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Today Google AdWords is one of the most popular advertising systems. It offers PPC- and CPM-advertising as well as site-targeted advertising. However in itself the popularity of a particular contextual advertising system does not guarantee the effectiveness of any advertising campaign carried out in this system. Google AdWords effectiveness can sometimes be quite low. In these cases you should find and use the ways of improving it in order to gain your profit.
The effectiveness of contextual advertising depends on several important factors at once, they are: keywords choice, placement choice, writing the text of the advertisement and landing page choice. This means that in order to increase Google AdWords effectiveness in general you should improve performance on each of these parameters.
Keywords Choice
If you want to select keywords for your Google AdWords contextual advertising, you should use Google AdWords Keyword Tool. This tool is available to everyone. The tool shows which keywords are popular among Internet users and which are not. This tool can also give a preliminary assessment of the average cost of a click on a particular keyword or phrase.
If you want to increase the efficiency of your advertising campaign in Google AdWords you should select keywords very thoroughly. The most universal technique consists in choosing keywords that might provoke your target visitors to make a purchase or an order. It is important to keep in mind that high-frequency search queries will not necessarily become effective keywords for contextual advertising in Google AdWords. Regional or narrow-purpose search queries may turn out to be much more useful even though their popularity is not very high.
Placement Choice
Google AdWords contextual ads are displayed on Google search engine results page as well as on websites that are the members of Google Display Network. In order to increase effectiveness of your advertising campaign you should choose proper placements in order to achieve maximum conversion rate (the ratio of the number of goal achievements to the total number of visits).
Google AdWords contextual advertising system allows advertisers to form efficiency reports for particular placements. If you have detailed and reliable information about the results of your ads placement on different websites you can draw a conclusion concerning the expedience of using a particular advertising platform. If your ads placed on certain websites do not bring the expected benefits you should exclude these sites from the list of your advertising platforms.
Writing the Ad Text
Sometimes the problems with Google AdWords effectiveness occur due to badly written advertisements. If the heading and the text of the advertisement are not attractive enough for the target visitors the visitors may not click on your ad even if they see it on Google search engine result page or on pages of popular websites.
The ad heading should contain keywords. In many cases it is very useful to include the so-called appealing words into the heading. You may also use the words that tell your visitors about feasible profit. In the text of your ad itself you should set off the keywords and use simple, comprehensible, clear and exact wordings. In other words, your ad should be well-formulated.
Landing Page Choice
A landing page (sometimes called a lead capture page) is a web page which appears in response to clicking on a contextual ad. If you choose a wrong landing page the conversion rate of your advertisements will be low. In order to improve the situation you should reconsider the choice of the landing page: it should meet all modern requirements.
Relevance of the landing page, uniqueness of its content, accessibility of information as well as convenience of navigation are usually singled out as the most important landing page parameters. Therefore if you want to increase and maintain Google AdWords effectiveness you should keep vigilant watch over these parameters and make them comply with the requirements of the system.
TAGS
google adwords effectiveness,
contextual advertising effectiveness,
keywords choice,
landing page choice,
ad placement choice |
Internet Ad 
