Google AdWords can be an effective marketing tool for businesses looking to get ads in front of customers that are searching for products and services that you offer. Google AdWords is a pay per click model meaning you are only charged when a user clicks on your ad. However, if you’re a small company or have a limited budget it can be difficult to compete with big companies whose budgets surpass something you can match. Below is a list of tips for those on a tight marketing budget. The key to using Google AdWords effectively is to narrow your campaign as much as possible by targeting exactly which types of customers will see your ad and eventually make a purchase. It may seem counterintuitive to reduce the breadth of who may view your ad, but in the long run it provides the most sales potential at the lowest cost. Google Search: First things first, for businesses with small advertising budgets we advise that you only advertise on Google Search, as opposed to Google Search Partner or Google Display Network. This is because Google Search has been proven to be show more tangible results. For example, if your ads were to be shown on Google Display Network they may end up on a random blog, YouTube video, or online newspaper and get sufficiently more impressions which one could argue is good for branding. However, in this case your audience wasn’t driven to your ad by specific keywords so its highly likely that they clicked on your ad either by accident or out of curiosity. Keyword Selection: Selecting your keywords is a crucial part of your campaign. The most obvious keywords to use are your branded keywords which includes your company name, your brand, and all the products/services that you offer. Usually branded keywords are a low cost per click (CPC) and drive the best conversion rates. Secondly, pay attention to long tail keywords. Long tail keywords are the longer and more specific keyword phrases a customer may search. For example if you are a florist in the San Diego area, you may want to use a long tail keyword that links details about business such as “Florists near 92103”. Long tail keywords are a great way to save money on your ads while deterring competition. Geotargeting: Google has a feature that permits advertisers to display PPC ads to users that are searching from a specific location. Geotargeting is an impeccable way to narrow your campaign while remaining efficient. You can target an ad by city, zip code and even a specific mile radius, ensuring that only nearby consumers are viewing your ad. Geotargeting is also useful for promotional purposes when you would like to provide a coupon to users outside a specified location, as an incentive for going out of their way to do business with you. Day Parting: Day parting is a useful tool that allows advertisers to display their ads during specific timeframes or days. This is useful for businesses only open during the typical 9am-5pm work day as it may be advised that those businesses turn off their ads during non-business hours. One can even see during which times are peak and slow hours, so advertisers can choose when to turn on and off their ads. A suggestion may be to only offer promotions during the slow hours/days. Device Targeting: Finally Google permits one to target which devices display your ad. An advertiser can choose between desktop/laptop, mobile devices and tablets separately. We suggest splitting up mobile device targeting from desktop/laptop campaigns so that you can more effectively track your results. Mobile is inherently different because of the small screen and ability to make a call so users searching for a service or product on their phone are more likely to be interested in purchasing something instantly.
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