Making Google AdWords pay

What are Google AdWords?

Any search in Google can produce individual ads (up to 8) placed to the right of the page and up to 3 more at the top (normally highlighted with a blue or pink background). When one of these ads is clicked the advertiser pays, hence the term "pay per click" advertising.

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Its easy to set up a Google AdWords account but for it to perform well you must be willing to spend time and money getting it right. You can manage your own Google AdWords account but there are some basic things to consider first:

• First determine the maximum monthly budget
• Then break this into a daily budget
• Now work out the amount you are prepared to pay per click – bear in mind that not all clicks will produce revenue
• Next identify the target keywords / search phrases that are most likely to produce revenue
• Finally be sure of your target audience and what country you are aiming the adverts at

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Some dos and don'ts:

Do:

• Read the tips and information provided by Google
• Check your new account closely for the first 4 weeks – at least daily. Then at least weekly for another few weeks
• Make sure the page that visitors will land on if they click your advertisement (the landing page) relates to the content in the advertising
• Track sales / enquiries from the AdWord campaign so you can tell what works and what does not
• Remove advertising that targets keywords that are not performing well. Either add an alternative more effective advert using these keywords or simply delete them. The adverts with keywords that are performing well will be given a higher placement.
• Check your placement on Google regularly as it will move, if your competitors are willing to pay more then you will be pushed further down the list
• Turn off Google Content Network if it is not relevant – this is where Google shows your advert on other websites that have signed up via Google AdSense
• Enable Position Preferences, this allows you to state what your preferred placement is. Choose to be listing 1–3.
• If using a third party to manage your Google Adwords, ensure you get regular reports on how your adverts are performing
• Aim for a placement at the top (ones highlighted in pink or blue background) as these are most likely to generate click through

Do not:

• Start a campaign without having researched the above
• Use the basic package – head straight for the standard package as it has more features available to help you increase return
• Target keywords that are very broad e.g. hotel, there will be many others targeting the same keywords and they may have more money to spend than you. Try hotel and your location or type of hotel e.g. boutique hotel