Tips for Successful Marketing with Google Adwords

Thousands of people and businesses are using Google Adwords to generate traffic to their website. However, according to Google’s website, less than 30% are reaping potential benefits. Google Adwords is designed to provide the best value when all of its features are understood and used well to drive target customers to the product they are seeking.

Simply selecting keywords and creating an ad may work; however, the Adwords aficionado knows to dig beneath the usual top (and subsequently higher priced) keywords to identify phrases that specifically target the traffic he desires. A wise “adworder” puts himself in his customers’ shoes and figures out what serious customers are likely to enter for their search. Google provides a variety of diagnostic tools to help business owners identify conversion rates, search patterns and click-through rates. This article focuses on the importance of attending to a Google Adwords campaign in order to have a successful marketing experience.

Marketing is a Hands-on Function

It’s tempting to want automation, and that works well in other aspects of business. Successful marketing, however, is a hands-on, analytical and strategic function. Successful users of Google Adwords never simply set it and forget it. There are several features that require attention and adjustment to gain the best return on investment:

• Trying variations on search phrases
• Adjusting advertising content
• Proactively targeting serious consumers

Don’t Sweat the Small Stuff

Just because a phrase doesn’t pull in thousands of searchers doesn’t mean it won’t identify the perfect customers for a business. In fact, the more specific and targeted a phrase is, according to IdeaMarketers.com, the more likely customers are ready to invest real dollars in buying what they want. Put in terms of dollars, if a business agrees to pay $1.50 per click for an ad on Google that promotes a $40 product, 50 sure sales nets $2,000 with a payout to Google of $75. Whereas, if the ad appears for 1,000 people of which only twenty are serious buyers, the business nets $800 with a payout to Google of $375 (supposing one quarter of the 1,000 viewers actually click-through). These numbers are based on Google’s estimates for ad click-through percentages.

It’s easy to see that the greater value is in reaching serious buyers, not just a broad spectrum of probable buyers. A business will spend fewer advertising dollars for keywords that are rarely searched. Therefore, not only will the business be found by the right consumers, it won’t have cost a lot to get those purchasers in touch with the product or service.

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