Many businesses may be on the receiving end of a voucher from the lovely people at Google, offering you £75 free when you spend £25 with the strapline “get your business to the top with Google Advertising” but is it really that simple? Will Google AdWords and Pay Per Click advertising really attract more potential customers to your site and increase your sales success?
Firstly, what is PPC and how does it work? When you start a PPC campaign, you pay Google a budgeted amount in order for them to list adverts for your site at the top and right of the organic search listings. When someone clicks on your advert, you pay the current Cost Per Click (CPC) from your allocated budget. Once your entire budget has been spent, Google no longer runs your ad until you top up the funds.
Whilst it is deemed “easy” to set up a PPC campaign, you really need to be sure on a few key factors before launching headlong into it. You need to be clear on who you’re targeting and ensure that you are selecting keywords that they are likely to be using in their search. Make sure that the ad itself will appeal to them and if you are taking them through to a landing page, that the landing page is relevant to their search, which isn’t always the case if you just direct visitors through to your home page.
If the PPC campaign does push visitors through to your website, make it easy for these potential clients to take the next step. Ensure that there is a call to action related to the outcome you want – submit details here, purchase here, sign up here etc.
Also, ensure that you link your PPC campaign with your Google Analytics so you can monitor the success of your campaign. You need to know that it’s working for you and if it isn’t take the opportunity to play around with the keywords you’re using.
One key tip we have come across is if you are a local business, primarily operating and dealing with clients in a specific geographic location, then customize your Location Targeting in Google Adwords. By default, Google Adwords will set your campaign live nationally and this may use up your budget in areas that you ultimately cannot service.
We know that PPC is successful for a multitude of businesses and may well prove to be a worthwhile spend for your marketing pound. We’d love to hear if you’ve dipped your toe in the water and what level of success you’ve had?
For everything creative, including websites and assistance with your PPC campaigns, contact us at Bang Anderson!