Welcome to part 4 in this 5 part series of top Google Adwords tips.

Google AdWords is one of the best advertising tools on the Internet, but only if you know how to implement Adwords properly to achieve maximum potential. So what exactly should you be doing to ensure that you get the best possible results from Adwords? We have put together the following tips to help you get those all important click throughs and conversion rates.

1.  Avoid 'Casual Clickers'

Because clicks equal costs, it's important to make them count. To that end, it's just as important to discourage 'casual traffic' as it is to encourage proper customers. To do this, include text that stops people from clicking your ad at random, while simultaneously encouraging potential customers.

For example if you include a price in your ad, lookieloos may think it is too expensive for them in the first place and therefore not bother clicking the ad at all. Serious customers, on the other hand, are more likely to click on an ad with all the relevant info displayed.

2.  Be cautious of content-based Ads (The Content Network)

Some people find that the quality of traffic that comes directly from a Google search, as apposed to from content-based ads, is far more likely to converting into a sale. This is something you want to keep an eye on for yourself, particularly in the early stages of your AdWords campaign. Our advice would be to not use the Content Network initially unless you know what you are doing.

3.  Drop the WWW

That's right, make sure you drop the WWW at the start of your display URL. This gives you more room for those all-important trigger words and keywords.

Example:
www.storefront.com/trial.asp - bad
StoreFront.com/FreeTrial - good

4.  Understand the Google broad match

What's broad matching? From the horse's mouth: 'If you include general keyword or keyword phrases - such as tennis shoes - in your keyword list, your ads will appear when users search for tennis and shoes, in any order, and possibly along with other terms.'

Google will often show your ads when people search for similar or related topics to the keyword in question using synonyms or much more general terms. It will also show your ad on totally irrelevant searches. You will still get clicks on these, but not very many.

A very low CTR is usually an indicator that your ads are being shown for unrelated searches to people that aren't interested. It may still be a good keyword to bid for, but remember: bid appropriately!

5.  Focus on your best keywords first

This is especially true when you have a small or limited budget. Often, it can mean dropping or reducing the general terms like 'Stereos' or 'Sound Systems' in favour of specific terms relevant to your site - these more specific terms often convert into sales better. For example, use 'Sony XC 2000' as opposed to the broader terms.

6.  Optimise your landing page

People will leave instantly if they don't perceive your site offers what they want 'at a glance'. Furthermore, there are a myriad of techniques that can be followed to maximise your chances of a conversion by getting your landing page to act more like your Number 1 sales person. The landing page should effectively: sell your product, explain the benefits and make things clear in order to easily complete that conversion. Keep checking back because we are putting together some easy to follow quick tips for landing pages.

7.  Include keywords in your Ad Text

Include your keywords in your ad text (especially the title) to show users that your ad relates to their search. If your ad shows when a user searches on a keyword in your Ad Group, the keyword will appear in bold in your ad text. In addition, remember that users tend to search for products and services, so avoid using your company name in the ad title unless your goal is brand/company name recognition. To do this you need to split your keywords around tight themes and show a relevant ad for your top keywords.

8.  Create simple, enticing Ads

What makes your product or service stand out from your competitors? Highlight these key differences in your ad, and be sure to describe any unique features or promotions you offer.

9.  Use a strong call-to-action

Your ad should convey a call-to-action along with the benefits of your product or service. A call-to-action encourages users to click on your ad and ensures they understand exactly what you expect them to do when they reach your landing page. Some call-to-action phrases are: Buy, Sell, Order, Browse, Sign up and Get a Quote.

10.  Make your website a fully-optimised conversion machine

Ultimately, your website determines how well your ads convert. Be sure it is designed to let users complete the action you want them to take.

Typical internet users decide quickly whether to stay on a website or move on to another. When users click on your ad, they should arrive on a landing page clearly displaying the information or product offered in your ad. If users do not immediately find what prompted them to click on your ad, they are more likely to leave your site without converting.

Check out the final tips for optimising Google Adwords in Google Adwords Top Tips Part 5.