If you don’t know what Google Adwords is, it’s Google’s advertising product. Companies bid on keywords so that they can appear under the ‘Ads’ sections at the top of the search results. Companies only pay for this advertising when Google search users click on their link. This form of advertising is known as Pay Per Click or PPC.
To say Google Adwords can be a bit of a minefield is an understatement…if you don’t know what you’re doing costs can very quickly mount up and with little return on investment. Here are some top tips to get you started.
Select your keywords carefully. Ensuring you select the right keywords for your ad to display will increase your chances of getting the right kind of customer to your website and increase your return on investment. If you select the wrong keywords, your ad may appear in results that are not relevant and therefore not bringing your target market through to your website.
Use keywords and phrases within your advert text. Keywords will show up bold in search results so your ad is more likely to gain attention and convey to the user that your website is relevant to their search request.
Make use of negative keywords. Google Adwords supplies the function to exclude certain keywords. For example if your website sells high-end shoes, you can exclude keywords like ‘bargain’ and ‘cheap’. Your ad will therefore not show up if a user were to carry out a search which involves one of those words. This will decrease your chances of the wrong type of customer clicking through to your site.
Target your ad by region. If your business is location-specific, make sure you target those within the vicinity of your premises on Adwords. Someone in Aberdeen is unlikely to want to view the website of a chiropractor in Portsmouth, for example.
Select a relevant landing page. Don’t just direct searchers through to your homepage. If the searcher can’t find the information they are seeking quickly, they are more likely to give up on your site and return to the search results. Not only will this waste your money, it will also increase your bounce-rate. The best strategy is to link them through to the page that is most relevant to their search. This page will usually contain the relevant keywords.
Using Google Adwords to promote your business can be very challenging yet very rewarding if conducted correctly. The official Adwords website can supply you with the basic information required to put together a campaign but you may wish to consider approaching an agency who will be able to best advise on the most appropriate campaign for your business.