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Increase Traffic with AdWords
Search Engine Optimization
By: Stephen S Alison
Adwords is the component of Google's advertising programs that
allows web masters or SEO professionals to advertise web sites
via links from other web sites. Adwords is used in conjunction
with Adsense in such a way that your links are placed only on
the most relevant web pages. You are given a good deal of
traffic at a very reasonable price and the conversion rate from
Adwords is higher than that of any other pay per click
advertising system on the web.
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As I just mentioned, Google Adwords is a pay per click service.
This means that you must pay Google a certain amount for each
click that you receive via your adwords links. The best part
about this is that you never have to pay unless your link is
clicked so every payment that you make to Google was in exchange
for a real, live potential customer.
When advertising with Adwords, it is crucial that your
advertising links go to pages that have high conversion rates.
You don’t want to send traffic to a page that doesn’t make
money. If you have one page that absolutely blows the other
pages out of the water in the way of conversion rates, setting
up an adwords program that links to this site can give your
profits a huge kick |
Once you have decided what pages you are going to link your ads
to, you must decide what you are going to place in your ads.
Google Adwords allows you to place a headline, two descriptions,
a URL to display, and a destination URL. The best way to
configure this is to put the title of your destination page into
the title, use the two description lines to inform your visitors
of what they are going to see, list your domain or root
directory as the display URL, and use a high conversion page as
the destination URL. This combination of information will
provide your visitors with the best idea as to whether or not
they are going to find something that they want to purchase on
your site.
Remember that there may be a page with a high sales rate that
doesn’t stand alone well if you send traffic directly to it. If
you have pages that build up the products sold, these may be the
places that your links are better spent. You may want to provide
your visitors with a brief description or several pages of
information regarding your product before sending them to the
order page.
Google attempts to enforce its standards so that you do not pay
for clicks that are made merely in an attempt to boost an
Adsense users profits. This is crucial because there are so many
web masters out there who will continually click on the ads on
their own pages in an attempt to boost their profits. These
clicks do nothing for you as the web master probably doesn’t
even look at the page before exiting it and clicking the links
again.
Google’s anti-fraud system is a match for that of any
advertising agency on the net. It is, however, possible that you
will pay for an click here and there that is not honest. This is
the risk involved in Google Adwords. It is so easy to think that
you have come up with a powerful solution with no possible
downside, but the possibility of fraud is always there when it
comes to online pay per click ads.
The best way to combat fraudulent clicks is to keep close tabs
on your statistics. If you are getting hundreds of visits from a
particular web page each day and each of the visits is under
twenty cents in length, there is more than a slight possibility
that it is a fraudulent attempt to inflate that site’s Adsense
earnings. If you encounter such a practice, report it to Google
immediately. This will save you and many other web masters a
great deal of money. The fact that there are dishonest people in
this world will not change, but the dishonesty of pay per click
advertisement is diminishing and will, hopefully, continue to do
so.
When using Adwords, you will increase your traffic, but that
isn’t the goal. The goal of advertising is to increase profits
so if your profits do not increase when you begin to utilize
Adwords, you may want to re-evaluate your usage of your ads. You
may decide that you need to change the destination page or you
may find that you want to display your ads on pages based in
different countries. Whatever you decide, the fact is that if
you plan carefully, Adwords is bound to increase your sales
opportunities.
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