Amazon.com does it, and a few other very big companies does it, creates individual Google Adwords for ALL their products. In my role as CEO for eLounge (a new and upcoming Scandinavian Internet Bookshop) I have spent the last year trying to figure out a way to do the same with our own products without having to pay an advertising company $ 10-100.000 to create and control all the adverts.

The advantage of adverts on Google is that you only pay when people clicks on your advert (we typically pays around $ 0,09 per click). My experience from Denmark and USA says that this kind of adverts have a click rate on around 0.2%. So that for every click your advert has been exposed to about 500 people.

It took hundreds of hours to figure out how to build a system that can create individual adverts for all our titles (we have more than 2.000.000 titles), but in the end we succeeded.

To save other people a lot of time and troubles I would like to share how we managed to build the system.

First we tried out to build one ad for every product, but it turned out that Google dont allow an account to hold more than 25 Ad groups and 100 Ads in each Ad group. So if we want to create adverts for all our 2 million products we would have to open and control more than 800 Google Adword accounts.

The solution, we found, was to work with adverts for many products inside each ad. Every ad is allowed to contain up to 2.000 keywords, and since we needed 7 keywords for each book, it meant that each ad could contain around 285 books (2.000 divided with 7)

You have to be aware of a few things when you build ads with several individual products inside.

First you need to fill in the following text in the headline (or something like it): {Keyword:Get the book here}
This means that whenever a person search for one of your chosen keyword, like for example Harry Potter, the headline on your Google advert will be: Harry Potter.
The last part of the sentence: Get the book here, will be shown if the keyword is longer than the allowed 25 characters.

In the Destination URL field you just fill in the main site of your homepage, for example www.elounge.com. The URL want be used since we add a deeplink (a direct link to the product on your homepage) after our keywords, which overrules the Destination URL.
Next step is to make a list with all the 2.000 keywords for 285 products (if you use 7 Keywords per product).
After each keyword you add: ** Destination url.
Your keyword list should look something like this:

101 Book Salivations ** http://www.elounge.com/productid=100201
101 Salivations by Rachel Hale ** http://www.elounge.com/productid=100201

This makes sure that you adverts always links to the product you are advertising for.

Now all that is left is to create all the Adgroups and Ads. Because we in eLounge needed to advertise for a very high number of products we couldnt make this manually, so we developed a program in Iopus Internet Macros, which automatically could create the 7000 Ads for us.

To make the adverts more effective, we divided all the books into different categories. We made one category with all the books that are sold freight free, one category with all the books on which you save more than 50% ect. We used the different categories to make different descriptions, instead of just having the same description on all the products.

All that is left now, is to wish you good luck with creating you own Google Adwords.