How to Avoid Making A Bad Campaign in Adword
Goodle AdWords Do’s and Don’ts: How to Avoid Making A Bad Campaign
Google AdWords is a quick and easy way to connect your business with new customers who are looking for the products or services that you offer. Google claims that over 80 percent of internet users make use of the Google Network at any one time.
Google AdWords’ Potential
Google AdWords allows you to create your own ads, make use of keywords to help match your ads to a particular customer or audience, and you pay only when someone clicks on your ads (what is now known as ‘pay-per-click advertising’).
If handled properly, Google AdWords is a perfect way to advertise and reach the hundreds or thousands of internet users looking for your particular product or service. The crucial element here is “particular†– meaning ‘specific,’ ‘exact’ or ‘precise’ product or service.
Be Specific
The point here is that the most successful campaigns on Google AdWords were those that use very specific keywords to describe products or services, rather than broad, nonspecific and general keywords. Using the latter often results in companies wasting marketing dollars as their ads or campaigns generate ‘unwanted clicks’ rather than the ‘targeted clicks’ that generate actual sales.
One way to narrow down your keywords is to analyze if what you are offering is local, national or global. Google AdWords provide the option of having your ads displayed in areas that you select or define. You can specify a single city, state or country, choose multiple countries, or have the ad displayed in the entire Internet world – the choice is yours.
Let’s use an example to better illustrate the above. Let’s say that you are a real estate agent selling residential properties in the Pennsylvania area. If your ad uses the keyword ‘real estate’ and had them displayed nationwide, people will be clicking on your website from as far away as Alaska or Hawaii, none of whom have any intention of taking up residence in Pennsylvania. These are called ‘unwanted clicks’ that generate no sales for you – but you still pay for these unneeded and unwanted visits to your site.
Refine and Narrow it Down
The correct approach would be to refine your keyword. “Real estate†is broad and encompassing; neither does it accurately describe the “residential†properties that you are selling. Another point: have your ads displayed for Pennsylvania internet users only since these are the people who would most likely have an interest in your properties.
In effect, a better version of your Google AdWords ad would be for you to purchase a keyword such as “Pennsylvania residential lots†and set up your ads to display in Pennsylvania (or the surrounding states) only, which would lead to the targeted clicks you need.
Keep in mind that the overall goal of Google AdWords is to lead ‘targeted clicks’ to your website – and this is how you should measure your ad’s success or failure. Also, remember that Google AdWords is ‘pay-per-click advertising’ – you pay for the number of clicks your website gets, whether they’re needed or not.
In other words, the goal here is quality of clicks (those which will conceivably generate sales) rather than quantity of visits. Your goal is not to get a million people to go to your site but to have the hundreds of people looking for your particular service to take a look – and hopefully, buy from you.
Done properly, Google AdWords will open your business to a whole new way of online selling for your products and services. Improperly handled, however, Google AdWords will result in wastage of precious marketing dollars. It is that simple.
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