Many small businesses turn to ads these days to bring in traffic and sales. Which is why it is essential that they get the most out of the ads they invested in. Yes, I’m talking about measuring your ads’ ROI. With this in mind, I’ll be sharing some tips on how to get the most out your ads, specifically in Google AdWords.
Google AdWords is a keyword-based ad system that appears at the top or bottom of a Google search result page, as well as on websites which use Google AdSense. Naturally, how much you are willing to spend and how competitive is a particular keyword will affect how frequent your ad will show up.
Why Google AdWords?
- Google is by far the number one search engine today.
- Google AdWords is one of the more affordable ways to advertise.
- Google AdWords provides a lot of targeting options.
- Most major hosting providers like HostGator and iPage, are offering free Google AdWords marketing credits.
Google AdWords is a very simple and quick way to advertise, perfect for small businesses. Nevertheless, if the ad campaign is not well planned, you would end up putting in more funds than necessary. And with lesser results too. So here are a few simple tips that you can use to optimize your Google AdWords campaigns.
Keywords That Bring In Sales
Besides researching for popular keywords that reflect your business, you also need to determine if the keywords used are going to bring you sales. My point is that you need to target those who have the intention to buy and not those who are just browsing around for information.
Take for example:
If you were interested in getting a bicycle for your kid, would you be searching for the “latest children bicycle model” or would you be searching for “children bicycle shops in your location”? Likewise, as a business owner, you should identify the keywords that your potential customers are more likely to use.
Granted, they are sure to be different keywords used by different people with the same intention. So, you are advised to try a variety of keywords and track the results.
Designing The Ad
Finding the right keyword is important but creating an ad that captures your potential customers’ attention is crucial. You need to attract them to click onto your ad and subsequently, become customers.
Proper usage of words and creative ads can lead to higher click-through. Things like punctuations and questions, if used properly, can catch users’ attention or make them curious enough to click on your ad. And it will help your ad stand out among other competitors.
You would need to try out a few different versions. Do not be afraid to try out unconventional methods.
Designing An Appropriate Landing Page
A landing page is the customized page that you visitor will first see once they click on your ad. And it is common sense to ensure that the landing page is relevant to the keyword or the text in your ad. Or else you will risk a high bounce rate or low conversion. Which would be a pity considering that you would have already incurred the ad cost.
So this means that the landing page for your “children bicycle shops in your location” ad should be relating to your website page on children’s bicycles and not your homepage on children’ toys.
Tracking The Search Results
Now that you have set everything up, it’s time to track them. Click-through is not a good indication of a successful ads campaign. You need to track conversions.
- How many of these click-through are contributing to your bottom line?
- Which of these ads is generating sales?
- Which one is not attributing much?
One way of doing do is through Google’s AdWords Conversion Tracking. It comes free with your Google AdWords and allows you to track unlimited conversions. You would be able to view reports on customers’ search patterns ie clicks, impressions, query paths and transitions.
In this technology-powered world, Internet marketing like Google AdWords, has become an alternative and widely accepted way of promoting a business. Essentially, Google AdWords is a trial and error ads campaign. And hopefully, with the above tips, it would be fewer errors for you. Do share your thoughts below.