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Most of us are aware the new way of promoting your products, services or brand today requires organic SEO to make sure you’re found. However, the red bull of getting found instantly is PPC (pay per click) advertising and the king of ads, Google Adwords. Having said that, from my experience, due to the complexity of the set up, PPC programs are not child’s play. Using marketing skills like copy-writing, consistency and the time required for adjustments, most small business are best to use a trained marketing agency for the best ROI. Why waste your ad budget dollars? However, I want to address common questions, explain a few terms and provide a few advertising tips for all those DYI small business owners and partners.

Why Google Adwords?

  1. To attract more customers to your website, increase your online sales, keep the phones ringing and bring customers in your business.
  2. To reach out to the right people at the right time getting your business found exactly when customers are searching for your products or services.
  3. To promote locally, nationally or globally, targeting your customers in specific locations or within a radius around your business.

What’s the difference between Adwords and Adwords Express?

A brief overview comparison shows many of the features are the same. On the other hand, Adwords express is easier to understand and set up for small business owners. Both are on a pay per click basis and show ads on Google search, maps and other related sites. Both are shown on mobiles and can target ads geographically, but here is where they differ: Adwords will work with other ad formats like video and mobile apps. Adwords Express offers an easy solution without a website and provide an automated management system.

Types of Adwords

Right now there are four basic categories of search: display, video and mobile ads. This has been increased from one category over the past few years and has been reduced from five last year. Search ads appear next to Google search results when people look for products and services. Display ads are like Facebook ads reaching people across all types of devices to over two million websites. Most of us have seen video ads as we watch YouTube. These types are only relevant ads targeted to the right people. Businesses only pay when they are viewed by the reader so your business doesn’t waste money. Finally, app type of ads gets your mobile app in front of the right audience to promote to iOS or Android smartphone users.

Keys areas to make your ads successful

Copy-writing– since ads are based on ad copy-writing, using the right combination of words and phrases are required for success. You must make your questions and statements in concise short phrases to be effective.

Keywords – take the time to select the right keywords or phrases that your customers use in your target area. This can be a daunting task, but Google has some tools to use or Adwords Express has some automation tools to scan your website for them.

Ad Budgets – this task as well can make or break the bank. Since it’s a bidding process, setting up your keywords bid amount needs to come close to your competition’s bids. There are help tools for those from Google, but learning to do it well can be challenging at best.

Landing Pages – without a hidden landing page built into your website, your Adwords no matter how well written, will not convert your “clicks into cash”. Your ad budget needs the best ROI to make sense, so make sure time is spent on a good marketing landing page. It should address customers issues and your solution. Make sure to add good “call to actions”.

So, if you’re a DIYer and you run into difficulty, you can chalk it up to child’s play. However, to help you make sense of pay per click ads, take the Google training courses and get good at setting up and running ads. Or better still, take the task off your plate and hire a professional to get better results with your hard earned money.

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