Google AdWords can be a very powerful online marketing tool for businesses of any size—even those with a limited budget. AdWords allows businesses to create text and display ads for Google Search Engine Results Pages (SERPs) based on their choice of certain keywords, in order to drive more traffic—and hopefully create conversions—to their website.
Although you only pay for your ad if people click on it, you can easily use up your AdWords budget without a return on investment if you do not have the right strategy. Here are a few pointers to help you create a successful campaign and get the most out of your Google AdWords investment.
Determine how people are searching for you—or if they are.
Google provides you with valuable tools to help you target your ads for the right users. Using Keyword Planner, you can search for words or phrases people use to search for content similar to your website. Through this tool, you can make informed decisions on which keywords have the most traffic, but are within your price range for your campaign budget. You also may find that nobody is searching for products or services with the keywords you choose, so take full advantage of the Google AdWords tools to learn more about how consumers word their searches!
Don’t always take Google’s advice.
Google is smart, but it doesn’t know your business inside and out. While the Keyword Planner and other tools may provide you with helpful keyword recommendations, you should also put some thought into other keyword possibilities for your brand. This might include doing research of your own, such as sending out a small survey to gain insight on your consumer’s perception of your brand or monitoring the keywords of your competitors.
Keep your messaging relevant.
Since Google AdWords is set up for you to pay per click (PPC) on your ad, it is important that your ad’s message and keywords are relevant so you only get clicks from your target market. Not only should the ad’s message and keywords be relevant to consumers, but the landing page to which your ad is pointing should be packed with relevant information as well. Once you have determined your ad’s message and keywords, your landing page headline, photos, and other content should mirror it.
Focus on conversions, not on competitors.
If you notice that your competitors have a similar Google AdWords strategy and their ads are showing up above yours—don’t focus on getting to the top! Oftentimes it is a company’s strategy to show up in a lower position or even on the second SERP. Keywords can be expensive, especially when demand is high, so don’t waste your time and money to reach that #1 spot. Instead, focus on finding the balance between a modest AdWords budget and a comfortable conversion rate through your ad clicks. Don’t lose sight of your goals because your competitors are ahead of you, for they may be getting the same number of conversions at a much higher price.
Although it may be appealing to see your ad on the first page of Google, it is important that you focus on the target of your ad, the action you want them to take, and how Google AdWords is going to help you get them there. Be sure to track your AdWords campaign on a weekly to monthly basis, and be willing to modify your keywords and ad messaging if consumers are not responding to your ads. If you want to get the most out of your Google AdWords budget, remember that having consistent, relevant messaging is key.