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Need ideas for writing ads Phrases That Sell, by Werz and Germain (McGraw-Hill, 1998), has over 5000 phrases in some 80 categories (and it s currently available for only $10 at Amazon.com). These phrases have worked for decades in many forms of advertising. The book also includes two useful chapters on how to write ads.
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Sometimes, Google places a few ads in a blue or tan box at the top of the page above the search results, as shown next. This is called the blue box. If your ad gets into the blue box, it s bonus day. You ll get more clicks because many users don t realize these are ads. They think these are the top listings. Here are some tips on how to get your ad in the Blue Box:
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First, your ad needs to have a high Quality Score. (More in the section on Quality Score later in the chapter.) The blue box doesn t appear every time. People have learned to ignore ads. To prevent ad blindness, Google shows the blue box only every once in a while.
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When you use AdWords, your ads show up in Google within minutes. Here are some points to keep in mind:
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You can set up an AdWords campaign ahead of time and have it ready to start on the product release date. Create the campaign, select the keywords, and write the ads. You can then use campaign settings to set the start and end dates. If you set the campaign to start Sept. 13 and end on Sept. 23, then it starts at one minute after midnight, between Sept. 12 and Sept. 13, and shuts off at the end of the day (11:59 P.M.) of Sept. 23. You can also put campaigns, ad groups, or ads on pause. These can be turned off until you need them.
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We built a website for a client who was about to release a new product. While we were building and testing the landing pages, we prepared the AdWords campaign and put it on pause. When everything was finally ready, we turned on the AdWords campaign. Within minutes, he had his first customer lead.
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When preparing a product release, you may need to consider the time zones. Remember that your account is set to your time zone. If you re rolling out a product for the U.S. market, the advertising should be available at 9 A.M. in New York City. If your market is in Germany, make sure your ads will be available at 9 A.M. in Europe.
AdWords Bidding: Minimum Bids
Google AdWords uses the Minimum Bids system (which we usually call min bid). Here s how it works:
Google AdWords shows you the minimum bid that is required for a keyword to show. If AdWords considers your bid to be too low, the keyword becomes inactive. If the keyword is inactive, it won t trigger an ad when someone searches for that keyword. Change the keyword to an active status as soon as possible by raising the bid or changing
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the keyword s match type (phrase or exact). Inactive keywords do not affect your ad group s Quality Score. They are ignored.
If you raise the bid to the min bid amount (or higher), the keyword becomes active.
It can happen that you raise a bid to match the min bid and a few days later, Google makes it inactive once more. In that case, just raise your bid again. You can also improve the keyword to lower the required min bid. If your keyword is in broad match, try it in phrase match or exact match. Those may have lower min bids. Min bid lets you use any keyword. If Google thinks the keywords aren t relevant to your ad groups, ads, or landing pages, they will raise the min bid to punitive levels, such as $5 or $10. If this happens, move the inactive keywords into a new ad group, write ads that use the keywords, and create landing pages that use the keywords. Min bids are based on your account s history. The better the overall CTR and relevancy of ads and landing pages, the lower your min bids. Google looks at the total CTR of all keywords, all ads, and all ad groups. Min bid lets you bid on keywords, even if these get no conversions. If Google thinks the keyword isn t relevant to your ad group or ad, you will get a low Quality Score. This hurts your ad group. Just because you can bid on a keyword doesn t mean you should. Delete the keywords with a low Quality Score. There is no standard min bid for a keyword. A keyword s min bid will be different for each advertiser. The min bid may be $1 for me and 20 for you. It depends on your Quality Score, which is based on the relevancy of the keyword, the ads, and the landing pages in your account. You can sometimes get a lower min bid by moving the keyword into its own ad group and writing an ad that uses the keyword in the header. When you add new keywords, Google often sets a high min bid (such as $0.50) and sets the Quality Score to Poor. The easy thing to do is to increase the bid to $0.50. But we found that if you wait a day, the min bid often drops to $0.10 and the Quality Score goes up to Okay.
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