AdWords Express - Is it worth the local Google advertising?

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1. What is AdWords and how is it a success?
2. Initial planning and AdWords Create account

AdWords Express Experience

For about 6 months, I have run an AdWords Express ad. AdWords Express is based on Google Places, and thus could not be created via the AdWords account and managed, but in Google Places.

Places per entry you can create an AdWords Express campaign. How to do that, I already have in the first article explained. This is also done well and in a few minutes you display on his first start.

This is then automatically displayed within a 25 km radius around my location.

The preparation is very simple, because you can influence very little. The text's own display is one of them. The keywords for which the Express ad shows not.

So far so good.

Insights

After the 6 months I have looked at the statistics now again in more detail.

Let us look first at the basic data. In normal AdWords account, you can look at the performance data from AdWords Express, but unfortunately nothing set.

My ad is displayed 4698 times and 69 times clicked. That makes a click-through rate of 1.47%, which is okay.

The average cost per click was around 2 euros, which I think is very expensive. If I do this with my normal AdWords Campaign compare where I pay per click with very similar keywords below one euro per click, which is not exactly cheap. And there is the radius greater than 25 km and thus, in principle, of course, the competition.

So I see my "real" AdWords campaign with the Express campaign, then the latter has far less optimized and therefore too expensive.

Keyword Quality

On the Internet there are several similar reports. Often the problem is with incorrect keywords associated.

The reports are often an indication that the separate display is also just switched on keywords that are not really fit for their own business.

The results are then clicks that cost money, but where the user does not find what he really expected. Countermeasures can be here only by formulating the AdWords Express ad as precise and clear as possible. Thus be reduced to clicks from people who expect something else.

It seems overall to be that especially the lack of opportunity to influence the keywords responsible for the higher costs.

This is far too obvious, since AdWords books and instructions put particular focus on the keywords management. The selection of appropriate keywords that are suitable content, but also fits behind the intention (eg whether they reflect a purchase interest) is one of the most important "work" in the creation and maintenance of normal AdWords campaigns.

This control option is not for AdWords Express. Instead, Google will decide what is appropriate.

When I look at the keywords in my AdWords Express campaign, then it looks at first glance does not look so bad. There are many long-tail keywords for example the combination of keyword and site were created. These are not often sought, but are of good quality and are also quite good with the click price.

The problem with me is not the inappropriate keywords. This in my case was quite appropriate.

The problem was more in very general search terms, to deal with normal AdWords campaigns mostly because these very competitive and therefore expensive.

Failed precisely at this point AdWords Express in my opinion, simply because it ensures that you bids, for the most expensive keywords. From Google's perspective, of course useful, but often not from a business perspective.

comfortable flying blind

Insofar Google AdWords Express is therefore a "comfortable flying blind."

The device is very fast and more care and administrative work are not necessary.

However, just the impact is very small, so that you see only in the statement, which you have to pay for and what.

Pros and cons

AdWords Express has advantages and disadvantages.

The advantages are:

• quick and easy creation ads
• Automatic regional orientation
• automatic long tail keyword generation
• little care expenses

However, they are compared with a few drawbacks:

• no controls on the keywords
• highly competitive keywords always there
• sometimes simply inappropriate keywords used
• the bottom line is often more expensive than normal AdWords ads

The final disadvantage of course comes at the time savings. If you were to invest several hours per month in the AdWords care, then you would come with many good self on three-digit amounts that has cost them this time. So it is not quite so absurd that AdWords Express is more expensive.

AdWords or AdWords Express?

If you want to advertise on Google, then the question arises whether it is better to use the classic AdWords or AdWords Express.

Who wants to deal with the matter, wants to make improvements and generally would have much impact on its advertising and related costs, which should definitely opt for the classic AdWords. Also national and national companies can only be happy with AdWords.

Who is only a regional basis, however, and just want to have a quick Google online advertising, and thus will not be further engaged to test the AdWords Express. This also applies to those who wish to deliberately advertise in the highly competitive keywords.

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Initial planning and create AdWords account - AdWords Tutorial Part 2

1. What is AdWords and how is it a success?
2. Initial planning and AdWords Create account
3. AdWords Express - Is it worth the local Google advertising?

Initial planning

Before taking action at all with AdWords, you should always first make a few thoughts.

In normal case, this basic rule: AdWords only makes sense if you won with the visitors can obtain direct or indirect revenues.

First of all we should define goals you want to achieve with their AdWords campaigns.

It is important to define precise goals that you can then measure and evaluate well.

A destination for online shop would be: 20 sales of product A with a maximum of 80 Euro AdWords costs.

