Wednesday, November 5, 2008

Writing Pay-Per-Click Ad Copy for B2C & B2B Audiences

When employed properly, pay-per-click (PPC) advertising will generate some of your best leads – people who are already searching for your business or the products and services you offer. It’s the ideal situation – prospects searching for you, rather than the other way around. And while appearing for the right terms at the top of the search engines may be the first step, it’s not the most critical. Just showing up is not enough when you want prospects to take notice, click your ad (and not your competitors’), dig into your solution’s differentiators and complete an action on your website.

The key is writing attractive ad copy, which, of course, has no standard formula. Copy varies from industry to industry, and between the B2C and B2B worlds, because the audiences aren’t the same. Let’s assess the key differences and similarities between writing B2C and B2B ad copy, so that your next campaign is effective regardless of your audience.


Timing is everything

A major factor differentiating PPC copy for B2B versus B2C audiences is the amount of time it takes for prospects to complete the sales cycle. Even more complex consumer purchases take a couple of months at the most, which is why B2C ads include more sales language and urgency.

B2B purchases are just the opposite. The time that elapses between solution research and point of purchase is often three to six months at a minimum. In-depth comparisons involving competitors’ products occur, and the product must pass through multiple levels of approval. The initial researcher is responsible for the recommendations he ultimately makes. Therefore, he must be guided rather than pushed through the information gathering part of the sales process. B2B copy should situate the advertiser as an industry expert and thought leader. If you tailor your creative to catch your prospects’ attention with information that makes their lives easier, they will trust you as the go-to resource throughout the process, increasing the likelihood your prospects will remember your brand and solutions during the selection phase of the purchase cycle.

Buy now! …or later

Another difference in writing B2B and B2C PPC ads is the offer you’re providing. As noted earlier, B2B and B2C searchers are in different places on the purchase timeline. B2C offers may aim to close a sale with wording such as “buy now.” In fact, a sense of urgency works to your advantage. For example, when someone in the travel industry writes ad copy, wording such as “$200 dollars when you book today!” or “low rate wars, ending this week, book before they end” can increase clicks and conversions. The consumer feels that if he waits too long, he will miss out on a deal.

On the other hand, B2B offers should be presented in a more nurturing and informational way, with calls-to-action such as “register for literature” or “watch the webinar.” If B2B clients feel too pressured or forced to complete a purchase decision by your ad copy, they will move onto others with offers that they perceive to have educational or research value.

Why should I?

A final distinction is the number of people involved in the purchase process. Your B2B prospects are faced with the task of garnering approval from multiple levels within their organizations before a purchase is made. The end user is typically someone other than the person who controls the budget. In this case, you need to employ words in your ad copy that researchers can later use to sell the product to their superiors. Statements like “low cost while increasing productivity,” as well as actual past improvement statistics, will catch their attention because they justify the purchase.

For B2C, there is usually only one person or a few closely knit people involved in the purchase decision, so the job of the ad copy is to directly address their needs. You will still want to test a few different versions, since on occasion the person searching may not be the final decision maker, but the justification for purchase does not have to be addressed up front. It’s the searcher’s attention you need to capture and keep. For example, if a teen wants to buy a new cell phone, you wouldn’t want to utilize your ad’s creative space talking about warranties and theft protection, but rather ringtone capability and the new colors available. Once you get the prospect excited and interested, he will click your ad to find all of the additional, relevant information about the phone.


Talk fast!

The trickiest part of PPC ad copy, both for B2B and B2C, is how limited you are by search engines’ character counts. On Google, for example, your headline can be a maximum of 25 characters, and the two lines of descriptive text are limited to 35 characters each. That means you have to be extremely choosy about your language.

You want the headline to match the search, but if it matches too closely, you may blend into the crowd of all other headlines on the search engine’s results page. Balance relevancy match with what you can offer.

