Knowledge is the Foundation To Success  

Our friends at Google recently shared with JumpFly an interesting technique for using the Google AdWords Keyword Tool when building a Google AdWords Content Campaign, and I thought it would be nice to pass it along. Of couse, this is not a foolproof method of building a Google AdWords Content Campaign and it does not guarantee success with Google Content based advertising, nor is it the only way to create a Content campaign, but it is a process certainly worth giving a try if you have never done it before.

Google AdWords Content Campaign Strategy

Step 1: Filter out the top performing keywords in your current Google AdWords Search campaign, putting the greatest emphasis on the keywords that are most relevant to the products you sell or most relevant to the services you provide.

Step 2: Individually type each term into a Google Search, using the standard Google search box you find at Google.com. For this example, we will use “golf shoes” as our keyword.

Step 3: Copy the Google URL that is generated in the address bar from the search. In this example, it would be –
http://www.google.com/search?hl=en&rlz=1T4GGIH_enUS259US259&q=golf+shoes&btnG=Search

Step 4: Using the Google Keyword Tool, make sure you have Website Content checked, then enter the URL above into the text box. Be sure to check the box labeled “Include other pages on my site linked from this URL.”

By following this process, Google analyzes the organic results, paid ads, and the sites being linked. You will then get a list of keywords that are grouped together by theme. You can then take these lists and create a Google AdWords Content campaign with a similar thematic structure.

Again, not the only way to create an AdWords Content campaign, but it is an interesting process to try and could generate some productive results for you to use as you see fit.

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Free Branding and New Sales Opportunities in PPC Advertising 

Wouldn’t it be great if you could put your company name or logo in front of thousands, tens of thousands, even hundreds of thousands of people and not have to pay much for it, if anything at all? Wouldn’t it be great if you could splash your company name or company logo across dozens, hundreds, even thousands of different websites? Wouldn’t it be great if you could build brand/business awareness and announce your existence to a broad spectrum of people who might very well be interesting in learning more about your company?

I’m hoping you are answering yes.

Wouldn’t it also be great if you could put the power of Google to work for you doing just this?

Still saying yes?

Okay, then it’s time for you to implement Image Ads in your Google AdWords campaigns. Using Image Ads on Google’s vast content network, you can literally put your company’s name, your company’s logo, visual images of the products you are selling in front of hundreds of thousands of eyeballs. And the beauty of running a CPC Image Ad campaign on Google AdWords is that all these hundreds of thousands of impressions won’t cost you a dime unless someone actually clicks on your ad. Here at JumpFly, we have seen many clients experience impressive results with Google Image Ads.

Another plus is that your low click-thru rate on Google’s content network won’t negatively impact your regular search traffic quality scores, so if you do get hundreds of thousands of impressions and very few clicks it won’t work against you.

Of course, you certainly want to get some clicks and sales out of these Image Ads, too. The good news is that conversion tracking does work with Image Ads, so you can track profitability as well as use this is a powerful branding mechanism.

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So says Reuters News Service. 1 in 2 pay-per-click (PPC) advertising campaigns paying out money for clicks they don’t really need. So says me. It’s really just a made-up statistic, but I’ve seen that happen often enough that I can say with certainty that it’s happening quite often in quite a lot of campaigns that we have seen over the years. I think many people managing PPC campaigns in Google AdWords, Yahoo and MSN have a tendency to hold on to keywords far longer than they probably should, or they’ll hold on tenaciously to higher positions when the ROI simply just does not justify holding on to such aggressive spots.

Sometimes you do need to just cut your losses and run. Hope is a powerful thing, yes, but hoping a keyword will still convert after it’s received a hundred clicks with no sales attributed to it will only continue padding the coffers of the search engines, not yours. You need every extra penny you can get out of your marketing efforts these days.

Now is the time to perhaps be a little bit more ruthless in your treatment of your ill-performing keywords. You don’t have to be so vicious as to slit their throats (i.e. delete them), but you can certainly give them a healthy dose of chloroform (i.e. pause them). You can always revive those knocked out keywords later if you notice a big drop in your sales, but I’ll bet quite often the only thing you’ll notice is that you’ll actually start saving money.

Don’t give them a bail out, knock them out.

If you’re not sure what to do, you might want to consider a free consultation from a qualified PPC Management Company.

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