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New to adwords, someone can recommend an ebook to get started?

Discussion in 'Adwords' started by vcjohnny, Aug 31, 2012.

  1. vcjohnny

    vcjohnny Regular Member

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    New to adwords, after years doing seo decided to give a try also to adwords for an ecommerce store that i own,someone can recommend an ebook to get started?


    Thanks
     
  2. Endire

    Endire Elite Member Premium Member

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    vcJohnny,

    Great question!

    Welcome to the wonderful world of Adwords! Some quick tips. When constructing your Adwords campaigns, adgroups and keyword lists; be sure to make them highly targeted. Very tight set of keywords/keyword phrases, same keywords included in ad copy and don't forget to optimize your landing pages to help complete the conversion funnel. If you have been doing SEO for a while, it should be pretty straight forward, you are just paying for traffic now instead of driving it by design.

    Some good resources covering Adwords are by Perry Marshall The Definitive Guide to Google AdWords and the Google resource center where they have video tutorials covering best practices.

    You can find more book titles here,

    http://www.squidoo.com/best-adwords-books

    Here is a link to the learning center,

    http://support.google.com/adwords/?hl=en

    I hope these resources help and good luck!

    Shawn
     
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  3. vcjohnny

    vcjohnny Regular Member

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    Thanks i will check into those books, i wanted to ask you if my site is an ecommerce store with physical products ,the site theme is optimized with social proof etc etc for conversions, do i need a landing page? or the best is to get customers to the home page or direct product page depending on keyword and they will know how to act as they are looking for this keyword /product.

    thanks
     
  4. Cwill

    Cwill Newbie

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    I found the Perry Marshall book and I think it is very valuable. It is a huge ebook and if you search, you are bound to find it.
     
  5. Princesswu112

    Princesswu112 Newbie

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    Perry Marshall book.. I think it is a good idea.
     
  6. Endire

    Endire Elite Member Premium Member

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    Vcjohnny,

    I'm glad you asked. Yes you should include a very specific landing page for each ad that you have running on Adwords.

    To be successful with any type of Pay Per Click advertising, you must create a "funnel" or "path" for users to follow in order to achieve a good conversion rate. This path must allow the user to know they are headed in the right direction and make it easy to perform the task both they and you have in mind.

    Check out this example

    //start example

    Say you have an ecommerce site selling headphones.

    Your Adwords account would have relevant keywords (i.e. headphones, buy headphones, best headphones, etc). Your ad copy would then have these same keywords present along with a call to action like "contact us today" or "visit us today!".

    Your landing page must also contain relevant keywords in a prominent position on the page such as in a header with large text (somewhere where the user can't miss it). So if a user typed in "beats by dr dre headphones" and clicked on an ad with that text, that text should also be on the landing page first thing above the fold.

    You would also want to deliver any value proposition that was promised in your ad. For instance if the ad says "beats by dr dre headphones only 49.99 with free shipping", this same value proposition should be very obvious on the landing page.

    //end example

    If you are advertising a specific product, this product along with the method for purchasing it (i.e. button that says "buy now" or something similar) should also be in a prominent position on the page and above the fold ( just in case you weren't aware, the "fold" is the point at which the user must scroll to see more content).

    The overall idea here is to make the action you want the visitor to perform as easy and as obvious as possible. Things like too much clutter on the page, competing elements or a lengthy checkout process will cause users to abandon the funnel or path.

    I know much of this seems simple but in a virtual world like the internet, it is easier for people to both get confused and to start over somewhere else. Don't ever trust that people will know what to do. Again, make the action that you want them to perform the easiest and most obvious thing to do.

    Check out this blog post about landing page examples,

    http://blog.kissmetrics.com/landing-page-design-infographic/

    This is another good resource about landing pages,

    http://unbounce.com/landing-page-examples/your-landing-page-sucks/

    I highly recommend this book which talks in depth about landing pages and web usability.

    http://www.amazon.com/Dont-Make-Me-Think-Usability/dp/0321344758

    Good luck!

    Shawn
     
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