Squeezing the best out of Google’s AdWords for small-business owners
Alan Zisman (c) 2009 First published in Business
December 15 - 21, 2009 and issue #1051
High Tech Office column
In recent columns, I wondered whether my website (and yours) was being as effective as it could be. I started using the free Google Analytics
to find out how many visitors my site was receiving, how they were getting there and more.
I was surprised that only a fraction of visitors were being referred by
search engines; apparently, far more were referred by other web pages.
Another free tool, Yahoo’s Site Explorer (siteexplorer.search.yahoo.com
provided an explanation. Adding a single file to my site allowed Site
Explorer to index the 1,700 or so pages there and to report on nearly
1,500 links to them. My most-linked page had traffic directed to it by
links on 273 other sites.
However, when I took the time to add the Google Analytics code to all
of my web pages, a new picture appeared. Suddenly, reported traffic
jumped almost tenfold, to more than 500 visitors per day, with about
three-quarters of them coming via search engines. I was especially
interested in getting visitors to one of my sites, squeezeboxcircle.org
which publicizes and provides resources for a monthly get-together for
local accordion players and offers event listings, band listings and
more for local squeezebox players. Type “Vancouver accordion”
into Google, though, and the site doesn’t show up until the third page
of hits, not a very useful way to get traffic. Five to 10 people a day
were finding their way there.
Type “search engine optimization”
into Google and you’ll find lots of suggestions, many for services
promising to improve your website’s ranking, but the cost-benefit ratio
didn’t make sense to me; improving my site’s ranking by 10%, as one
service promised, would only bring it from No. 35 to No. 32 – still on
page three of the hits, below most searchers’ radar.
Google has another service, however. AdWords allows businesses of any
size to “bid” on search phrases. When someone types in a phrase you’ve
bid on, your three-line text ad may appear beside or above the search
listings. It’s a nice service for small businesses: you’re only charged
if someone clicks on your ad. You can set a maximum budget per day and
pay in small amounts, letting you test the service’s effectiveness.
Squeezeboxcircle.org is not a business, but I was prepared to pay a
small amount to see whether it could increase the website’s traffic and
effectiveness. I created an account, transferred $20 to Google
(including $10 for initial startup charges) and set a budget of $3 per
day. I bid on search words such as “Vancouver” and “accordion.”
Entering “Vancouver accordion” into Google, I was rarely seeing the ad,
and wasn’t seeing any increased traffic on the site. I met with Jeff
Pelletier, of Vancouver’s BaseTwo Media
, whose digital video-production company attributed three-quarters of new customers to its AdWords campaign.
He suggested I’d be better off bidding on phrases rather than
individual words: I didn’t want my ad to show up for any search with
the word “Vancouver” in it or for any search with the word “accordion,”
while bidding on “Vancouver accordion” might be more useful. He showed
me how to advertise only if the searcher was close to Vancouver or in
one of the municipalities of the Greater Vancouver Regional District.
(Yes, Google knows all that about you when you click Search.)
He suggested organizing multiple campaigns, separating different key
phrases and separating ads that appear on search results from ads that
appear on other websites that get paid, through Google’s AdSense
program, to run these ads. He suggested I’m more likely to want
searchers, so I should be prepared to pay more for those ads and have
them appear more frequently.
The result: daily traffic on squeezeboxcircle.org tripled, and the
number of accordion players attending the November session was 50%
higher than the previous month. •