The 5 Pillars of AdWords Success – By Google

Video Transcription

Everyday your customers and millions of people search the web for products and services like yours. They are presented with thousands of options and make quick decisions about whether to click or pass. Marketing your business online with AdWords can help you have more potential customers discover your business and turn them into real customers.

There are five key ingredients that will help you make your ad the success.

1. Structure your AdWords account
2. Choose the right keywords
3. Right attention-grabbing ads
4. Select the right landing pages
5. And track who became your customers

A smartly organized account is the first ingredient that can help make your ad successful.

So, what does that mean?

Simply put, it is a good idea to make sure that your keywords or keyword lists are separated into categories or themes. And then create ads that are tied directly to the themes of those keywords. This helps to make sure that your ads will speak well to potential customers.

For example, let’s say you offer flower bouquets and potted plants for special occasions. You can create one keyword list that refers to the flower bouquets you offer with an ad that talks about these bouquets.  And another list of keywords that talk about potted plants and an ad that talk specifically about those.  The more tightly you group your list of keywords, the easier it will be to create ads that speak to what your potential customers are searching for.

Next key ingredient is to choose keywords that are right for your business. Keywords are simply words or phrases that are relevant or related to your products or services. They are the words you think people will search for in order to find your business. And the words AdWords will use to determine whether your ads will show to someone based on what he or she searched for.

There are two key tips for choosing the keywords that are right for your business. Choose keywords that are two to three words long. Remember, keywords can be made up of one word or can be a phrase that is a combination of words. The best keywords strike a balance between being too general and too specific. For example, if you sell flower bouquets, the keyword ‘bouquet’ may be too generic and the keyword ‘organic pink flower bouquet for Mother’s Day’ may be too specific. ‘Red roses bouquet’ may be just right.

Use the keyword tool to find relevant keywords. The keyword tool is a great tool. It allows you to enter words or phrases that you consider relevant to your business, and it will provide you with a list of related words and phrases that may also be relevant for your business.  The results are based on words and phrases that people actually search for on Google. So, it can be a great tool to find keywords that speak to potential customers.

Next up. attention-grabbing ads.  How do you create ads that speak to potential customers. A good ad should speak to what your potential customers are looking for. Give him or her a small taste of what you’ve got in store. In other words, why should he or she come and visit your website?

And include a call to action, i.e., what you want them to do next. Let’s go back to our florist example. If someone were to search for something related to flower bouquets such as ‘red roses’, ‘flower bouquets’, ‘tulip flower bouquet’, or ‘flower bouquets’, your ad may read –

Or if someone were to search for phrases related to potted plants such as ‘bonsai tree’, ‘white orchid’, or ‘beautiful potted plant’,  your ad may read –

Both ads speak to what your potential customers are looking for, entice them by mentioning a wide selection and invite them to purchase. After creating enticing ads you have to ask yourself where do I want my potential customers to go to? Which page in my website do I want my potential customer to land on after he or she clicks on my ads?

Do you want your customer to land on your home page? Or is there a page that may be better suited? The page that someone gets to after clicking on your ad is also referred to you as the landing page. Your landing page can be any page on your website. For example, it could be your home page or a product specific page.

However, a good landing page is one that addresses whatever the potential customer was looking for. That is rather than making potential customers search the site to find what they want, you can send them right to the page that’s dedicated to the specific product or service that was highlighted in your ad.

In our example, for the flower bouquets theme, the ad should bring potential customers to a site that features a selection of ‘flower bouquets’, and the landing page for ‘potted plants’ should feature a variety of beautiful potted plants that the person can choose from.

The final key ingredient for AdWords is to track how your ads are doing. Log into your AdWords account to see how many people saw your ad and clicked on it to visit your website. And with more advanced tracking tools, such as Google Analytics, you can see how much time people spent on your site after clicking on your add, and if they purchased something or made an enquiry.

These insights will tell you which keywords ads or landing pages are working best for you and where there’s room for improvement.

Keep these five ingredients in mind when you create your ad and manage AdWords account.

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Video Transcription by Ratan Jha

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