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Keyword Researching, Text Advertising, Display Advertising
The first ingredient is customer demand. If your customers are not searching for your product or service in Google, then obviously, AdWords search advertising is not going to work for you.
Before you can finalize your keyword list, you must first make sure some basic “4th grade math” makes sense. This will prevent you from going after keywords where there’s no chance of being profitable.
you now have a list of "buying intent" keywords that you’re confident you can afford. The next step is to reduce your risk by leveraging competitor intelligence. In most industries, you’ll find competitors who already have tested and optimized their AdWords campaigns.
Your USP, or unique selling proposition, is what differentiates your business from your competitors and gives your prospects a compelling reason to choose you.
Your product or service must be more valuable than the price. That’s basic marketing 101. This doesn’t mean your offer has to be cheap.
there’s one more important job for your ads. Compelling ads with a high click-through rate (CTR) will boost your AdWords Quality Score, which in turn will lower the cost per click of your keywords.