When it comes to writing the description, meeting prospects’ needs is critical. With only 70 characters, it’s a lot easier to convince someone to register for a webinar than to get them all the way to buying a new database system management solution. By compelling someone to register for your webinar, you open the door to introducing the solution you offer.

Solve the Problem

With both B2B and B2C PPC ad copy, you have to answer the question your searchers are asking. Their search queries usually indicate the issues or pain points they are trying to solve. You have to deliver a better answer to the problem than the other advertisers on the page. Think of your PPC ad copy as an online conversation with prospects. Be the solution to their problems through text.

Showing up in the search engines through PPC advertising doesn’t really start the relationship with a prospect; it’s that ever-important click that lets the true sales dialogue begin.

Gloria Dutton is a marketing coordinator at 90octane, a conversion-driven marketing agency based in Denver. A pioneer in response-based online tactics such as search engine marketing, online advertising and microsite design, the firm integrates these with more traditional channels to deliver custom, optimized programs. 90octane helps business-to-business companies generate and nurture high-quality sales leads, international nonprofits attract new donors, and top consumer brands enter new markets and increase sales.

Tuesday, November 4, 2008

Placement Performance report

Placement Performance report

The Placement Performance report shows performance statistics for your ads on specific domains and URLs in the content network. Using this information, you can optimize your placements on the content network and improve your return on investment.

Read some helpful tips on how to best leverage the information returned in your report.

Below you'll find instructions for running a Placement Performance report. Note that this process is similar for all report types.

  1. Sign in to your AdWords account at
  2. Select the Reports tab.
  3. Click Create a New Report.
  4. In the Report Type section, select Placement Performance.
  5. Select your preferred option from the Level of Detail drop-down menu.
    • Choose Account to see combined performance statistics for all ads.
    • Select Campaign or Ad Group to see ad performance statistics broken down at the campaign or ad group level.
  6. From the Domain or URL drop-down menu:
    • Select Domain if you only want to see the upper-level domain of the pages that showed your ads.
    • Select URL if you want to see the entire URL.
  7. From the View drop-down menu:
    • Choose Summary to see the sum total for each statistic over your selected date range.
    • Choose one of the other options to see statistics broken down by a particular unit of time.
  8. In the Date Range section:
    • Select the radio button next to the drop-down menu to choose a date range for which to view your statistics. Note that complete statistics for the current day aren't available until the next day at 3:00 p.m. PT.
    • Alternatively, select the second radio button and enter your own date range. Note that data for the Placement Performance report is only available from June 1, 2007. You'll see an error message if you pick an earlier start date.
  9. If you selected Ad Group or Campaign from the Level of Detail drop-down menu, you'll see a section labeled Campaigns or Campaigns and Ad Groups.
    • Select the first radio button to see statistics for your entire account.
    • Select the second radio button, next to Manually select from a list, if you only want to see statistics for certain campaigns or ad groups. Click Add next to each campaign that you want included in the report. If you chose Ad Group from the Level of Detail drop-down menu, click the arrow next to each campaign to select individual ad groups.
  10. You can further customize your report in the Advanced Settings section.
    • Click Add or Remove Columns to choose the kinds of statistics that your report displays.
    • Click Filter Your Results to restrict the kinds of domains or URLs shown in your report. Click Add another restriction to create up to four filters.
  11. Enter a unique name in the Name Your Report field.
  12. Check the box next to Template to save your settings for future reports.
  13. Check the box next to Scheduling and select the appropriate option from the drop-down menu if you'd like your report to run automatically in the future.
  14. In the Email section:
    • Check the box next to Email and fill in your email address if you'd like an email notification whenever your report runs automatically.
    • Check the box next to with report attached as if you'd like the report attached to the email notifications. Choose your preferred report format from the drop-down menu.
  15. Click Create Report.

To export and download your report when it's finished running:

  1. Sign in to your AdWords account at
  2. Select the Reports tab.
  3. Click the name of your report.
  4. Select the format in which you'd like to export your report: .csv, .csv (for Excel), .tsv, .xml or .html.

