Business promotional materials using google adwords

Google Adwords are content related ads, where your ad can reach your audience anywhere on Earth, in multiple languages.

Google ads are simple, easy to produce ads based on keywords and search terms. Your business can benefit a lot from the kind of market exposure they can give you.

There are a few but important concepts in the use of Google Adwords: Ads must be targeted to your market. Targeting your ads is pretty easy. You aim for the users of your product or services, and you advertise where they are online. Google Adwords does some of the targeting for you, to the extent of putting your ad on relevant sites, but your ads have to target your market's needs and wants in your copy. Ads should be tested for effectiveness. Google Adwords work on a pay per click basis. You can therefore tell which of your ads are getting clicked and which aren't. This is referred to as a 'split' effect. You run three ads, for example, simultaneously, and only one of them gets clicked. You know which ad is working.

• Keywords must also be targeted.

Keywords are another part of the equation in terms of effectiveness of your ads. Some keywords are brilliant, others are worse than useless. The 'split' effect is also useful for finding dud keywords. The comparison test between successful and unsuccessful ads can save you a lot of wasted effort.

• Keywords must be well integrated into your ad terminology.

This might seem a bit too obvious, but your keywords and phrases should really relate well to your ad, and integrate into the text of your ad. Your hook phrases, your selling proposition, the simple name of your product, all have a role as search tools, particularly when they're an obvious part of your product identity.

When using Google Adwords, the basic principles of advertising are even more important, and have to be applied to the use of your sales pitch:

• Ad text must be designed to influence to the reader

This is all sales pitch. The reader has to have a reason to read. The ad must have power to influence the reader to want to read more. The text must be interesting and informative.

Ads should be attention getters What gets people's attention? The unusual, the interesting, the weird, you name it, the interest level is the attention getter. What doesn't get people's attention? The commonplace, the boring, the typo-filled bit of visual pollution. Time wasters are not appreciated, so make sure your ad isn't wasting anyone's time, particularly your own. Ads should create a strong product identity This is the most basic of all advertising principles. It's why a common name like McDonalds is instantly recognized in countries that don't speak English. The world knows what a McDonalds is, because of product identity.

In some products, like Versace, Armani, Calvin Klein, the brand name is better known than the actual products. Your product has to mean something to your audience, and that's why you try and create a strong product identity.

• Ads must have a strong, unique proposal for the buyer

Why buy anything? Because it's a good deal, a good buy, value for money. The real selling point is that it makes a very strong case for purchase. The terms of sale may be motivating, the special offer may be enough for a decision to buy.

Example:

The dinosaurs had to use an asteroid to cure their acne, but you don't.

Tyrannoclear is a new anti acne cream that actually works.

We're so sure about it we'll give you a full refund for 6 months after the date of purchase, if you don't like it.

Check us out before the asteroid hits at www.tyrannoclear.com

It really doesn't get a lot more basic than this.

The obvious keywords: tyrannoclear, acne cream. The less obvious keywords: dinosaur, asteroid. There are about a million web sites referring to dinosaurs and asteroids. If you tried using combinations of those keywords, it wouldn't take long doing a 'split' of your ads to find out which was the more successful. WARNING: False claims in advertising online. There's a sort of naïve myth getting around the internet that you can put anything online, however ridiculous, as an ad. Those nuisance ads you see with Become An Internet Zillionaire Overnight, etc., are a case in point.

As a matter of fact, there's not one word, anywhere on Earth, saying you can't sue online advertisers for misrepresentation or false advertising. Nor is there anything saying that they're immune to prosecution for breaches of advertising laws.

Let's get something straight:

Maybe some people don't care what gets advertised online. But in real business, your competitors will care. Your clients will care. Your lawyer will care. The court will care.

Disclaimer

Please note:

• This text is intended for advisory and guideline purposes only.
• Any business letter can become a legal document, so check your content properly before issuing.
• Any executable or statutorily defined document should be checked for compliance with legal requirements, and you should seek legal advice regarding its contents.