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Google AdWords Guide (cont'd)

Examples of unique call-to-actions include: "Join now for 20% discount", "Register for membership now", "Download free trial now" and "Order now for free shipping".

Remember your Adwords ad space consists of just a headline and two lines of text, you need to use this space efficiently to have a chance at success, so to recap I believe the best strategy to use this limited space is to include your exact keywords with or without other words in your headline, give a brief line about your product using words similar to your keywords in the first of the two 35 character lines and use a unique call-to-action phrase in the second.

All that's left to do as far as creating your ad is concerned is to enter destination and display URL. Not really much I can talk about here, except to point out that your destination URL should be a landing page specific to the product or service dealt with in your ad and not simply your home page. Remember users have clicked on your ad because they're interested in what the ad offered and not necessary interested in what your company offers as a whole. Landing pages will always convert more clicks to customers than if you had simply linked to your home page.

Other Google Adwords issues

This section of the article will cover briefly other Adwords related issues such as money issues, adgroups, tracking and testing.

As with any advertising campaign budget management is very important, without it you could quickly find yourself in trouble. In Adwords after you have chosen all your keywords and maximum cost per click amount Google will suggest an amount for you to set your daily budget. This amount is usually about right, and I would suggest sticking with it in most cases, however depending on how deep your companies pockets are, it may be a good idea to raise this suggested amount a little at the start of a new campaign as your ad will be shown much more and you will be better able to view how your ads are performing, then if after analysis of click through rates you decide it would be better to lower your daily budget do so.

Don't let being in position one dominate your mind when deciding what cost per click to pay for keywords. Doing so may mean your spending more than you really need to, when Google gives you the average position of your ad based on your current cost per click settle for 1,2 or 3 as all these ads will be above the fold (the fold is the point on a page where you have to start using the scroll bar to continue reading).

Remember your position is based on CPC and CTR at all times except the very start of a new ad, so if you use the advice given in this article already you should be able to obtain high click through rates and hence your ad should rise above other peoples ads without you having to spend a cent more than them.

Now onto adgroups, adgroups is a campaign management feature which allows you to group keywords together in order for you to have an ad shown for a number of different keywords rather than the usual one ad for one keyword method. I rarely use adgroups as I find using the one ad for one keyword way produces much better results as ads are highly targeted to the specific search terms used and hence more likely to be clicked on.

Trying to write an ad that can achieve a high CTR for 20 different keywords is impossible. Hence if you do decide to use adgroups in your campaign keep them as small as possible at five or less keywords.

Using adgroups sacrifices the single most effective thing you can do to increase an ads CTR and that's having your exact keywords in your ads title, remember with adgroups the same ad is shown for all keywords in that group. To use the one ad for one keyword approach you will need to create a new ad for each keyword manually as by default all ads are put into the same adgroup when you sign up.

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