Perhaps you found this article via a Google search. You wanted to learn a bit more about how Google AdWords can deliver results for brands, and happily, Google allowed you to bring up the information you’re reading now within seconds.

Given the ease with which Google can enable people to find information, it’s not a surprise that marketers, whether working for building, plumbing or tuition companies, want to explore how they can use Google to engage potential customers looking for building, plumbing or tuition services.

This is driving interest in Google AdWords, which can ensure businesses get the most out of prospects’ online searches, but can also be a time-consuming source of frustration.

There are, however, steps to take to maximise the value Google AdWords, while sticking to their budget.

Be specific

When it comes to choosing keywords, make sure they’re delivering value for money. Bidding on ‘bakery’ might help a business but there’s also a chance it is far too broad to be of use, meaning a lot of traffic these ads drive aren’t converting into sales.

Far better to narrow the field by including specialisms. While ‘impressive cakes for dinner parties’ might bring in less traffic, it will be cheaper and if more relevant, more likely to convert to a sale and a better use of budget.

Use ‘ad extensions’

Ad extensions can add real value. These allow extra information in different formats to be included into the ad. For instance, a call button allowing customers to click and call straight away from their mobile, or a display of reviews.

Thinking smartly about which extension will be most valuable for different business types can turbocharge the value of AdWords. For a taxi firm, an instant call feature could be vital. For a business where the consequences of receiving a poor service are severe – a plastic surgery clinic, for instance – positive reviews displayed in an ad could be key.

Likewise, for some business types, making use of ad extensions that display a location and increase visibility to potential customers who might choose to visit a store or order a delivery can significantly drive results.

Get the time right

Google AdWords allow marketers to specify when ads run. If the primary goal of a campaign is to ensure potential customers are aware that a bar is running a happy hour promotion, or a hair salon is offering a Monday afternoon discount, it can pay to ensure ads run when these offers are most relevant.

Measure your success

It pays to use Google Analytics before, during and after an AdWords campaign.

Understanding how people are reaching a site, what they do once they get there and whether they spend a long time browsing or leave straight away is vital to understanding whether current keywords choices are delivering.

Some amount of trial and error is important to getting the most out of Google AdWords. This can be a vital process to delivering a campaign’s desired results – whether that’s more visitors to a site, more leads or more sales.

Stay mobile

Finally, once Google AdWords are boosting relevant online traffic, it’s important to ensure visitors are able to find the information they are looking for. And with a comScore report showing 60% of all online traffic now comes from mobile, it cannot be emphasised enough how important it is for businesses to optimise their website for mobile. If a potential customer lands on a site from a mobile search and can’t see a site because the text is too small, they will quickly move on. Generating the right sort of traffic via AdWords – and ensuring the correct online presence exists to make the most of this traffic – is the best route to delivering powerful bottom-line results.

 

By Chris Brake, MD of Digital Kitbag. 

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