What is it about?
This year online advertising expenses overtook traditional marketing expenses. A lot of this money is invested into Search Engine Marketing. Brad Geddes explains how to market your product/service with Google AdWords.
What can I learn?
Be user-friendly: This mantra applies to SEO as well to Google AdWords. Write relevant ads and landing pages. If someone searches for buy ipod nano, you should display an ad about buying an iPod nano, not about buying an iPod or buying a MP3-Player. Why should you do this? Firstly, it increases your conversion rate because people actually find what they are looking. Secondly, you position gets better if your maximum CPC remains constant.
Use thank you pages: After subscribing to a newsletter or buying a item, you often get these thank you pages. Don’t miss this opportunity to strengthen your relationship with your customer. You can provide white papers, offer them subscription to special deals or recommend other products.
Test everything: Everything. Test your headlines, your ad copy, your landing page and different keywords. Google AdWords offers you tools for testing your ads. So how do you test? A simple method is to write three headlines and three ad copies and combine each with another. Therefore, you got nine different ads. If you got enough conversions on the ads. Go with the winner and look for an other keyword to optimize.
Advanced Google AdWords is such a great book. It covers nearly everything you want to know about Google AdWords and SEM. There is so much to learn about in only about 500 pages. There are even plans for starting and running your AdWords campaign. Great book. If you want to learn about Google Adwords, buy this book!