The good news is that you don’t have to target these keywords. When it comes to using PPC for small business it’s important to target the long tail keywords. A long tail keyword is a very specific phrase. Something like Football team or Car Insurance are highly competitive short keywords, but they make up only around 15% of searches. The other 85% comes from highly specific searches such as ‘How to work from home’ or ‘best music for work’. By targeting lots of these phrases you can drastically cut the cost of your PPC campaign, while still hitting a large number of people.
We recommend that you outsource your PPC if you don’t have a high budget and are unsure on what to do. There are plenty of companies out there that offer AdWords management (us included!) and you’ll get much better results. If you have a higher budget you can always look at creating a team within your business to manage your AdWords spend. Whichever path you decide to take here are 10 tips for Google AdWords that are bound to make a difference.
Tips for Google AdWords
Tip One
Track absolutely everything. Data is important and it allows us to track every step of the sales process. If you take the walk in the shoes of your customer then you know which part of your sales funnel isn’t working. You can optimise all parts of your PPC campaign and this allows you to massively improve your ROI from Google AdWords.
Tip Two
Don’t focus on only SEO or PPC. SEO allows you to appear in natural search but can take time. PPC allows you to appear instantly but costs. By using both methods you can find a great balance which rewards your business with traffic. Here are three ways that SEO can complement PPC.
Tip Three
This is one of the most important tips for Google AdWords in this entire page. Optimise your landing page. You should be tracking traffic and analysing the data so try some A/B split testing. If your advert is great but the landing page sucks then you aren’t going to convert any leads and you are only wasting money.
Tip Four
Increase your PPC budget as you grow. A lot of companies think that their ROI is great so they don’t increase their budget. The truth is that you can almost always increase your ROI. Once you’ve ran successful campaigns analyse the data to find what methods work and try spending a little bit more. Eventually you’ll find the perfect amount for your industry to give you the maximum ROI.
Tip Five
Regularly tweak your Google AdWords campaigns. Most marketers are lazy and won’t change the AdWords after an initial optimisation. If you regularly update your PPC campaigns you’ll be ahead of the competition.
Tip Six
IP block competitors. Google allows you to exclude certain IP addresses from seeing your adverts. This is great to stop the pesky competition from clicking your ads each morning and wasting you money. This is known as click fraud and you can find out more about it here.
Tip Seven
Outsource if you have a smaller budget. It’s really not worth building an in house team (Even of one) if your Google AdWords budget is only £1000 per month. You can just outsource this to a marketing agency and receive monthly reports. This means you don’t have to worry about managing your PPC campaign, or managing new staff.
Tip Eight
Create a strong plan with a clear goal. Our list of tips for Google AdWords hasn’t yet talked about a plan. It’s important to ensure that you know the goal of your marketing campaign so you know if it’s working. Are you trying to promote a specific product or just drive more traffic to your website? If your campaign is aimed at selling a specific product but you only see a traffic increase then you need to analyse the data and optimise your campaign.
Tip Nine
Write, rewrite and rewrite again. Your advert needs to be persuasive and you only have 8 seconds to capture someone’s attention. This means that you need to make sure that your advert text is going to cause the user to click. Here are 9 tips to improve your ad writing skills.
Tip Ten
Research your key words. You don’t want to be competing for key words such as ‘Candle’ as this is going to cost you too much. It would be better to target long tail keywords such as ‘Natural Vanilla White Candle’. The downside is that there are a lot of long tail keywords that very few people search. It’s important that you check the amount of searches for each keyword you are targeting to ensure that you are hitting a sizeable audience.
Still need help after our Tips for Google AdWords? Click the button below to contact us or leave a comment below with your tips for Google AdWords, any questions you may have, or just what you think of our article. It’s great to get feedback and we’ll ensure that we reply to all the comments below. If you want to get any more information check out these related articles or contact us.
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