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This article will show you, step-by-step, how to run a successful AdWords campaign. It will also cover key elements you need to understand when setting up your Google marketing campaign. Keywords are the most important factor in your marketing campaign. Choosing the right keywords will enable you to drive highly targeted visitors to your website. These visitors will be interested in what you have to offer. Choosing keywords correctly is fairly simple. With a little brainstorming and some research you'll quickly find keywords that relate to your product or services. A successful pay-per-click AdWords campaign is built by using the "right" keywords. Begin by generating a list of more general terms that may be used to find the products or services you offer. Next, you need a keyword research tool. For this video we are using the Google Keyword Tool which is free with a Google AdWords account. To locate it, login into your Google AdWords account, then click on "Tools". There are three types of keyword match settings: Broad match, phrase match and exact match. It's best to start your keyword research using the broad search setting. For example, if your product pertains to boats, start by selecting used boats or boat parts. Then proceed to more specific search terms that better match your actual products or services. When you inform Google that you want the broad match phrase for boats, your ad will show in the results anytime someone includes the word boat in their search. If someone searches "free boats", "boat pictures", or "boats with great big holes in them", your ad will show up. These can add up to millions of searches that you don't want to be a part of. They will not result in targeted traffic. They can, however, result in paying for a lot of click-throughs that don't convert to sales. You may also end up with a lowered "Quality Score" if your ad appears repeatedly with no clicks. We'll talk more about quality scores towards the end of this video. Now let's move on to the exact match. These match your product or service exactly. You can target your prospects much more specifically as well as filter out untargeted traffic to your website by using the exact match setting. When you inform Google that you want the exact match term "used deep sea fishing boats" your ad will only show up when someone searches that exact phrase. The final keyword match setting is phrase match. With this setting, you enter your keyword in quotation marks like this: "tennis shoes". Now your ad will appear anytime someone searches for a phrase that contains the keywords "tennis shoes" in that order. For example, it won't show up if someone searches "shoes tennis", but it will show up if someone searches "red tennis shoes" or "buy tennis shoes." Now let's take a look at Quality scores: Google performs individual Quality scores for each ad that you create. Google takes several factors into consideration when calculating your Quality score. These factors are: keywords, description, click-through rate and your landing page. The landing page is the page that opens up when someone clicks your ad. Low click-through rates occur when your ad appears much more often than it is clicked on. A low click-through rate can negatively affect your Quality score. Your score will also be negatively affected if your keywords don't match up with your ads, or if your landing pages don't relate to your keywords. Let's take a look at a hypothetical situation: You and I are running our own campaigns for the exact same keywords. Google shows both of our ads 100 times. When I added my keyword, I informed Google that I was willing to pay one dollar per click. My ad was clicked on ten times. So, Google showed my ad 100 times and made ten dollars. When you created your ad, you informed Google that you were willing to pay two dollars per click. Your ad was not as closely related to the keywords as mine was. Only two people clicked on it. So, Google showed your ad 100 times, but only made two dollars. I'm paying twice as much per click as you, but Google is going to show my ad more than yours because it's making them more money. This is why it's extremely important to write high quality ads and create an attractive landing page. You want to draw your potential clients in with information that they can use, and let them know you can provide the product or service that they are looking for. You can create multiple ads for each keyword that you want. Google will rotate your ads and keep track of the click-through rates for each one. This is a great feature; it gives you the opportunity to see exactly which types of ads your potential clients are responding to. Popularity is a big factor that affects bid costs for certain keywords. The more popular the keyword or phrase, the more you may need to bid in order to get a top position. Google lets you set a budget. You can tell them how much you want to spend per day or per month. This makes it easier to sleep knowing you're not spending thousands of dollars to test a campaign. Google also provides detailed reports showing everything from click-through rates to how many conversions you get for each individual ad or keyword. The last thing we need to cover is the ad itself. Each ad needs to contain the following:
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