Those who are new to the business of paid marketing, here are ways for you master strategies and methodologies that will help you market your product. Before you delve into detailed discussions of all those strategies, for starters pay attention to the creation of Google AdWords.
The first step towards setting up Google AdWords is creating a Google account so as to keep easy track on your return on investment later. The next step is to create a Google AdWords account. Click on the "start" button, then the "create account" button and then the "standard edition." The next important task is to select target customers by language and location. A word of advice from experts in this matter is that do not overboard with enthusiasm while selecting the location. First think how useful will your ad be in different countries across the globe. Are you likely to get many customers from there? Moreover, can you carry on interaction with customers whose first language is not English? To begin with it is best to limit ads to main countries where language will not form a barrier.
Whether or not to select very specific locations for your ads will depend upon your sales strategies, target and area of focus. Ads for specific regions do not show on the AOL network. These ads also appear alongside location-specific searches regardless of the user's location. You also cannot set up region-specific searches for multiple regions without setting up more than one AdWords account. Remember, though specifying a limited region for your ads will result in fewer ads being served, but the conversion rate is likely to be higher. If the scale of your business allows you to open up to many geographies and handle region-specific issues you are more than welcome to choose as vast a location as you want.
Having taken a decision regarding the locations for your ads keeping these factors in mind, you are now ready to set up your first ad.
Once you have completed the preliminary steps for creating a Google AdWords account, the next step is to outline the different parts of the ad. As in the traditional media like print and television media, the primary aim of putting up ads on the Internet too is to attract the notice of readers immediately. To this purpose the ads must be short and crisp, covering very few characters while keeping the language simple.
The format of an effective Google ad is more or less invariable. The different parts of the ad comprises of:
1. Headline: The headline should have maximum 25 characters. In the final version it will appear underlined and in blue within the sponsored search listings and will be linked to the destination URL.
2. Description: With maximum 70 characters, the description should be split over two lines of 35 characters each. The description shows under the headline. Each line is truncated to complete words, so in reality there may be less than 70 characters to work with.
3. Display URL: This is the URL of your site and should contain maximum 35 characters. It is simply to remind readers which business the ad comes from.
4. Destination URL: The destination URL indicates the page where the particular ad will land up, and defines where the user will be taken to after clicking on the headline anchor text.
Google generally suggests some keywords for you depending on the on-page content of your site, but an even better way to load your keywords is to type each of the main keyword categories, one by one, into the search box. For starters, just add one keyword at this point and also ignore for now the advanced option of match types and move on to the next screen, "setting pricing".
While setting the price you have to select the currency with which you'd like to pay, your daily budget and your default bid for the cost per click (CPC). Experience has showed that you will probably have to increase the bids and budget over time, but it is best to start low and later increase rather than the other way round. There have been cases where people have burned thousands of rupees in just a few days, before knowing what's really happening. Learn from the experience of others and don't repeat the same mistake.
The final step in the sign-up process is to enter an email address and verify that by email. That over, log in to your account and enter your payment details. A pre-paid contract is better as it provides another level of budgetary control. There is a $5 fee for account activation and a minimum of $10 needs to pre-paid to get started.
Shilpi Ganguly is a blogger who frequently writes on various topics. Find more of her tips on search engine optimization.
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