Google Adwords – Targeting Your Market

Anybody that has tried using Google Adwords to drive traffic to one of their sites know that it is very easy to lose money on campaigns. This is particularly true if your site is in a niche with a lot of competition or has a lot of big players. There are some techniques, however, that can ensure your Adwords campaigns will be successful and profitable.
The first thing you must keep in mind when using Google Adwords is your target market. Try to think from your customer’s point of view and present a solution to their problems with your Adwords ad. If a Google user sees something that solves a problem for them, then they are much more likely to click on your Adwords ad. As we all know, the higher the click through rate (CTR) of your Google Adwords ads, the lower your cost per click (CPC) will be.
Your target market will be defined by the product you are marketing. If, for instance, you are selling aftermarket parts for performance automobiles, your customer will be searching for things that will improve the performance of their cars. With that in mind, you should design your Google Adwords ads to address that need.
In this example, your Adwords Ad should read something like “Get 100 More Horsepower” or “How To Get 5 MPH More”. In contrast, someone looking for generic automobile parts may be looking for Adwords Ads that read “The Best Prices on Tires” or “Get 5 MPG More”. While the two examples are very closely related, they are also very different, with a different set of customers who have different needs.
Ultimately, the more narrowly you define your target market, the better you will be able to define the problems for which your Adwords ads should address. To further extend the example above, you would not want to target people looking for automotive parts. Instead, you would want people looking for performance automotive parts, or even specific performance automotive parts like headers, performance chips, or free-flow exhausts.
In the end, your Google Adwords advertising must address a customer problem for which your product provides a solution. The better you address those customer problems in your Adwords ads, the more likely you will attract the right clicks (the clicks that convert to sales). Google Adwords, finally, is an advertising medium just like any other. Marketing fundamentals, such as defining your target market, are just as applicable with Google Adwords as with any other advertising medium.
Allen has been involved in Internet Marketing for about 1.5 years, and uses Google Adwords extensively in his marketing efforts. For more information on how to make the best use of Google Adwords, check out Adwords Miracle, Google Wealth Wizard, and Affiliate Project X.
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