AdWords (PPC Marketing)
AdWords marketing is huge. One out of every three dollars spent online is spent on Google ads and the bulk of that is AdWords.
AdWords is relatively quick to set-up, puts you in play right away, and in most cases – it works. If popularity is evidence of effectiveness, Pay-Per-Click marketing is a no-brainer, and Google AdWords is the number one game in the digital paid advertising space.
Benefits of AdWords
Pay-per-click search marketing (AdWords) quickly puts your site in front of millions of potential marketers with the many strengths including these:
- Fully user controlled – you set the budget and choose the targets
- Easily tracked and measured, great for establishing ROI
- Generates structured feedback for refinement and for learning about your market
- Can be reliably targeted to special audiences and segments
- Can be friendly for even modest budgets
- Can incorporate mobile advertising – a huge and growing area of interest (where many businesses should be but aren’t yet)
AdWords Targeting & Strategy
AdWords campaigns are ideal for reaching highly targeted audiences in large numbers, through Google’s expanded network. AdWords is great for for filling the sales funnel, quickly sharing news, or jumping on a current topic trend – as well as for on-going campaigns where measurement and accountability are important. A mix of SEO marketing and traditional advertising, to maximize your AdWords results you need to smartly apply the principles of both.
Why Have an Expert Run Your AdWords?
Great targeting and smart refinement are crucial to strong AdWords results and ROI. Google actually charges you more per click for low quality ads. Even worse – having someone with only basic knowledge or little strategic skill set up your AdWords is going to cost you much more because non-productive ads will keep running at your expense. (This is often the greatest drain on the budget I see from very basic AdWords set-ups.)
Knowing how to do the research and build a great ad program is crucial to getting a strong AdWords ROI, but great organization and a competitive nature are real assets too because launching an AdWords campaign is just the first step. AdWords provides great feedback that should be used to refine and improve the campaign and your AdWords ROI. Identifying which ads are working best, which ones are lagging, which ones are producing the best click-through or the most sales – these are keys to getting the most out of your pay-per-click AdWords campaign.
You Waste Money if You Don’t Monitor and Refine It
Finding the best terms, writing great ads, and smart targeting are all key to Adwords success. But even after that you use the very structured feedback AdWords gives you to squeeze more out of your adds (and your dollar), to improve the ads and strategies, and to repair or drop poor-performing (low ROI) ads and targets:
- Results Reporting
- Click-fraud Monitoring
- ROI Improvement
- Campaign Adjustment
AdWords management can be charged as a percentage of advertising spend or at a flat (usually monthly) rate depending on the situation.