An introduction to AdWords.
An Introduction to AdWords
AdWords can seem like a daunting interface of columns, statistics, financial commitment, and adverts. Users often become lost in this Google-made digital dimension when they aren’t equipped with the correct technological tips and know-how. In order to prevent such hardships from affecting your business, we have compiled a set of quick and easy steps to traverse the minefield of online advertising.
First thing’s first, you do not want to waste your PPC budget.
PPC refers to Pay Per Click advertising, meaning you will pay Google each time someone clicks on your advert. Small businesses waste, on average, 25% of their PPC AdWords budget. This is a lot of money to be thrown into the digital ring for no financial or conversion reward. This can be avoided with well-tailored adverts on your AdWords account that focus directly on the products you are selling, your target audience, what time of day you wish your adverts to run from and until, in what countries or specific cities you wish your adverts to be seen, how much you are willing to spend on each advert, along with focusing on slightly more technical considerations; Quality Scores, Click-Through-Rates (CTR), Conversion rates; the list goes on.
Many businesses take very few of the above considerations into account when working with AdWords. It’s also particularly harmful to set up an AdWords account and then be, what is considered by Google’s omnipresent eyes, neglectful of it. Ways in which you could be deemed neglectful are:
- Not logging in to AdWords for months at a time.
- Not including Ad Extensions (vital little one liners that inform potential customers of your Unique Selling Points, USPs) in your Campaigns; your Campaigns being how your choose to group certain ads together. It can often be by brand name, similarity of products etc.
- Your PPC Account Manager not having the correct training and running the account in all the wrong ways.
Within your campaigns, you want to make sure your keywords, ads and Ad Groups are relevant to what you are selling – particularly for the multiply astounding values your products have to offer. You also want to think of as many synonyms for each product as possible. For example, if you were selling an antique Victorian bed, your keywords could be as follows:
- Antique Victorian Beds
- Antique Victorian Bedstead
- Victorian Beds
- Bespoke Victorian Beds
- Antique Beds
Keywords are the phrases customers of Google type into the search bar and each keyword should also serve as the title for their accompanying ads and AdGroups.
Negative keywords, in the same vein, do the complete opposite. They prevent unrelated search terms similar to your keywords from linking erroneous customers to your adverts. However, if these AdWords beginners tips are all a bit too much to handle, or you don’t have the time, why not contact us today for a proposal.
