Finding leads in business is one of the major tasks you have to accomplish and master. However, it is something which is becoming increasingly easier to do as time goes on. Thanks to the advent of tools such as Google AdWords, finding leads is becoming more succinct as a practice.
But understanding the interface of AdWords, and building a successful campaign, can be a surprisingly difficult endeavour.
In this article, we will look at some of the things you or your PPC consultant can do to ensure that your Google AdWords marketing campaign really fits the bill.
#1 The Focus Of The Campaign
If there is anything which signifies the likelihood of a campaign to fail, it is a distinct lack of focus.
A lack of focus in your Google AdWords campaign can mean that you are not doing what you need to in order to get those leads.
But what do we mean by focus? Generally, it is all about how you think up those essential keywords.
You will want to come up with keywords which are likely to be searched, but also strictly relevant to your individual business too.
This can be a hard line to find, but that is why there is such value in doing so. Strong keywords should be fairly limited, which means that you want them to be longer.
This way, broader searches which people look for will not throw up your business where it is not relevant. This is how having focus can help you to make the most of AdWords.
You might also choose to specify that you only want exact keywords matches. This will make a huge difference to the kind of traffic you get.
#2 Location Targeting
Many businesses only offer services within a specific geographical area. If this is true of your business, then one of the things you can improve on today is the targeting of your AdWords campaign to include location.
With location targeting, you are ensuring that you actually reach potential customers who are in your area.
After all, it is no use attracting people who are not even able to give you their custom so this might be more essential and more powerful than you think.
To do this, you simply need to set your ads to only display to people who search within that defined area.
Of course, it is up to you whether or not you think this is the right way to go. If you are currently looking for a way to grow your business, this might prove to be the wrong thing to do after all.
But it is worth considering if you want to improve your overall AdWords ability.
#3 Tracking Data
Once your campaign is launched, you want to ensure that you are keeping an eye on it as closely as you can.
One of the real benefits of Google is that you are provided with plenty of tools to do just this, so it is wise to make the most of them.
You should ensure that you get hold of Google Analytics, as this will enable you to track everything related to the searches which are relevant to your ads.
You can then collect data and use this to determine the overall performance of your AdWords campaign.
Checking on bounce rate, conversions and so on, can help to bring out the weaker points in your campaign. Focusing on those will ensure you can improve your campaign easily and quickly.
#4 Expanding Keywords
From time to time during the campaign, it might become clear that performance is not what you would expect it to be.
Similarly, if there are keywords which seem to be driving high traffic and conversion rates regularly, you will want to make the most of those.
In either case, you might benefit from looking into expanding your keyword list, to really make sure you are making the most of the tools you are using.
In these instances, changing from exact match to broad math might actually be an improvement, so you need to consider whether that is likely to be the case for you.
If it is, then this might be one of the most powerful changes you have made to your AdWords campaign.
#5 The Landing Page
Of course, for all of this to really work, you will need to create a strong and inviting landing page. This is actually where many businesses slip up in their attempt to use Google AdWords to their advantage.
To gain leads, it’s not enough to draw people in – you need to keep them there as well, and this can often be the most difficult part. A good landing page should be gently persuasive without being over the top.
It should also have some kind of call to action, some conversion which you can measure. If your campaign is struggling, always consider taking another look at your landing page.
Keywords can be tricky to master; part of the problem is that they are just so specific.
It is therefore always worth playing around with the wording a little, to really fine-tune your campaign as much as you can.
You might be surprised at how much of a difference you can make by just subtly changing the wording. This should be something you do on a regular basis, to ensure that you are staying on your toes with your campaign.
#7 Pausing Keywords
If any of your keywords are not quite doing what you need them to, you are able to pause them temporarily – and you should do exactly that, if necessary.
Pausing keywords gives you the chance to be able to continue your campaign but hopefully with more fine-tuned success.
Consider this next time you are at a loss as to what you can do. You might be surprised at what a difference this can make, and how quickly.
By focusing on the above seven tasks and areas of improvement, you can make much more of your Google AdWords campaign. This will hopefully lead to many more leads for your business – and greater and greater success thereafter.
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