How does it work? Simply! ( more or less ) For 2/3 of all consumers the Internet is the medium when it comes to local service providers. Doctors, lawyers, artisans….and your company. So first of all congrats for your own small business! For you it’s becoming even more important not only to be sought but to be found! Where? Of course, on Google! The most important search engine in the world.
But here the “trouble” starts: Keywords, domain names, landing pages, ad text, geo targeting, conversions, call tracking, web analysis, remarketing, display network, click prices, ad extension, bid management, daily budget, call to action…Internet advertising is somehow complex. The following tips will support you to create your first structured and functioning Cost-Per-Click Campaign to become the regional hero! You know your target group, your market and of course your products so let’s start with the fun:
1. Target what needs to be targeted
Google offers the direct selection of regions according to radius. In addition, you can select whether the address is to be published in the display. Furthermore you should ask yourself about the budget you are willing to spend for your CPC campaign. Determine a Cost-Per-Acquisition (CPA) target for profitability.
2. A well-structured PPC Campaign
To run an efficient PPC campaign always focus on a clear structure! How many different products do you offer? Three? Create three separate campaigns with specific ad groups, keywords, destination urls for different landing pages and specific ads for your ad groups. This will help you to improve the performance of each ad group individually in the future.
3. Make new loyal friends
With the targeting and coarse campaign structure it’s time to start playing around with your new best friends. You already have the most relevant keywords in mind for your business. Add these keywords to your ad groups in different match types and set a max CPC. Note: broad match Keywords will drive most traffic and can help you a lot to find more relevant keyword combinations which are useful for you to specify your Keyword list but: Keep your budget in mind! More and more people are looking for combined terms. Test several combinations of keywords. Combinations are also usually less expensive than individual keywords.
3.1 Unpopular searches!
It is a little bit difficult but possible. Find rare keywords and use them in your ads. Combine searches that might be interesting and which are not contested and used by your competitors. Several combined unpopular Searches are cheaper than a few popular keywords. Of course, the search terms must also promise success!
Once you have a good keyword basis it’s time to be creative. Successful ads on Google AdWords do not have to be expensive. However, Google AdWords can be a quick budget killer if ads are used incorrect. There are some points that should be taken into account:
- Show your business benefits
- Pack your ads with a discernible benefit. Just ask yourself again: “What gives your potential Customers the interest?”
- Terms such as “free”, “tips” or “without obligation” can increase click rates.
- Keep your promises!
The perfect display text of any promises does not help if the prospective noted on the Landing Page that it was just a typical empty advertising promise. At least now the client is leaving the site and examined further. The money can go into quite many clicks. Also false expectations (due to wrong formulation) can cause unnecessary costs. Therefore, it is often advisable to make sober and factual texts. This doesn’t mean that creative texts are misplaced. Clear and to the point it should be!
5. Eye catcher
Keywords in the title! If potential customers are searching for a specific term at Google, they search automatically on the results page for the entered keyword. Therefore, the keyword should also appear in the ad (ideally in the ad headline) and on the landing page. Caution is advised when using dynamic ads with standard texts! Both the ad and the landing page experience should match each search term. (…Don’t forget to deal with negative keywords)
6. No surprises
The landing page must match! Visitors entering through your AdWords ad to your website and leave again immediately cost money and are a complete loss. The landing page must be designed to arouse interest. Of course it should include the answer of what the customers is looking for to generate a conversion. Usually it makes sense to generate suitable landing pages for different products and sub campaigns.
7. Local ads
Especially for providers of goods and services with a regional address is a location-based ad interesting. Because nothing increases the relevance of ads more than one provider in the region. Most of the money is spent by people in their immediate environment! It is also possible to switch ads within a specified time. If, for example, your business does not offer a 24h service, it might be useful to display your ads only between 8.00 und 18.00 o’clock.
Make it easier for people to become your clients. We all have bad landing page experiences and in some cases it seems as if some companies are just not willing to share contact information with customers. Do it better! Display your local business information! You have many possibilities to guide a prospective client directly to your business. Show him that your business is in short distance or offer him the chance to contact you right away and push him gently to do so in your ads. Check out the different variations which fits best to your business.
9 . Now you know how to start your successful PPC Campaign – you have
- Your target group
- A well-structured campaign
- Relevant Keywords
- Specific and captivating ads
- And you make things as easy as possible for the customer to contact you
With this in mind, Success and a constantly increasing conversion rate!