The result was only one "click" on the ad, at a cost of 50 US cents. There were no sales of the product advertised.
Admittedly, I set AdWords a tough challenge by trying to sell the most expensive, slowest to deliver hardback edition of the book (cheap instant ebooks sell best).
While this was a failure for book sales, I seemed to get more direct leads about my consulting business. It would appear that companies read the ad, did not buy the book, but thought "he wrote a book and so must be an expert on the topic, lets contact him".
Starting by running an advertising campaign which lasts a week is a good idea, as this will coincide with the tips Google sends you. Each week they send new advertuisers a mail message about one page long with some suggestions. The one tis week for me was on "Top tips for great keywords:
Apart from being a useful technique which educators could emulate, these email messages are very useful marketing. Promoted by this I started a new campaign, linking to the eBook, rather than the print edition:
A great keyword is:
- Ideally, 2-3 words long
- Specific (keywords that are too broad or general will not reach users as effectively as keywords that are highly targeted)
- Directly related to the text in your ad
- Directly related to the page your ad links to (specified by the destination URL) ...
Green Technology eBook
Computers can reduce energy use.
As used by leading universities.