Just like any form of advertising, running a Google Adwords ad can be a game of hit or miss. What’s so attractive about Google Adwords is that you can run a campaign for as low as $20.00 a day or as high as $2,000 a day depending on what strategy you apply and what you wish to achieve.
The question is, what strategy works?
While it’s true that any form of advertising does not guarantee a 100% hold on your customer’s purchasing decision, Google Adwords makes it possible to pull the advertising cost to a bare minimum while skyrocketing your ROI. Here’s why:
- With Adwords, you have 100% control over how you play your cards and run your campaign.
- You can start with a minimum campaign investment and be aggressive once you have a handle on how Adwords work.
- You can leverage the performance of your Google Adwords ads as a real-time test before you implement other forms of advertising, thus saving you time and money.
- You only pay per click. If no one clicks your ad, then your PPC money doesn’t get eaten up.
All these sound too good to be true. So here’s the caveat: If you don’t know what strategies for running Google Adwords work, then this can mean clicks that gobble up your PPC budget without having even one person becoming your customer!
So here are ways to strategise your Google Adwords for conversion:
Write and test your Adwords text.
Yes, the words that appear on your Adwords can make or break you. Most advertisers think that because they are running paid ads as against organic search, people will 100% want to be their customers. This is a myth that you need to bust out of your head. Not because you are prominently placed in Google and its many display networks, you will instantly be chosen. Remember, your Adwords ad appears right next to your competitor’s and if they have more compelling text, then they can grab more potential customers. To write compelling Adwords text you must:
- Have a clear call-to-action. What do you want your prospects to do? What value are you offering them for taking action?
- Factual information. Yes, you can write valuable information in 95 words or less if you are creative enough.
- Compelling offer. Make sure you have a real offer, not just a hook or bait. If you only wrote a bait, then you will get a lot of clicks but no conversion.
Direct your traffic to a landing page.
You can of course opt to send your clicks to your website’s main page, but having a dedicated landing page is effective because it picks up where your ads left off. As you know of people buying online, they want to make the purchase as fast as they can. So if your Adwords link brought them to a page apart from where they can take specific action, you probably would lose their interest (and their sale).
Make sure you have a great product or service.
If your product/service isn’t true to its claims, you will lose your customers no matter how clever your advertisement is. There’s no such thing as flowery words to crowd out the sharp decision making of a discerning customer. Great products/services need advertising to help grab prospects’ attention, but advertising cannot and does not create great products/ services.
Deal with the unknown.
Yes, we are talking about consumer behaviour. No matter how clever you are in placing your Adwords ad, the truth is there is no way to predict consumer behaviour. To deal with the unknown, cover enough of your bases. Create and launch several ads and track each one individually, making sure to track which one performs best. Then and only then can you get a close approximation of which ad speaks clearly to your customer’s buying language.
New to Adwords? Let us hold your hand and get you set up fast. Firstpage has been a trusted PPC partner for companies across different industries and sizes. Increase your conversion via Google Adwords today.