Photo Credit: Google AdWords

This is the continuation of our blog post in setting up a Google AdWords account. Part 1 can be found here.

4. Writing the Perfect Ad Copy

The ad copy is the short description below your ad’s title. Google only gives you a limited framework (specific number of characters) to develop your ad copy. So make sure that your message is short but “emotional”.

Which of the two ads below will get more number of clicks?

In developing an ad copy, keep in mind that it should:

1.) Be specifically designed for the Keywords in your ad group, and that both your keywords and ad copy should be relevant to the search query. Remember that this is an ad, so your ad copy should quickly catch attention.

2.) Include an enticing call-to-action. Informing readers about your products/services is just half of the pie. You have to lure them into clicking your ad and convert. In the above example, the first ad can be improve by adding call-to-action text to improve lead generation such as “Order Now”.

3.) Highlight the value of what you’re offering, showing what your customers can receive by availing it. Include discounts or unique features that will entice them to click and learn more about your business.

5. Creating an effective Landing Page that can convert

Your viewers are directed to your Landing page once they click on your ad. This stage is vital in getting the most of your investment for that one click. To do that, we create a landing page that can convince viewers to be converted into satisfied and paying customers.

As like the keywords and ad copy, a successful landing page means that it is relevant to the search query and to both keywords and copy. If you say in your ad that you have a big discount on your hotel rooms, your landing page should be about that specific discount and not about other services your hotel is offering. Aside from being relevant, your landing page should also be actionable, make sure that there is a form that they can fill out or a link that leads them to book their stay. You’ll never know when they’re ready to buy.

Helpful Information: 21 Ways: How to Create Landing Page/ Google AdWord Combos That Convert

6. Monitoring your Quality Score

Although your bid may determine if your ad will be placed and in what position, Google also measures the relevance of your ad using what they call “Quality Score”. This is based on Google’s perception on the usefulness and relevance of your ad to your viewers. Relevance to keywords, quality and relevance of landing page and click through rate (CTR) are the factors in calculating your Quality Score. This is like a 10-point grading system (1 as the lowest, 10 as the highest) that Google uses as they look at your PPC ad as a whole.

Your Quality Score also affects your ad rank. You may have placed a lower bid than that of your competitor for the same keyword. But if your Quality Score is higher, Google may give you the top position because of your ad’s relevance. This shows that Google sees your ad as having the potential of getting more clicks and has better user experience. For more information about quality score, please watch the video below.

7. Relentless optimization through tracking and testing

The best thing about AdWords and most PPC is that it eliminates the stress of figuring out whether your advertising campaign has produced positive results for your business. PPC provides tools where you can monitor and track which keywords have generated into conversions such as enquiries or purchases, and ultimately, determine if your ad campaign is a success or not. The beauty of having all these tracking tools is that you are able to adjust and re-strategize your campaign according to what you think will work best in marketing your business.

8. Providing clients with honest and easy to understand reports

We keep ourselves accountable to our clients’ businesses via our reports. They are customized and we spend time studying our own reports to look for improvements and weed out processes that’s not working well. These reports can give you market insights and update you on what’s happening on the digital front.

PPC in a nutshell

PPC is very helpful in boosting your marketing strategy. However, be warned that this can become a double-edged sword. You could see how meticulous PPC is, and though one if its highlighted features is its cost-effectiveness, not implementing this properly can actually cost you more.

For instance, a local business owner in Singapore with no background in PPC whatsoever decides to create an ad campaign. He bids on a keyword for $1 and says to himself “Wow, that’s so cheap!” He, however, just scans through the settings and does not give much attention to the details on how it can affect the reach of his ad. He launches his campaign and does not realize that his ad can be viewed in other parts of the world, in places where he cannot offer his services. Around 1,000 Internet users from the West start clicking on his ad, decides that it isn’t relevant for them, then abruptly leaves his landing page. That $1 charge per click, which he initially though was a good deal, suddenly multiplied to 1,000 unconverted clicks. Now that is painful.

Google makes AdWords look like it can be a DIY thing. But in reality, it involves meticulous management, constant monitoring and much budget adjusting in order to get the most of your investment. 

The bottom line is, PPC is a valuable advertising system that puts your business in front of the right audience. It gives you the opportunity to personalize your advertising through keywords, ad copies and your landing page, and the chance to be positioned high up the search engine results page without having to go through the long process of SEO.

PPC gives you the chance to know what your target market is searching for, buy traffic, and then be able to monitor and measure the success of your campaign through conversions attained. Conversions happen by giving your viewers wonderful search experiences through quality content. It’s all about getting acquainted with the right customers and encouraging them to engage with your business.

As a Certified Google Partner agency with more than over $1 million managed, a proof that we are experts in Google Adwords. If you want your business to make the most of your online marketing strategy, contact us to get your FREE Google AdWords Quote and avoid the overwhelming process of setting up a PPC account.

The post The Value of Google Adwords Advertising for Small and Medium Businesses (Part 2) appeared first on NeoRanking.