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Step 6 - AdWords Setup
The forthcoming strategies and info apply to the Standard Edition of Google AdWords. You can learn quite a bit about Google AdWords in their Learning Center but the keys to dominating your niche in Paid Search are found here in EndoSEO.com SEO Central.
When you proceed to sign up for a new Google AdWords account, you'll be prompted to choose either the Starter or Standard edition.
You will be more than equipped to wield the Standard Edition effectively.
 Ads and Ad Groups
The way in which you arrange your ad groups will determine, in large part, if you're able to drive the peak level of traffic to your site. The unfortunate scenario you'll encounter is a decision to make your campaign either (1) simple to manage and less economical or (2) more challenging to manage and much more cost-efficient.
To get a stronger grasp on these new terms and concepts, let's show how setting up Paid Search ads is analogous to throwing darts. Here's a sample Ad Campaign which illustrates the importance of properly setting up your Ad Groups. More...
 The World of Search Has EVERYTHING to do with RELEVANCE
An ad performs best when it is customized for a specific keyword phrase that's being directed to a relevant page - this is a critical criterion for gaining a high Quality Score from Google.
Here's what Google has to say regarding high quality, relevant ads.
- How does Google measure relevance and quality? It's measured by a good ol' metric called the clickthrough rate (CTR). Google evaluates the CTR of each of your ads as well as your campaign's overall CTR. More...
- What does a high CTR mean? Firstly, it's a great accomplishment once you get there. If you have a higher CTR in relation to your competitors, you'll see a marked increase in traffic flow. This is because Google will run your high performance ads, with higher CTRs, more often than your competition even if you bid the exact same amount for a keyword as your competitor. More...
 Your ads must have high Quality Scores
In addition to a high CTR, Google created the Quality Score. A low Quality Score can cost you anywhere from $0.50 to $10.00 minimum bid per click whereas a solid Quality Score of 7 or higher can drastically reduce your minimum bid per click to around $0.05! More...
The critical question is how to you ensure a high degree of relevance with your PPC ads? Review Endo SEO's Relevance Checklist and take it from there. More...
 Tips for Composing Stellar Ad Copy:
To maximize your clickthrough and purchase conversion rates, you absolutely must optimize your ads - this means making powerful, targeted ad copy the standard. For optimal campaign results, implement these strategies:
- Match your ad copy to the appropriate customer mode or intention (i.e., surfer, shopper, buyer, etc.)
- Use specific keyword phrases within your ad's title and avoid keywords that are altogether too broad
- Speak on your customers' level, avoid technical jargon, and target the right language for your region
This next technique, called Negative Matching, could SAVE YOU THOUSANDS of advertising dollars. For those of you already using it effectively to your advantage, you know what we're talking about. To the rest of you, it's time to finally be in the know!
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