Learn how to read a Placement Performance report.

Invalid Clicks report

Invalid Clicks report

You can run a Campaign Performance or Account Performance report to see the number and percentage of clicks that have been classified as invalid and automatically filtered from your account. You are not charged for these clicks, and they do not affect your account statistics. Learn how Google detects invalid clicks.

Please note that data for invalid clicks is only available for reports dated January 1, 2006 to the present, and that this data is not available for hourly views.

Here are instructions for running a Campaign Performance or Account Performance report with information on invalid clicks:

  1. Sign in to your AdWords account at
  2. Select the Reports tab.
  3. Click Create a Report Now.
  4. In the Report Type section, select the radio button next to Campaign Performance or Account Performance.
  5. From the View drop-down menu:
    • Choose Summary to see the sum total for each statistic over your selected date range.
    • Choose one of the other options (except for an hourly view) to see statistics broken down by a particular unit of time.
  6. In the Date Range section:
    • Select the radio button next to the drop-down menu to choose a date range for which to view your statistics.
    • Alternatively, select the second radio button and enter your own date range. Note that data for invalid clicks is only available after January 1, 2006.
  7. If you selected Campaign Performance as your report type, you'll see a section labeled Campaigns.
    • Select All campaigns to see statistics for your entire account.
    • Select Manually select from a list if you only want to see statistics for certain campaigns. Click Add next to each campaign that you want included in the report.
  8. Under Advanced Settings, click Add or Remove Columns.
  9. In the Performance Statistics section:
    • Check Invalid Clicks to see the number of invalid clicks filtered during the reporting period.
    • Check Invalid Clicks Rate to see the percentage of your total clicks that were filtered during the reporting period.
  10. Select any other data you want included in the report by clicking the appropriate boxes. Note that reports with data for invalid clicks can't include data for ad distribution.
  11. If you'd like to restrict the data displayed in the report, click Filter Your Results and make your selections from the drop-down menus. Click Add another restriction to create up to four filters.
  12. Enter a unique name in the Name Your Report field.
  13. Check the box next to Template to save your settings for future reports.
  14. Check the box next to Scheduling and select the appropriate option from the drop-down menu if you'd like your report to run automatically in the future.
  15. In the Email section:
    • Check the box next to Email and fill in your email address if you'd like an email notification whenever your report runs automatically.
    • Check the box next to with report attached as if you'd like the report attached to the email notifications. Choose your preferred report format from the drop-down menu.
  16. Click Create Report.

Impression Share reports

Impression Share reports

Impression share is a new AdWords metric that represents the percentage of impressions where your ads were shown out of the total available impressions in the market you were targeting. This metric is available at the campaign and account level for search.

Impression share is available as a column option under 'Level of Detail' when you run an Account or Campaign Performance report. Data is available for search campaigns. To run a Campaign Performance report with this metric, follow these steps:

  1. Sign in to your AdWords account at
  2. Click on the Reports tab and then on the Create a New Report link.
  3. For 'Report Type,' select the radio button next to Campaign Performance or Account Performance.
  4. For 'View,' choose Summary (for an overview report) or Hourly (by date) (if you want to see hourly data associated with specific calendar dates) or Hourly (regardless of date)*, Daily, Day of Week (for data associated with each day of the week), Weekly, Monthly, Quarterly, or Yearly from the pull-down menu. *Note that although Impression Share is available down to the hourly level, the data is only available from February 15, 2007 onwards.
  5. Select the 'Date Range' for your report by clicking on the pull-down menu and choosing the time span (i.e. 'Last seven days,' ' Last thirty days,' etc.). You can also use clickable calendars to choose specific date ranges for Summary, Daily, and Weekly views. Select the campaign or campaigns to include in this report by choosing the radio button for All campaigns, or Manually select from a list and then clicking Add next to the campaign names on the list provided.
  6. Within 'Advanced Settings,' select Add or Remove Columns. Check the box next to 'Impression Share.' You can further customize your Campaign Performance report by clicking on Add or Remove Columns to refine your report based on preferred column topics such as 'Impressions,' 'Clicks,' 'Avg CTR,' 'Avg CPM,' 'Invalid Clicks,' etc. *Note that impression share reporting data is available from February 15, 2007, onward, and that these reports can not be run with hourly views. Additional column sets will be visible if you have Conversion Tracking enabled.
  7. Also in 'Advanced Settings,' you can apply filters to restrict the display of report rows based on specific criteria. Click Filter Your Results to customize your filters; up to four filters may be created by clicking the Add another restriction link.
  8. Enter a unique Report Name for your report and check the box to save your settings as a template if you want to re-use them in the future.
  9. For 'Templates, Scheduling and Email,' schedule your report (if you want it to run again automatically at another time), and, if you want it delivered via email, provide an email address and choose your preferred report format (.csv, .csv for Excel, .tsv, .xml, or .html)
  10. Click Create Report.

