If you’re running your business online, you no doubt realize that one of your top priorities is to keep traffic consistently flowing to your company’s web site. One of the best tools in your arsenal is Google’s AdWords, a pay-per-click service that displays your ads as “Sponsored links” alongside or above organic search results. In other words, you’re buying the attention of users who search with certain targeted keywords related to the products or services your business offers. And since Google is the most popular search engine in the U.S., if done correctly, you’ll be putting your brand in front of a potentially HUGE audience. But, like any other aspect of online marketing, using this tool to your advantage is both an art and a science. So what do you have to do to deliver your message effectively?
Of course, Google wants your AdWords campaign to be successful; after all, if you do well, they do well! To that end, they offer their own tips on how to maximize your advertising efforts at any price point. Their glossary of AdWords terms is extremely valuable when you’re first getting to know the process. But we’ve got some other great hints that will help you to make the most out of your AdWords budget.
Go Right to the Source
Go right to the source: use Google’s complementary Universal Analytics tool, which allows you to track the effectiveness of your advertisements on your company’s bottom line. Be sure to evaluate the qualities of your most and least effective ads: what makes them successful (or not?) Moving forward, it’s crucial to design new campaigns with these points in mind. And, while you’re at it, check out Google’s handy Analytics Blog for more great ideas.
Stay on Top of the Word Game
Until now, you’ve been able to find the most relevant keywords for your campaign with Google’s Keyword Tool, which is being discontinued later this month. Going forward, to be sure you are choosing the most relevant AdWords search terms, it’s important that you get to know Google’s Keyword Planner, which merges the Keyword Tool and AdWords Traffic Estimator. When you’ve gotten the hang of it, Keyword Planner should give you a clear picture of how your ads will fare.
Ask for Help!
Don’t be afraid to ask for outside help if you need it! If you feel intimidated by the prospect of running your own AdWords account, or if you know it’s not something your internal team can handle as well as other tasks, it’s a good idea to work with an experienced and reputable PPC management company. These professionals know the business of PPC advertising inside and out and will blend industry best practices with inside knowledge and expert capability to ensure that your campaign is fruitful. The right collaborators will make sure your brand gets the attention it needs and deserves.