Once you’ve made the decision to advertise with Google AdWords, the process of setting up an account is relatively simple. Adjusting location and currency settings, in conjunction with billing procedures, starts you off into a world of online advertising that has the potential to bring you great visibility with a high ROI. When the campaigns go live and are visible to your target audience, the ability to enhance your bottom line is just getting started.
5 Factors That Lead to Search Marketing Success:
Appropriate Location Targeting:
A noteworthy feature when advertising with Google is their precise location targeting options. Applying Google’s default location settings can easily be overlooked. Whether you want to advertise globally, nationally, or by city, Google provides the option to advertise to a specific region, and can be different for each campaign. Adjusting location settings appropriately will help you avoid unwanted impressions and clicks, while ensuring that your budget is being spent in the right areas.
Linking Google Analytics to AdWords:
Google Analytics is a powerful tool that illustrates user behavior while on your website, which ultimately leads to a variety of action items that can be used to enhance your website’s content and maximize conversions. Google Analytics can reveal if your marketing efforts are working for you, where users spend their time, and dozens of other metrics.
If Google AdWords campaigns are functioning with a high Click Through Rate (CTR) and low Cost Per Click (CPC), but yet you’re not seeing any conversions, Google Analytics can help provide an answer to this problem. Analytics can reveal user behavior while both on and off your landing page, and provide the data you need to make informed decisions regarding content alterations.
Keyword relevancy can be the key to keeping your costs low, and your visitors relevant. Populating ad groups with dozens of keywords can seem like an attractive choice when starting your first AdWords campaign, but in this instance, quality is more important than quantity. Keywords that are relevant to your business, correspond directly to your ads, and match landing page content, are pertinent to your conversion rate and to your success using PPC advertising.
Google AdWords is not something that you can set and forget. To ensure that your advertising dollars are being spent effectively, monitoring your account’s performance is vital. If your website content changes frequently, monitoring campaigns will become even more important. If your content is consistent, monitoring is still important and will require the most attention in the beginning stages of the account. Account performance monitoring through Google AdWords’ metrics, in conjunction with Google Analytics monitoring will provide the most advantageous insight.
Landing Page Relevancy & Quality:
This is the most important factor if you want PPC advertising to work for you. Landing page quality plays into the Quality Score that Google assigns your ads & keywords. Quality Score is important to your ad positioning, frequency, and the amount paid per click. Striving for a high quality score is important, and having a relevant, strong landing page for your ads will help you get there.
Aside from Quality Score, landing page relevancy and quality is what will pull your visitors in and encourage them to convert, making landing page content extra important to consider. Landing pages should reflect exactly what is promised in the ad - if not, visitors are likely to exit on the basis that they did not immediately find what was promised. Limited text, no more than one page full of information, and an obvious call to action will help encourage conversions. Google also offers a tool called Website Optimizer, where you can easily test landing page variations to be sure your applying the best alternative.