Google Adwords is undoubtedly the number one search engine on the Internet. It is the best place to reach people who are interested in what you’ve got to offer. Therefore, it makes sense to advertise your business on Google.
However, since you’re paying for the traffic, it is very easy to lose money if you don’t pay attention and do things properly.
How to get started
As a business owner, it’s worth getting a clear understanding of how pay per click advertising works so that you do things properly.
To become familiar with pay per click advertising, you need to know the basics such as the keywords your ideal prospects are typing into Google to find you, as well as how much should you pay per click.
What keywords are your prospects typing into Google?
Keyword research is all about picking keywords that you feel your potential customers are typing into Google to find you. Your job is to choose keywords that will drive the right traffic to your website.
For example, if you are a plumber based in Midrand, you can use ‘plumber Midrand’ as a keyword. And when someone searches for keywords relevant to plumbers in Midrand, your ad will be shown in the Google paid search section.
Another important thing to keep in mind is that you must write great ads that get high click-through-rates. The better your ad and the more it gets clicked on, the less you have to pay for clicks.
How much are you going to pay per click?
There is an important factor called “quality score” which Google uses to determine how much you’re going to pay for clicks to your site. It measures whether your keywords, ads and landing pages are relevant to the queries people type into Google.
So you must write good ads that are relevant to the query of the searchers. If your ads get clicked on a lot, Google will reward you with lower click costs. However, if your click-through-rates are poor Google will penalise you with a low-quality score. This means that you will pay more for a click than your competitors.
On Adwords, you can quickly and easily reach your ideal prospects when they are ready to buy. These people are actively searching for your business. They know they need what you’ve got, and they’re trying to get it.
Adwords ads are not like telemarketing or TV ads, for example, where you have to interrupt a person’s attention to try and get them to notice you.
Below are some more benefits of advertising your business on Google.
Get Top Google Rankings Quickly and Easily
Adwords is the fastest and easiest way to get top rankings on Google. With search engine optimisation (SEO) it can take months, even years before you get your business on the first page of Google. With Adwords, you can get top rankings almost immediately.
Google allows you to select the geographical location you want to target. For example, if you are a plumber who only works within a certain radius around Midrand, you can set up your Adwords campaign so that your ads are only shown to people who live in and around Midrand.
By using Adwords it is possible to track the overall conversion of your keywords and ads so you know which parts of your campaign is working and which isn’t. You can get this conversion data by placing a snippet of tracking code on your order confirmation page. In the case of a sales lead, you would place the code on your “thank you” page.
Pay for Results
With pay per click advertising, you only pay when someone is interested enough to click through to your website. You don’t have to pay anything if a searcher sees your ad on Google, but they don’t click on your ad.
Finally, you can use Adwords as a testing tool. Not sure what value propositions, offers, headlines, etc. your company should use?
Run different Adwords ads to test which ones resonate with your target audience. If it works in Adwords, there’s a good probability it will work in other advertising mediums as well.
In conclusion. Adwords is the perfect medium for small business owners to increase their exposure while at the same time generating customers quickly and affordably. If you’re not advertising your business on Google, your competitors will!