Having a web presence is more important than ever these days. But just having a website doesn’t mean that your business is going to suddenly morph into a money-making machine, you need to find a way to get traffic to your website. SEO is great over time, but the quickest way to drive people to your website is with pay per click (PPC) advertising.
Since Google is the most used search engine in North America, it makes sense that you should begin your advertising on the AdWords platform. If you don’t have the slightest idea how to go about starting an advertising campaign, there are low-cost services that can help. If you’re confident you can do it yourself, then read on, because I’m going to offer some tips on how to do it right.
Structure Your Ad Groups by Product
You’ll want to create an ad group within your campaign for each of your products, so that your ads aren’t misleading or too vague. Be as specific as possible too, if you’re selling tennis rackets, make each brand of racket an ad group. Buy those brands as keywords and use them in your ads, too. For example, buy “Head rackets”, “head tennis rackets”, “head racquets”, etc. This way, when someone searches for Head tennis rackets, they see your ad, and they already know that you carry what they’re looking for. The easier it is for a customer to find what they want, the more likely they are to buy from you.
Set Up Conversion Tracking
It’s frightening that there are so many people who advertise on AdWords but don’t have their analytics package set up to track sales. You can get a conversion tracking code from Google to embed in your “thank you for purchasing” page. Conversion tracking allows you to figure out which of your ads, keywords and ad groups are driving the most sales. You can also figure out how much it cost you for each conversion:Something that no other form of advertising allows you to track this precisely.
Write Enticing Ad Copy
If you want to get someone to click on your ad, you’ve got to make it interesting to them. Find out what makes your product or service unique and sell it. Whether you’re selling organic food, or eco-friendly electronics, you need to understand that those characteristics are important to the people who buy from you. And make sure to add a call to action at the end. Call today! Order now! Start today! Those are all strong calls to action and adding them to your advertisements will improve the rate that they’re clicked by potential customers.
There’s a lot more to PPC than I can fit into this article, but hopefully with these basics, you’ll be able to start doing some great AdWords management. Happy advertising!
Trace Ronning is the social media coordinator for WordWatchPPC Management. They’re dedicated to delivering small business advertisers better results for their money. He blogs about small business and paid search at blog.wordwatch.com and you can follow him on twitter @WordWatchPPC.