July 3rd, 2019

The Right Way For Small Businesses to Get Started with Adwords

Getting Started With Adwords

Most small and medium-sized business owners have probably at least heard of Google Adwords. Maybe you’ve even done some initial investigating into whether or not it would be a good investment for your business. If you are on the fence about whether or not AdWords is right for you, there are some compelling reasons to push ahead with your choice to pursue it!

Consumers Prefer Searching Local Businesses

First of all, maybe you’re wondering if your customers are really using search engines to make buying decisions. In fact, 86% of consumers use the internet to find a local business. Consumers prefer to find information on local merchants via search 72% of the time and 29% of consumers search for local businesses at least every week. That means that YES, your customers are searching! But why does that mean you need to use Google AdWords?

Google Owns the Local Search Market

In order to explain this, it’s important to note that Google owns 71% of the search market share as well as the largest online display advertising network. About 97% of Google’s total revenues come from advertising! That means that, since Google depends so greatly on Google AdWords, that is what is driving the business. Which means that Google is the search engine that most people are using – primarily because it is the best.

Results You Can Expect to See with AdWords

Businesses make an average of $2 in revenue for every $1 they spend on AdWords. Not only that, but 70% of mobile searchers call a business directly from Google Search – so it is bringing in further business and sales beyond what you are seeing online.

It’s obvious that AdWords is a good investment in today’s marketplace. The trick is that many different factors play into the success of a Google AdWords Campaign. Let’s take a look at what it takes to do it right.

Getting Google AdWords Right

Google makes it pretty easy to get into their platform and start making campaigns, but there is a huge difference between doing and doing it right. You’ll want to make sure you’re taking the right steps when you get started. Take a look at the different stages of setting up a successful campaign.

Stage 1: Keyword and Audience Research

The first stage of setting up an AdWords campaign is to understand the level of consumer demand for your brand and products. This might mean investing some money into paid search marketing in order to help define your business objectives – in other words, to figure out which terms your customers are searching for and how many people want your products. AdWords can get pricey, so you’ll want to figure out how much to set aside to budget for it. There are many ways to figure out demand, ranging from customer surveys to researching the competition. This will give you an idea of what your keywords are and how much they will cost.

Stage 2: Keyword Match Types

Not everyone will search for a product in the same way. For instance, if someone wants to buy a pair of red running shoes, they might type “red sneakers” or “running shoes red” Research can tell you which keywords are most popular and then you can purchase keyword match types, which Google takes into account when customers are searching certain terms. These matches (broad match, phrase match, or
exact match) will lead a user to the same destination as the core search term.

Stage 3: Creating PPC Ads

Now that you have clearly defined your keywords and the match type variations you would like to use, you need to create your ad copy. This is a very important element of AdWords setup because the right Ad copy can really boost your click-through-rate. When writing ad copy, consider what makes you stand out from your competitors. You’ll want to make sure all your differentiating points are included. It’s best to create 2-3 versions and conduct A/B testing in order to find out which one works best.

Stage 4: Set up Ad Groups And Campaigns

Keywords make up ad groups and ad groups make up campaigns. You basically want to separate your products and services and create an ad for each group – with different keywords.

Stage 5: AdWords Bidding

AdWords doesn’t have a set price – you bid in an auction type setting, so prices can vary quite a bit. You can find more information on AdWords Bidding here.

Stage 6: Reviewing and Optimizing Performance

To get the most out of AdWords, it is absolutely essential to track all of your conversions accurately. Otherwise, you won’t be able to ascertain where your traffic and sales are coming from. This can be a big job, but this data is invaluable. There are four important metrics to keep track of:

  • Click-thru-rate: Clicks/Impression
  • Conversion rate: Conversions/Clicks
  • Cost-per-click: Spend/Clicks
  • Cost-per-acquisition: Spend/Conversions

These metrics can also be segmented by different factors such as device type, demographic factors, location, etc. As you can see, this is a large amount of data to monitor, but it can give you insights into your marketing efforts that have a tremendous payoff in the end.

Getting a complete view of all of your conversions can tough but knowing where all of your conversions are coming from is the real trick to getting AdWords to pay off for you. Call conversion tracking is one of the toughest ones to track without the right tools. It’s not just knowing that calls are coming in but knowing if those calls are from your ads, which keyword triggered the call, and how often the calls are relevant. If you need help tracking conversions from AdWords or any of your campaigns, contact Caller Insight today!