Adwords And Your business - Tiziana M. - ebook
Opis

Adwords or Pay-per-Click (PPC) advertising is, essentially, the 21stcentury equivalent of direct marketing, allowing advertisers to test ideasin hours rather than months; and it can be done very effectively for a fewhundred dollars and certainly considerably less than thousands. The bigadvantage of this approach is that you can save yourself a lot of moneyin the long run and take away the majority of the risk involved withstarting a new business.You see, as a new entrepreneur, before the internet became sowidespread, you would start up a business based on an idea you hopedwould be appealing to customers. Unless you had a lot of financialbacking there was no way you could research whether or not your newbusiness idea was profitable or not. It would require employing a marketresearch firm and spending tens of thousands of dollars on investigatingthe market. Most entrepreneurs don’t have access to that kind of moneyand even if they did, they might feel it would be spent better elsewheresuch as on product or service development, marketing or other areas;and certainly not on simply researching the idea. 

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Table of Contents

Title Page

Chapter 1

 

 

 

 

 

 

ADWORDS AND YOUR BUSINESS

The ultimate guideD e s t r o y i n g A d w o r d s Page 2 

 

 

 

 

 

 

Table of ContentsAdWords and Your Business ..................................................................4The Profitability of Your Market ............................................................7The Mechanics of a Campaign................................................................9The Lifeblood of Your Campaign.........................................................12Writing Effective Ads ...........................................................................17Cost Per Click v Click Value ................................................................20The Google Quality Score.....................................................................21Getting More For Less – Split Testing..................................................23Conclusion............................................................................................26D e s t r o y i n g A d w o r d s Page 4

 

AdWords and Your BusinessAdwords or Pay-per-Click (PPC) advertising is, essentially, the 21stcentury equivalent of direct marketing, allowing advertisers to test ideasin hours rather than months; and it can be done very effectively for a fewhundred dollars and certainly considerably less than thousands. The bigadvantage of this approach is that you can save yourself a lot of moneyin the long run and take away the majority of the risk involved withstarting a new business.You see, as a new entrepreneur, before the internet became sowidespread, you would start up a business based on an idea you hopedwould be appealing to customers. Unless you had a lot of financialbacking there was no way you could research whether or not your newbusiness idea was profitable or not. It would require employing a marketresearch firm and spending tens of thousands of dollars on investigatingthe market. Most entrepreneurs don’t have access to that kind of moneyand even if they did, they might feel it would be spent better elsewheresuch as on product or service development, marketing or other areas;and certainly not on simply researching the idea.However, with PPC mechanisms, including AdWords, small businessowners can now simply offer online visitors an idea and immediatelytest their response to it to determine whether or not it will profitable. Theadvantage is that this can be done with very little expenditure and it canbe done in a short time span rather than having to wait for months orweeks. Essentially, you are asking the market what they want and theyare answering you in real time.D e s t r o y i n g A d w o r d s Page 5Unfortunately, few people realize the power of the internet when itcomes to market research and so they view it simply as a way to moreeasily put their product in front of their market, still just hoping it willsell. They take a “build it and they will come” approach when they couldsave themselves a lot of time, money and agony in the long run byproperly researching their market first.Now, the power of PPC advertising lies in the fact that you can advertisedirectly to your target market, in other words the people who want tobuy what you are selling right now. Additionally, you only pay whenthey click through to your site and the price you pay for each click isbased on the true market value of the prospect.