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By Neil Anuskiewicz
Our coffee roaster would probably want to try the keyword "coffee," and watch it like a hawk as it could result in many low quality clicks (not many conversions to leads or sales). If a keyword does not produce high quality clicks after a reasonable trial period (a couple weeks, perhaps), then remove it. It may even be obvious sooner that a particular keyword is costing money but not producing results.
Perhaps our coffee roaster sells shade-grown coffee that protects Central American songbird habitat. While far less people are searching for shade grown coffee than just coffee, it is likely to yield a lower CPC and higher quality clicks.
Do some brainstorming and write down an initial list of keywords that matches your market niche. The process of finding targeted keywords will be a useful exercise to help focus your campaigns and maximize your return on investment.
Getting Started
The first thing you need to get started with AdWords is a goal. Is your goal to make direct sales via e-commerce on your website? Is your goal to capture sales leads that you can follow-up with and make the sale? Alternatively, is your goal a combination of both of these outcomes? Once you have determined a goal you need a website that helps you achieve that goal.
Your website should be eye-catching and well organized, and include landing pages for your products or services. It's easy to find samples of landing pages. Simply search for the product or services you offer and look at what other companies in your market are doing. The landing page can be your main website home page if your site tightly focuses on one product or service (e.g., this permission-based email marketing website). Otherwise, the landing page should be a page within your larger website that focuses on the specific product or service you are advertising (e.g., this page for web hosting).
If you are selling directly from your website, your site should include a secure e-commerce system. Any technically competent Web design firm can set this up for you. Here is an example of a secure form: email marketing free trial.
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