Are You Managing Your Google AdWords Campaign Correctly?

Pay-Per-Click (PPC) Marketing is a method of advertising that allows you to only pay if someone clicks on your ad. In other words, with PPC, you’re only investing ad dollars into ads that are working.

The ads that you promote with PPC advertising appear among the top four listings on search result pages, like Google’s high-traffic search engine. However, a successful PPC marketing campaign requires that you have some knowledge about what’s going to get you clicks, and what isn’t.

Some businesses try to tackle a campaign without putting much effort into research, or without really knowing the basics of PPC marketing at all. They place their bets, sit back and wait, and then are left disappointed when they don’t get the response that they had hoped for… or that they (unrealistically) expected.

With that said, here are a few key factors that our digital marketing experts know to ensure PPC marketing campaign success:

1. Choose your keywords wisely

It’s no guessing game. You may think a certain keyword is great for your business, but you won’t actually know if people are using it to search unless you put in a little investigation. Luckily, there’s a helpful Keyword tool within Google AdWords that helps you determine the following:

• Are people searching for this keyword?
• Is the cost per click on this keyword within my budget?

You also need to make sure you're targeting the appropriate target audience, which takes into account things like location, age, sex, language, and more.

Properly targeting your ads will get you the right kind of attention.

2. Craft your message carefully

Creating the right copy for your ad often requires a few trial runs. You may need to run a test campaign, or several, before you have the right message that will acquire a hefty number of clicks. You may need to test a variety of text elements until you know what works for your company. A Google search ad should always have a strong heading and body text, as well as a clear call to action, and should link to a landing page. Different ads can produce different results, even if they are about the exact same service – so testing your options before going all in can always offer a huge advantage.

3. Design an effective landing page

When a potential customer clicks on your ad, they should land on a page that is specifically designed for your Google Ads campaign. If you simply send them to your website, they'll need to go through more steps in order to become customers. They may also get distracted by other unrelated things on your website, which will make them less likely to ultimately make that purchase that you were advertising with your PPC efforts to begin with.

A well-designed landing page should keep the interest of visitors. This requires that the page is neatly organized and structured, as well as direct and to the point. Its content should resonate with your target consumer, and the page should have a call to action button in clear sight so that your customer can easily make a move.

By implementing the above tips, you can achieve a successful campaign with Google Adwords. And if you need some help managing an effective PPC campaign, reach out to us! As a Google Partner, we have all the expertise and experience required to get you the results you need. We make your return on investment (ROI) a priority to ensure that you can get the MOST out of your ad dollars.