Deciding on whether or not it’s worth delving into Google AdWords for your business can be a tough question. They can be costly – depending on how you use them – and it may be hard to tell if your investment is paying off in the long run. For people who are already busy, Google AdWords just appear like a lot more work, and if you’re already happy with the performance of your website, they can seem totally unnecessary.
It’s worth asking your Internet marketing company for advice on such matters. Ask yourself what your goals are for your business, and then take a hard look with an expert at how AdWords could help you achieve those goals and whether or not you can sustain their cost. When used properly, Google AdWords can be a great investment in your website conversion performance that can help drive traffic to your website through the smart use of keywords. They even offer a second chance at gaining a customer if your first try fails!
What are Google AdWords?
Simply put, Google AdWords is a paid search tool allowing you to display ads for your business on premium search engine real estate offered by Google (at the very top of their primary results page, along the right-hand side, and in several other cleverly-chosen locales). AdWords are also often called Pay-Per-Click (PPC) advertising, and the client is charged each time someone clicks on their ad. The cost varies upon the size of the ad, placement, etc., and ranges from 5 cents to 50 cents a click. A company can choose to budget as much or as little as they like per day, and once their budget is depleted, their ads will be removed until the following day. For example, your company could set aside $1 a day for 20 ads at 5 cents each, or $20 a day for 40 ads at 50 cents each. Once each has been clicked the requite amount of times, they will disappear until the next day.
What Should My Ad Look Like?
Your ad’s wording has never been more important! Be sure to include appropriate keywords…this is absolutely essential for your ad to show up in the right places to begin with. What words would you use to search for your business online? Use those words in your ad, and be sure to get the point across. Statistics work well, such as “Subscribers to our services saves an average of 50 percent on their costs”, as well anything that elicits and emotion or feeling.
If this is not your realm of expertise, and you are not sure where to start, discuss including AdWords with an inbound marketing agency like Emphasize Design of Calgary. We can get you set up and monitor your results for you.
Why Do I Need Google AdWords?
Google Adwords is the fastest way to start gaining traffic to your website right away. They work very well for those who have just launched a brand-new site and don’t want to wait for their SEO tactics to work their way through the system – which normally takes about six months. AdWords are also great for those in highly-competitive fields – such as the travel industry – because they offer far more exposure than you could hope for usually.
Be forewarned, however. AdWords can’t completely replace careful site planning, and shouldn’t be relied upon forever to do the job that your website could be doing itself. Quite often a few minor tweaks to your site can get you as much traffic as AdWords…or even more!
The Adwords Second Chance
But what if someone visits your site via an AdWord, but then that lead fails to convert into a client? Have you wasted that click?
AdWords ReMarketing is a new Google Adwords service that gives you a second chance to go after that customer again. The AdWords ReMarketing option works by downloading a cookie onto the computer of anyone who clicks on your ad. If they leave your website, Google will then display a banner ad for your business again…on the next site they look at! This essentially gives you two ads for the price of one, and increases the relevancy of your business. You do not pay until someone clicks on your ad again.
