Before you read on let me ask you one question.
Are you getting more enquiries since you started your Adwords campaign? If the response is positive thats great you don’t need me or this article. However if not you should read on and implement some of these basic recommendations.
One in Eight Advertisers On Google Do Not Get A Return On Their Investments
Just about all of the mistakes made by small and medium sized firms can be overcome by taking a little time to understand fully what it is that Google requires, commonly called the ‘Quality Score’ and then to focus on what your potential customer wants.
Google says – Quality Score Quality Score is an estimate of how relevant your ads, keywords, and landing page are to a person seeing your ad. Having a high Quality Score means that our systems think your ad, keyword, and landing page are all relevant and useful to someone looking at your ad. Having a low Quality Score, on the other hand, means that your ads, keywords, and landing page probably aren’t as relevant and useful to someone looking at your ad.
Now as you can see from the basic description your quality score is dependent on several factors, get all of the factors right and you will do more business, at less cost.
Remember 8 out of 10 advertisers on Google do not make any return on their investment, a little focus on things like your Quality Score will allow you to pay less and convert more.
One problem is that there is no singular method of bettering your Quality Score, but by dabbling with your settings and your ads you are unlikely to reduce your costs or increase your long term results but that is not the only reason. There is some science and some alchemy in relation to this form of marketing your business.
Adwords are not the easy option many business owners think they are.
Costs – over the last few years the costs for advertising on Google and the other search engines have been increasing to the point that it is often only the ‘online lead generators’ that are advertising, or new advertisers that have not read this post or been advertising for long.
My advice to all of you advertising using Google Pay Per Click or any other kind of ‘pay per action’ type of marketing is below.
Testing – no matter how much you are presently paying for clicks you must test your ads and the attaching key words and phrases, and..
Alternate your copy (or landing pages) some pages will convert into enquiries better than others, and..
Work on building relationships with your potential customers and not just try and sell them something (if you do sell a product from the page make sure you differentiate it out from your competitors, and..
Use a multi media approach on any landing pages and test audio and video that outlines your products or services, and..
Make sure you maintain an up to date competitor analysis so you know what you need to do to tweak your ads, and..
Consider carefully targeting your ads towards websites where your likely customers are hanging out and create a campaign just for them, (using the Content Network) and….
Test all of the above.
Provided you are doing all of these you will be successful with your online sponsored marketing if you are not going to do at least half of those listed my suggestion would be to give up advertising using these mediums or get some advice or guidance from a specialist before you start again.
It’s either that or continue to be one of eight in ten that are effectively burning cash.
This is not the definitive advice on this form of marketing, but will at least highlight the very basic mistakes made by most advertisers.
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Comments or questions are welcome.