Google AdWords: 6 Great Tips For Implementing a Successful Campaign
For businesses, one of the most effective way to get in front of new customers is to use pay per click (PPC) advertising. It can deliver immediate results and boost engagement quicker than more organic marketing approaches.
The challenge with PPC is getting your approach right. At Blue Bee, we work with a number of businesses in Salisbury and the surrounding area, helping them maximise their Google AdWords campaigns.
Here are our top 6 tips for getting your approach right from the start:
1. Set Your Goals
It’s important to have the best foundation when it comes to any marketing initiative and PPC is no different. Meeting small and medium size businesses across the Salisbury area, this is the one thing we notice that isn’t always given the attention it really deserves.
You need to set strong and achievable goals for your PPC campaign and the traditional way to do this is with a SMART analysis for each one. Your objective needs to be specific, measurable, achievable, relevant and timely. Find out more here.
Spending a lot of time getting this aspect of your campaign right won’t guarantee success but it does make it more likely that you will deliver a good ROI.
2. Broad Match vs Exact Match
Keyword choice can be a hit or miss affair if you don’t know what you are doing. PPC marketers generally make the distinction between broad match keywords and exact match. A broad match keyword is likely to encourage a large number of clicks but many of these won’t be relevant for your site. An exact match will deliver much fewer clicks but they should be more perfectly matched to your advertising campaign. To explain:
- A broad match for a marketing company in Salisbury specialising in PPC would be: PPC company
- An exact match could be: PPC company Salisbury
In the exact match, the addition of the location narrows down the field and therefore the number of people searching but they are likely to be highly relevant.
3. Focus on Negative Keywords
Negative keywords are just as important as positive ones. What do we mean by this? AdWords let you specify which keywords are not a good fit for your business. For example, if you provide luxury products, you may want to exclude words like cheap or low price.
Doing this should mean you don’t waste your time with people who are actually searching for a bargain rather than a luxury product.
4. Have a Relevant Landing Page
While the content of your ad should help deliver customers to your website, you also need to ensure that your landing page matches their expectations. Many a PPC campaign has faltered because a business hasn’t realised the importance of this step. If you have an ad that highlights a particular product, for example, and the link takes the visitor into your home page where there is no mention of said product they are likely to get frustrated and leave.
5. Measure Your Results
The key to any successful PPC campaign is measuring the results. It’s vital to understand how your choice of keywords and ad content is matching up to your expectations and conversions on your site. The great thing about Google AdWords is that you get plenty of information about how your campaign is performing.
6. Don’t Be Afraid to Change
Finally, one of the big benefits of accurate measurement and a site like Google AdWords is that they give you the chance to change your approach and make your campaign better. Tweaks here and there, changes to your landing page, adding an image or revamping your headline can all influence the number of clicks you get.
PPC click is, at its heart, an adaptive process and the more you understand of this the better your results will be.
If you run a business in Salisbury and are looking for a Pay Per Click advertising campaign that really delivers, Blue Bee Solutions are a Google partner with AdWords. Contact us today to find out how you can supercharge your next big marketing push.