There are a lot of moving parts in a successful online marketing campaign. SEO, social media marketing, content marketing, website user experience, and pay-per-click advertising all have to work together to keep the wheels and cogs moving nice and smoothly.
What is AdWords?
Google AdWords is a simple and effective platform that allows you to creatively use text and images to reach a highly specific audience. When a user searches for certain terms, you can make sure that your ads appear in the search engine results.
It is a simple way to get your company listed at the top of the search engines for specific keywords, and you don’t pay for the ad until someone clicks on it. At the same time, you can set a strict budget so you’ll never pay more if there’s a sudden burst in interest around your keywords.
Why Should You Include a PPC Component with Your Campaign?
AdWords provides a number of benefits that can augment your overall online marketing efforts. These are the reasons we normally recommend getting started with AdWords.
This is usually the most appealing aspect of an AdWords campaign and what will impress most companies trying to gain traction online. PPC can provide results much faster than organic SEO. It is literally possible to immediately pay your way right to the top of the search engines – it’s just important to remember that it could be a short-lived stint at the top if you’re not budgeting carefully.
Google is Really Pushing Ads
Not too long ago, Google only put one or two ads at the top of the search engine results, and the rest went into the right-side column. Now, it puts all the ads above the organic results, which can push the organic rankings below the fold in some cases. If you’re targeting some localized keywords, your organic results could get pushed down even further when Google decides to display Maps results And it doesn’t just end with ads in the search results. Google is displaying more ads in more places. It will display Shopping results in the right column of the search results and, occasionally, at the top of an Image search.
The meaning is clear. Google wants to help the people that help them.
Again, this doesn’t mean you shouldn’t worry about organic search anymore. It just means that AdWords gives you a chance to get in front of your audience while you develop your natural rankings. Your SEO has to continue so you can reach the people who will skip straight over the ads every time because they prefer natural results over paid promotions.
An AdWords campaign allows you to test almost every aspect of your efforts, from the ad text or image to the landing page and the time of day it’s presented to searchers. You can use the available tools to test everything and then make immediate changes.
It’s all about making informed decisions. Everything is measurable, and you can see what is working and what isn’t. You can quickly remove the underperforming ads from the lineup and switch them out for something new and more efficient.
This kind of testing carries over into other aspects of your campaign. If you find certain landing pages aren’t working, you can change up your content to be more effective. You can even use the same principles with your social media and make sure those ads and posts are performing well.
Just because you started with one set of keywords doesn’t mean you can’t expand on it later. In fact, you should always be open to expanding the possibilities with your keyword list. This can help you really zero in on the things your customers are naturally searching for.?
This kind of research will also benefit other parts of your campaign. As you discover more words that perform well and have a high conversion rate, you can begin to adopt your SEO efforts to incorporate those keywords and topics.
Control Your Spend and Manage Advertising Costs Precisely
Part of that flexibility is the ability to set a maximum cost per day. You’ll never accidentally go over budget this way.
You can also change your spend immediately. If you’re spending a lot on ads that work well, but you hit your budget cap too early, you can shift more of the budget that way. If you’re getting a lot of clicks, but no one is converting and making a purchase, you can lower that cap a little. You’ll still get the impressions, but won’t have to spend quite so much on ads that don’t have immediate returns.
This can also change based on your success in other areas. If your Facebook ads are performing better, you can move your spend over there. If your SEO efforts are starting to pay off, you can reduce your spend and enjoy the benefits of your organic search engine strategies.