In order to define ever quite well a few key points that you can use in the subsequent campaign implementation and control. Using conversion tracking, which I will discuss later as well, one can measure exactly how many sales have been made as to which keyword.

It becomes more difficult even if you use an affiliate advertisers want. Because you can not really tracken how many leads or sales are created at the end really. One can, after all, own the AdWords tracking code installed on the merchant site.

But at least you can measure how many clicks were made on advertising through AdWords circuit. And assuming you can even measure the success relatively well, if you know the average earnings per click.

An affiliate may consider a goal like this: 20 clicks on advertising by Portal A with a maximum of 20, - Euro AdWords costs

The definition of clicks resulting from past experience. If you know that 1 in 10 people who have clicked on an ad, then also buys what, in this example, would then come out as 2 sales.

What are my AdWords clicks worth?

The max. Fares depend on one's margin, that what you want to earn at least.

Example:

I get a lead on Portal A 50, - Euro. So far, on average, 10% of people have switched to the Merchant then also provided a lead.

If necessary. you have yet to factor in cancellation rate. For a cancellation rate of 50% so you need 20 people who could instill the Mechant to end one have valid Lead.

I want to keep the 50 per lead of at least 30 euros in profit. So I have 20 euros to win these 20 visitors. That would be an average of 1 euro per visitor.

Of course, the above objectives averages. The online shop owners would be the same if he makes at the end of 200 sales of product A with a maximum of 800 Euro AdWords costs. It is only important at the end of that one under his set limit of "cost per conversion" remains.

If you want to achieve with AdWords but things that do not immediately money, so it is difficult.

For example, one could try to AdWords new newsletter subscriber to win. Then, you would have once analyze what you earn with a newsletter subscriber, on average.

Example:

Eg if you have 1,000 newsletter subscribers who stay an average of one year there, then you could calculate the value of a subscriber, in which one turns the advertising revenue of the weekly newsletter.

At 50 euros per ad revenue newsletter dispatch makes per year (52 weeks) in total advertising revenues of € 2,600. Pro newsletter subscribers you deserve so on average 2.60 euros.

Thus, the cost per recruited newsletter subscribers are lower. Depending on the desired profit of course much lower.

The secret of success of AdWords, then, that its maximum cost per conversion (lead, sales, newsletter subscription, etc.) knows and remains below.

But do not worry, I'm sure when you create the campaign and again a more accurate budgets.

New AdWords Create an account

We come to the preliminary to the practical part.

Signing up for your own AdWords account is not difficult. Step-by-step, I lead you through this process.

1. AdWords page
   under adwords.google.com you'll find the following page: There you can either log in with an existing AdWords account or create a new Google AdWords account. 
2. New Sign
   After clicking on the button "Start Now" you see this: Here, you choose whether to sign up with an existing Google account (eg Gmail, AdSense), or whether you want to create a new account.
3. Time zone and currency
   in the next step you will select your country and time zone, but these are usually already pre-selected correctly. 
   Among these are a select field for the currency: Since you have to select "euro".
4. The settings for time zone and currency can not be subsequently changed. So be careful and select everything right.
   Then click on "Next".
5. Done
   That was it with the account creation and first: You get sent but still a confirmation email. 

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What is AdWords and how is it a success? - AdWords Tutorial Part 1

1. What is AdWords and how is it a success?
2. Initial planning and AdWords Create account
3. AdWords Express - Is it worth the local Google advertising?

What is Google AdWords?

First of all, let me introduce Google AdWords. No doubt many will already know what it is, and this is, skip this section.

Google AdWords is a very easy way to turn advertising on the Internet.

Google AdWords has become really successful because we could turn four-line text ads alongside the regular search results in Google's search engine.

Meanwhile, you can also use image ads, and you can make your ads outside the Google search engine in turn tens of thousands of websites participating in the Google Display Network.

For this article series I will limit myself but to text ads in the Google search results on google.com.

As you can see on the right screenshot, are currently both, as well as the right of the organic (unpaid) search results AdWords ads appear (circled in red).

It is not easy to explain how Google AdWords works in detail.

Therefore, here are a few key points simplified in order to understand the basic principle:

• Is a user enters a keyword in the Google search, which I have applied for my AdWords ad, then see my ad in this result.
• You pay only when a user on one's own AdWords ad clicks (PPC = Pay Per Click).
• The position of the ads and the cost per click will be automatically calculated and put together by many factors such as competition, bid, quality, etc. together.

This is very simplified the operating principle of the AdWords ads on Google.de.

In practice it is more complicated and requires a lot of fine tuning, so that the display Google AdWords ads worth the extra mile.

Why and when should you use Google Adwords?

Basically, AdWords is primarily in the business sector. Finally, it is basically "just" a promotional tool, which of course costs money.

