Google Adwords: You Probably Don't Know These 3 Things

AdWords are paid ads that show up with every Google search. This is a good way to get your website to climb in rank.

Here are three things you should know before you get started:

1. There are three types of keywords. In the online world, there are three types of keywords that consumers use when searching online that business owners need to keep in mind. First they do their research, then they compare products and then they search with the intent to purchase. For instance, this is the exact process I used to purchase my new Bluetooth wireless headset:Research phrases: When someone is in the research phase, the person often has no idea what he or she wants, searching only for generic and simple terms. I started my search with “headsets.” During this process, I learned that there are all kinds of different headsets: wireless, non-wireless, microphone, no microphone, etc. Notice, I have no idea what brand I want yet.

Comparison: As I peruse the search results for those generic terms, things start to get more specific. Not only am I reading reviews, but I'm pitting two products against each other. If you were in the comparison stage, you would most likely use terms like:

Beats vs Bose

Beats by Dre review

Beats pricing

Beats alternative

Buyer: A customer often has his or her credit card sitting next to the keyboard as they are searching. That's why you need to come up with the right keywords that they are searching for. Most people know exactly what they want, just not where to find it. So they search. They will use specific keywords.

2. Try dynamic keyword insertion. You can save time when you use dynamic keyword insertion. Rather than writing lots of ads, you can shortcut the process by putting {keyword} in the ad. It can be used in a number of different places:

The headline

The description lines

Display URL

Destination URL

3. Ad position doesn't affect CTR. Because I'm going to get a lot of slack for saying this, I want to make sure that you read this carefully. The range of ad position for the first page of Google is 1 to 11. I've found that click-through-rate (CTR) isn't affected by the ad position. Note that it doesn't affect quality score either.