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| Mastering the Four Components of Paid Search
| |  | July 7, 2011 - When confronted with the task of building new AdWords campaigns from scratch or expanding existing ones, it's a good idea to focus on each of the below four steps one at a time: | |
1. Get the impression
2. Get the click
3. Get the conversion
4. Get the loyalty Without having that first impression, no click is possible. With no clicks, you can’t hope for a conversion. Without conversions, there’s no customer loyalty. The following is a summary of each step of the cycle, with links to a few resources if you want to learn more. I encourage you to share your own resources in the comments.
Step 1: Get The Impression
It may seem trivial but getting that first impression from the right search query is not a walk in the park. Low Quality Scores will stop you, if a low budget, a suspended account or ads stuck in review mode haven’t. But the biggest cause of too few impressions is probably poor keyword research.
Building a great list of wide keywords solves more than the simple problem of getting impressions, it also allows you to discover cheaper and higher converting keywords you wouldn’t have discovered otherwise.
To discover lateral keywords to add to your wide keyword list:
1. Type your competitors' websites into a keyword tool
2. Use Google's wonder wheel …
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