It’s no hard sell to convince small business owners of the benefits of SMEs Google AdWords. The flexibility, the high Return on Investment, the transparent results, and the ability to tap into a colossal, high-quality traffic source – any other paid online advertising service you can think of must surely come second.
Prospective customers from different corners of the world go to Google to search for different kinds of products, services, and promotions. Since Google can tell what they’re actually looking for from the search terms keyed in, they can connect them right to your business through SEO, SMEs, and AdWords.
SEO is effective but slow. It’s an ongoing and long term marketing strategy, whose benefits come in drips, in addition to lasting you for years.
AdWords, on the other hand, places you at the top of Google without much ado, provided you outbid all your competitors. You get to bang on top of SERPs from the very first day, instead of waiting to be crawled and indexed by Google spiders.
Suffice it to say the two complement one another.
PPC in general helps to reduce the time you’re likely to take to secure a top spot. But in order to hold and maintain the position, then it’s crucial that you also work on your SEO.
So think of SEO as a long term investment strategy, while AdWords offers a good way to get started with small-time ventures and marketing plans.
How Small Businesses Benefit from AdWords
Variety in Advertising
Online marketing isn’t about doing one thing over and over again until it finally pays off. Every opportunity counts, and there’s no way any serious marketer or business owner would want to center all their online marketing effort on one thing.
One way to look at it is that your business attends to the needs of all kinds of people. While some look for what they want on social media, a great majority will prefer to simply Google it, and limit their choices to the few top search results displayed.
Google AdWords offers the much-needed variety. One is by offering different ways to connect with potential consumers. For instance, you have the option to choose between app ads or search ads, if not both, depending on the platform you prefer to promote your brand.
Another good thing about banking on variety is that it allows you to gain an edge over your competition. For all we know, your competitors might only be capitalizing on one marketing platform.
Also, variety allows you to come up with different goals and strategies. For instance, you could use display ads to increase your web traffic, and at the same time launch an app ad to boost up your brand awareness.
Target a Specific Audience
You don’t want your ads to be seen in America when it’s pretty obvious your market is deeply concentrated in Singapore. This is particularly important if you’re running a paid advert.
With Google AdWords, you can narrow down your marketing campaign and start targeting people from a specific marketing region, instead of running your adverts to all online users.
Start by choosing the country you want it to run then narrow it further down to specific a town, city, or radius measurement.
That way, your advert will only show to people within your selected location instead of being plastered all over the place.
Target a Specific Audience
Only a few of the visitors you get are actual customers. Meaning, a good number won’t be remotely interested in your products or services. Some may even visit your site but be turned off by your price and an endless list of other things.
Good marketing campaign entails drawing in the right kind of visitors and NOT just anyone. As much as you’re interested in traffic, the end goal is to get more of your visitors to actually buy what you have to offer.
So it’s important that you understand your target audience first before you can finally decide to go ahead and launch your marketing campaign.
Start by understanding their interest, their behaviors and everything else to get a holistic view of how best you can start targeting them.
AdWords make it possible to target audiences based on a number of things including, interest, age, behavior, and sex. You have the option to target a specific group of people instead of parading your advert to everyone.
By doing this, you’re able to save on both time and resources. So instead of working to drive in a huge traffic, you also get to work on the quality of traffic you get.
Work Within you Budget
Google AdWords are designed to accommodate all amounts of budget. Whether small or big, the service allows you to set you ad based on the amount you have, however small it is.
With the flexibility given, you can invest as little as $10 or as much as a few million dollars, and your advert will still show. The only difference is that you’ll be outbid by the person with a higher budget. Which could mean you get to rank below them.
But that’s no big deal if you combine the effort with SEO and learn to compensate it with a nicely crafted title tag and Meta description.
What really matters is the plan you have at your back pocket. With proper planning and a well laid out strategy, you’d be surprised at how much you can do with a limited budget.
You can Keep Track of Your Performance
With AdWords, you can measure every aspect of your ad campaign and be able to calibrate accordingly for even better results.
By tracking your performance, you also get to develop a deeper insight on how your visitors behave and react. For instance, you get to find out which keyword registers the highest count of adverts or sales, so you can know where to direct the bulk of your ad money.
Unless you have years of experience running AdWords, everything starts with experimenting with the different parameters until you’re finally able to make the most of your limited ad budget.
Among the things to play around with are the headlines you use or the Call to Action. In the end, you only get to pump money on what generate the most sales, which goes a long way into preventing your hard-earned cash from going to waste.
It’s a Wrap
AdWords is a sure way to direct relevant visitors to your site. Even so, because you have Google to do all the hard work for you as you get to reap the benefits without overstretching your budget.
There’s a whole lot to learn about Google AdWords, and this article barely scratches the surface. So if you’re interested in getting to learn more about Google AdWords, feel free to consult MediaOne today for a free AdWord and SEO consultation.