Bretts Marketing Bytes

Posts Tagged ‘PPC’

I have a lot of companies that contact me saying that they have tried Google Adwords in the past and it hasn’t worked. My first questions to them is always…What didn’t work about them? and they say… The Adwords.

They never know what didn’t work. I am really looking for more data than just “the Adwords didn’t work”. There are many variables that go into a successful Adwords campaign and usually the reason for an unsuccessful campaign is lack of one or many of the following.

• Research – Have you done proper research to see if Adwords is right for your company. Are there people searching for your products and services? For example the term: Oxygen Absorbers Packets gets searched a significant amount of times.
• Proper setup – Because Adwords is made to be easy to get started, it doesn’t take a rocket scientist to get going with a campaign. But what most newbies don’t know is that there is a science behind making it work for your company. Google forgets to tell you about this and you pay as a result. So after a few months of an Adword campaign you start to really lose money.
• Choosing low cost keywords - There is a bit of a science behind this one as well, but choosing niche keywords instead of broad terms will save you money and bring in more targeted visitors. Too often I see people going after broad terms that cost a lot of money per click and getting nothing from them. Example: A broad term would be office space, niche or low cost would be Office Space for Lease WNY
• Balancing Act - Is there a good balance of how much you are paying per month for Adwords and the average sale of your product or service? If you have a product that sells for $30.00, you better make sure you are not spending a bunch of money on Adwords.
• Measurable conversion - Does your company have a measurable conversion? Meaning can you track the success of a campaign?
• Monitoring – In order for your Adwords to be successful you have to monitor them and make changes when necessary.
• Only source of income – Don’t count on Google Adwords to be your only source of income. Depending on your business, it may bring in lots of converted traffic or only bring in small amount of conversions. Go back to the research phase to figure this out.
• Budget – Start with a small budget and raise it slowly until you find out what works best.
• Landing page – Don’t use your home page. Create a specific landing page for your ads. For example this page targets Cross Border Accounting
• Leave it - If you find something that works, leave it. Replicate it again and again.

Bottom line is Google Adwords do work if you use them properly. However, the term “work” is  relative to the business you are in.  It is a questions of will they pull in a lot of new business or a little? Good luck. If you need help with Adwords Campaign management I would love to talk to you.  Leave a comment below.