Paid Search

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No Cost Help for Optimizing Your AdWords Campaign Dr. Ralph F. Wilson, Web Marketing Today, Rocklin, CA - May 1, 2007

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Google's AdWords, as you know, displays pay per click text ads on Google's search results pages and other content sites. The system has made Google fabulously wealthy -- and has helped many, many online businesses earn money, too.

Despite being the latest company that people love to hate, I think that where your interests and Google's align, you as a Paid Search advertiser have a lot to gain. I'm thinking particularly of Google's offer to help optimize your AdWords campaign.

Though I have only a very modest and very limited AdWords campaign going on one of my sites, I received this e-mail from Google -- several times -- which said in part:

After examining your account, we believe that an Optimization specialist would be able to help you to maximize the earning potential of your site, www.domainname.com.

I was a bit skeptical, so I didn't respond. But when I talked to one of Google's optimization specialists last week at Ad:Tech San Francisco, I was impressed. This free service can significantly help many smaller businesses that are struggling to make money on AdWords. Since AdWords prices keep going up, this can be vital. Here's where Google's interest and yours converge: If Google can help you become successful with your AdWords campaigns, you'll spend more money with Google -- and get even more business. If you are only marginally successful, you will severely limit your expenditures for Google AdWords and perhaps stop altogether. In this case you lose a powerful channel to get new customers and Google loses your advertising dollars. So Google genuinely wants you to be more successful with your AdWords campaigns. Here's what an Google AdWords Optimization Specialist can do for you:

1. Survey your current keywords and recommend others that might help you.
2. Examine your landing pages and make suggestions that help you convert more sales.
3. Teach you how to use powerful tools such as ad optimization tools, keyword finder tools, content advertising networks, etc.
4. Help you rewrite your ad text and then test it so that you get a higher click-through rate.
5. Explain how to get the most out of geotargeting.
6. Describe ways to broaden or limit your search parameters with phrase matching, negative keywords, etc.
7. Help you learn how to group your ads so that you can understand what's happening and better manage your campaigns.

Google won't do the work for you, but its specialists will take the time with you on a one-on-one basis to help you understand important features of their system. If you're an experienced Paid Search marketer, you won't gain much new knowledge. But if you feel over your head with paid search, this can definitely help you, save you from wasting more money, and help your advertising investment pay off in new sales for no greater cash outlay. I recommend it! You get started by applying for assistance at http://google.com/adwords/getoptimized (Note: the program is for active AdWords advertisers, so get started before you apply.) What do you have to lose that you aren't already losing?