Adwords marketing is one of the fastest and most effective ways of gaining website traffic – provided you know how to use it well.

Google Adwords are ads displayed at the right hand side and very top of the Google search engine results pages. When a user searches for a term that you have made a bid on, your ad may show up provided that your bid is high enough to make the top eight or so advertisers. This bid amount will come to be one of your main points of focus within your Adwords account.

It is very easy to lose money with Adwords, much like gambling. However, unlike gambling, PPC advertising with Google Adwords can be in your control; and you can drastically increase the odds of making it a success.

Here are some quick tips for getting the most of out of your Google Adwords marketing campaigns:

Ad Group Keywords – Targeted and Tight

Not so long ago, people were copying and pasting massive keyword lists into their Adwords campaigns, thinking that was the best way to target as many keywords as possible.

Luckily, savvy marketers realized that this served little purpose and actually cost you more money. It is best to create many different ad groups and focus each one on a specific set of keyword phrases.

Making sure each type of similar keyword phrase is contained within its own ad group is a fantastic way to tightly target search terms and adjust bids according to specific keywords.

Ad Text Keywords

Although it is different from SEO, using keywords within your ad text is a good way to catch the attention of the searcher.

You should endeavor to create slightly different ad text for each ad group of keywords, so that the particular keyword phrase that the searcher has entered shows up for each of your ads. This makes your ad more highly targeted towards what the searcher is looking for.

Negative Keywords

Negative keywords are often forgotten by people new to Adwords marketing, but they are a vital part of your campaign management.

When a searcher searches for one of your negative keywords, your ad simply will not display. This helps avoid people who may be looking for something for free.
Your negative keywords should be a reflection of your niche; and only you will know which keywords have no relevance to your site, but are often used by searchers.

Keep track of your statistics and add more negative keywords as they show up. By using negative keywords, you avoid paying for clicks that will not convert into sales.

Adwords marketing is a proven way to get instant traffic and to test any changes made to a site. If you cannot wait for organic traffic to arrive, run an Adwords campaign to test if your site converts well. You will have immediate results and will then be able to tweak your website for maximum conversions.

Chris Carpenter from Google Cash Detective has developed an amazing product that allows you to look over the shoulder of the TOP Affiliates in any online market, and discover what products they are promoting, what ads they use in their Google Adwords campaigns, the keywords they use, how much they pay for those keywords, and much much more.

If you are using Adwords to drive traffic to your websites, then this is a must have tool!

Chris is currently offering a “Completely Free Trial” to this amazing tool, along with hours of powerful hands on Video training that will help even the most seasoned and experienced “Adwords” user take their marketing campaigns to the next level. If you are a Newbie just getting started in the Adwords, Pay Per Click arena, then consider this product as mandatory.

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This is a guest post by Paul Roetzer, founder and president of PR 20/20, a Cleveland-based public relations and marketing firm, and the industry’s leading provider of standardized services and set pricing.

  

In Marketing 101, we are taught the four Ps of traditional marketing – Product, Price, Place and Promotion. While these fundamental elements are still relevant, they may not be as important in business today as the four Ps of inbound marketing – Personas, Participation, Publishing and PageRank.

Inbound marketing refers to permission-based marketing strategies (e.g. blogging, social networking, search engine optimization) in which you connect with consumers online when they are actively looking for what you offer.

The result is a more measurable, efficient and effective lead-generation system, powered by social media relationships, Website traffic, inbound links and search engine rankings.

So let’s take a look at the four Ps of inbound marketing:

1) Personas

Buyer personas are the foundation of highly effective inbound marketing campaigns. Essentially, a buyer persona is a profile or biography on a distinct market segment (e.g. customers, prospects, mainstream media, bloggers) you plan to reach and influence.

According to David Meerman Scott (author of The New Rules of Marketing & PR), some of the key questions to ask when building your buyer personas include:

 

• What are their goals and aspirations?
• What are their problems?
• What media do they rely on for answers?
• How can you reach them?
• What’s important to them?
• What words and phrases do they use?
• What sort of images and multimedia appeal to them?

 

You also want to consider their social technographics profile:

 

• How active are they in social media?
• Do they blog?
• What social networks do they participate in?
• Do they use RSS feeds?

 

Well-crafted buyer personas help your organization build Websites and publish content that differentiate your brand, build relationships, connect with consumers and generate leads.

2) Participation

“Once every hundred years, media changes. The last hundred years have been defined by the mass media. In the next hundred years, information won’t be just pushed out to people: It will be shared among the millions of connections people have.” – Mark Zuckerberg, Facebook founder (Rolling Stone, June 26, 2008)

In the above quote, Zuckerberg was specifically addressing the evolution of advertising, but it captures the impact of social media on business and society.

The social Web (aka Web 2.0) has given businesses the opportunity to share knowledge, influence audiences and affect change, internally and externally, like never before.

At the same time, it gives the general public virtually unlimited access to information, and the power to influence the opinions and actions of consumers and businesses around the world, 24 hours a day.

So what can businesses do in this world of consumer-generated content and mass collaboration? Participate.

Monitor RSS feeds from your favorite blogs, forums and news sites.
Comment on blogs.
Utilize social networking sites (LinkedIn, Facebook, etc.).
Post ratings and reviews.
Contribute to forum discussions.
Connect with people on Twitter (customers, peers, influentials, etc).

3) Publishing

Inbound marketing is powered by content – blogs, podcasts, videos, optimized press releases, case studies, white papers, eBooks and articles. And unlike traditional outbound marketing, in which you have to buy space in print media or airtime on broadcast media, the social Web has created an almost endless array of low-cost and free distribution channels to directly reach and influence consumers.

Every business should have a content publishing strategy designed around the needs and interests of its buyer personas. Success comes from a long-term commitment to continually publishing high-quality, relevant content that earns links and dramatically improves your probability of ranking for keywords on major search engines.

4) PageRank

PageRank is a numeric value (0-10) assigned to Web pages that was originally developed by Google co-founder Larry Page while at Stanford in the mid-90s. Page theorized that you could rank a site’s popularity by counting the number of (inbound) links pointing to the Website.

Page also realized that some links were more valuable than others, and PageRank was designed to give greater weight to inbound links from important Websites.

So while Google states there are “500 million variables” considered in calculating PageRank, inbound links are widely believed to be the most important.

Search engine optimization (SEO) and content publishing are the two key inbound marketing strategies your organization can employ to build inbound links, increase PageRank and bolster your search engine rankings.

According to comScore, Google controls an estimated 63 percent of the U.S. search market, which equated to 7.4 billion core searches in August 2008.

So while the exact algorithm and relevance to search engine rankings are still up for debate, there is no denying the importance of PageRank to inbound marketing.

What do you think? How relevant are the traditional four Ps in business today? What are your thoughts on the four Ps of inbound marketing? How important is PageRank to a site’s performance and influence?