All that is new and hot may not necessarily be best. That is why the effectiveness of digital advertising – and more specifically Google Adwords – is being hotly debated all over the world. Business owners gather at forums to share their experiences, and those experiences are mixed. If numbers tell a story, then Adwords is could be a questionable investment. However, many business people do not yet understand the need for a certain level of digital literacy in order to truly optimise Google Adwords.
Learn how it works and it can work.
Bad Workmen Blame Their Tools
Usually, those who blame their tools simply do not use the tools correctly. This is especially true with Google Adwords. Let’s look at 10 reasons why naysayers blame poor advertising results on Adwords.
1. Research. Is Adwords even the right advertising option? Google designed Adwords to satisfy searchers’ desires for swift resolution to a query. What happens if they are unaware that your product even exists? They would not even know the keywords to choose in search, and Adwords results would reflect that. In such a case, building customer awareness would precede any wise investment in Adwords.
2. Set a Realistic Budget. In this case, success can actually ravage a poorly-planned budget. If an ad works, a campaign can show up on hundreds of web site that can generate thousands of clicks – each one billed to the business. This is fine as long as the enterprise is ready for it. With Google Adwords, budgets for digital advertising can designed on a monthly or even daily basis.
3. Focus on Local. Your campaign may succeed in generating site traffic. However, customers also need to access the business conveniently. An enterprise specializing in bike repair – for example – is more apt to succeed by focusing Adwords on geographic locations of the actual repair shops. Remember: focus not only your dreams, but also on what you can deliver.
4. Too Many Keywords. Businesses of all sizes try to catch a world of clientele by compiling a massive list of keywords which would produce the advertisement. When setting up an Adwords campaign, users do set parameters that they feel will yield the most clicks. However, a large lexicon of keywords does not necessarily equate to enhanced client clicks. It is best to identify the most richly-targeted keywords.
5. Landing Page Links. Just as advertisers specially design their campaigns, so they should specially design the desired web site locations – landing pages – where those who click will be transported. An all-purpose home page is generally informative, but too informative for visitors who seek one remedy to their search.
6. Data Management. At its best, Google Adwords is designed to produce large quantities of customers. Naturally, the devil is in the statistics which are produced in real-time. It can be difficult for some businesspeople to make complete sense of subtle visitor patterns when those patterns exist in a “cloud” of numbers. It is vital that Google Adwords investors recognize the requisite of carefully examining campaign data. If the complexity of conversion rates and algorithms are a foreign language, outsourcing may be a viable option.
7. The Swift Survive. Humanity is speeding up as computers increasingly dominate daily life. Therefore, businesses must adapt immediately to market fluctuations. Google Adwords is one way to convert digital visitors into real clients, but it is not the sole means of doing so. Those who rely entirely on Adwords risk narrowing their advertising strategies too much. Phones, fax machines and email remain as they have been for decades: reliable and immediate. If they provide broader support for an Adwords campaign, business benefits.
8. Web Hours Rule. Many businesses turn “off” Adwords after business hours. This negates the possibility of reaching visitors at those times, and consumers are online at all hours (especially in the many time zones around the world).
9. Mobility is Agility. We all see the prevalence of global mobile communication. It is vital that businesses configure the customer experience to mobile research and shopping trends. There is no point in tapping Google Adwords for a campaign that visitors cannot experience due to mobile compatibility issues.
10. “Like” Does Not Mean Love. Users who “like” your business on Facebook may never follow up with updates. Businesses must consider that liking or Tweeting is entirely disposable. Just as a user profile may not indicate the true person, social media participation may not equate directly to converted sales.
Advertising campaigns are fuelled by their authors’ use of tools. Google Adwords is a perfect case in point. When budgets are set upon pay-per-click results, business is vested in understanding how Adwords can work (or not). Commercial success depends on it.
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