To export and download your report when it is finished running:

  1. Log in to your AdWords account.
  2. Click on the Reports tab.
  3. Click into the Report Center
  4. Click the name of the report you would like to view.
  5. Select the format in which you'd like to export your report: .csv, .csv (for Excel), .tsv, .xml, or .html.

Thursday, August 28, 2008


Most businesses want a cost-effective way to bring in more customers. The challenge is to find prospects who are thinking about your products at the exact time that you reach them.

With the advent of Google AdWords, it's possible to target prospects at the very moment they're thinking about buying your products or services. If someone runs a Google search on digital cameras, they only see ads for digital cameras. If someone performs a search on organically grown coffee beans, they only see ads for organically grown coffee. Google AdWords enables you to implement precisely targeted advertising.

Read on to learn how to maximize your success with Google AdWords. With proper preparation and execution, starting Google AdWords can be like planting a money tree that will provide your business with a steady stream of revenue.

What is Google AdWords?

Open up a Web browser and go to the Google website. Type in the search term "coffee" and click search. Essentially, two types of search results come up: on the left and below the search box are the organic search results that nobody has sponsored. On the right side of your browser window, and sometimes above the organic results are the Sponsored Links. The Sponsored Links are paid advertisements. Sponsored links are always identified as such by the heading Sponsored Links.

As participants in what is actually automated auction, each of these advertisers (or Sponsors) is bidding for the keyword "coffee". They only pay if someone is interested enough to click on the advertisement; if nobody clicks on the ad, the cost to that advertiser is zero. The higher the advertiser bids on a keyword, the higher in the rankings the ad appears, and the more likely it is that web searchers will see the ad. Ranking means visibility, though you do not have to be at the top of the rankings or make the highest bid in order for prospects to see your ad and click on it. Your goal is to get the lowest Cost-Per-Click (CPC) and the highest quality clicks (sales and leads) for your budget.

Find your Niche

Often, many companies compete for popular keywords (e.g., coffee). On the other hand, popular keywords get millions of searches, so there may be enough clicks to go around -- in this case, you don't need to be the highest, or nearly-highest bidder in order to achieve good results from your campaign. The only way to find out if a particular keyword will work for you is to try it out. The problem is that many other advertisers may also be bidding for the popular keywords, so your cost per click (or CPC) is likely to be high. You are more likely to get a low CPC with more obscure, highly targeted keywords. It will take some thought to come up with the right keywords for your particular site and product.

Our coffee roaster would probably want to try the keyword coffee, and watch it like a hawk as it could result in many low quality clicks (not many conversions to leads or sales). If a keyword does not produce high quality clicks after a reasonable trial period (a couple weeks), then remove it; it may even be obvious sooner that a particular keyword is costing money but not producing results.

Perhaps our coffee roaster sells shade-grown coffee that protects Central American songbird habitat. While far fewer people are likely to search for "shade-grown coffee" than for "coffee", the more targeted term is likely to yield a lower CPC and higher quality clicks.

