Google Adwords for the Beginner – Common Understandings, Terms and Concepts... By Eric Walker

One popular method of lead generation for network market marketers is pay-per-click advertising, and specifically, Google pay-per-click (PPC) advertising, which is known as Google Adwords.

This article is for those of you who are new to Google Adwords so you will be up to speed on some of the terminology and techniques associated with Google Adwords advertising.

Google Adwords are sponsored ads (direct advertisments that people pay to place) on the top right hand side or very top of the page whenever you do a search on Google. Notice in the example below that Google Adwords ads are circled in red:

Google Adwords Glossary – Basic Terminology and Definitions

Keywords

You must “bid” on keywords. This is where the strategy begins, as you have to decide on an appropriate amount of keywords to bid upon. Under the right circumstances, when the keywords you bid on are searched by the user, your ads will show up.

Impressions

The number of times your ads are shown on the internet.

Click Through Rate (CTR)

The number of times your ads were actually clicked over the number of impressions (think of it like a fraction).

For example, if your ads have 100 impressions and they got clicked 5 times, the CTR is 5/100 which is 5%. Obviously, the higher the better. The higher the CTR, this indicates the more relevant your ads.

Cost Per Click (CPC)

The amount of money you get charged when a user clicks your ad. The CPC will vary.
GOAL: Reduce CPC and increase CTR

Position

Where your ad is placed on the Google search engine. The higher the position, the higher the performance (Google determines this. For example, this could be determined by higher bids and/or more relevance).

Conversion Rate

This is the most important statistic. It reflects the amount of clicks that are converting to sales (or whatever metric you appropriate i.e. it could be the number of opt-ins). Simply speaking, it’s the number of sales from your ad efforts divided by the number of clicks.

Research, Research, Research – All Good Pay-Per-Click Google Adwords Marketers Know their Target Market

Let’s say that we are promoting our network marketing company – we are going to target users of our company’s product.

To start, consider the keyword you’re interested in, and let’s research that term. In this example, you’d start with a broad phrase and narrow it down from there.

There are two things that will help determine your market viability and competition. Use a WordTrack Tool to see how many times the phrase you’ve chosen is searched.

Now go to Google and do a search for the exact same phrase you’ve chosen. Pay attention to the Sponsored Links. This will provide an idea on how many ads are shown for that particular keyword.

The 5 Main Components of Google Adwords

The five main components of Google Adwords include the Headline, Description Line 1 (think of this as the feature), Description Line 2 (think of this as the benefit), Display URL, and Destination URL. Here is an example:

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Key points When Writing Your Google Adwords Ads To Make Them Stand Out

1. Capitalize the first letter of each word in the URL

2. Capitalize the first letter of most words in your ad

3. Use emotionally charged words such as secret, reveal, new, instant, fast, exclusive, etc.

4. Do your best to use the keyword in the headline

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