Traditional marketing strategies have stepped aside for inbound marketing strategies. Blog posts are replacing cold calls. Content is king. Advertising strategies are following suit. Traditional ads in newspapers or on television aren’t reaching consumers, who now use streaming services and online resources to get news and consume television and movies.
So how do you advertise your company to today’s consumers? Two words. Google AdWords.
If you are one of the 1.17 billion people who have used Google to search for information or research products, you may have noticed that the top results are paid advertisements. These businesses are using Google AdWords to reach customers and promote their website. Ads at the top of Google search results gives companies a leg up on other businesses who aren’t optimising their website or paying for ads. Businesses who don’t put in these efforts end up on the second or third page of search results – a “wasteland” where consumers rarely visit or click.
Over 1.5 million businesses are using AdWords to increase conversions and revenue. But does AdWords work to promote growth? Is the effort worth the reward?
Read on and grab some top tips from a top Melbourne digital marketing agency.
How Much Does AdWords Cost?
Let’s start by discussing the cost of setting up an AdWords campaign. One of the benefits of using AdWords is that your business can set a budget that is right for your business goals. If you want to spend $20 or $200 advertising your products over the course of a month, the choice is up to you. Google will never charge you more than the budget that you set. What will change is the cost of each click or conversion. If you have a relevant landing page and write effective ads, you will rack up more sales and the cost of each of these sales should hopefully decrease over time.
AdWords costs depend on the keywords you are bidding for, the competition within your industry, and the quality of your landing page and ad copy. Since companies set their own budgets for the day or month, Google measures costs in measurements including cost per click (CPC) or cost per action (CPA,) which measures the cost of each conversion.
The average cost per action across all industries is around $60. These costs are lower for industries like real estate or e-commerce, and higher for industries including employment services and industrial services. If, for example, you sell products that are $100, and your cost per action is $45, AdWords has made you $55. Easy as that.
How Google AdWords Increases Revenue
Can AdWords help you meet your business goals? In a word, yes.
Businesses that run AdWords campaigns make $2 in revenue for every $1 they spend. AdWords increases the likelihood that a consumer will come across your business while conducting research online.
Top AdWords ads appear at the top of search results; 98% of consumers strictly click on results on the first page of results. Ranking high on search results is even more important if you are trying to reach consumers who are searching online with the intention of making a purchase. Four out of ten customers with high commercial intent click on the top three results on Google. These spots are usually taken up by ads. Two out of three customers with these intentions click on any sponsored result, no matter where it lives on the search results page.
If you’re not advertising, you’re missing out on putting your business in front of interested customers who are more likely to convert. Relying solely on your web copy is dangerous, especially if you have not designed the page with search engine optimisation (SEO) in mind.
The Cost of An AdWords Campaign Is More Than Your Budget
Keep in mind that a successful AdWords campaign requires more than setting up the campaign and sending Google a budget. In order to meet your business goals, your team will need an extensive knowledge of how to write effective ads and how your campaign fits into the rest of your marketing or advertising strategy. If you fail to create an effective ad campaign, you’ll be wasting money on AdWords and spending more money for clicks and conversions.
Conversely, if you’re creating ads that encourage the right consumers to visit your site, you can reduce your cost per action and cost per click.
So let’s revise our answer a bit. Can AdWords help you meet your business goals? Yes, but only if you are effectively using AdWords and your landing pages to create relevant ads that rank highly and appear in front of the right consumers.
Three Keys To a Successful Google AdWords Campaign
Before you begin to write and distribute your ads, it’s important to get to know the people who could be interested in your business and what they are searching for.
Keyword research and buyer personas don’t just help your team create a successful AdWords campaign. This information is crucial to creating a content marketing strategy that puts your ads and your content in front of the right people at the right time. The data you gather from AdWords can help you adjust your campaign and overall strategy.
Knowledge of AdWords Options
Google AdWords is so effective partly due to the long list of options for advertisers and customers. Businesses can use text, images, and videos on websites or in mobile apps to reach customers. Ads won’t just appear on Google; you have the option to place your ads on your customers’ favorite news sources, blogs, or other websites. If you create and place your ads wisely, you can introduce your business or retarget customers at the best moment.
In order to place your ads, you have to know your options for advertising your business on Google as well as other websites or apps.
Full Advertising and Marketing Strategy
Google AdWords alone may not drive revenue. Once a consumer sees your ad and arrives on your landing page, what will convince them to convert? How can you bring customers back to your site after they have visited without leaving their contact information or making a purchase?
A comprehensive digital marketing strategy will directly help you get the most out of your AdWords budget. If your landing page content is not relevant to your ads or isn’t easy to navigate, your ads are less likely to appear at the top of Google search results. If you are considering starting an AdWords campaign, think about all of your marketing tactics and how they will help you reach your marketing goals.
This strategy should include measurement and analytics tactics. The average click-through-rate for a Google ad is 3.16%. These clicks can turn into leads and customers, but none of this will happen overnight. In order to make the most out of AdWords, you have to consistently test, monitor, and adjust your bidding strategy and targeted keywords.
How Digital Squad Can Help You Make the Most of Your Google AdWords Campaign
Hand your AdWords budget over to the professionals and we’ll do the rest. The team at Digital Squad can create and implement a strategy that brings record leads, conversions, and revenue for your company. We have the knowledge, experience, and skills to create a successful AdWords campaign for your business.
We’re experts in the ever-changing Google algorithm.
The best strategy for your AdWords campaign today may not be the best strategy for your AdWords campaign in six months or even six weeks. Google is always updating its algorithm to help its users search and gather information more effectively. Updates may affect how businesses rank on search results or in AdWords. The experts at Digital Squad have spent over 9,000 hours researching the algorithm and how it has changed over the years. We are notified after small and large updates and adjust campaigns for our clients accordingly.
We know conversion rate optimisation tactics.
Want to increase revenue and get the most out of your AdWords budget? It’s time to invest in CRO. Conversion rate optimisation (CRO) is the process of optimising your landing pages and targeted ads to entice more website visitors and leads to convert into customers. This is an ongoing process that looks at every detail on your landing pages and AdWords copy and implements A/B testing. Digital Squad has CRO specialists on our team that make sure you are getting the most conversions and potential sources of revenue (clicks, impressions, etc.)
We monitor our campaigns daily.
When we work with a client, we become partners and invest our time into their long-term success. After we set up an AdWords campaign, we spend our first month testing, monitoring, and adjusting the campaign to get the most out of the client’s budget. We publish monthly reports that show how our clients are performing compared to their competitors, what keywords are bringing in the most clicks and conversions, and what we will be doing moving forward to generate more revenue. The team at Digital Squad knows how fast the world of digital marketing moves and how important results are to our clients. We deliver superior results in an ever-changing digital world. When you partner with Digital Squad, you can count on consistently seeing your business at the top of relevant search results and reaching the right consumers.
Megan Okonsky is a copywriter and content marketing specialist with Digital Squad. She is originally from Philadelphia but has landed in Melbourne after traveling for eight months in Southeast Asia and New Zealand. She also teaches vinyasa yoga online.