As a business owner, you know that in today’s market, internet marketing is essential to building a web presence, attracting the right customers, and converting web-based leads. In many cases, it’s essential to your business—period.
According to Yelp.com, 85% of consumers use the internet to find a local business. So, how can you make sure your marketing is getting you found on the web and drawing traffic to your website?
Google AdWords is a great tool for getting found on the web. AdWords (and its competitors) are pay-per-click platforms that let you pay to have your ad seen when searchers enter specific keywords. And while AdWords can be quite effective at getting you seen and converting, it can also be a huge money pit.
- Use ad extensions.
Extensions show searchers extra bits of information along with your ad, such as a link to call your business phone number, a link to find your office location through google maps, your operating hours, reviews of your business, and more. Extensions add credibility to your advertisement and make it easier for searchers to contact you and learn more about your business.
- Use “exact match” or “phrase match,” instead of “broad match.”
With AdWord’s exact and phrase match tools, searchers see your ad when they enter very near matches for your keywords. This means that you only get seen by people who are likely to be interested in what you’re offering, and you avoid wasting money on being promoted to people who may not be relevant leads.
- Split-test your ads.
AdWords has a great feature that allows you to split-test ads. This means you can create two or more ads that link to the same URL. Google will alternate which version of the ad it shows and allow you to track which version has the highest click-through rate, or CTR. Use this feature to make sure your ads are getting people to click through to your site and to adjust your ad design for maximum clickability.
- Write good ad copy.
If thousands of people see your ad every day, but the ad copy is no good, then the ad is useless. Write copy that’s attention-grabbing, pithy, and professional, and that communicates what sets you apart from competitors.
- Do NOT set-it-and-forget-it.
AdWords is dynamic, and it requires regular monitoring and tracking. High-use keywords are constantly shifting. The success of individual keywords is constantly shifting, and so, the success of any SEO strategy should be constantly shifting with it. Keep an eye on your click-through stats and make frequent adjustments to your strategy.
- Pay attention to click-throughs from mobile devices.
The way people browse on their phones and tablets often differs from the way they browse on a desktop. Track your mobile traffic from AdWords, and consider developing a unique mobile campaign, which AdWords accommodates. Also, make sure your site is optimized for mobile users.
- Make sure your increased traffic leads to conversions.
If your web presence isn’t converting, then all the money you spent getting visitors to your site is wasted. Make sure your site features compelling copy, custom content, and user-friendly design.
- Track conversions.
Take the guesswork out of “what’s working” by tracking which ads get the most click-throughs and which traffic channels get the most conversions. When you find the traffic channel that gets the most conversions, optimize your ROI by putting your money and your effort into expanding what works and pulling your money out of what isn’t working.
- Use “day-parting” to optimize your ads.
AdWords lets you track the way your ad’s CTR varies based on day of the week and time of day, on both mobile and desktop searches. Put your money into increasing your ad’s visibility on the days and times when people are most likely to search for your keywords.
- Bidding for a top-ranking position in search engine’s isn’t always the right move.
If your keywords have “commercial intent”—that is, keywords that show intent to buy, such as “guitar lessons in Dallas”—ranking lower on page 1 of the results (or even on page 2 or 3) might be just as effective. When people are searching to shop around, these lower rankings can still draw very high traffic.
Want to learn more about optimizing AdWords to get conversions and avoid wasting money? Don’t have the time or patience to manage an effective AdWords campaign on your own? Contact us today to learn how Dialed-In Local’s personalized local search and marketing solutions can help you.