Have you noticed that more and more of the Google search results page seems to be taken up by adverts? Paid (or Sponsored results) have always taken up a fair bit of space, but the recent changes to Google Shopping have meant that more of the best positions are now taken up by advertisers.
So, if you are not using Pay per Click advertising, it could be time to think again. But before you start, make sure you have all the right elements in place to make your campaign a success. Here’s my Top 5:
1. A good website
More Adwords campaigns fail due to the website they are promoting than issues with Adwords. If your website is not converting visitors to customers then there is no point paying for more visitors.
Sort out any conversion issues first.
2. Know your numbers
How much are you willing to pay to acquire a customer?
If you don’t know the answer to this question, then make sure you do before you start your Adwords campaign. Otherwise you can’t know how much you are willing to pay for each click and whether adwords is profitable (or not).
3. Measure the results
While it’s straightforward to measure conversions for an ecommerce business by integrating Analytics with Adwords, for non ecommerce sites it’s harder. So make sure you understand how you will measure success.
4. Understand the different ways Adwords works
Adwords is a complex tool and it’s incredibly easy to waste lots of money if you don’t know what you are doing.
For example do you know the difference between Exact, Phrase and Broad match? And modified Broad Match?
What about Ad extensions, location targeting or negative keywords?
If you want to set and and manage your own Adwords campaigns be prepared to invest a lot of time in learning how. For most businesses it’s best to hire a specialist.
Whatever you decide ……
5. Don’t let Google run your Adwords campaigns
Google makes it decpetively easy to start using Adwords. Those vouchers for free advertising and a set up process which fills in all the details for you.
But Google doesn’t understand YOUR business and its assumptions almost certainly won’t match your goals.
If in doubt, take a look at Google’s revenue figures for the last year – over $50 billion.
If you’re wondering if Adwords could work for you, give me a call on 0161 883 1655. I’m happy to have a look and discuss whether it’s likely to be a good investment for you.