To a small business owner creating a great Google AdWords campaign can seem like hunting for the meaning of life. And some online marketers make it seem as though it’s beyond the reach of mere mortals.
While Google can at times seem like a benevolent God doling out praise and wrath as it pleases, running an AdWords Advertising Campaign doesn’t have to be something that is out of the reach for you as a local business owner. You simply need to either learn the basics – check out Google’s AdWords Exam Study Guides – or hire someone who knows what they’re doing.
Google AdWords is a great platform that puts you in front of your customers exactly when they need you. We’ve talked about Google AdWords before in Local AdWords Advertising – Increasing ROI, about how the right approach can increase your sales as a local business. If you haven’t read it you should go check it out.
In this article, we’ll talk about some of the questions with had from the local businesses when they’re considering starting an AdWords campaign with us. And the questions that any business should ask themselves before starting an AdWords Advertising Campaign.
Is AdWords Right For My Business?
AdWords can be a really good way to scale your business and increase sales. But for it to work, you need to think about one thing. Are your customers online and are they searching for what your business provides?
You can do this by searching for key terms you think that people will use to search for your products or services. If you see ads there already then great, if not you need to delve in a little more using Google’s Keyword Planner and plug in your search terms to see the search volume for your keywords.
And AdWords Campaign shouldn’t be entered into without working through the numbers, balancing budget against keyword research and the Cost Per Click.
How much will it cost me?
Keyword research helps to determine whether the campaign is viable. When taking on a new AdWords Client we look at the broad search terms along with the more obscure longtail keywords. Compare the average searches per month, cost per click and competition.
Then return to the marketing budget. Let’s say that you have a marketing budget of $1000 dollars per month and the suggested Cost Per Click (CCP) is $2 and the price for your product or service is $500.
With a $2 CPC, you get 500 clicks for your budget. If you have a 1% conversion rate on those clicks means you make 5 sales. Which means your sales total is $2500. Deduct the $1000 spend this leaves you with a $1500 in profit. Which means you get a decent Return on Investment (ROI) and have viable AdWords campaign. You can then turn around and put that $1500 into your next campaign. Rinse and repeat.
How Do I Choose The Right Keywords?
Choosing the right keywords isn’t only key for keeping your Cost Per Click down it’s also an important factor in determining how successful your click-through rate will be. Although, may have a great keyword with a low CCP and high search volume, it might be a word that people aren’t using to purchase products or services. It might be a word used to find information and the clicks on your ad more than likely will be wasted on people who are never going to buy from you. They’ll simply leave your site without taking any action.
The best place to start is with the initial brainstorming. Using a keyword tool like Google Keyword Planner we can then input these keywords. The tools when then provide the search volume recommended bid and more importantly other related seed keywords.
*little tip there is a section with the planner for you to put your landing page. If you put your competitors landing page into this when doing your keyword research, it will provide keywords that they are using.
Should My Ads Target Mobile Devices?
The simple answer is yes! More and more search traffic is coming from mobile devices. But you need to ensure the follow:
- Your website is mobile-friendly
- Users can complete whatever action you need them to using a mobile device
You can set specific AdWords Adverts to primarily display on mobile devices. AdWords targeted for mobile devices should differ from desktop devices. And depending on the goal, mobile ads can be set to call only. Which means that rather than directing a click to a landing page a click will result in a direct call to your number. Which means you don’t have to try and convert that click, AdWords does it for you and all you have to do is take that lead and turn it into a sale.