Google Adwords is an indispensable tool for marketers. Its primary focus is Search Engine Optimization, which is the process of increasing the visibility of your website on search engines. Adwords allows you to slip into your customers shoes by getting to know what keywords or phrases they’re using when searching for a particular topic. In addition, you also have the ability to bid on those keywords so that your text or display ads appear before your competitors’, allowing you to have an edge.
With Google Adwords, you’ll no doubt enjoy greater brand recognition and more leads. In this article, we’re going to give you a few tips on how to make proper use of this excellent tool:
Make Proper Use of Keyword Matches
Google Adwords allows you to tie your ads to certain keywords or phrases using ‘keyword matches’. There are four different types:
- Broad Match – when you select this option, your ad will be displayed even if the keyword used in the customer’s inquiry isn’t an exact match. So if the customer makes a spelling mistake or uses a different variant of the keyword or a synonym, he/she will still be directed to your ad. This is great for building up brand awareness.
- Phrase Match – this causes your ad to only be displayed when a certain phrase is present somewhere in the query. For example, if the phrase is ‘shoe stores’, then queries like ‘shoe stores near me’ or ‘leather shore stores in Melbourne’ will be directed to your ad. However, the phrase has to match exactly. This is great for filtering out unwanted searches.
- Exact Match – your ad will only be displayed if the keyword matches exactly or there’s a very closer variant of it.
- Negative Match – this option allows you to prevent your ad from being seen when certain keywords are present in the query. So if you shoe store but don’t sell leather shoes, you can prevent customers who are looking for those specifically from being directed to your ad.
If you’re having trouble configuring these keyword matches, we highly recommend that you get in touch with an SEO Melbourne-based agency.
Remarket To Leads
A lot of customers may browse through your products, add a few to their carts and then exit without going through to checkout. If don’t retarget these customers with specialized messages, then you might just end up losing their business. That’s where display ads come into play. You can get Google Adwords to show customers the products they’ve got in their carts while they’re browsing other websites, reminding them to return and finish the transaction.
Before you invest $10,000 on a keyword campaign, we strongly urge you to make sure that it’s worth it. Invest much smaller amounts on several different campaigns and record the results. Afterwards, simply proceed to pump more money into the campaigns that show the most promise.
Make Use of Extensions
For instance if you’re putting out a text ad for a promotion, you could include a callout, call or location extensions so that customers can get in touch with you immediately. The idea is to limit the number of steps that customers have to go through before they interact.
When used correctly Google Adwords can be an incredibly powerful tool for your business. You can improve brand recognition, drive more customers to your website and generate more leads.