[quote]So you have a marketing budget and you want to get started with Adwords. You’ve heard great things about it, and you’ve read up on all kinds of pro techniques.
You deposit your first £100 and you start structuring an ad. Then, you activate your campaign, sit back and wait for the traffic to flood in.
And it does….but the phone doesn’t ring and sales don’t improve, what’s going wrong?[/quote]
Adwords is hugely flexible. It can target any market. You can create multiple ads in multiple campaigns, and you can show those ads to very specific groups people. But it’s so powerful that it can be almost overwhelming for the novice. You need to be careful not to fall into the all-too-common trap: chasing your tail, failing to optimise and wasting money.
We’d encourage any small business to use Adwords, but there are a few things you need to understand first. Pay per click advertising is a little like tracking a moving target. Unless you’re operating in an incredibly narrow niche, you’re going to have competition, and your competition might have a lot more money to spend. Your competition might also be using sophisticated Adwords management tools and tactics that you’re not aware of, and that can make Adwords quite difficult to master without expert help.
Google Adwords management
A conversion is, put simply, someone who searches for something, clicks on your ad and spends money. The goal is to increase your ROI and prune out under-achieving ads so that your conversions rise. A professional Adwords consultant can help you achieve that efficiency goal.
Each Google Adwords campaign is different, and there are a variety of metrics and statistics to interpret and analyse on a daily basis. The skill of Adwords management is to ensure the campaign is continually tweaked to make it more effective and continuously improve. That’s what a consultant can bring to your campaign.
Of course, it’s possible to go DIY and try to master Adwords PPC management on your own. But if you’re running a business, it’s highly unlikely that you’ll be able to spare the time to run a complex Adwords campaign. Remember: you could have several campaigns, each with several Ad groups, and each of those could have several keywords. Some companies have thousands of keywords. Do you honestly have the resource to learn how to use Adwords without losing money and monitor your ads on a daily basis to ensure the campaign doesn’t slip?
Most people eventually pass on Adwords management to someone who knows what they’re doing: it’s usually much cheaper, more effective and less stressful than muddling through.
Call in a Google Adwords professional
A Google Adwords professional has a range of tools up his or her sleeve – tools that will hone and improve your Google Adwords campaign. For example, they might split test your adverts to measure the success of one over the other. They’ll keep a close eye on the search terms people are using to find your site, and they’ll add negative keywords to ensure your ads aren’t attracting people that want free stuff (unless that’s what you’re offering – but most small businesses definitely aren’t, and you don’t want people who are looking for free things clicking on your PPC ads). They can measure your analytics against your ads to see what’s working, and they continually tweak and refine each keyword, ad and campaign.
Google Adwords PPC Services need not be a luxury. Every business needs a marketing budget, and part of that budget should be allocated to a Google Adwords professional in order to make the most of it.