Google AdWords is one of the most efficient ways of marketing. It gives you the opportunity to be exactly where your target audience is looking and stay at the top of their mind. AdWords campaigns can either use ‘search ads’, which are the ads you see at the top of the Google results page when you put in a search keyword or query or ‘display ads’, which are the ads you see on pages all over the internet. Both serve their own purpose and can be very effective when executed well.
To make money, you have to spend money. By following these tips, you can ensure you are being as cost effective as possible with your Google AdWords spend.
You may think you have a great idea but unless you do your research, there is no way to actually know. Keyword research is so important in adWords campaigns as it will ultimately build the basis of your campaign. Using the Google Keyword Tool, you can see the volume of search terms related to the service or product you are wanting to advertise. You need to analyse the keyword results and decide which keywords are worth bidding on. The idea is to find a happy medium- keywords that have a relatively high search volume with a low to medium competition. A keyword with a low search volume and high competition would be seen as more of a risk and you may not see the results you are after.
You need to remember that you’re not the only one paying for advertising space so trying to get someone to click your ad over someone else’s can be tricky. It’s important to highlight your Unique Selling Proposition. Why should someone click your ad instead of the next one? What can you offer that someone else won’t? Think about what your audience wants and communicate it in a way that is fast and easy to comprehend. Depending on your business, you may need to think about the language you are using and whether or not your audience will actually understand what it is you are trying to say.
Think about who you are trying to get to click on your ads. How do these people talk? What slang do they use? What images would capture their attention? You need to really understand your audience in order to create an effective campaign. Think about it. Would you talk to a 17 year old student the same way you would talk to a 34 year old mother? Probably not. This can go even further with geographical slang. Understand your audience and tailor your campaigns to suit these people. Specificity is key.
You need to be able to grab someone’s attention immediately. And you’re probably going to have a lot of competition while trying to do that. So you need to ensure your ad is giving people exactly what they need to read. Be quick and concise but give enough information that people actually know what you’re offering. With a limited word count, there is no time to muck around. Get straight to the point and create a strong CTA.
Particularly if you are starting a large campaign, it is always a good idea to test the waters before embarking on a massive spend. Choose one or two locations with the same audiences you are going to use for your main campaign and let it run for a couple of weeks. Watch these tests closely so you can see what is working and what is not. You might find that something you thought would bring a lot of sales is really underperforming. It’s much better to realise this in your test campaign than to waste large sums of money wishing you’d done a test! Whether your test proves to be a success or failure, you’ll definitely gain some knowledge to use for your main campaign.
Now you’ve got some insight into what it takes to produce a successful Google adWords campaign, it’s time to get started. If you need any help with getting one started, let us know. We’d be happy help.
No matter what changes you make to your website, your SEO, paid advertising or social media, you need to be willing to adapt to how your audience is responding to these changes. The best way to follow these responses is by tracking your performance through an abundance of different tools.
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