Your Google Adwords Checklist
Every time you perform a Google search, you’ve probably noticed the column of results down the right-hand side of the page. There are usually one or two at the top of the results too, and they can all be identified by the small yellow ‘Ad’ badge next to them. These are Google Adwords at work, encouraging you to click on them to make a purchase directly influenced by your search terms.
Google Adwords allows you to set the criteria for search terms and outbid your competitors, to ensure that your advert leads the field when someone types the relevant search term into Google. Understanding how to make the best use of the technology can make a significant positive impact on your profits, so it really pays to understand the system and make it work for you.
Research Your Keywords Thoroughly
Choosing obscure search terms won’t improve your sales, so spend time finding out what your visitors are looking for. Try typing various keywords into your search engine and see what Adwords listings come up. Don’t be in a rush to make a bid until you are certain that your chosen keywords are going to yield positive results.
Set a Realistic Budget – and Stick to it
You don’t need to allocate much money to start reaping the benefits of an Adwords campaign, so set aside an affordable amount. The majority of your funds should be spent on tried and tested keywords, but you can allocate a small proportion to more obscure terms if you wish. You make a bid for your chosen keywords, and wait for Google to accept your offer.
Write Excellent Copy for Your Ads
You want your advert to stand out from the crowd, so don’t be tempted to rush this stage. Research what other companies are saying in their ads and see how you can improve on them to direct people to your site instead.
Ensure Your Landing Pages Encourage Visitors to Buy
Your landing page is the page that visitors come to when they click on your ad. This needs to be a very focused page, encouraging the visitor to part with their cash. If visitors routinely land on this page but don’t go on to make a purchase then you need to up your game!
Review Your Results
Allow time for your marketing strategy to start reaping the rewards before implementing changes, but pay attention to visitor behaviour to see where you can make improvements. Keep monitoring your Adwords campaign to ensure it’s working at optimum levels at all times.
Important
It takes time for your Adwords campaign to yield significant results, so don’t be tempted to pull the plug if you don’t see instant results. Allocate a small budget at first, and keep your keywords simple to avoid overspending on the wrong phrases.
Did You Know?
Google Adwords is also known as pay-per-click advertising, which is sometimes referred to as PPC. Another term for Google Adwords is ‘paid search’. Google reports that more than 95 per cent of their revenue each year comes from Adwords, making it the company’s biggest revenue stream.