You may be familiar with Google AdWords, the powerful, pay-per-click advertising service run by Google. AdWords is responsible for all the promoted results and sidebars you see in your search results. AdWords can be an incredibly useful marketing tool.
The idea of a pay-per-click service can leave you worried about exploding costs. But each business can set a budget, so AdWords isn’t the advertising equivalent of horrifying data overages on your cell plan. Still, it can be a challenging service to use, in part because it’s constantly evolving. So today, we’d like to offer you 5 Google AdWords tips to help you make sense of this important but complex tool.
Google AdWords Tips for Small Business:
Be picky with keywords
You might feel you should throw as many keywords at a situation as possible, especially if you’ve gotten a look at other sites’ metadata and seen huge blocks of them. However, this is also a favorite technique of spammers, and over time, Google has adjusted its algorithms to account for it. To maintain their status as the top internet search engine, Google works hard to bring users quality content, so if it looks like you’re focused on quantity over quality, it can actually work against you. Choose keywords that are specifically tailored to your desired outcome, and when you launch a new campaign or promotion, change them.
Build great landing pages and optimize for conversions
Because AdWords is a pay-per-click service, you get the most bang for your buck by optimizing your efforts. Google offers you a variety of metrics about your ads, so as you build a history of through-clicks and conversions, you can use that data to target your advertising. For example, you can assess conversions to see what time they’re happening, then cut back during windows that aren’t yielding results. User locations can also provide insights that will help you target ads more effectively.
AdWords can get customers in the door, but your landing page is still the key to conversions. Above all, keep it attractive and simple. Be cautious about using links on your landing page that could lead users away from your site. Whatever call to action you choose to include should be as appealing and easy to use as possible. Think of it this way: you’re paying Google AdWords to bring people in, so invest in a beautiful design that will keep them engaged once they arrive.
Use site links to your advantage
Google AdWords allows you a certain number of site links under your primary header, and these are an opportunity that’s often missed. Customizing site links for different search terms can up your conversion rate. So can using them to showcase sales and other events. Enhanced site links include even more detail. Google claims that the clickthrough rate on these is as much as 30% higher. That said, it’s also important to monitor the length of your links. Short and sweet is always a good policy.
Think like your customers
Think beyond the most generic search terms your customers might use. What add-ons do they typically investigate while shopping for that item or service? What kinds of incentives convince them to spring for your product instead of idly shopping? You know your customers. Adjust your AdWords and links accordingly.
Use call tracking
One last thing to remember is that you may be losing conversion data when customers phone you instead of using the other calls to action on your site. There’s an easy solution to this. Google offers a service called CallRail, which keeps track of conversions. CallRail shows each person who clicks through from AdWords a unique phone number to call. When they use it, Google can isolate the keywords the user searched, the site links they clicked, or the specific campaign that attracted their attention.
If all this information is making your head spin, you’re not alone. Google AdWords is a versatile tool, but it takes time to master. But don’t let that learning curve drive you away from AdWords; it’s too good a tool to pass up. If you don’t have time to DIY, get expert help. We’re always happy to share our knowledge with you.