When trying to spread the word about your business there are a variety of marketing actions you can take. You could choose to focus on one key marketing item, blend a few, or potentially all of them if you have the budget to do so. When people think about advertising TV, radio and billboards are things that often come to mind, but I’ve found that one platform is arguably more beneficial than all of those. That platform is a PPC campaign through Google (AdWords) or Bing (Bing Ads). I’ll primarily be referring to AdWords throughout this post, because like organic search, Google has a greater reach. These campaigns are flexible, effective and deliver measurable results.
When comparing flexibility, PPC campaigns blow the common marketing methods out of the water. AdWords gives us the power to start and stop campaigns, ad groups or even specific keywords at any time. The daily budget is yours to decide and it can be changed at any time. If a budget isn’t allowing ads to be seen as much as they could be, Google will inform the account manager, and oftentimes show a graph that exhibits how many impressions and clicks a campaign could potentially be receiving. When you or an agency starts the account, depending on managing experience and knowledge of an industry, it may take some time to get acquainted with typical costs
and competition levels. In order to understand costs and how a particular account could perform, Google distributes promo codes. Typically, since webFEAT complete is a Google Partner, we can get you $75-100 in free ad spend once $25-$50 is spent. This allows for time to do a good amount of testing (depending on the industry) so that desirable results can be achieved sooner rather than later. We always tell our clients that the ultimate goal with an AdWords account is to reach a point where you know you’re getting a return on investment, so when the budget is boosted, so are profits. We know that this is how effective a campaign can be when executed properly.
So how do we execute properly? When you think about it, it’s common sense. Google is all about user experience, they’re looking for relevant ads that take users to a relevant landing page for the respective keyword or phrase a user has searched. Google measures how well this is done with something called a quality score. Quality score paired with a bid comes together to form AdRank, the decider of where an ad will be placed among competitors. Our first goal is to get quality scores for each keyword as high as possible because this can save our clients money, or allow them to utilize it towards additional ads for lead generation. Making ads relevant is more easily achieved when an ad group is targeted. We break down ad groups to have a very specific set of words or phrases and one primary product or service that it’s targeting. This allows us to make sure the ad, its keyword usage, and the landing page is directly associated with the keywords in the ad group. Targeting a particular area is another way Google is flexible, but also a way to make sure we’re reaching the right users. A radius around a city, state, country or countries can be targeted. This is especially important so money is not wasted on serving ads to people you can’t service or ship products to. Another thought that may come to mind is, “how do I decide which words I want to bid on?” The Google Keyword Planner allows us to do research based on historical data in specific areas being targeted to show volume, related ideas, and it will even group topics together to form potential ad groups.
Something important to note is that SEO can be beneficial to PPC, and I would even argue that PPC is beneficial to SEO and organic search (on a basic level,) contrary to what some analyst may say. Quality score partially allows us to see what Google thinks of content on the page. Say we have a 5/10 quality score of on the keyword “Home Painting Services.” We’re linking to a page that describes a company’s “home painting services,” and the ad gives some details. To me this indicates there likely isn’t enough quality content or things that should be mentioned with regards to painting services are not being discussed. Improving this will improve not only the quality score, but the page and content in general. This is powerful and can truly work wonders for a business. Another way that AdWords can be effective is that it lets you get your message across in a variety of ways. Perhaps a campaign goal is to generate more calls or to make users more aware of a business location, there are extensions for that. If you’ve ever searched for a particular store and clicked the small button with a phone in it in order to call them, that’s a called an extension. Where it displays the address is a location extension. Other extensions include sitelinks and callouts, which basically present more space to communicate with users. There is really so much more we could go into detail with, but we can’t give away all of our secrets!
Measuring Results and ROI
Once tests have been performed, a reasonable budget is set and we think ads are ready to perform, we need to be able to see results. The results we want to see can vary for B2B and B2C businesses, therefore success can be determined through several different metrics depending on what a campaign is trying to achieve.
- Brand Awareness
- For a new business, a business with a new service or product, brand awareness may be the goal. In this case we would be focusing on the amount of impressions (how many times an ad was seen by users) received. Remarketing and Display campaigns are ideal in this situation
- If the purpose of ads to generate leads, we need to see clicks and conversions. In this case codes could be implemented to see how many times calls were received from ads or if someone visited a business’s website from the ad and then completed a form on a website. Keep in mind that values can be assigned to conversions, giving a more accurate ROI estimate when that time comes. In this case, search campaigns or search campaigns with display select are best
- For an e-commerce website, a campaign goal is likely increasing the sales of specific products. This can be done in a variety of ways. One is a search campaign targeting a category of products or a specific brand. Another is putting all products into a feed so that they appear under the “shopping” sponsored ads. This is a shopping campaign in AdWords. For this, we would want to assign conversions for leads, calls and sales. If you’re a marketing manager, this presents an opportunity for extremely measurable results and something that can be presented to executives if need be.
If you would like to create an ad campaign for your business that stretches every dollar further to get a return on investment that could potentially grow your business, webFEAT Complete has certified analysts in several areas of AdWords (soon to be all areas!) Also, because we’re a Google Partner we’re granted access to specialists at Google that can assist us with accounts if an issue or question ever arises. They will also walk us through AdWords updates or happenings if we are not aware of them already! We’re experienced in handling both small and large accounts. If you have any questions, we’d love to talk! Thanks for reading, and be sure to keep us in mind when considering an online marketing campaign.
Also published on Medium.