Have A Google AdWords Campaign? Here’s How Small Businesses Can Drastically Make It Better
Article Overview10min read
Small business owners always feel conflicted when it comes to Google AdWords. There’s tremendous potential, but there’s also a complex nature of advertising on a small budget. For a small business owner it is tricky to understand what you are getting yourself into. This is the reason it is ideally suited for small business owners to take on a PPC company.
Google is content to have campaigns that set a daily limit, add some keywords and forget all about it. After all, you get some clicks and everyone is happy. Or that is what you are led to believe? We think you can do better. You need to outrun your local Google AdWords competition, yes even a local business can if they set an achievable goal.
What does a conversion mean for a local business? It is usually something simple, an appointment booking, a phone call or contact form fill. You have conversion data in hand, and the data tells you one keyword is converting and the other one is costing you. With this insight you can pull out the keyword that is costing you, and keep the one that is getting all the clicks. You can double your returns and you don’t have to pay anything extra.
Use ad extensions, all of them. You get call extension, review extension, local extension and sitelinks extension. They provide a richer and more comprehensive ad and create extra elements that are featured during user searches. It doesn’t cost your campaign anything, but it certainly adds something to the campaign.
Target your ad locally. If you are running a plumbing service in a particular city, it doesn’t make sense that the ad shows up in a city hundreds of miles away. So target your ads in surrounding areas, and target granular areas so you can see which areas are performing better under the ad.
Most Google AdWords management point to the home page, and leave it there. We believe a landing page will get you higher conversions The trouble with a home page is it offers more general information, whereas, a landing page is more specific and can have a dramatic ad effect. Also, a landing page is more specific with a call to action button. Visitors know what is expected of them, they click on the ad, they receive the benefit, they are happy! Else, if the ad doesn’t interest them, they leave. A home page offers a bunch of light information on a range of different things, sometimes leaving visitors slightly confused about what you want to offer them.