by Kirt Christensen

The internet is crowded with marketers who tout the merits of Google’s AdWords, spilling forth the message to the young and lazy businessmen, that for a small fee they will share the secrets to making hundreds of dollars each day, doing as little a 3 to 4 hours of work from their den, in their pajamas.

Wait a minute. Lazy?

Sure! The reality is that Adwords is not that complex and by putting a little more effort into the project these young entrepreneurs could learn what these experts are charging money to teach.

To have success in an Adwords campaign there are three needful elements that your game plan must to have:

1. A success keyword. The keyword choice made for the adwords campaign is the pivotal decision out of all the decisions that are made when setting up an adwords campaign.

The trick to good keyword is to find ones that cover a wide enough area of the topic so that someone who is searching can be aimed in your direction but one that is pointed enough that it won’t attract too many random searches.

We need to note here that search engines charge the marketer for the click on the ad whether there are sales happening or not. It is their bottom line that has their greatest concern.

The crux of this is that if an ad uses a well used keyword (a marketer may go over to the search engine database and get keywords that are often used in their ads) it will usually get a whole boatload of traffic, but what it won’t do is bring in a lot of sales.

Adwords offers some great features to advertisers that have a problem gathering useful keywords for their ads. By going to www.adwords.google.com advertisers can access these great features.

2. High bid rankings. The basic fact is that internet searchers come from a broad range of demographics. They usually know what they want and want it right away.

This means that they are not going to have the patience to search through hundreds of pages of information; if what they are looking for is not within the first five to ten pages of a search they are probably going to attempt to send their search in a new direction with a new set of keywords.

What this means for the marketer is that it is an absolute necessity that their ad be among these first five to ten pages. Search engines do not organize pay per click ads on a “first come, first served” basis. The ad whose creator is willing to pay the highest sum per click is going to be the one found at the top of the list.

It is essential that the advertiser find the delicate balance between their sales and the money they are willing to part with; while an ad at the top of the list may receive more attention that does it little good if the advertising budget won’t stretch far enough to allow it its maximum exposure.

One good thing is that Google, in an effort to not have their advertisers go bankrupt, will let them put a lid on the amount they spend on a campaign. When the lid is reached, the ads are switched to inactive status and will not be shown.

3. Follow up. With all due care and diligence given to the setup of the ad campaign, there are no guarantees that it will bring in the desired results. The marketer should remain vigilant so the can see how the ads are performing and avoid any problems and make changes to their campaign as warranted.

There you have it! All the necessary points to build an adwords campaign that is a success; and you didn’t need to pay out $64.95. What you do with these tips is totally up to you the marketer.

About the Author:
Need to optimize or “fix” your Adwords & PPC campaigns? Kirt Christensen manages over $600k in PPC spending & knows what it takes to make your account hum! When you need a adwords qualified company, he’s the man!

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