I hear it all the time – “I’ve been spending a lot of money on Google AdWords, and I think it’s a huge waste of money.” Yet other people are saying that it’s “moderately effective.” And still others swear by them. Do Google AdWords really work?
Originally, Google launched AdWords as a way to give small business advertisers an opportunity to create a highly targeted pay-per-click search engine campaign. Since Pay-per-click as a model is very effective for many businesses, Google figured they’d give small business a way of getting more control of their ad budget. For example with pay-per-click you can set a monthly “ceiling” on how much you’re willing to spend.
Since it became hugely popular, it also became extremely competitive. That could explain why it’s a bust for some businesses, and a boon for others. They key, of course, it to use AdWords as effectively as possible.
There are some basic tactics to use that will help make your AdWords campaign more effective. First, start with very specific and highly relevant keywords. This is the foundation of your campaign, as the keywords will determine the targets you’re going after. Make sure you ads are compelling; forget using fancy creative or clever play on words – you have a very limited amount of space to work with (just 25 characters for your headline and 70 characters for your text).
Here’s another key: make sure you have a very effective landing page! If you want to increase conversion rates, an effective landing page is the key to success. Remember, the landing page is the link to your Google AdWords ad. An effective landing page will help to keep prospective customers on your website longer, helping to turn browsers into buyers.
Finally, take some steps to avoid wasting money. If you’re unsure of having effective keywords, use keyword search tools. You can find a variety of them online. Make sure you’re targeting the right audience – keep your AdWords local if you’re a local business and don’t think a national campaign is in your best interest. It’ll save you money! Track your ROI – use Google analytics to see your click through rates and use their special tools to see your conversion rates.
To make your ad more effective, use attention-grabbing words. Drop every word that is not absolutely necessary – like “of, it, on, an,” – you’ll be making sure that every word you’re paying for counts. Finally, make sure you put the price of your product or service in your ad. It may lower your click through rates, but you’ll be bringing in potential customers that aren’t looking for something for nothing. AdWords are working for many people – make sure they work for you!
Learn more best advertising and marketing practices by sining up to get more Palmer tips:
