Top 5 tips for Google Adwords
With more than 2/3rds of Internet users choosing to use Google as their first choice for search, it makes sense to supplement your website traffic by running an Adwords campaign.
Setting up your own Adwords account is easy and, within 30 minutes you can start to see additional traffic to your website.
Although an Adwords account is quick and easy to set up, there are some key points that you should consider before you activate your advert. we'll look at the main ones here.
1. Research your keywords. Keywords and keyphrases are those search terms that Internet surfers (your new prospects) use to find the product and service that you are selling. The closer you can match the words that you are bidding on to the words that your prospects are using the more chance you'll have of converting a lead to a sale.
2. Think niche. The Internet is the perfect niche marketing medium. The more niche the product you are selling or market you are targeting, the better performance you will get from your adverts. If you have a more generic product, look at breaking your adverts down into smaller groups. For example, if you're selling 'health supplements', look at running different campaigns for 'vitamin supplements for women' or 'high protein body building supplements'. Niche phrases are generally less expensive per click and deliver better conversion.
3. Set a budget - and stick to it. This applies equally to your maximum click value and your monthly budget. Your budget should reflect your customer acquisition cost and will depend on your product value, gross margin and click through and conversion rates. If you're not getting good enough conversions, look at changing other variables before simply increasing your spend. Pay per click campaigns have a habit of running away with costs as this is the simplest variable to change.
4. Write compelling copy for your advert. The number of characters that you can use is very limited so you have to make each word count and work for you. Write a strong benefit statement that's very specific, for example, rather than 'lose weight' say 'lose 14lb in 5 days' . Strong benefit statements achieve the best click through rates. Also, your advert ranking (position) is a function of your bid value and click through rates. You can therefore boost your advert ranking, at no extra cost, by having such a fantastic advert that people click on it more frequently.
5. Have a relevant landing page. It's amazing how many businesses send new prospects to their websites home page. Internet users are a fickle bunch and have very short concentration spans. They expect to get what they're looking for immediately and quickly move on if they don't. Landing pages should reflect the advert that you have written and should have an obvious benefit statement and call to action. Following the earlier example, the keyphrase 'vitamin supplements for women' should have a landing page that has a benefit statement like 'Boost your energy levels 50% with our mega multivitamins' and a call to action ' buy two and get a third FREE when you order today'. Don't waste your prospects time, and your valuable marketing budget by sending them to irrelevant pages.
Adwords is a great way of supplementing relevant new traffic to your website and many businesses rely on it for all their Internet traffic. Like any other advertising campaign, the level of success will greatly depend on the effort invested up-front to understand what your prospects are looking for and then publishing relevant campaigns that capture the prospects imagination. Once you've got their interest, make it as easy as possibly for them to buy from you.