Supercharge Your ROI With Google AdWords

Author
Prabhat Shah
Trainer | Online Seller UK
20th July 2018
Member roleChamber member

86% of potential customers use the internet to find local businesses. If you’re wondering how you can get your business in front of the right people, at the right time, AdWords could be the answer.

It’s true that AdWords can be costly if done incorrectly. However, when it’s done well, Google AdWords can be an incredible asset in your marketing strategy. With the average business seeing a return of £2 for every £1 spent, there are plenty of opportunities to boost your return on investment within the business.

Why is AdWords so popular?

Many businesses are including PPC (pay-per-click) as an important part of their marketing strategy, and the primary reason is that they only pay for an ad when an interested person clicks on one of their ads. This helps drive only genuinely interested customers to your website, meaning the chances of them buying, enquiring or calling is much higher than many other marketing options. It’s also helpful when you want to get traffic to your site quickly.

One of the biggest frustrations marketing managers experience is putting in hours (or even days) of work to make the site organically visible, and then end up waiting a number of months to see the results. The set-up process of an AdWords account is relatively quick, and you can begin to see the results of your campaigns within hours of your AdWords campaigns going live (when the campaign is correctly set up). There is often a preconception that paid ads are for bigger companies with large budgets.

But there is no reason why smaller companies cannot get a slice of the action too. You are able to manage your budget, set spending caps and you’re in complete control of how much you bid to get your ad shown. Not only that, but AdWords is highly measurable. With its clever tracking and reporting capabilities, you can see exactly how much you’ve spent, how many people came to the site and if it leads to a sale or a lead for your business.

Where will my ads be shown?

Unlike ‘above-the-line’ advertising methods such as TV, maildrops and radio ads, AdWords allows you to target your customers in the places they are most likely to be starting their purchase journey or hanging out online. For starters, you have Google Search Ads, which appear at the top and bottom of the search engine results page. For example, if we were to look at cheap holidays, we can see the ads appear something like on this result: https://i.imgur.com/iraEt0k.jpg ( see screenshot online) As you can see, the top 4 results are paid adverts.

The organic (non-paid) results are sitting underneath them. So what if there are not many people searching for your service or don’t yet know enough about what you sell or do? Well, you can also choose for your ads to appear on other people’s websites, either as text ads (similar to the above) or as display ads that beautifully showcase your service or products. The innate targeting abilities allow you to ensure that your ads are appearing on relevant sites and target the people who are most likely to be your potential customers. Inside your AdWords account, you are also able to run ads on YouTube, Shopping ads (perfect for e-commerce stores looking to boost sales) and promoted Gmail ads that sit seamlessly in relevant people’s inboxes.

Sounds good, show me the stats! Okay, here are some Google AdWords statistics that your business could be part of:

● There are over 1.2 Million businesses using Google AdWords. ● 70% of people searching on a mobile call a business directly from Google’s search page. ● Results from Google ads are continuing to grow year on year. For example, B2B companies experienced on average 4% more clicks from their ads in 2017 compared to 2016. ● PPC traffic converts 50% higher than organic traffic. What does that mean for you? Well, it means there is plenty of room to see some great results from AdWords and experience improvement as time goes on.

How do I get started?

To begin your process, you will need to set up your AdWords account using a Gmail address. The set up is relatively straight forwards and Google provides plenty of guidance throughout. If you want to learn how to build the best account possible for your business and generate sales or leads from AdWords you can sign up to one of our AdWords training courses here >> https://onlineselleruk.com/events/google-adwords-ppc-training-bristol/

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