Making use of Google advertising for small businesses is a risky endeavor, especially if you don’t know what you’re doing. Poorly structured AdWords campaigns can cost fortunes, while producing nominal returns.
Fortunately, it doesn’t take much to plan a seamless and efficient campaign that not only brings in qualified traffic that’s ready to convert, but that also bolsters your existing SEO efforts and helps build your brand.
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Showcase Your Unique Selling Point
When designing your ad, you have exactly 70 characters to convince people to click your link. You have to make each and every character count and this means being absolutely clear about the selling point of your campaign. This is your chance to incite a sense of buyer urgency by stressing limited time offers if you have them.
The goal is to show viewers why you’re different from all other sponsored businesses and the companies that have organically ranked at the top of the page. Free shipping, designer styles for less, buy-one-get-one offers, hassle-free returns or any other factors that make you unique in your market should be mentioned.
These are the things that will give people a reason to choose you.
Set A Budget
You’ll have the opportunity to determine your daily spending on your AdWords campaign before your campaign goes live. This is something that you definitely need to think through, well before structuring any other aspects of your approach, irrespective of how deep your advertising budget runs.
Start small, as you’ll always have the time to adjust – and make sure that you’re tracking your returns. Seasoned SEM experts often suggest allocating a balanced portion of marketing monies for both SEO and SEM. If structured properly, these efforts will share a symbiotic relationship that exponentially increases the returns for each.
FREE Video Tutorial on How to Properly Create Google Adwords Campaigns & Ad Groups Below:
Assess Your Resources
Make sure that you know what you want to accomplish before getting started and determine how much traffic you can reasonably accommodate. Many small business owners spend less for shared hosting plans and throw everything else into marketing and advertising.
While this might work in theory, there is always the risk of getting more traffic from a top-of-the-page listing than a shared server can handle without crashing or under-performing. A massive influx of traffic from a well-designed campaign paired with pages that are slow to load or that won’t load at all will undermine these efforts entirely.
It is also important to consider the drama and hardship that once plagued small business owners who failed to consider the impact of having thousands of customers after having implemented advertising campaigns via daily deal sites. These same campaigns included lots of high-value, free offers and deeply discounted services and products.
Ultimately, you want to avoid writing proverbial checks that your business can’t cash. Make sure that site fitness is superior and that your server can handle the traffic of a sponsored listing. When choosing your 70 characters and structuring your unique selling point, make sure that you can actually deliver on the promises you make even at high volumes. As you assess your resources you should consider:
- Whether you can handle the traffic of advertising during peak times
- Whether you can actually afford to support your unique selling point
- Which advertising traffic will drive sales at a rate that is comfortable for your business
Keep Your Bounce Rate In Check
Bounce rates are incredibly important for SEO, but few people are considering how these are impacting their SEM campaigns.
Your bounce rate is determined by the number of people who click your links and immediately head right back to search page results to look for more appropriate listings. You’ll pay for these visits, but you won’t get anything in return. This is why many of the most important steps in an Adwords campaign are internal:
- Check out your landing pages and make sure that the most important information is right at the top or above the proverbial fold.
- Study your keywords and intuit the expectations of visitors when using them.
- Make sure that you’re meeting these expectations in the first words or images that people see.
Don’t expect visitors to do the work for you and start searching your site once they hit your landing pages. If you do, your bounce rate will be high, the pay-offs will be low and you’ll exhaust your SEM budget in almost no time.
Take Advantage Of Day Parting
Day parting is a strategy that allows you to turn your adds on only during a specific time of day. You can use this to target people during peak business hours in order to limit traffic that isn’t likely to convert upon landing.
Day-parting is also good for managing your budget and for avoiding an overload of new customers when you’re already overwhelmed given that you can turn your ads off at peak times if you need to. Day parting gives small business owners the flexibility and control that they need to streamline their campaigns for optimal results.
FREE Video Tutorial on How to Scale Successful PPC Campaigns Below:
Maintain A Hyper-Local Focus
Google has taken a hyper-local focus with its latest algorithm updates for organic listings and you should take a hyper-local focus with your sponsored listings as well. Give a cross street or mention a local landmark. Let people know you’re right nearby and show them exactly where you are.
With your unique selling point and hyper-local information that pinpoints your exact location, you’ll be making optimal use of your 70 characters.
Don’t Over-Complicate Your Ads
Avoid flowery language and complete lists of your inventory. Keep it short, succinct and straight to the point. Choose one to two keywords and use them in your ad header and your ad copy.
Bear in mind that most people are searching via hand-held devices and are not concerned with how prose-like your ad copy is. They need lots of usable data in a small amount of space.
Also, remember that there is a delicate balance between using enough keywords and stuffing. Although you’re paying for your ads rather than attempting to rank organically Google still frowns on stuffing.
Never Run A Single, Generic Ad
AdWords is for highly targeted marketing. This is one of the most important things to remember when using Google advertising for small businesses. Never structure a single, generic ad that’s intended to nab the attention of your entire market.
Instead, use one ad to target just one niche and see how this plays out. As you learn how to generate impressive returns with a modest campaign and a modest budget, you can expand your outreach by designing new ads for different subsets of your market. Getting help from a reputable SEM company will allow you to structure these campaigns for minimal risk and optimal returns.