Using Google Adwords to Increase Site Traffic

Our clients will often ask us, “How can I get more people to visit my web site?” There are several ways to increase site traffic. They include:

  • Self Promotion – Be sure to include your web site url on all of your marketing materials, business cards, letterhead, advertising, etc.
  • Email Campaigns – These are a great way to stay in contact with your clients, promote products and services, and announce special events – all driving traffic back to your site.
  • Search Engine Optimization (SEO) – In a nutshell, SEO is defined as the process of making a site and its content highly relevant for both search engines and searchers. SEO includes technical tasks to make it easier for search engines to find and index a site for the appropriate keywords, as well as marketing-focused tasks to make a site more appealing to users. Successful search marketing helps a site gain top positioning for relevant words and phrases. 
  • Google Adwords - The subject of today’s “Tips & Tricks.”

What is Google Adwords?

google adwordsAdwords is pay-per-click advertising. Google displays ads which link directly to your web site when searches are done for your chosen keywords or key phrases. These ads are located to the right of Google's organic (unpaid) search results and they're also displayed on Google's many partner sites. Google's Adsense program can also display ads on web sites related to keywords.

When you create an Adwords ad, you choose keywords for which your ad will appear and specify the maximum amount you're willing to pay for each click. You only pay when someone actually clicks on your ad and is directed to your web site.

 

Choosing your Google Adwords keywords

Keywords are what trigger the appearance of your ad next to the search results. Choosing the right keywords is crucial to the success of your campaign. A good approach to selecting the right words is to imagine what you'd search for if you were looking to buy a product similar to your own.

The more popular a word or phrase is, the higher cost-per-click you'll have to pay. It's always better to have a few highly focused key phrases that get clicks than to be number one for the most general word or phrase in your industry. The trick is how to set up the keywords so you don't end up with wasted traffic - you pay every time someone clicks on your ad - therefore, you want the people visiting your site to be ready to buy or act. A potential customer looking for something specific will most likely be a more serious buyer than one who is generalizing a search.

  • Good/Specific Example: 2010 Vancouver Winter Olympics apparel
  • Bad/General Example: Olympic hat

Creating your Adwords ad

Knowing which keywords to use and how to format them with keyword matching options is the first step – it’s equally important to create an ad which generates interest among those who will see it. Try to include a call-to-action phrase. Don’t use generic call-to-action phrases such as 'click here' or 'visit this site’. Some examples of good call-to-actions include: "Join now for 20% discount," "Register for membership now," "Download free trial now" and"Order now for free shipping." Your Adwords ad space consists of just a headline and two lines of text, so you need to use this space efficiently to have a chance at success.

Helpful Google Adwords Links

We hope you find this introduction to Google Adwords helpful and informative. If you have any questions or would like MJ to help you incorporate using Google Adwords into your marketing plan, just give us a call at 954-805-5703 or contact us at info@microjenisys.com.

– The MJ team

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