Google AdWords has altered the way we think about advertising. How so? Well, the quick answer is that Google made it remarkably more affordable for business owners to advertise their products and services on a wildly popular network. The more complicated answer is that advertising successfully is no easy task – even with the mighty Google as your friend. A good ad campaign takes time and money. It also takes a competitive tenacity to stand out within Google’s super saturated online marketplace. If you’re part of the Google AdWords network or thinking about it, it’s paramount to map out a plan and to dedicate a few hours a week, or an hour or so daily to shape and that successful campaign. Here are few ways to make the most of your Google AdWords experience.
- Create a daily or monthly budget for the amount of money you are willing to dedicate to your AdWords campaign. Pick the amount you want to spend per click with the understanding that the more you spend the higher up your ad ranks to the buying public. But also realize that clicks don’t necessarily always translate into sales. You need a well thought out budgeted plan. You don’t want to potentially spend thousands of dollars and then have next to nothing to show for it.
- Focus your advertising on your target market. Within that start of by targeting businesses in your local market. Consider Google Local, a free service also powered by Google.
- Recognize that there is a lot of competition out there and come up with alternative ways to get attention. AdWords are keyword-driven ads located on the right side of a Google search page and under those sponsored links. Your ad shows up in the search results when people search for terms that relate to your ad. The key is to have your ad high up on the list of sponsored links without having to spend a fortune. Like anything in life, the more you dole out the more important you are – and the same goes for your ad. What makes some of this spending remotely OK is that with AdWords, because it’s a pay-per-click service, your money is spent only when someone clicks on your ad. So beat the big guys with more money by staying away from the popular and therefore costly keywords and instead use niche keywords that the competition has overlooked. It will keep the per-word costs down.
- Keep your campaign fresh and be open to constant evolution. Something that works now may not in a few months. Pay attention to trends, your industry’s interests, and be prepared to modify your campaign to stay relevant. Always make sure to have a solid, compelling headline to catch people’s attention and never post an ad without a well-focused call to action. Remember you want people to contact you about your product or service. This partnership shouldn’t end with the click.
- Use resources from the experts. There’s Google’s step-by-step guide to help kick things off. AdWords has a blog, and of course the Dummies franchise has once again come through with AdWords for Dummies. Nothing is set in stone and everything on the Internet can be tweaked and edited. Make sure to test out a variety of different ideas and combinations of ideas before you find what works for your business – only to reevaluate again a short time later.
- Keep track of customer responses. If you’ve already followed the previous guidelines, then you should have a well-targeted ad pointed at your industry’s market. The ad should offer a good discount and with a clear message. And all of that should lead to some kind of response. If you aren’t getting any responses, then something isn’t working. Scrap the failing ideas and go on to triumph with the next.
- Recognize when something works, run with it and expand on it. But always be ready to tweak, modify and improve on that winner too. If you’ve tested something out on a small level and it’s a success, consider going bigger and with a larger reach and new niches. You may even be cool with an increase in your pay-per-click amount.
Once the upfront work is out of the way and a system to your ad campaign is established, the overall AdWords process will run more effectively and hopefully bring your business success with new customers and more money.