Adwords marketing is a form of digital marketing that places your specific product or service in front of a person who has proven their interest by clicking on the ad. Better still, you only have to pay when they click, not if they read the ad but don’t click. Many businesses have found it to be a very productive way to market their goods. That said, as with everything mistakes can be made that affect your end result, so here are 5 common ones to avoid.
- Choosing a keyword that is too broad. Even though it may seem likely to attract a great many potential buyers, the cost will very likely be too high to give you a good return over investment (ROI). It’s better to start off with several long-tail keywords that will be much cheaper and work your way up from there as you get more profits. These keywords can be found from your Google Analytics or Webmaster Tools accounts.
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Once you have decided to dip a toe into the waters of an adwords marketing campaign you will need to do everything possible to ensure success. Unless you have a large budget, you may be concerned about what adwords will cost. If your budget is low, here are some tips to help you.
- Don’t aim for those high ad positions. Most people think the top three ads are the place to be as they will convert best. However, analytics show that this is not true. Often, the lower positions get better conversions. Experts have found that many people who click on the top ads do so on impulse, rather than because they are looking for something specific with the intention of following through.
- Long tail keywords are your friends. For a start, they are much more specific and will attract people who actually want what you offer better than if you used a general, single keyword with a broader meaning. For instance, “Dental Clinic Perth” is a more specific keyword than “Dentist” or even “Dental Clinic”. It is much more likely to attract people who want a dentist in Perth, so your ad is more targeted and hence, more successful.
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Once you start looking into ways and means to advertise your small business, you will soon come across the option of Adwords marketing. This usually refers to Google Adwords. Google makes it really easy for almost anyone to set up an adwords, or pay per click campaign, with options for much of the work to be automated, but that is not to say it is the best way to create such ads. It can be an option for those who find the process difficult and tedious.
Part of the automation process is that the ads are placed onto websites without any input from you. The keywords you use are what determines where the ads are placed. It is important then to use the right keywords. Some words sound the same but have different meanings so you need to use the negative keywords function to weed these out. Otherwise you will be paying for clicks from people who are not in the least interested in your product.
You have to set a daily budget for adwords. That will ensure you are not paying too much until you see what the ROI is. The trouble is, the less you pay the less your ad will be displayed. So is pay per click a good way to advertise? It can be, but generally speaking is best for those businesses that are a bit on the larger side. For instance, if you have one cheap product to sell, adwords might cost too much to make it worthwhile, but if you have 50-100 products, or even one product with a large price tag, carefully targeted adwords could be really helpful.
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