Do some brainstorming and write down an initial list of keywords that matches your market niche. This process of finding targeted keywords will be a useful exercise to help you focus your campaigns and maximize your return on investment.

Getting Started

The first thing you need to get started with AdWords is a goal. Is your goal to make direct sales via ecommerce on your website? Is your goal to capture sales leads that you can follow up with to make the sale? Alternatively, is your goal a combination of both of these outcomes? Once you have determined a goal, you need a website that helps you achieve that goal.

Your website should be eye-catching and well organized, and include landing pages for your products or services. To see some examples of landing pages, perform a search for your services, and look at what other companies in your market are doing. The landing page for your advertisement might be your main website or homepage if your website focuses tightly on one product or service that you're advertising (e.g., this permission-based email marketing website). Otherwise, the landing page should be a page within your website that focuses on the specific product or service you're advertising.

If you're selling directly from your website, your site should include a secure ecommerce system. Any good, technically competent web design firm can set this up for you.

If you want sales leads, then your site should include a call to action to persuade people to request more information. The way they submit a lead is to click on a link to a lead capture form. You need a form that, at a minimum, sends you -- or the appropriate sales staff -- an email containing the lead's details. Ideally, the system would also create a lead for you in a Customer Relationship Management (CRM) system such as SalesForce or SugarCRM.

Whether you're selling directly from your website or capturing leads, your website should always provide obvious ways to contact you using whatever method the prospect feels most comfortable with: a contact form, email, or telephone. Some company websites make it hard for users to figure out how to contact the company for more information.

It's important to have a number of people -- both inside and outside of your company -- test your website's ease of use. Prospects should never have to wonder how to buy from you, or how to contact you to ask a question about your products and services.

Sign Up for Google AdWords

Once you have a goal, web site, and landing page, you're ready to sign up for Google AdWords. Learn by doing -- it's easy to write the advertisement and select keywords using the tools that Google provides during the sign up process. In addition, some web hosting providers have collaborated with Google, and can offer you a free AdWords coupon to get you started.

If you plan to spend at least $30 per day on AdWords, Google offers a JumpStart program to help you get started using the program. Google JumpStart specialists will help you create a campaign. The cost of the program is $299, but Google will apply that as a credit toward the cost of your initial clicks. Not having used JumpStart myself, I cannot vouch for its quality, though Google generally offers high quality services.

Campaigns and Ad Groups

The Campaign level is where you set your daily budget, language targeting, location targeting, ad distribution preferences, and the start and end dates for your campaigns (if applicable).

The Ad Group level is where enter your keywords and the advertisements themselves. Each Ad Group has one or more ads. Write at least two ads for each ad group so you can try different approaches and compare the results.

In my experience, it has been beneficial to create multiple campaigns so I can experiment with different parameters and compare the results. I keep campaigns that work well and delete those that do not.


Choose the language you want to target, and then the countries or territories. This requires some thought. Can you offer your product or service globally, in the United States, or in just your city or region? You can target your campaign to the world or to specific countries, regions, states, or cities.

For even more precise targeting, you can target your campaign to a certain number of miles from your business or even an area bounded by coordinates. Choosing carefully will ensure that you maximize the return you make on your investment in the advertisement.

Write your Advertisements

You have a 25-character title get searchers' attention, and a 70-character ad to make them interested enough to want to click on your ad. This isn't a lot of text, so make your content pithy.

Write the Headline, the text of the ad, and enter the Display Link (always link to main page of your website), and then enter the Destination URL (your landing page). As we discussed above, the Destination URL might be your main page, or a page within your website that's dedicated to selling the product in question. Below are a couple of fictional ad examples. I don't work in the coffee industry, but I do enjoy a good cup of coffee.

