Adwords Advertising by Perth Marketing Company
How would you like the guaranteed #1 position in Google’s search results?
The Perth Marketing Company believes Google Adwords gives advertisers the ability to target buyers resulting in superior conversion rates to other forms of advertising.
Here are 8 things we’ve learnt about advertising on Adwords:
1. Define objectives
Advertising without an objective is a recipe for disaster, right? No call to action and therefore nothing to track or measure will result in wasted money and no measurable results.
Wouldn’t it be better coming up with a specific objective that you could track and measure? This could be emails, phone calls, opt-ins, bookings, reservations or sales.
2. Find buyer keywords
Advertising to folks that aren’t going to buy is a huge mistake, don’t you think? Non-buyer keywords are general in nature whereas buyer keywords are specific and have qualifying terms that infer buyer intent. Generic, non-buyer keywords will result in low conversion rates and higher costs per click.
Wouldn’t you prefer to advertise to folks that are ready to buy? This is easily done through comprehensive keyword research and a dash of common sense.
3. Write Effective Ads
Do you know the elements that make up an effective Adwords Ad? Attention getting headlines. 1-2 key benefits. Direct calls to action. Ineffective ads are not clicked or have high costs per click.
Do you think it will help to use a swipe file of top performing Adwords Ads?
4. Match Keywords to Ads to Landing pages
Do you know how to improve the quality score, click through rates and landing page experience of your ads? It all boils down to searcher intent. Generic Ads and landing pages that don’t address searcher intent have lower quality scores resulting in higher costs per click.
Would you like to get high quality scores? Do your best to include your keywords in your ad. Include your keywords on the landing page title and in the body copy. Make sure your landing page addresses the intent of the keyword search. Include links to contact us about us and legal pages on your landing page.
5. Understand keyword matching and negative keywords
Are you aware of the complex Google Adwords keyword matching options? Exact, phrase and broad match and negative keywords.
Would you like to work with an Adwords expert to help you get the best out of Adwords keyword matching?
Choosing the right matching option and using negative keywords results in your ad being displayed to the most qualified audience which leads to higher conversions.
Using keyword matching poorly will result in higher advertising costs and lower conversions.
6. Don’t bid too much
Do you know whether it’s better to be in the #1 position or somewhere lower? Being number 1 will result in the most clicks but also the highest cost per click. The best position is a trade off between clicks, click through rate, cost per click and conversion.
Do you think you would benefit if your Adwords expert was able to optimise your bidding to get you the best conversion rate for the lowest cost?
Bidding the right amount to optimise clicks, click through rate, cost per click and conversion results in the best conversions for the lowest cost.
Blindly bidding the most for the number one position will lead to the highest clicks and cost per click but conversions will be suboptimal.
7. Test and Track Conversions
Driving in the dark without your headlights on is madness. Would you agree?
Not testing and tracking your conversions is advertising madness and is a sure way to waste advertising spend and get poor results.
Would you like us to work with your web designer to put the code on your website that’s required to track conversions?
Testing and tracking conversions results in continuously improving click through rates, conversion rates and lowering cost per click.
8. Follow folks around the web
Would you agree that the more times folks are exposed to your business, the better the chance they will become customers?
Adwords retargeting helps with this. The bottom line is that businesses that don’t retarget are leaving money on the table.
Would you like to use this powerful Adwords functionality?
Retargeting your ads to folks that have visited your website is a proven way of lowering advertising costs per click and increasing conversion.
How to Advertise Your Business on Google:
Well there you have it, that’s our eight Adwords tips to advertise your business on Google. These tips work together to maximise clicks, click through rates and conversions and minimise costs per click. Do you agree? If you’d like us to talk to you about advertising on Google please contact us.