AdWording in 3 Easy Steps

We naturally assume that all searchers always route into the same narrow cattle chutes of really relevant words and maybe we should target those terms, excluding the others. WRONG. Generate keywords of both breadth and depth of our term LIDAR

A. 2,3 & 4 word key phrases (e.g. lidar map, lidar mapping, lidar 3D, lidar scan, lidar laser scanning, lidar scanning, lidar project, airplane surveying, lidar surveying....)

B. Spelling mistakes (e.g. lydar, liedar, laidarr, etc.) C. Related terms (3D, scanning, MoDAC, laser, topography, 3D maps, etc.) that can be used singly and combined with the root word Lidar.

Once our campaign achieves its first mission (saturates the SERP enough to spend the daily budget) then we can start working on quality and pruning the garbage out. Once we reach the necessary amount of keywords to fulfill our daily quota of ad clicks, we're on to step two, writing quality copy. We have direct control of the wording of our ads. This is bullet point two (2).

2. AD COPYWRITING IDEAS: Sizzle, Shine, Attract.

The writing in a Google ad is targeted and focused to one objective: Be the 10-15 words on a search engine results page that are more compelling then others, IN THE EYES OF THE SEARCHER. This might seem scary to achieve at first, but it shouldn't be. The best ads are those that our CUSTOMERS prefer. Writing compelling Google Ads takes practice and you'll make lots and lots of duds, getting to that first gem.

A. From nothing to that first gem.

Attracting the eye of a searcher is our first job.

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This is an example that includes about 3 marketing concepts...timeliness, exclusive audience, price benefit. I, personally, never offer this type of ad copy but use it only as an example of what gets attention and is familiar. Personally, I aim for copy that is more descriptive, tangibly fulfillable, and objectively quantifiable. Messages that aim only to this purpose: you're click will yield you with the information that you seek.

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B. From the first attractor to the first Converter.

OK for this segment we have to work somewhat in reverse. Getting the searcher off of www.google.com and into our website www.mckimcreed.com is the first step in getting them down the sales funnel. Let's jump all the way down to the bottom end. If an eager, qualified customer, her credit card at the ready, wants to buy some MoDAC-Lidar from us, can she see exactly what she wants in the words of our ad? Perversely, the ad copy is long gone from the customer's mind by the time she's buying our widget. But in the middle, then, she's required to read information, navigate the site, and click her mouse button as needed, to submit her email address on our contact page. From entry to exit, this is the SALES PATH. Our Ads, written well, are the welcome mat of OUR WEBSITE on this path. The opening page should be a logical successor to the message of the ad she/he has clicked. To think in reverse, if our landing page is step two, then our ad should be as similar to it as it can be, as a seamless step one. Performing this task, portending the page they will actually land on, spells THE difference between ad copy fails and ad copy success. I swear by it.

3. LANDING PAGE(s):

Once our customer (or "potential customer" if you prefer that term) clicks on the google ad, he leaves google and enters our site. He or she leaves there expecting something before she even arrives. That is a very important concept...expectancy. Upon the first 10 seconds of arriving here (even less, 3 or even 2) she'll decide if she's in the right place or if she's made a mistake needs to go back and click on something else. Therefore she needs to see something here that tells her that she's gonna find what she's looking for. Quickly. Its our job to provide that spoor.

"Here there be lidar!!"

If we can grasp and implement these three important concepts, then we will have a successful, justified Google Adword campaign for our website. Grasping these three concepts is the sum of marketing endeavor, period.

Writing Adwords: or How to Market in 3 easy lessons 1. keywords, 2. ad copywriting ideas, 3. landing pages Greetings Website marketing mavens (Marianna, that's you) We've had our first meeting and decided to launch Google Adword marketing of www.mckimcreed.com. First Meeting Summary: we established a reasonable daily amount for these ads and an initial monthly budget-cap in this new endeavor. Secondly, we created our first ad, our first ad group, and our first keyword. Finally, we selected a landing page within our site that we'd like our ad to send visitors to when they get here. State of the campaign: Only in its toe-dipping stage, now our campaign needs more of three things: 1. keyword expansion 2. focused ad copywriting and 3. landing pages (which are alternatively called "destination URLs.") Firstly, our ad doesn’t show often enough yet. (Number of Impressions, in marketing terminology). We don't even spend our daily yet and that's our first hurdle. Show the ad enough times a day that it garners its 6 or 10 clicks that we budgeted for this campaign. The problem is that our ad isn't getting enough eyes on it. The solution to that puzzle piece (getting more impressions) is extending our keyword list. This is bullet point one (1).

1. KEYWORDS AND AD GROUPS:

Lots and Lots of keywords. This list should be expansive, inclusive, exhaustive. NOT EXCLUSIVE. We should cast the net wide in the area of generating all the possible keywords we include. Why? Firstly, we don't want to exclude a customer just because he didn't use exactly the term that we nitpickingly thought he should use. This is a far-too-common advertiser's mistake and yet, its an easy one to sympathize with. Google actively helps the searcher narrow down on exactly what he should type starting with his first letter. While it seems to make common sense (erroneously) that the same should apply to the provider.