I announced last week that I would begin a series of articles to help you optimize your websites for AdWords. I’m kicking this weeks article off with Part One of how to optimize your website for AdWords.
What most users don’t understand is that just as Google’s search algorithm ranks websites for organic search a similar ranking pattern works on your ad and too a lesser degree on your website for paid search. If your ad or website is not optimized for the keywords you are attempting to use you could end up paying more for the keywords than you should. In the ramp up to optimizing your your ads and website it’s important to know your industry and how your customers search for your products and services.
Know the industry you operate in
This sounds like a pretty straight forward proposition – know the industry you operate in. Although, this does not mean that you should know how to perform computer repair services (we assume you already know that) – it has to do with knowing where you fit in the industry, what products you offer in comparison to your peers and whether your services are broken down into multiple categories or can be summarized into one or two categories. The reason this is important is because this will form the basis of the structure of your campaigns in the AdWords system. We will go into AdWords structure in more detail in a later article. It’s sufficient to say – know how your products fit into the industry and how they would be categorized.
Know your audience and how they search
It’s important to know not only how your products and services break down into categories but also how your customers search for those products. For instance when they search for computer repair do they search using just the term “computer repair” or do they use “computer repair LA”. The difference in results can be startling.
A great tool to use to help you determine how customers search for your services is Google’s Keyword Tool. By plugging in a few options you can think of Google will spit back at you what people are actually searching for and how many times in a given period they search for that term. Knowing how many times a month that someone searches for something will give you a better understanding of the volume of possible searches a month you can attract.
The companion tool to the Keyword Tool is Google Analytics. Google analytics will tell you the behavior of the customer after they click on the keyword and enter your site. Their behavior once they reach your website will tell you if you’ve used the right keyword – did they click on your form and fill it out – winner! Did they linger a few seconds and then leave – loser. It’s as simple as that.
Now that you have the two tools that will help you begin the optimization process and find the right keywords that will convert on your site. Next week we will talk about your website and how to know and set your goals.