Tips for Marketing Photography Sites with Google AdWords
February 17, 2012 
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Google AdWords refer to paid text ads which appear on the search results page. Every time your ad is clicked on by someone, you pay Google. Though many photographers are running ads through Google AdWords, most of them are not doing it right.
The following are some tips which can help photographers run a successful AdWords campaign.
1. Select appropriate keywords
You need to make sure that your ad is targeted at people who are likely to pay for your products or services. When you use keywords which are not very specific, you will end up with poor results.
So how do you go about selecting the right keywords? Think about the phrases people be using while searching. If they were searching for a fashion photographer in Denver, then they are likely to search using the phrase ‘Wedding photographer in Denver’. At the same time, you need to think about those who should not see your ads. You can then prevent such individuals from clicking on your ads by using exclusion keywords.
The Google AdWords Keyword Tool can also be very helpful when it comes to choosing keywords. It is a great research tool that can be used to find out search volumes for particular words or phrases.
2. Create a catchy headline
Your ad should be crafted in a way that will compel web users to click on it. They need to be convinced that they will actually get what they are searching for. Make sure your headline and copy contain niche-specific keywords. Remember to include a ‘call to action’ in your ad to encourage people to click on it. Rather than just write a copy filled with facts, it is advisable to appeal to people’s emotions.
No emotional appeal – ‘Affordable fashion photographer in Denver. Call now!’
Emotional appeal – ‘Affordable photographer who will bring out the beauty in you!’
3. Make use of landing pages
When it comes to AdWords, landing pages are very vital. If you don’t use them, then you are wasting your money and time. Landing pages refer to pages within your site where people end up when they click on your ad. The aim of this page is to convert visitors to your site into paying customers. If they land on your site’s front page, they might not really be convinced to buy.
Your landing page is customized to fit the needs of your visitors. Include relevant images, as well as a call to action (download an image, buy a print etc.) Make sure your visitors enjoy a smooth and pleasant user experience right from the initial contact. Using proper landing pages has resulted in better conversions for my site which features photos.com coupons and istock photo discounts.
4. Avoid third party blogs and sites
Though it gives you exposure to more people, it is not a good idea to have your ads appearing on third party blogs or sites. Since most of these sites and blogs are banner ad environments, it is unlikely that your ad which is written for particular keywords will succeed.
5. Be patient
Success does not happen overnight. Photographers need to be committed to working on their AdWords campaigns for several months before experiencing a breakthrough. They should test different headline and ad copy to find out what works best for them. Google will show which ads get a greater number of clicks and conversions.
Charles Mburugu is a technology lover and often writes for promo code for photos.com and istock coupon code 2012, and once in a while for Imark Interactive. He also writes about coupon deals at discount blogs that share istock photo coupons and photos.com discounts.
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