First identify your ideal customer, and then determine what words they’re using to search for your products and services.
In their book, The Ultimate Guide to Google AdWords, 3rd Edition, authors Perry Marshall and Bryan Todd lay out the fundamentals of Google’s pay-per-click advertising system and detail how businesses can build campaigns to increase search engine visibility, capture clicks and increase sales. In this edited excerpt, Marshall and Todd discuss how to determine which keywords can attract the highest number of potential customers.
What keywords will you use to reach your market? Answering that question the right way can spell the difference between your Google ad campaign’s success and failure. Ultimately you’re out to hunt down the top one or two keywords that will bring you the most paying customers, and tweak your entire sales process around that. That’s what the most successful advertisers we know are doing now.
AdWords displays related sponsored listings along with unpaid listings that result from a Google search. One of its huge advantages is that it links you with people who are already sold on the concept that you are promoting. You don’t have to talk them into anything – they’re already on Google looking for what you’ve got. You just need to figure out the keywords they use to describe what you offer so that you can connect with them.
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