Google Adwords is a very important tool for online marketers as it provides immediate visibility for products, services, publications and events. It is vital to manage your Adwords campaign to get the best return on investment.
With Google Adwords you can generate relevant search engine traffic and ensure that traffic converts into sales and inquiries through constant monitoring and management of your account.
Writing effective ad copy
Google Adwords programme can give you the opportunity to compete in your market and possibly give you the competitive edge if you can word your ad effectively. Writing several ads for each ad group gives you the opportunity to test and monitor which language patterns visitors respond to best. Good ad copy also gives you a fair chance of being selected over your competitors.
The most important thing to remember is that your ad should match the search query visitors type in. If a potential visitor types in the phrase “private equity law firm” and the ad that is running is about commercial contracts, then they are less likely to click the ad. Even if they do click, chances are they will land on a page about commercial contracts and leave the site. Landing pages are based on ad copy, so if the ad that is running is not relevant to the search query, you may need to add or adjust your campaign or ad group.
Using negative key phrases
Google Adwords also provides you with a wealth of intelligence which you can then use to further refine your search options making it more cost effective.
Results and success can be measured through the reporting system, which gives you access to the wealth of information such as negative key phrases. Negative key phrases are keywords or phrases you want to exclude from your campaign. For professional services firms, keywords like free, jobs, courses, and locations outside your target geographic area are the most common negative keywords.
One of the easiest ways to find non-relevant keywords to add to your list of negative keywords is by using the Search Query Report. This report allows you to see what visitors to your site have actually typed in the search bar. Running these reports allows you to identify any keywords or phrases which you do not want to pay for.
Using intelligence in your organic campaign
Using Google Adwords helps you in organic search engine optimisation strategy. By seeing language patterns, and popular key phrases used in paid search campaigns, you can create effective and engaging content on your site. High performing key phrases can then be optimised for organically, allowing you to reduce your Adwords spend on these keywords over time.
Adwords is a wonderful short term marketing solution when managed properly. It works hand in hand with medium and long term organic search strategies, giving you an immediate boost in traffic, and intelligence you can use in organic search.
Resources:
PPC management services
Google Adwords keyword tool
Adwords blog
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