A common complaint of small businesses is the high cost of running a Google AdWords campaign. But it doesn't have to be. With careful planning and monitoring, you can achieve the desired results within budget. In this post, we share some tips to run an on-budget Google AdWords campaign.
1. Research and planning
Stop! Before you jump into writing your headline, copy, CTA and choosing the best image, ask this question: "What is the Number 1 goal of the campaign?" Sounds easy enough to be done although some may struggle to express it. But it is important to start with your goal pinned down. It'll force you to do the appropriate research and plan for the campaign. From target audience, message to the offer, they play a part in meeting your budget.
2. Establish your key metrics
What gets measured, gets done! It's a costly mistake to treat your Google AdWords like a crock-pot. Someone has to be constantly looking over it to ensure it is on track. To do this effectively, you will need to set up the key metrics based on the goal you've listed above. These metrics will help you fine-tune the ads. Hence, should you need to tweak the budget, it will be done with a clear purpose in mind.
3. How much does it cost to convert?
It's important to know this. Without it, you'll be groping in the dark, even if you're generating leads. It could either be too costly or otherwise. Either way, you'll be in a good position, knowing the conversion cost, to manage your Google AdWords budget effectively.
4. Work on your copy
Your Google AdWords is a sales pitch. Hence, it has to be smooth, clear and convincing. If you're doing it yourself, make time to edit until it reads right. Alternatively, you can engage a professional copywriter, which may be more time and cost-effective. Unless prospects find your copy engaging, they'll scroll away.
Google AdWords works! But you've got to work at it. We've shared 4 key tips. There're others to consider. To learn more, book your consultation session.
A/B testing, which is synonymous with digital marketing Canberra-wide, exemplifies the versatility and dynamism of marketing communication in the digital age. However, you need to know how to make it work. All the data available is meaningless unless it is appropriately used. In this post, we discuss the pillars of effective A/B testing.
Google Ads gives advertisers the ability to make changes on the fly. Improvements can elevate return on investment of the ads.
1. Know the problem to be solved
All ads are designed to feature solutions to problems people face, B2B or B2C. Unless you know what they are, even the best-written ad copy or most creative ad will not trigger interest and intent to buy. With the benefit of knowing the problem to be solved, in A/B testing you will be evaluating the best copy and other features of the ad that drives success.
2. A/B testing isn't about testing guesses
There is a tendency to throw everything into the ring to identify the winner. Some are nothing more than guesses or attempts to emulate other brands' success. This isn't only ineffective use of A/B testing but also ineffective use of resources. Variables to be tested must be valid assumptions relevant to your category, goals or emerging trends in marketing communication.
3. Have a clear KPI
This may seem obvious. Unfortunately, not every A/B test sets out with a clear KPI. Like in all advertising, success is measured by what you have aimed for the ad to achieve. Not all ads are designed to drive conversion or sales. Some may be to drive awareness, others to educate consumers. Be clear of your KPI before you undertake A/B testing.
4. Document the results
Again, this seems obvious but is often overlooked. Without proper documentation of the results, it makes the task of comparing outcomes almost impossible. From a simple worksheet to more sophisticated ways of tabulating results, document them.
Being able to change the features of your ads mid-flight is great. In A/B testing, the changes will take you closer to your desired outcome. Let us show you how. Connect here.
Can you run a successful Google Ad on a shoestring budget? Yes, you can! But it might require a lot more work at the start. Here, we share 5 best practices you can follow to set yourself up for Google Ad success.
Small businesses tend to dismiss Google Ads because of the preconceived notion it requires a huge budget. This is a fallacy.
The 5 best practices you can follow for Google Ad success.
Over time, they'll contribute towards the efficiency and effectiveness of your digital marketing strategy. Apply them consistently and diligently today!
1. Keywords
Why do people Google? They're looking for a solution to a problem. Knowing the problem helps you build the list of keywords to be used for your Google Ads. It's very likely your target audience will type in the words used to describe their problem, for example, "best copywriters" or "content writers".
2. Call-to-Action
They're sold! They've read, understood and accepted your pitch expressed in your ad copy. But they've paused. You wonder why. It's strange but true and it has happened - there isn't call-to-action in the copy. It's like a store without a checkout counter. Make your call-to-action visible, loud and clear.
3. Leverage on Google Ads' versatility and dynamism
It isn't over till it's over. Unlike a television commercial or print ad, launching the ad doesn't mean the job is done. You can continue to fine-tune it, daily if need be, to improve its effectiveness. With Google Ads, you can constantly be in ad research test mode. You can change anything based on the results produced by Google Analytics. From targeting, copy to budget, you can tweak them until they're showing the desired results. This brings us to the final practice.
4. Track and measure
What gets measured, gets done! This applies to your Google Ads too. There is an incredible amount of data you can utilise to improve your Google Ads. All it takes is for you to know where to find, how to read and interpret them. Rest assured with Google Ads, you won't be flying blind or solo.
To learn how to apply these best practices, connect with us here.
If you're about to throw in the towel on your Google Ads, stop! Running Google Ads can be both rewarding and frustrating. In this post, we feature best practices in writing a winning Google Ad copy.
We seem to have forgotten that it isn't a magic wand. You need to work at it and continue working on it. That's the beauty of digital marketing; it isn't final just because you've launched it. However, while it's good to know you can tweak it, it has led to a lack of discipline in writing a winning copy amongst others.
1. Statistics
Where relevant, incorporate statistics in your headline. For example, "How to write a winning copy: 3 words you must-have in any headline." People have a fascination with statistics. It makes a statement more scientific. This lends authority and credibility.
2. Pain points
Why do people Google? They are looking for answers to a problem or pain point they have. As such, when you lead a copy with a description of these pain points, there's a greater chance of capturing their attention. You can place them in your headlines, extensions or description. Wherever you place them, make sure it can be easily spotted.
3. Emotional triggers connect better
Emotions play a big part in the buying decision. Some people choose to see this as the irrational side of buying behaviour. But the reality is people are emotional creatures. When emotional words are embedded in your copy, you will be speaking to their hearts and minds, where the marketing battle is won or lost.
4. Benefits sell, features tell
This applies to off-line and on-line marketing. People are only interested in the outcome of your solution to their pain. Will it stimulate hair growth or kills weed permanently? Feature the benefits of your solution in the copy. In doing so, you've made it easier for your target audience to decide if you're the right solution.
Google Ads is an important part of your digital marketing Canberra campaign. To succeed, there are best practices to emulate. Let us walk you through them. Schedule a meeting here.
