Google AdWords marketing can be a great way to get your brand name out there and attract the right kind of visitors to your website, but it takes skill, patience, and research to run a successful campaign. According to a recent survey by research organization YouGov, less than 20% of small businesses say that they manage to recoup their AdWords investment.
Most small businesses either know for a fact that their campaigns arent working, or they arent tracking their campaigns properly, so theyre not sure how well (or badly) their campaigns are performing.
When you consider how difficult the economy is at this time, those are scary statistics. Its more important than ever to make sure that every penny you spend is working as hard as possible. If you want to make sure that your marketing is as effective as possible, try the following tips:
The default settings for an AdWords campaign dont suit all businesses. Make sure you understand what each option does, and tweak them properly. Pay attention to the keyword matching options to make sure that your ads are being put in front of the right people. It may feel good to see that your campaign has doubled your traffic, but if those visitors arent buying, then youre handing over money to Google for nothing. Paying for traffic that doesnt convert is just throwing money down the drain.
If you hired a Google AdWords consultant, you wouldnt just take his word for it that the campaign he set up was performing well, you would expect some clear charts and evidence of the results he was claiming. So, why is it that when people set up their own campaigns, they tend to just set it and forget it?
Google offers some useful tools for webmasters. Learn how to use Google Analytics, and the AdWords conversion tracking tools, so that you can monitor the performance of your campaigns, and tweak them to get the best results.
Change One Thing at a Time
If a campaign isnt working well, think about what it could be thats causing problems, and change just that one thing. Dont be tempted to make sweeping changes to your campaigns. If you change too many things at one time then youll never know which change it was that had the biggest impact. A slow, scientific approach with regular testing will yield the best results.
Call in the Experts
If you arent confident in managing your own campaign, why not hire a Google AdWords consultant? Companies such as Boom Online Marketing specialise in managing AdWords campaigns and search engine marketing for small and medium sized companies. They know all the potential pitfalls, and they know how to make your money work hard for you.
Outsourcing your PPC marketing campaign may sound like just another expense on the surface, but letting an expert manage your ad budget will help you to profit from your marketing campaign. When you consider that less than one fifth of small businesses manage to do this, anything that can even the odds is worthwhile.