Google AdWords is a method of generating additional traffic, and eventually sales, to your website by advertising directly on Google’s searches. You’ll probably see them yourself when you search for specific services or products on Google. Essentially, AdWords works by charging a small fee every time your ad gets clicked on, incurring no costs if someone doesn’t click on it. This seems to be a steal when you consider other forms of online advertising, but like emails and banner ads, understanding how AdWords (and PPC in general) works and how it may appeal to internet users is key to using it effectively.
Strategies for Adwords
When people search for a certain service, it’s perfectly reasonable to link to your home page. But when people are searching for specific products, don’t waste their time: link directly to that product. If they have to search for the product themselves on your website by that PPC Ad, they’ll likely leave and try another website.
Try not to directly link to your contact page if you’re advertising services or products. If you’re trying to get people to sign up for newsletters or submit feedback, you shouldn’t have to pull a bait & switch on them.
Using keywords correctly is the defining factor in a successful AdWords marketing campaign. Cast your net too wide, and you’ll get people clicking on it only to realise you don’t have what they want. Cast it too narrow and people looking for your services won’t see your ad. Here, the important part is knowing when to use the variety of tools available to you.
‘Broad Match’ keywords should be used when the subject itself is quite vague: this method allows all, or part, of the keyword to trigger when someone types it in. Something like ‘Financial Advisors’ will show up in searches for the full keyword, or just ‘Financial’ and ‘Advisor’ on their own. This might lead to a lot of irrelevant traffic: some will visit your website based on searches like ‘Financial Times’ or ‘legal advisors’.
The solution to this problem is using Negative Keywords, which prevents the ad from showing up on searches with these words in. Adding ‘times’ and ‘legal’ to this list will filter out those looking for services they don’t need or care about.
Why Use Adwords?
Mobile users have been driving searches on Google since 2015, and are the most likely to click on PPC Ads, so optimising your ads for mobile users is important. Make sure your landing pages don’t take too long to load, and fit the frame correctly. Google has also implemented a system where relevant PPC ads will appear on both desktop and mobile devices based on that Google user’s search history.
In the end, AdWords can be a quick and cheap marketing method, but like any marketing method, you need to understand how to appeal to Google’s diverse set of users. At the Change Consultancy, we’re excited about taking new technology, methods and workplace philosophy to reinvigorate companies and get them running at maximum efficiency in an age where change is fast and confusing.