Headline: Shade Grown Coffee Beans
Description line 1: Shade grown coffee. Tastes
Description line 2: better & saves valuable rainforest.
Display URL:
Destination URL:

Another example:

Headline: Shade Grown Coffee Beans
Description line 1: Coffee that tastes better and
Description line 2: protects valuable rainforest.
Display URL:
Destination URL:
Conversion Tracking

Tracking the conversion rate of your campaigns -- i.e., how many sales or leads you generate from your investment -- requires a little preparation. You will need to have your webmaster embed snippets of code into the appropriate pages on your website. Google explains how to do this in its online AdWords documentation.

Google Analytics

In the fictional advertisement examples I gave above, you may have noticed the codes in the destination URL's: "coff1" and "coff2". These are tracking codes that facilitate the tracking of a wealth of information by Google Analytics.

Google Analytics, which Google integrated with AdWords, is a very powerful service for tracking the success of both the organic and paid search results for your website. It will help you better understand your website visitors' experiences in detail. In addition, you can learn which keywords attract the best prospects, and which of your campaigns deliver the best return on investment. You can use Google Analytics to track marketing campaigns other than AdWords as well. Unfortunately, Google Analytics is too big a topic to cover here, though there is plenty of information on it online -- the Google website is a good place to start!

Choose Your Keywords

As I mentioned earlier, it's important to pick good keywords. Initially, choose both general keywords and narrowly targeted keywords, and carefully evaluate the results. Keep keywords that generate results, and remove keywords that aren't working for you. You'll probably need to run your campaigns for a while before you have enough information to determine which keywords are succeeding for you.

In the keyword space provided in the setup process, list the keywords or keyword phrases you would like to use. Because people tend to type fast when they search the web, be sure to include common mis-spellings of your keywords. Here are some example keywords that our fictional coffee roaster might use:

* coffee
* coffe
* shade grown coffee
* shade grown coffe
* shade grown
* shade coffee
* coffee shade grown
* shade grown coffee migratory birds
* benefits of shade grown coffee
* gourmet coffee
* gourmet coffee beans
* gourmet coffees
* coffee beans
* gourmet coffee beans
* organic coffee
* organic coffee beans
* certified organic coffee
* coffee beans organic
* mail order organic coffee
* bulk coffee

To generate more keywords, enter a keyword into the Keyword Tool Box and click on Get More Keywords. This will generate additional keywords, some of which will be relevant to you, and some of which will not. Keep the relevant keywords and toss the rest.

Now, you have a good starting list. Later, you will want to add new keywords, and remove non-performing keywords. A good keyword is one that yields you conversions into customers or good leads.

Google Search versus Google Content Network

Google AdWords can place your ad in two places: in Google search and the content network. Google search provides results from searches that prospective customers run directly using Google. The content network consists of Google partner sites and sites that run advertisements through Google's AdSense program.

In my experience, Google search has yielded more quality clicks than the content network. The content network is worth trying, but I recommend you put it into a separate campaign so that you can measure its results against your Google search campaign.

The content network is an opt-out service, though it's not possible to opt out during the setup process. To opt out of the content network for a specific campaign, you can go back to the Campaign Settings and uncheck the checkbox for content network.

Then, set up a separate campaign where you focus on the content network and opt out of the search network. Compare the results between the two campaigns. It is possible that you'll find Google search is more productive than the content network but, of course, your results may be different from mine.

If you want to keep it simple until you are more comfortable with AdWords, I recommend that you start with the search network. Then, come back in a few weeks and set up a separate campaign to try the content network, and compare the results with those you generate through the search network.

Your Daily Budget

Your daily budget for your campaign is the ceiling on your daily spending. You can set this number to whatever figure you want. It's a good idea to start out with a relatively low daily budget while you refine your AdWords effectiveness. As your ad campaigns succeed and bring you more business, you'll likely want to increase your budget.

Start with a daily budget of about $10 to $15 per day, and gradually increase that amount as you fine-tune your approach.

Your Bid

In addition to your daily budget, you will need to set a maximum bid that you are willing to pay as a Cost Per Click (CPC). This require some trial and error to get right. Being the highest bidder is not really what that you want. Instead, you want to get the greatest number of quality clicks for your budget. If you bid too high, your CPC will be too high and will eat up your budget too fast; if you bid to low, you won't generate enough clicks or sales.

