Measurable Success: A Complete Guide to Adwords Management
According to SmallBizTrends, 45 percent of small businesses are using pay-per-click (PPC) campaigns. These PPC advertising platforms include Bing, LinkedIn, Facebook and of course the biggest, Google AdWords.
With Google AdWords management, you can get in front of customers while they’re searching for your product or service.
That way, you’re effectively growing your business with every single ad.
Wondering how? Then keep reading!
Whether you’ve tried PPC in the past or are a PPC newbie, we have you covered. Here’s your complete guide to AdWords management!
What is Google AdWords?
If you’ve never had AdWords success in the past, that’s okay! Let’s go over the basics first.
Google AdWords (now Google Ads) is a digital advertising platform. This platform allows you to choose a list of keywords and create ads.
These keywords will help you target customers while they’re searching.
Your search (or text) ads can display across Google search results pages. Meanwhile, display (image or video) ads can appear across two million different websites.
The cool thing about Google AdWords management: you choose!
Google AdWords puts all of the control in the business owner’s (or advertiser’s) hands. So if you’re not okay with the results you’re getting, you can change it anytime, anywhere.
For an effective campaign, you need to do a little research, first.
To start, figure out who your customers are. Then you need to determine what they’re searching.
Tools like Google Keyword Planner and Google Trends can give you a headstart. To make AdWords management a little easier, these tools show you the popularity of your keywords.
That way, you can start your campaigns with the keywords people are actually searching.
Using keywords is actually just one way you can target customers.
You can also target based on an audience.
Once you know who your customers are, you can figure out what audience they belong to. Google allows you to target:
- Affinity groups, based on interests and habits
- Custom intent, based on what people are researching
- Remarketing, based on how they’ve interacted with your business
- Similar audience, based on your current website visitors
- Custom match, based on their activities
These audience types will let you segment your campaigns. Then you can create personalized ads to target customers based on these audiences.
Google AdWords management allows you to choose your bid and budget, too.
That way, you know how you’re spending your money. No more big bucks sent down the drain!
You can even choose a bid strategy based on your business goals. That way, you can target clicks, impressions, conversions, or how much you spend.
It’s up to you!
Here are a few of the bid strategies you can choose from:
- Maximize clicks
- Manual CPC (cost-per-click) bidding
- Target CPA (cost-per-acquisition)
- Target ROAS (return-on-ad-spend)
- Maximize conversions
- ECPC (enhanced cost-per-click)
- vCPM (cost per thousand viewable impressions)
Google’s automated bidding also helps you take the guesswork out of the equation. That way, you don’t have to worry about constantly adjusting the bids manually.
Instead, you can lean back and let Google AdWords to the heavy lifting.
Why Choose Google AdWords?
Okay, now that you know a little bit about how to use Google AdWords, let’s talk about how it can help.
There are numerous ways AdWords management can boost your business. It really depends on your business goals and the strategies you choose.
Here are eight ways AdWords management services can support your business growth.
With these benefits, you’ll see why almost 50 percent of small businesses are using PPC.
1. Attract Website Visitors
The Google Display Networks spans two million websites and reaches over 90 percent of the Internet. That means your ads are appearing pretty much everywhere.
Though you probably won’t appear for every search in a given day (and there are about 3.5 billion), you can show up when people search for you.
When someone searches keywords relevant to your product or service, your ads will pop up. These ads put you out there and in front of potential customers. That way, you’re improving brand awareness and expanding your reach.
Traditional marketing methods aren’t as effective—or efficient. You could hand out thousands of flyers, but how do you guarantee those people fall in your target audience?
Instead of reaching at random, you can narrow your reach. That saves you time and money.
Managing your digital reputation is important, too. With a top-of-the-page ranking on Google, you can show customers you’re ahead of the competition. High rankings shout brand credibility and authority.
After all, you want customers to trust you, right?
With AdWords management, you’re attracting visitors and proving you know your stuff.
2. Reach Paying Customers
According to Forbes, PPC visitors are 50 percent more likely to make a purchase than organic website visitors.
Remember, Google AdWords management allows you to narrow your reach to a specific target. That means you’re optimizing your ad spend for the best possible results.
Plus, your ads appear when customers are in the mood to shop.
That means you’re optimizing your timing, too. If your ad appears to these customers, you can use that shopping spree mood to your advantage.
Once they visit your website, your copy and content will do the rest. Google AdWords services help you attract the right visitors. Then, your landing page can convert that visitor into a lead—and ultimately, a sale.
As a result, you’re limiting wasted ad spend and making the most of your marketing budget!
3. You’re in Control
Every Google AdWords setting is right within your reach.
This digital advertising platform puts you in control. Whether you’re at work or on your cell phone, you can check in with AdWords and make changes.
This control helps you limit wasted ad spend, too.
Remember, you’re in control of your budget and bidding. That means you can set a daily spend limit. Then, Google will spread that budget around to optimize your campaigns for the best results.
The platform also keeps you informed.
