Every company should have an online presence. Even with this presence, most companies struggle to allow potential clients and customers find them. One way to success is in creating an effective AdWords campaign to bring you higher click-through rates and conversion rates.
AdWords is an advertising service by Google for businesses wanting to display ads on Google and its vast advertising network. The program enables businesses to set a budget for advertising. The budget is only used when an ad is clicked on.
AdWords is largely based on keywords. These are significant words that potential customers would be using in a google search relevant to your product or service. Ads come up for almost every google search. Which ads come up when are determined by the words used in the search.
It’s rare for potential customers to scroll through the second and third page on google. Creating appropriate and effective AdWords campaigns moves you the top of search pages for your specified keywords.
There’re many ways to create effective AdWords Ads. Here are some tips and tricks:
Be the visitor’s end goal
Many of your competitors will be using dynamic keywords or potentially the keywords you would think to use. Think of your customer, what would their end goal be on your website? Don’t give up headline space for something you and your customers already know. Give visitors the end solution they’re searching for.
Being current and timely is going to gain more attention and interest from viewers. If you’re not current your viewers can tell. Ads are all about listing the benefits and features of your company. Make ads specific to promo’s and sales you’re running, just don’t forget about them before they’ve become old news. Visitors will be frustrated when promised one thing and companies don’t deliver.
People get numbers. Being specific and showing the numbers helps you appear credible. If you choose to include a number, write out the exact number. Being specific makes you more believable.
Focus on the customer. Don’t use words like “we,” “us,” and “I.” Besides the customer’s name the second-best word is “you.” The customer wants to know how they’re going to benefit. Many companies struggle with placing awards and their own recognitions in their ads while ignoring what they can do for the customer. Always lead with your companies benefits.
Though your company could be offering services nation-wide or world-wide, remember to show your help is right around the corner. Engine Ready proved that having your phone numbers with geographic proximity to the visitor can double your conversion rate. Create geographic-specific AdWords campaigns and have call extensions specific to that geographic area as well.
Start testing your ads today. Other’s spend little time worrying about their ads. Don’t be afraid to try something out. Make sure to monitor it so you know what’s working for your company. Its through testing these ads you’ll be able to keep improving. Along with trying different ads, is trying different landing pages. Each ad should have a specific landing page. Creating specific landing pages help your customers walk through the customer journey without having them click away.
Be thinking of the big picture
When you’re creating these ads don’t forget about the big picture. Do your ads align with your landing page and content. You need to be consistent to your brand and who you are as a company. People should be able to recognize your companies voice/brand through every channel.
Creating appropriate AdWords ads is a big step into the world of digital marketing. AdWords campaigns are simple and fast to set up and can be incredibly effective. The benefits of a good campaign are ongoing and can potentially lead millions of customers to your business.