Adwords - Keyword Rich URLs

In the last 6months Google Adwords have made some interesting changes to how it displays the creatives for creatives in the tops positions. What happens is that the site base URL is diplayed next to your headline creative.

This now opens up the viability of using ketword rich URLS for paid search to get the jump on the competition. We all know that search phrases in the query are highlighted boldin the search results, by using keyword rich base URLs for PPC we can now highligh more of the top row of the searchadvert headline and make a better visual impact on the SERP.

I will add on small caveat though, I have seen that some creatives do the hold true to the new methd that Google is using for displaying paid creative.

If you measure the potential cost impact of purchasing a keyword rich URL and then pointing that to a product specific in-site micro-section of content that supports the URL then I feel that the spend impact and the relative increase in CTR could potentially pay for itself in a single day of traffic and also the side bar issue of better SEO'able content specific URLs thn this could be a win win situation. In other words - what can you lose.

So, do you think you need internet marketing?

mmm, interesting question really...

Or is it...

You have a web site... it sells things... you want to sell more things... enter Internet Marketing... but wait...

Can your business really afford to spend monies to get monies?
Example 1; I have a site that sells say 25 T-Shirts a week... it doesn't make much profit but its a hobby and I would love to take it full time...

Opinion 1; Running a small PPC (Pay Per Click) campaign yourself and/or reading online resources regarding improving your SEO'able website content will increase your sales by increasing visitation to you site... but as a full time enterprise... gosh you need more than that...

Whats your USP (Unique Selling Point) and whats your margins(costs'v'profit), if you can squeeze margins you can reduce the per unit price to the consumer, consumers love that - nice things for not much monies, but you will have less in the pot afterwards to market your site.

You have to balance profitability with marketability with saleability... Well if you sell your stock but have to little left to market the product, replace stock and pay the bills then whats the point... also this runs true for the reverse of that equation, if you have the stock and the marketing but the product/service is unsellable (uncompetitive pricing or just simply the product is rubbish) then the same applies, whats the point... Give it up or re-think the approach.

Example 2; We have a product range that we want to push in the gift marketplace, we have £25k marketing budget for this over a 3 months period with more available with proof of sales increase to match our expectations.

Opinion 2; Nice, good expectation and a plan in place... but no... I see issues here... If this is a brand that is E-stablished (E-stablished is my shorthand for a mature and established website with good content and history) then they have problems: what happened or is happening to their current PPC campaign? Is this their first venture into paid search? What are the other forms of internet marking that they have tryed or currently use?
So much more to think about - the more you put into a campaign the more you expect to get out of it... be that monies or development time...

My general answer to all websters (you know what im getting at there) is this... get the product right - get the site right - get the marketing right - and you'll be alright...