for a website so that you can maximize traffic.
AdWords help narrow a search so that a customer can find your website. The factors that target your customer include language spoken, geography, the name of your solution, and keywords that describe your product or solution. Keywords are the words that most frequently appear on websites that describe solutions like yours. One good way to determine your keywords is to visit your competitors' websites to see what words are used to describe their business or solution. Compare that list with the keywords that you think best describe what you do. Each time that Google directs a customer to your site and they click on the site you get charged. Thus, selecting the right key words is critical to creating site activity. The number of clicks you get then determines the cost paid to Google. Google allows you to determine your budget for these costs. What a bunch of great folks!
Here are a few suggestions on getting started: Identify specific target phrases rather than generic terms. By using product or industry specific terms, you can narrow your search to your target market. If you use generic key words, the cost to you can be substantial and the quality of your leads can be suspect. After determining key phrases, you can then create your ad for Google. With this done, Google puts your ad up immediately and you are in business.
Next, watch your ad's metrics closely. When you first create a Google Ad, it is important to monitor its success and adjust it accordingly. This can save you money and create better leads. Google ranks keyword ads. The higher value searches get listed first. Some experts will tell you that you must be listed on the first two pages of a Google search or you won't be found in 95% of searches.
Everyone wants to be ranked number one on a Google Search and some firms will pay big money to make that happen. Interestingly enough, recent studies indicate that it may be better to be ranked two through four. For some reason, the visitor on a search will be more likely to scroll down to the middle of the page and click. Try to stay ranked two through four on the first page. You will need to audit this ranking periodically, since Google is a living software program and always changing.
To learn more go to https://adwords.google.com. You have got to do this if you are going to "play the game" on the internet.
When you have a minute: Create a list of the words or phrases that first come to mind about your business or solution. Look at the words or phrases used by other businesses. Enter them in Google and see who pops up.