Every marketing services provides different results for the business trying them out. A variety of factors play into the results of a campaign including budget, platform, industry, content, time of the year, brand awareness, other services used, cost, quality and so much more. However, of the dozens and dozens of digital marketing services, the one highest in demand is Google AdWords Pay Per Click.
By placing ads at the top of significant keywords,
businesses see an immediate increase in traffic and potential sales. Rather
than waiting for things to grow organically, a new business can place their ads
directly in front of the competition and generate interest from consumers
already looking for products or services offered by the business. It sounds too
good to be true and for many business owners, it is.
The problem with PPC is that there are a lot of unrealistic
expectations about the results as well as how to manage the account. Here are
the most common issues people have with using AdWords and why:
- Too expensive: This is where most business
owners give up. Depending on your industry and location, you could pay anywhere
from $500-$1,500 a click. Lawyers in Miami are a great example of this and
fields like dentistry, health insurance, cosmetic surgery and automotive are up
there as well.
- No results: Spending thousands of dollars a
month only makes sense if you are seeing sales. However, the first months
usually show few sales with PPC which is something that business owners cannot
afford to tolerate.
- Loss of traffic: You are paying for traffic to
your site but once it leaves you never see it again. What was the point of
paying all that money for someone to visit your site if it did not generate
into a sale or at least the capture of their contact information?
Again, without taking the time to learn how the system works
or hiring a professional, it’s easy to see competitors take potential sales
away from you.
How To Fix It
With all these problems one might think that Google has some
work to do on fixing these matters. Well, they’re generating over $100 million
EACH DAY with ads so it’s safe to say they aren’t too worried about losing
customers any time soon. There are ways to improve your PPC strategy and
eventually the results you experience. The first thing to do is to reset your
expectations and understand that this is going to take some time and work on
your part. Here’s a good place to start:
- Keyword selection: Let’s start with one of the
most overlooked areas of Google marketing, keyword selection. You do not have
to only target keywords that generate hundreds or thousands of clicks a day,
you can target ones that have less competition because their volume is lower.
However, these long-tail key terms can sometimes generate higher conversion
rates because the user is searching for something very specific.
- Realistic bidding: If the top bids are 10-20
times what you feel comfortable spending then take a look at being on the
bottom of page one or the top of page two. Not only will you still generate
quality traffic but you also can get conversions from people who either are
putting in the time to find the best option for them, or the top spots are
controlled by companies that are far too expensive for them.
- Improve ad and landing page quality: What does
your ad say? Spending money isn’t enough, you have to give someone a reason to
click on the actual ad. Once they do, where are you sending them? Is the
landing page easy to navigate? Is the content relevant to the ad they just
clicked on? Do they see a lot of ads pop up or something that makes them feel
that your site is spammy? These are the things you have to ask yourself rather
than what the cost per click is.
- Organic reinforcement: Let’s say someone clicks
on your ad and likes the landing page you set them up with. So, they are ready
to buy from you, right? Not yet. First, they want to find out more about you
and if you are worth their time and money. They go back to Google to research
your brand and unless you’ve invested in business listings and SEO, they may
not like what they find, and it could cost you a sale.
- Utilize retargeting: Retargeting is a must for
every site, especially if you are paying to drive traffic there. Why waste a
visit? Retargeting allows you to have ads follow the visitor around for the
next 90 days. Your ad appears on sites they visit and reminds them of your
brand, shows them a new promotion and gives them reason to come back.
Google AdWords has cost business owners a lot of money over
the years. However, the companies that follow these strategies not only see
success, but they are able to use Pay Per Click to generate long-term business
and reinforce their other marketing efforts.