Driving traffic to your website is a must in today’s electronically connected world. Our website is the gateway to our business and in order to grow our business and to maintain our brand, we must ensure that there is a steady stream of visitors who are both targeted and interested in what we have to offer. Doing so can be achieved in many different ways but many businesses find that Adwords offers benefits that other methods cannot touch. For more information about getting someone to take over your Adwords management check this out.
The primary benefit of Adwords is the speed with which you can get traffic to your website. You can target various keywords that are associated with your business and within a matter of minutes, you can begin ranking in the Google search engine results. Depending on how much you bid and a number of other factors that will be discussed below, your rank may vary from the top position to lower positions. Depending on your needs, your budget and your industry, it is important to consider a number of different strategies.
Adwords is more than just a way to advertise your business, it is a way to grow your business. As long as you are putting the best practices in place for Google, it is possible to rank your website for a substantial amount of keywords and to drive targeted traffic to your website on a consistent basis. The following are some of the best practices that can result in even more benefits from your Adwords efforts.
The Use of Negative Keywords:
The primary focus of all businesses who are using Adwords as a traffic platform is keywords. In fact, choosing the right keywords and being diversified in your keyword choices means that you will get more traffic, make more sales and receive an even greater amount of branding. The problem is, choosing certain keywords may result in traffic that is not only expensive, they have no interest in what you have to offer.
Negative keywords can help you to overcome this difficulty and they should be a primary factor to consider when running an Adwords campaign. In essence, a negative keyword is a word or phrase that would be undesirable if it were to be included in the keywords you are targeting.
Some of the more common ways that negative keywords affect your Adwords campaign is when specific segments of people are looking for information on Google. These might include individuals who are looking for free or inexpensive options for what you have to offer, job seekers, those seeking learning opportunities and anyone seeking a review or press information. Lead quality is vitally important and including the proper negative keywords in your marketing campaign can make a huge difference.
Using Competitor Keywords:
This is a strategy that can truly make a difference in your bottom line. It needs to be done properly, however, so that you can continue to take advantage of it and not end up having your campaign taken down.
It can be difficult to bid directly on a competitor’s keyword or business name. What you may be able to do, however, is to offer an alternative to what their business is offering and target the keyword in that way. It is important for you to be factual with what you are offering and not try to trick them into thinking they are clicking on the competitor’s website. If it is done properly, it can send a flood of targeted traffic to your website.
Get Involved with Re-targeting:
There is no doubt that gaining the trust of someone prior to the time that they make a purchasing decision is important. In some cases, it may take multiple visits to your website and exposure to your brand prior to the time that the purchase will take place. This is possible with re-targeting.
When somebody visits your website, a small pixel can be used to identify those individuals so that your ads can target them directly. This can be done throughout the Google network, including on many websites that offer ads through the Adsense program. When you use re-targeting properly, it will grow your bottom line.
Consider the Landing Page:
There is no doubt that the cost per click for Adwords is incredibly high and in some industries, it can be difficult to compete. Not only do you need to pay enough to reach the target audience and to be included in the results, you also need to have a positive ROI as well.
It is possible to reduce the amount that you pay per click and to increase your position in the search engine results by adjusting your landing page. When your landing page is relevant to the search, it will eventually cause those positive changes to your account. It may not happen immediately, but if you continue to work on it and make those necessary changes, it can produce great results.
Split up Your Keyword Groups:
Although many businesses tend to throw all of their keywords into a single group, that really is not a best practice for Adwords. Splitting up your keywords into relevant groups or perhaps running a single keyword per group will produce better results.
When you segment your keyword groups in this way, you can use a more targeted ad and send them to a more relevant landing page. This will also help to reduce your cost per click significantly as your Ad Rank continues to increase. Much of this process is automated and over the course of a few days or weeks, you can see these changes take place.
Adwords advertising is not something that is stagnant but rather, it should be considered a dynamic part of your business. Continue to work on all aspects of your advertising and you will find that you are spending less money but getting better results. It may take some time before the benefits come your way but once you have achieved higher ad quality and Ad Rank, you can enjoy the benefits for as long as you run the campaign.
If you’re brand new to search engine marketing check out the video below and then view the entire series for a serious education!