Some people will tell you that they have seen encouraging results from their AdWords campaigns. Others will moan about it telling you how frustrating it is whilst waving their flattened, thread bare wallets at you.
It’s a tricky one to get right. Now, this seems to be a resounding message that crops up all over my blogs but I’ve got news for you petal. This stuff isn’t easy and that’s why the competition is so hot. You have to play the game and play it right. Throw the dice and when you lose a couple of rounds you get back up on your horse and you darn well throw again.
. . . Now we’ve got the motivational speeches out of the way, it’s time to get stuck in. The good news is, like everything else I have written about, AdWords is surprisingly easy to use maybe even more so than Google Analytics! Once again those happy cheeky chaps at Google have provided you with more instructions and hints than you can shake a stick at. The only thing is . . . you have to read it.
The problems arise when your advert is unleashed unto the unassuming masses and the clicks mount up but you’re not seeing the return because the wrong people are doing the clicking. Or your advert is live but no one’s interested. It’s at this point that you wonder, is it all worth it? Thus raising the question should I just pack it in and rely on good old fashioned organic search results or maybe invest in some sandwich boards?
Organic or paid search?
Which links are you most likely to click on? Are they the ones at the very top of the page? You know, the ones with the little “ad” symbol next to them. Or do you pay more attention to the links below that?
Some people convince themselves that internet users don’t pay special attention to the PPC adverts that appear in search results. However, on average the top three paid ad spots get 41% of clicks (Jmosier, 9 Surprising Statistics on PPC Ads and Current Marketing Practices). That is an impressive percentage. So it really is worth investing the time in getting your link up in those top three results.
S’all about yer content. . .
Much like SEO, your AdWords campaign is about the content on the page that your campaign links to. Therefore you need to make sure it is as relevant as possible. The keywords that you use in your campaign to target your audiences, should be utilised all over your page. Therefore don’t assume that this campaign should link to your homepage. These ads are most effective when you make a tailor-made page to suit your campaign. This could be a whole new page or just adjustments to a current page.
It’s also important that you select the correct keywords. You don’t want to attract the wrong crowd and increase your bounce rate but equally you don’t want to have your target audience running off with your competition. This again links back to SEO whereby you really have to know what it is your potential clients will be inclined to type into their search engines.
Actions speak louder than words. . .
You might sometimes find that although many people are clicking on your ad (and you are getting charged for every click remember), the clicks aren’t always translating into sales or the bounce rate is through the roof. This can be down to a number of issues but a big contributor to this problem is the fact that your landing page is not leading your clicker to an action. An action can be to purchase a product, to sign up with their email address or simply to make an enquiry. You have to rub it in their face in a big way. Make it embarrassingly obvious how they should proceed. “Here’s what you need and here’s where to buy it”. This is called CRO or Conversion Rate Optimisation.
What’s your strategy?
Like when approaching a ferocious lion, it’s important to have a strategy. This takes careful planning and consideration. You may retort saying “but I don’t have time to fiddle around with such trivial matters”. I say to you, either get someone to help you or don’t bother because otherwise you will find yourself out of pocket before you can say Jack Robinson. Try and answer these questions before jumping into a campaign:
- What is the aim of your advert?
- What action do you need your visitors to take?
- What will your clients search for specifically?
- What is your maximum budget and what sort of results do you need to make this worthwhile? How does this relate to the time you have to dedicate to AdWords?
- What do your competitors AdWords campaigns look like?
The bottom line
The thing is, you could easily write a book about AdWords and people have! There is much to read and discover on this subject. Like all things it’s good to start off small with a suitably modest budget. Dip your toe in the water, see how it feels and then, eventually, you’ll pluck up the courage to jump in and swim.
Written by: Jessica Anderson – Client Support Executive at Noisegate Media
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