Successfully managed Google AdWords PPC (Pay Per Click) campaigns will increase your visibility, website traffic and potential sales
Two common answers I receive when I first mention using AdWords as part of a digital marketing campaign to a new client is ‘we tried AdWords, and it didn’t work for us‘ or ‘we don’t have a large enough budget for AdWords‘.
There is no reason why AdWords can’t work for any business, with any size budget. The main reasons it doesn’t provide a desired return on investment is because the campaign hasn’t been effectively setup or managed efficiently.
Google AdWords is a powerful tool that allows you to manage and analyse as much data as you want. But it also allows you to quickly setup a simple and basic campaign. The latter can be a problem if you do not set up your campaigns effectively. Especially for small businesses with a tight marketing budget who hear how wonderful AdWords can be but only give enough time and focus to give Google a large sum of money for no or little return.
Larger companies will employ a dedicated AdWords expert to analyse data daily, maximise efficiency and gain the best possible results. But if your budget doesn’t stretch that far, you should seek advice or how best to set up and manage your AdWords campaigns.
To start with, you need to understand the advantages and disadvantages of the different Google AdWords keyword match types and when and why to use them; and once you have successfully set up a campaign, you need to analyse the search data available to help you manage your campaigns. There are three simple reports you can generate and regularly review to help create more profitable AdWords campaign and achieve a better return on investment:
- Search Terms & Negative Keywords
- Poorly Performing Keywords
- Geo Location
Google AdWords is a very powerful and essential online marketing tool
Consideration should be given by every company to include Google AdWords campaigns as part of an online marketing mix. But, if not set up and managed correctly, it may result in nothing more than a very costly exercise.
Google initially changed the whole search engine landscape by introducing the concept that companies would pay to promote their websites. Over the past 18 years, Google AdWords and Pay Per Click advertising has become an essential part of any digital marketing strategy. If you have had a bad experience or feel AdWords was a waste of time and money, the chances are your campaigns were not set up to succeed in the first place.
I have helped many companies turn a bad AdWords experience into a good one. The most common issues include:
- Google setting broad match terms rather than a strict keyword focus that result in a lot of clicks and no sales
- Poorly set up campaigns that are not managed or optimised, thereafter
- No review or consideration given to negative keywords, geographical locations or poorly performing ads and keywords
I have helped many small businesses with a very limited budget to get the most out of AdWords. If I don’t already work with one of your competitors, I would like to hear from you. Contact Buzzin Media today to discuss how we can work together to make your company an online business success.