Are your competitors taking business from you via AdWords? Search ads are a proven marketing channel for many industries.
Like all marketing tactics, it takes a degree of refining and testing to work successfully.
When it comes to PPC marketing, I always recommend custom AdWords training from a certified expert before running your first campaign.Without it, you’re likely running a test that will bring in inaccurate data, thus wrongly affecting your conclusion about the profitability of AdWords.
If you’re already using AdWords and don’t feel like you’re maximizing the platforms capabilities, a trainer or consultant can provide great value as well.
The reason you should always give AdWords a shot is that it has great digital marketing fundamentals, much like content marketing and SEO. Read further to learn more about what an AdWords expert or trainer can do for you.
AdWords’ Strong Fundamentals
For those that are interested, you will find that AdWords is scalable, flexible and highly measurable. What exactly do I mean?
1. After making your list of keywords, sorting them into ad groups, making landing pages and setting your cost-per-click or cost per acquisition bid, you will know whether or not you are reaching a high enough profit margin.
This is because you can easily establish conversion tracking to measure the number of leads, sales or downloads your websites gets, among many other key performance indicators.
Your spend will show up not only in your AdWords account but in your Google Analytics data as well, and you’ll be able to pin down your exact PPC ROI.
What’s even better, once you know things are profitable, you can scale. Bid on more keywords or bid higher on the keywords that are converting the most customers.
I particularly like how you can drill down into a campaign that’s profitable to find some keywords that aren’t working and remove them from your campaign.
This means that even when you’re winning with AdWords, you can do more to increase profitability.
2. If your campaign is clearly not working, you can change parts of the process that are under performing. This is the flexibility I’m referring to.
A/b test ad text, a/b test landing pages, adjust your bid price, raise your quality scores to improve AdRank so you don’t have to spend as much. You can also go after lower cost keyword phrases. If after a solid amount of refinement you’re not hitting your numbers, you can always shut it down.
3. Targeting in digital marketing is a staple of any good acquisition tactic.
With AdWords you first filter your visitors by their search interest, but you can and should do more. Refine your targeting with age and gender specifics or by location.
You can also remarket to specific visitor segments from your website and create ads to target previous visitors who looked at certain products or services, or took certain actions, like watching a video.
Work with An AdWords Consultant
When choosing a marketing strategy, go with one that has good fundamentals. As an AdWords expert, I can do many things within your account and with your landing pages to improve performance.
An experienced PPC specialist knows how to analyze data effectively, leverage smart PPC tactics, and make the right decisions when it comes to bidding on keywords.
As an added bonus, I’ll use my google analytics expertise to ensure your conversion tracking is properly configured.