PPC campaign via Google Adwords

In my previous blog post I have given you a brief description about the search engine optimization in Google. There is another important part in online advertising. That is called as a paid advertisement. In this blog post I’m going to give you a brief description about how is the paid advertisement work in Google. We use methods like Pay per clicks (PPC)/Cost per clicks (CPC) and Cost per impressions (CPM) for the Google paid ads. Google Adwords is the tool we are using to advertise in the Google.

Google Adwords is Google’s paid online advertising model that uses a bidding system for our advertisement to appear in the top of the search result relating to any particular keyword. 

When we advertise we tell Google what keywords or phrases we are interested in. When somebody searches on these keywords Google displays relevant advertisements. If our advertisement is displayed or someone clicks on this advertisementwe have to pay for the clicks or impressions we got. 

Recently I’m doing these kinds of campaigns to target our target customers around the world. Here I only mention you about one campaign I did recently to the International Conference on Hospitality and Tourism Marketing-2013 in Sri Lanka. This is an academic and research conference which is held in this October. 

Our target audience: (especially Asian, Middle East, Europe, Oceania and Australia) Researchers, Educators, Top Manager, Practitioners, PhD students, MBA / M.Sc. Students.

First of all we have to identify what are the most relevant keywords those gain more traffic to our website. So we have to do a keyword research. For that we can use keyword tool in Google Adword.

According to our research we can identify what are the most relevant and suitable keywords for the campaign.

Then we are moving to create the Ad campaign. Before that we have to clarify daily budget, our target audience (GEO/Language targeting), ad delivery preferences and Start/End dates of the campaign.

Then we should divide Ad campaign in to Ad groups. We can create different kind of text Ads under different ad groups. Also we can use different keywords to those ad groups.

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I recommend you to study the Google Adword handbook for further clarification.

Guide to Google Adwords

Here’s a summary of different ways to increase your keyword relevance and to improve your ad’s position:

• Use two- to three-keyword phrases.

• Create both locally-targeted campaigns (with general keywords, such as tourism conference) and nationally targeted campaigns (with geo-specific keywords, such as tourism conference in Sri Lanka).

• Use keyword matching options.

• Make sure your keywords relate to your product. 

• Use keyword variations (such as synonyms or alternate spellings). 

• Create similar keyword groupings per Ad Group.

• Write clear, compelling ad text.

• Include keywords in your ad text and title.

• Include a call to action in your ad text.

• Take users to the best landing page.

• Test multiple ads per Ad Group.

these will help you to improve your Ad campaign.

This blog post is only a summery about Google Adwords. I hope this article may help you to get some idea about  how Adwords works. If you want further clarification contact me through Emails. >> Email me

Cheers.....