You might try starting with a bid of $2.50, and see what happens for a day or two. Then gradually raise or lower the bid, depending on results. If clicks consume your daily budget in a couple of hours, then lower your bid. If the advertisements aren't getting many clicks, raise your bid. Continue this process until you find the optimal bid.

Leads and Sales

What if visitors are clicking on your ad but aren't buying from or contacting you? That likely means your ad is working but your website or landing page is not persuading prospective customers to take the next step. It can also mean that your product or service needs some work to become more competitive. Compare what you offer to your competitors.

The simplest things can make a dramatic difference. When your landing page is not getting you conversions, change one aspect, then wait to see what happens over the next day or two. That way, you can determine which changes work. Don't be afraid to try possible solutions, knowing that some changes will fail and some will work well.

Recently, one of our landing pages was not generating a suitable number of conversions. I made some minor changes to the wording on the page and conversions started going up the next day. On another page, we replaced our very simple order form with a much more elaborate version. Our sales for that service immediately plummeted. We simply changed the order form back to the simpler version and sales picked up again immediately.

Harvesting From the Money Tree

The Google AdWords money tree is now planted, optimized, and working to bring you leads and sales. What do you do now? Harvest it, of course, by solid follow-through and by providing the best possible service for your clients.

Go back from time to time, and take a look at your results. Make adjustments to your budget and bids as needed. Write another advertisement that takes a slightly different tack. Remove an ad that's not producing high quality clicks for you. Make some improvements to your website to see if you can increase your conversion rate.

Practice Kaizen -- a Japanese word for continuous, incremental improvement. Even if your Google AdWords money tree is providing good yields, there are always ways to improve its performance.

So pour yourself a cup of good coffee, and get started using Google AdWords today!
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Using Google Adwords To Generate Highly Targeted Website Traffic

The biggest well known secret in generating wealth in the internet based business or e-commerce is Traffic. Everybody knows it; every site wants it and every site needs it. The point of websites is to be visited and viewed. Many elaborate designs, money and countless hours of developing a site to make them beautiful and attractive are utilized. Without traffic, it is for naught.

With traffic comes a potential customer which basically means sales which in turn means profit. While many sites have collapsed in the past with the downturn of many internet based business, many smaller sites have generated good money by concentrating on a certain niche and some subniches.

This is a reason why e-commerce site laser target certain groups of people and drive them to their site to showcase their sites and products. Precision marketing is essential so that you could count on all the traffic on your site as potential customers.

Using Money to Make Money

It’s a common business notion that if you want to make money, you have to spend money. One good way of spending money for business gain is through advertising. Advertising brings in the people because through advertising, they know that there is such a company or product in existence. With the right type of advertising, you can see the spurt of traffic growth to your site. With a high volume of traffic, even if only a small portion or percentage turns out to be buying customers it is still a good average of profit generating income.

Right now, there is no other advertising scheme that would be worth every cent than using Google’s Adwords. The surge in popularity of Google’s Adwords is very evident as you can see so many sites sporting this ad scheme.

In using Google's Adwords, you pay a certain fee depending on the number of keywords your ad is keyword sensitive to. Each time a person does a search in Google, the keyword or keywords use generate ads in the side of Google which are generated by the keywords they have assigned for their ads.

This method laser targets the traffic a site wants for their site. This also ensures that you are readily visible in the first page of a search result. Paying Google for this ad scheme ensures that your target group of people sees your ads. You drive your laser targeted traffic to your site which provides for their needs and wants. You can also be sure that you can meet their demands and needs.

Aside from Google, you can also be featured in their other search networks, these includes sites like, AskJeeves, AOL Search and Netscape. These sites also show Adwords ads that react to searches done by visitors. There are also content networks, non-search engine sites that feature Google Adwords, which will also carry your ads. But this is subjected to the niche the site features. Your chosen keywords will determine which content network shall feature your ad. The frequency of your ad shall also be determined by your allowed budget.