Those who buy goods or services sold or offered on the Internet, with Google AdWords has a promotional tool available that offers many advantages over other online advertising (eg banner) and especially compared to offline advertising.

If you Google AdWords optimally geared to the target group and their intent to purchase, then you get in the traffic, which is very high quality. Because search engine users are actively looking for something, and have a need. Ideally, this need is met then.

I go further down still on the pros and cons, but would like to mention that AdWords is very transparent. You can see exactly what it cost a visitor about AdWords and how many of those visitors then as bought something.

Google AdWords are therefore particularly suitable for those who sell directly on the Internet, and thus something to measure the conversion rate immediately and directly. But other goals, such as RFQ, mailing list entry, etc. can be tracked using AdWords. Since the measurement of success will be a little more complicated.

Pros and Cons of Google AdWords

Google AdWords is not an automatic or a panacea. There are some advantages and disadvantages, which you should be aware of.

Benefits of AdWords

• As I said, Google AdWords is very transparent. You can see exactly what the cost, and have brought them to sales.
• AdWords ads are created quickly and easily.
• Google provides all the necessary tools to the creation, optimization and analysis of their own AdWords ads.
• If you do it right, then it is a very cheap method of advertising.
• The AdWords ads alongside Google search results are widely accepted. Users can see this kind of as not as pushy as other promotional material on the Web.

Disadvantages of AdWords

• The statement "Easy to learn, hard to master" shall also apply to Google AdWords. You have to take care of regularly. Many of the above benefits occur only if one of the "advertisers create and forget" method adopted.
• Those who are not on it and enters an important basic rules not observed can pay hard way (in the truest sense of the word).
• Click fraud is a problem. Here competitors click (partially automatic) your ads away for so long until your budget is exhausted. But even for that, there are solutions.
• Unfortunately, in Germany there is no real alternative to Google AdWords because Google dominates the search engine market so so.
• AdWords works only if a specific interest or need exists. Entirely new products, according to which no one is looking, can be difficult to promote through AdWords.

I think that overall the benefits outweigh the disadvantages. It is important, however, that Google AdWords seriously and thus truly regularly employs. Otherwise quickly outweigh the disadvantages.

Success with AdWords

How do you set Google AdWords for now successfully?

Basically, three factors lead to a successful AdWords circuit:

• Keywords
  Choosing the right keywords is critical for those who see their own AdWords ads. That is why the keyword research is very important.
• Display
  the AdWords ad is also very important. For it is only when it is optimally designed, the user click on it.
• Landing Page
  The landing page is the page that users land on when you click on the AdWords ad. There then decides whether the user buys something eg.

Only if your keywords, ad, and landing page are perfectly matched, it is worth the AdWords circuit.

Then users can see the right (for example, with concrete buying interest) the own ad and click on it (click through rate). And the landing page then makes possible part (conversion rate) of these users what the entrepreneur wants (eg buy a product). To optimize these 3 elements much testing is necessary.

The ROI is then at the end the important thing. This is calculated as follows:
ROI = (Profit / AdWords costs) * 100

ROI must focus on these advertisers. Many look but only on click rates and click rates. This is wrong. Even high click rates may be worthwhile and low click rates may ensure that you do Lousy.

My experience with AdWords Goodle

The question is whether I for this article series at all the right bin is certainly justified.

I'm not a full-time SEM or rather SEA expert. I optimize not around the clock AdWords ads.

Instead, I gained some customer projects over the last years experience and many, though not all seen.

I think, therefore, that I am well suited for a beginner series on AdWords. As a professional who knows everything about AdWords, I will represent not sure.

AdWords Tutorial for Beginners

As written, this series of articles is aimed at newcomers to the subject.

There is no secret professional tips or inside information.

Instead, I place great emphasis on the basics. I go step by step through creating a successful AdWords campaign.

I attach great importance to simplicity. It will only rotate text ads on Google.com.

Who controls the basic functions and mechanisms of Google AdWords, which can be very successful.

That's why I'm going to special features and special professional options until the very end of the series to take a look.

This also has the advantage that this series of articles is useful as long as possible. For changes and new features usually change almost nothing about the basic function of AdWords.

I have received your questions and content requirements in the planning of the article series, and hope that I can answer many of them.

So it continues
in part 2 of AdWords tutorial deals with the design and the first steps in AdWords .

Before the display AdWords, you should know what one wants to achieve.

Moreover I show the registration and account setup in detail in AdWords and also show how you can redeem his Google AdWords voucher. So you can then first enter it without financial risk to AdWords.

If you are not a 50, - Euro AdWords coupon has to cancel this request quickly * so it is up to the next part then also arrived.

Until then.

 

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