That way, you can make informed decisions every time you check your account.
Whether you want to change the bidding strategy, budget, or ad language, you can. Unlike print marketing strategies, you can make these last minute changes.
You also won’t have to contact a dozen different people to do it.
4. Data-Based Results
Google AdWords presents you with daily, almost immediate data.
This information gets broken down so it’s easy to understand. That means you can look at each campaign, ad group, keyword, or audience. Instead of making global changes, you can make data-based decisions.
That way, each level of your campaign is optimized for its own success.
This daily data also makes it easier for you to make instant changes. That means you don’t have to wait (and waste money) for a month. Instead, you can optimize your campaigns each and every day.
As a result, you’re cutting back on wasted ad spend and boosting your business!
5. Support SEO
PPC campaigns help support your search engine optimization (SEO) efforts, too.
High website traffic tells Google you’re offering quality content. It also tells Google that content is relevant to specific keywords and searches.
If PPC website visitors click around, this improves your click-through-rate and bounce rate. Both are criteria for Google’s SEO algorithm.
As you gain traffic through PPC, Google will increase your organic ranking.
That way, you can gain new visitors to all of your content.
Need to boost your SEO game? We have you covered with these 17 techniques to raise your ranking.
6. Kick Up Conversions
Your PPC ads will display when customers are in research mode or eager to buy. That means these ads are optimized for conversions.
Using a well-designed landing page, you can leverage this buying mood. Strong, compelling headline language can encourage these people to buy!
Effective ads use call-to-action language. Whether you want people to submit a form, call, or make a purchase, you can optimize your ads for these conversions.
That way, you’re building your business with every ad.
7. Awesome ROI
Traditional marketing methods might not have the highest return on investment. Google AdWords management, on the other hand, can help bring in new leads.
As you continuously optimize your campaigns, you’re also improving this ROI.
That way, you’re spending your marketing budget where it can have the biggest impact.
Why waste money on strategies that might work? Instead, you can use data from your campaigns to make smart decisions that ensure growth!
8. Get Competitive
Chances are your competitors are already using PPC and SEO. If their ads display at the top of a Google page, they’re snagging your customers.
Turn the tables with your own PPC campaigns.
Google AdWords management allows you to get in front of customers before the competition. With strong, high-ranking ads, you can reach the top of the page. That way, your website appears first—and customers choose you first.
That top position also tells customers you’re doing something right.
This can help improve brand awareness, credibility, and authority!
As a result, you’re pushing ahead of the competition and giving customers reasons to choose you first.
Google AdWords Management Strategies
Depending on your goals, there are numerous strategies to choose from. Here are a few that can set you up for business growth!
1. Get Automated
Checking your ads every single day can get a little time-consuming. That’s time you could otherwise spend running your business.
Instead, you can hire a professional company to handle the AdWords management for you.
However, Google also automates a lot of its strategies.
For example, AdWords can adjust your bids. It takes a look at your previous ad bids and the results. Then, Google rises or lowers your bids to get the best possible cost-per-acquisition.
With automation, you can optimize your campaigns without lifting a finger!
2. Rock Remarketing
Remarketing, or retargeting, allows you to display new ads to previous website visitors.
Anyone who visits your website and leaves without converting is a missed opportunity. Why waste money? Instead, remarketing let’s you get in front of these visitors a second time.
That way, they don’t forget you.
This gives customers a second chance to convert. You can even use fresh, relevant language (like “Come back, we miss you!”) to personalize these new ads.
3. Ideal Audiences
More people are switching from keyword targeting to audience targeting.
Unfortunately, keyword targeting can lead to wasted spend without planning. You need a big list of negative keywords. That way, you can make sure your ads don’t display for the wrong searches.
Audience targeting helps you skip this step. That way, you can narrow your audience down to a niche.
This helps you narrow down wasted ad spend, too!
4. Video Ads
Video advertising is growing strong. With videos, you can engage and inspire people to click on your ads.
Videos offer tons of new opportunities to attract new customers.
That way, you give them a taste of your business before they even click on the ad!
Check out this post for all the amazing benefits of video marketing!
5. Go Mobile
According to FitSmallBusiness, customers spend 69 percent of their media time on a smartphone.
If your ads aren’t displaying on mobile devices, you’re missing out.
Make sure your website is optimized for mobile visitors. That way, you give these visitors personalized experiences.
No more pinching and zooming to read the tiny text!
You can also use call-only ads. When someone clicks on these ads, they won’t visit your website. Instead, they’ll end up on the phone with your business.
That way, you can make the sale yourself. No more wasted opportunities.
Reach New Heights: Your Guide to AdWords Management
With this guide to effective AdWords management, you have everything you need for a successful campaign. That way, your ads can reach new heights, allowing you to reach new customers.
Have you tried Google AdWords before? Need a little help to make it work? Don’t sweat it; that’s what we do!
Our full-service marketing agency has the long-term growth strategy you need to stop wasting money.
Contact us today so we can get you back on track!