As a marketing firm, we get a lot of questions about online advertising, specifically Google’s pay-per-click service AdWords. Many of these questions are about how AdWords works, and how to make it effective for a business. With so many questions on the subject, we decided to provide a few tips here on how you can make the most of your AdWords campaign.
Understand Your Audience
One of the most important aspects to any successful marketing strategy is understanding your target audiences. That’s not surprising considering the reason companies do marketing is to persuade potential customers to use or purchase their products or services.
When a company truly understands their target audiences, they can craft Google AdWords messages that provide solutions to customers’ problems and challenges. These messages should be based on thorough research of potential customers and the current market landscape, as well as the company’s overall marketing plan.
Internal Cross-Promotion
Google AdWords is a powerful marketing tool, and should be incorporated into a company’s marketing efforts. But since AdWords likely won’t be the only marketing effort a company conducts, it’s imperative that businesses cross-promote their AdWords campaigns with other company marketing campaigns.
By allowing AdWords to work alongside other marketing efforts, including email, public relations, and social media, you will help enhance the power, reach, and success of your AdWords efforts.
Use the Magic Keywords
Google AdWords is all about the power of keywords. So it’s crucial that companies know which keywords will best interest and incentivize potential customers, as well as properly promote the company’s products and services.
Deciding the best keywords goes beyond just sitting down and jotting out a few words. To develop the most effective list, companies need to do thorough research when selecting keywords.
Once a company has the best keywords to use with its Google AdWords ads, the work isn’t finished. Going forward, businesses need to be mindful of any needed adjustments or changes to the keywords in order to continually improve the efficacy of the ads.
Monitor AdWords Closely
Google AdWords is a living marketing tool that needs to be monitored, adjusted, and improved on a regular basis. We don’t recommend turning off or adding new ads too often, but it’s still important to make minor adjustments on a regular basis, especially in terms of keywords. These adjustments depend on Google’s recommendations, as well as a company’s own reviews, research, and monitoring efforts.
When starting out, we recommend companies avoid making significant changes for at least 60 to 90 days. This provides enough time to set a baseline for the ads’ reach and success. Similarly, whenever a company starts a new ad or campaign, they need to allow that same amount of time for that new ad or campaign to develop significant data before making major adjustments.
Don’t Forget SEO
Many people forget about the role search engine optimization (SEO) plays in the success of Google AdWords. Google wants to provide the best results to search queries, so the media giant assigns quality scores to each keyword in a company’s AdWords campaign. Those quality scores are based on a number of points, one of which is how well a campaign’s keywords align with the keywords on a company’s website.
With that in mind, it’s important that businesses take the necessary time to beef up their SEO efforts on their website prior to and during AdWords campaigns.
Get Help Today
We recognize that doing Google AdWords successfully takes a lot of work, knowledge, and skill. That’s why our team is dedicated continue learning and growing so we can get better every day for our clients. If you have any questions about AdWords, or would like help building and maintaining successful Google AdWords campaigns, give us a call today at 501-372-0393.
