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by Shane Leite
In this article we will start building a Google campaign. If you have been following past articles, you would have already created a Google Adwords account at http://www.google.com/. au/adwords. I will not go into step by step instructions on how to create these accounts and services, however, if you get stuck along the way, send any questions to http://www.shaneleite.com/ and I will be more than happy to help you in your efforts. If you haven’t already done so, I would again recommend installing Google Analytics (a free website statistics tool offered by Google). To do this log into your Google Adwords account, click on the Analytics tab and follow the prompts. Installing Google Analytics (or using other website statistics tools) is highly recommended to benchmark your current site statistics and track your performance.

In addition to installing Google analytics, consider installing Conversion Tracking. This will allow you to track how many clients reach strategic pages on your website. For example, when site visitors complete your contact form; redirect them to a thank-you page. If you use conversion tracking, Google will be able to track how many people viewed the thank-you page. With this data you will be able to determine how many people clicked on your advert and what percentage of those clicks resulted in an enquiry. This information will help you calculate your Return on Investment for your Google advertising.

That’s right, you can now track your $ spend for $ return, more on this later.

You can get instructions for installing Conversion Tracking by logging into your Google Adwords account. Go to Campaign Management and click on Conversion Tracking. The basic principles of Pay Per Click (PPC) are:

  • Find keywords
  • Tell Google the maximum amount you want to spend on those keywords
  • Set a daily budget
  • Google will then display your adverts under sponsored links

The position of you advert is based on a Quality Score. The higher your Quality Score, the better your advert position. Highest Quality Score gets position 1. Quality Score is affected by a number of factors including:

  • Your maximum keyword bid price,
  • The number of clicks your advert gets vs the number of impressions (Also known as Click Through Rate or CTR – more on this later)
  • The content of your advert
  • The content on your website
In the next article we will discuss the keyword research, keyword selection and bid prices.
Posted in marketing |
Posted by Shane Leite
15 Aug 2008

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