Building a good Google Adword campaign should never be a hit-or-miss affair. If you plan correctly, you can optimize your Google Adwords so that your target consumer not only notices your ad, but also acts on it to your favor.

There are three essential steps to building a good Google Adword campaign. First you need to be able to choose appropriate keywords to associate your ad with, then write your ad optimally, and finally, select the right landing page for each keyword you select. Let us briefly discuss each step.

Selecting the appropriate keywords

The effectiveness of your keywords determine the success of your Google Adwords – these keywords can either make your ad appear on relevant websites or get misplaced in pages that are unrelated to your business. Check that the keywords you choose are specific to your product or service.

Also take into consideration the scope of your Google Adwords when you are choosing your keywords. Ask yourself of the keywords are pertinent to the languages and regions you chose, for example.

You can always edit your keywords, so don’t fret if you make a mistake. If after a few weeks you find that your Google Adwords are not making any significant impact on your site traffic or sales, modify your keywords until you hit the right balance .

Writing a lean and mean Google Adword

Your headline and ad text should be catchy and direct to the point – remember that you’re only given up to 95 characters for both, so remove all words that do not contribute to making the statement clearer. Avoid long, highfalutin words and go for concise and simpler language. The average internet reader only scans the page instead of actually reading it. If you do not get reader attention within five to ten seconds, there’s very little chance that you will ever get it again.

Selecting the right landing page

Your destination URL, also known as the ‘landing page,’ can determine whether or not the reader will actually take time to explore your product or service some more, or close the page and click on your competitor’s. Make sure that your ad lands on the exact page where the item or service you are advertising is featured, not on a generic pages that still require the reader to search for the item again. Unless you are advertising your company as a whole (instead of just one of your products or lines of service), it’s a bad idea to land your Google Adwords on your main page. The reader may find it exasperating to find what he or she clicked for in the first place, and leave your site altogether.

If your Google Adword is about ‘Hong Kong Travel,’ for example, make sure that it lands on the page that details the itinerary and pricing of traveling to Hong Kong. Do not let it land on your travel site’s homepage, because the reader may get overwhelmed by all the other tour packages you offer.