by Helena Handbasket

Created on: January 30, 2009   Last Updated: March 02, 2009

With online ads as old as the internet itself, why are so many new webmasters and CTOs alike lackadaisical about Google AdWords and its competitors? Suboptimal immersion in core technology drives misunderstandings and weakens sales revenue. But, alongside Google's basic instructions, avoiding common errors while creating online ads will ensure you extract their full marketing potential. The following guidelines for AdWords ads are also good practice for most other search engines.

1. Start the Brainstorm Season

Trademark offices well know that phrase registration can hardly be overemployed. Any creative professional can write a hundred keyphrases in a first brainstorm; creating thousands via regular review sessions is realistic, achievable, and current best practice among corporate giants.

Neglecting regular keyphrase creation in pay-per-click online ads is like ceasing to build one's favorite investment - as if more of a known benefit would somehow become less. One can generate keyphrases with the Keyword Tool, for publishers of Google ads; with separate reverse search engine services; and with professional writing staff.

2. Avoid Bulk Copy

AdWords ads get exactly one chance to make a benefit statement. They should clearly follow standard marketing protocol in proving the benefit, awakening the reader's desire, and persuading the reader one simple click closer to the sale.

But they must also be precisely targeted. Too often, copy is business-centric and fails to connect with the search term. Generating an example randomly, when one is using keyword "Lauderdale" to sell dolphin swims, one might find that "Ocean experience of a lifetime!" works better than "Love dolphins?" Review each phrase-copy combination individually for effectiveness, and tweak accordingly.

3. Practice Inclusion

Site exclusion is actually a relatively rare need. Even unsavory and unrelated sites increase name recognition and do not generally tarnish one's public goodwill. McCain and Obama advertised on each other's fansites; and one web customer, a hardware manufacturer, has even successfully capitalized on the ambiguity arising from a noted casino of the same name.

Devote time to new keywords and copy, not exclusions, unless evidence suggests that certain clickthrough groups consistently drop out without conversion. Consider exclusion a feature, not a benefit!

4. Maximize Feedback

Even small businesses can track conversions with the cookie-based code snippet that comes with Google ads. But the more data one can capture in-house, the better.

Review Google's Placement Performance Report carefully. Each and every conversion indicates a sweet spot from which more leads may arise, and all data aggregations that can drive affinity leads should be reviewed.

5. Never Stop Sharpening

Google ads should be well-maintained, not treated nonchalantly as unassailable cash cows. Scientific-process testing includes varying one's ad groupings, copy, entry-point headlines, Google's Optimizer tools, and the like.

By keeping AdWords ads in "good repair", while constantly understanding and cooperating with Google's systems (or similarly for any other engine), one can be confident one is doing everything appropriate, and trust for results.

The author's husband has been an SEO consultant since 2001.

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