Laser Targeting your Traffic

To get a good number or estimate of the traffic to buying customer ratio it is good to laser target your traffic. Knowing that your traffic are all potential customers and are interested in your products and company provides you with a more accurate statistics. This will show you how effective your utilizing of Google Adwords is.

Drive laser targeted traffic to your site by using keywords or keyword phrases for your Goggle Adwords that pertains to your company and to your products. There are many online internet tools that can help you in choosing keywords and keyword phrases that are currently in demand that could help drive laser targeted traffic to your site.

With your Google Adwords ad, you are ensured that every click to your ad is a potential customer that is precisely looking pr interested in what you have to offer. Make sure that your Google Adwords ad has the right keywords so that you can drive you're laser targeted traffic to your site.

Using Google Adwords to help boost the drive to increase laser targeted traffic will prove to be very beneficial as many other companies can attest to. The benefits are high with the cost relatively justifiable.
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Generate Highly Targeted Website Traffic

The goal of every internet marketer is, of course, to make a profit. The most common methods of anyone online making a profit is usually through selling something, either information, or a literal product. Profit will normally happen if traffic (people visiting the website) can be directed to it. However, any kind will not do, but it must be targeted website traffic. This simply means it must be of the right kind.

While there are a lot of promises out there about how you should go about getting that traffic, one of the most common, and simple methods is to use Google AdWords. Google is the biggest search engine today.

Somewhere in the neighborhood of 83 or more percent of all people use it to do their searches. And strangely, enough, if you are not using Google AdWords, then you probably will not show up in the first 3 or 4 pages of the results. Now, if it were me doing the advertising, which would not make me very happy - because nobody will ever even know my website ever, existed, with those kind of results! Profit just became a dream!

Here are five ways to begin to get that desired targeted website traffic.

Learn About Keywords

If you are a beginner internet marketer, as we all once were at onetime, you need to know about keywords and how to find the right ones for your product, or niche market. Spend some time online learning how they work, and how to write them into your articles or ads that you put into your website. Also, learn the many things about keyword placement that will cause spiders to reject your webpage - that's no fun either.

Set Up Your Website

This will take a little work - if you do it properly. Many marketers only use pre-made websites that look professional and advertise a particular product. This is great, and works, but you usually cannot alter any information on it. If you make your own page, however, be sure to make it professional looking. Your potential customers won't be sticking around long if your "store" looks shabby.

Get An Account With Google AdWords

In order to begin to increase website traffic, you need to get an account with Google AdWords. You can have multiple diversity of ads running with Google AdWords. But remember, it is worth it, because now you're getting the most popular. It will take Google a little time to search out your website and give you an approval to initiate your campaign. But once they do, you want your ads ready to go.

Set Up Your Ads, And Watch Them

Signing up will allow you to put up multiple ad groups. After you get that account, you want to carefully write those ads. Again, take a little time to do your research here, too. It will be worth it. This is what people will see when they do their search on Google. To get an idea about what words to use, do a few searches yourself, and note the wording of the ads that are in the top positions. See what grabs your attention, and makes you want to go to that website.

Along with writing your ads, you will also choose an amount indicating either: how many cents per click you are will to spend; or, a total dollar amount per day, or month. This will determine you budget. Be very careful here - it can run up a bill real quick. Avoid using keywords that brings everybody to your website. Remember that you only want targeted website traffic - a particular crowd who is looking for the very thing you are selling. Some marketers suggest that if you have good keywords, you may not need to go much above 15 cents per click.

Watch Your Ads Results, And Make Changes As Indicated

Finally, watch your ads results to see which one is attracting the most attention. Stay with that idea, and rewrite your other ads in a similar way and change them a few times more, to get the best ad possible. When you have a good ad, and a good page rank with Google, then you will definitely increase website traffic in a way that you want.
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