Choosing and using the right keywords for your Google ads can drive clicks and sales.
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 finding, choosing and using the right keywords to draw the customers you want.
You’ll capture the attention of your customers when you enter the conversation already taking place inside their heads. These are the keywords they type in. With Google, you do this – and get more clicks as a result – by using your keywords skillfully in your ad. Bid on more keywords, and you can capture the attention of more people.
Your ad will capture people’s interest when it repeats to them what they’re thinking. So the more places in your ad that you have keywords showing up, the better your chances of getting the clicks. That means the headline, the body of the ad and even the display URL.
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