According to comscore.com internet giant Google processes over 10 billion searches a day. In order to be successful online it is a ‘must’ to achieve good search engine rankings. This can take time, resource and investment, three things not every SME has. Google AdWords and other online advertisers help to even out the playing field between SMEs and larger competitors by offering online advertising services, in particular Pay Per Click (PPC) services.
In saying that, nothing that’s easy and research conducted in September 2011 by YouGov highlighted just 18% of SMEs using Google AdWords recoup their investment. Alarmingly a large percentage of companies didn’t or couldn’t track their Google AdWords budget and therefore didn’t know how much, if any, return they were getting on their investment.
How it works
In essence you select a group of keywords or phrases related to your business, product or service, whatever it is you want to promote. You then group your phrases and create adverts for each. When people search in Google, Google uses a combination of factors and enters those ads it feels are most relevant to the search into an auction. You don’t pay to be a part of the auction, you only pay if your ad is clicked on.
Step 1 – Where to start
Before you consider investing in Google AdWords, take a breath and ask yourself what you want to achieve. Is it brand awareness, a product launch or an event you’re promoting? The other thing to consider before hitting the ‘enable’ button, is how you will measure success or failure? Looking at your company’s goals or marketing plan may give you an idea. There are tools and reports in Google AdWords to help you benchmark.
Step 2 – Research before you start
You must hear the term ‘Research’ time and time again but researching your audience and competition is the fundamental key to your campaign’s success. Without researching it will be very difficult to select the most relevant keywords and in turn difficult to attract your target audience. Just remember Google has a massive customer base enabling you to reach multiple target markets all over the world, however big or small, specifically targeted campaigns will help to maximise your budget.
- Research UK Market Trends in your Industry
- Pinpoint Local and UK Competitors
- Know who you want to target & their behaviours
Step 3 – Creating your account and setting your budget
When you create an account one of the first things to do is enter your billing information. Decide your budget! There is no minimum spend so you can set this to suit you. You can set a daily budget so you won’t need to worry about overspending. You can also stop or pause your campaign as and when required. You are in total control of your account so we’d suggest taking a bit of time familiarising yourself with the tools available.
If you would like help setting up an account give the team at Red Cherry a call on 01564 711 220 or send us a message.
Step 4 – Agree suitable keywords to target and create compelling adverts
Keywords are an important part of the process and getting them right should be top priority. Remember to use your research and the tools available within Google AdWords to help you. Also consider the following:
- Think like your target audience when creating your keyword list – what would they search on to find you?
- Group similar keywords together in themes and create campaigns & Ad Groups for each
- Try to keep to between 5 and 20 keywords per Ad Group
- Use your keywords as part of your adverts, preferably in the title, and create relevant adverts for each Ad Group
Step 5 – Landing page review
A landing page is the page someone lands on when they click your advert. This is where you really get to engage with the visitor and encourage them to take action. At this point you’ve paid for the visitor to land on your page so it’s worth doing everything you can to keep them there to convert into an opportunity or a sale. If the visitor does not see what they want instantly chances are you will lose them very quickly. If you’ve spent time on your keywords and campaign structure you will acheive better conversion results.
- First and foremost make sure your landing page is relevant to the Google advert they’ve clicked on
- Make sure your headline refers to the keywords you’re targeting
- Provide a clear ‘call to action’ and make it easy for them to complete
- Use clear and Concise messaging – our attention span is very short
Step 6 – Monitor, review, report & improve
If we think back to the beginning, you now need to know how effective your ads and keywords are when it comes to meeting your business goals.
There are many reports available from Click Through Rates to Cost Per Click. By far the most useful is Conversion tracking; which reports on key actions such as, did they purchase a product, complete your contact form or sign up to a newsletter?
By measuring and monitoring this data you will be able to optimise your campaigns, maximise your budget and calculate a return on your investment.
We hope you found this article useful. If you have any feedback to help us improve future post please let us know.
If you’re interested in trialing Google AdWords or looking to improve the performance of an existing campaign contact our team of specialist on 01564 711220 TODAY! We’ll even give you a £75 advertising voucher to get you started.