Setting up a Google AdWords pay-per-click (PPC) account is easy. Putting together a profitable and efficient campaign that delivers new sales or leads through your inbox can be decidedly tougher. If you doubt this, just talk with a group of experienced business owners. You’ll probably find that many of them have struggled to get results from AdWords even though they understand its potential.
The problem comes from the fact that it’s easy to start advertising on Google, but hard to stand out, avoid overspending, and turn website visits into real business opportunities. That’s not to say it can’t be done, though. Our clients use Google AdWords and other PPC platforms to grow their businesses every month. In this post, we’re going to share a few tips we use to help them be successful.
Let’s look at what you can do to make AdWords work for you…
Focus Your Accounts and Campaigns
Newer PPC advertisers have a tendency to always be thinking bigger. They want to get more clicks, set more appointments, or sell more products using their apps. That causes them to spend a lot of money before they understand the platform or have a big enough analytics sample size to make good decisions.
A smarter approach is to think in terms of smaller, more focused campaigns that can be grown over time. Begin in areas where you know you can generate profits and work up from there.
Start With a Healthy Budget and Bid Range
This might seem contradictory to the last piece of advice we gave, but there isn’t really any conflict. You should definitely start small with PPC, but you’ll want to spend enough to make an impact once you choose the right focus.
That’s because Google will assign you Quality Scores based on click-through rates and ad performance. So, if you overspend a little bit when you’re setting up your first ads, you’ll pay a lot less for subsequent clicks later.
Pay Close Attention to Your Quality Scores
Speaking of Quality Scores, remember that these serve as multipliers within your PPC accounts. The higher they are, the less you have to spend for a top search advertising position.
Even a small difference – for instance, from 7/10 to 8/10 – can make a huge impact in the long term cost and effectiveness of your ad campaigns. So, keep tweaking your ads, adjusting your landing pages, speeding up your website, and taking other steps to increase your Quality Scores. The improvement will be well worth it to your bottom line.
Let Analytics Guide Google AdWords Improvement
Assuming you start small, begin with a realistic budget, and let things grow organically, it shouldn’t take too long before you start seeing positive returns from your Google AdWords account. Then, it’s time to grow using analytics data.
Don’t simply follow hunches when adding new search terms, increasing your bids, or adjusting your landing pages. Instead, see how well searchers have been responding to your messaging so far and put your time and money into the ad groups that are showing the greatest potential. That’s how you keep your campaigns profitable over the long run.
Spending Too Much for Lackluster PPC Results?
It can be tempting to give up on Google AdWords and other PPC platforms when you are getting results, but rather than pass on the opportunity to grow your business, the smarter option is to simply try a better approach. That’s where the team at Biondo Creative in Philadelphia comes in. Contact us today so we can show you how easy it is to put your online marketing on a better track!