If you haven’t got a lot of money to play with but do understand that Google Adwords PPC campaign is what your business needs to get the right people to your website, read through this blog for reassuring tips on how to make the most of a small PPC budget.
#1. Account set-up.
First and foremost it’s important to get the account set-up right and to understand the basic account structure. A Google Adwords account comprises Campaigns, Ad Groups and Keywords.
Campaigns: You’ll typically only have a few campaigns and these will be based around the products or services you wish to advertise. So, the campaigns can be structured in a similar way to how your website is structured. For example, if you are selling office equipment, you may have campaigns for:
Ad Groups: Under each campaign, you will create relevant ad groups, which will be much more specific. So in our example above, under Campaign 1 – stationery, you may have ad groups for print cartridges, flip charts etc and under Campaign 2 – Photocopies, you may have Ad Groups for the different brands you sell. There’s no recommended number of ad groups to have under a campaign, but don’t over -do it or it becomes unmanageable and will stretch your campaign budget.
Keywords: Keywords will fall under each ad group, and are very important to controlling the way your ad is triggered. When someone types in the search box in Google, that search is called a “search query,” which is then matched with a keyword, which then triggers an ad. Ad groups contain keywords (no more then 10-20 is recommended), these keywords will trigger your text ads (2-3 per ad group), and then direct to a relevant landing page.
For a small business, probably the best piece of advice for us to give here is to suggest using long tail keywords in your Google Adwords campaigns.
Competitive keywords are hard to rank for and tend to attract higher CPC’s so if you want to maximise clicks, go for keywords which use 3 words or more.
Long tail keyword are more specific, align better with the end of the purchasing funnel, tend to convert better and cost less.
#3. A powerful USP.
Your USP, or unique selling proposition, is what differentiates your business from your competitors and gives your prospects a compelling reason to choose you instead of them. There are plenty of other companies bidding on the same keywords as you, offering pretty much the same product or service. Imagine you’re walking down a high street full of shops selling the same thing as you. That’s what a web user is faced with when searching online. So why should they choose you?
Think about your strengths, talk to your customers about why they use you and look at your competitors PPC ads to find an opening. The most important thing is that your USP is Unique.
#4. Ad copy.
Along with choosing the best keywords, improving your Adwords account performance is about ad copywriting and optimisation. Your ad copy can make or break your campaign so don’t rush through this step or leave it to someone else to write the ad that doesn’t really understand your business.
Your ad copy fulfills 2 roles.
> To attract people interested in your products or services
> To repel people that are looking for something different to what you provide (so as not to waste valuable PPC budget)
There’s also another role for your ads and that’s to help boost your Adwords Quality Score. Ads that achieve a high CTR (click through rate) will boost your Quality Score which as you may know, is super important because a good Quality Score lowers your cost per click and your ad rankings.
How to write great Google Adwords ad copy.
> Include the keyword in the Headline (25 character limit)as Google will show this in bold so it will stand out.
> In the description lines (35 character limit), include the benefits, your USP and Call to Action (CTA)
> Using a period at the end of description line 1 (this swoops line 1 into the headline when the ad is displayed at the top of the page) can improve CTR.
> Add in a special offer i.e. 25% off 4 new clients.
> Use numbers i.e. We deliver within 1 hour.
> Remember the Display URL is only for display purpose so don’t waste this space on your actual URL when you can use this space to iterate a benefit or USP. For example: www.domain.com/Brands_For_Less
#5. Landing pages.
Your website homepage is not an ideal landing page for your Adwords campaign as it most likely gives an overview of your business and its products and services and is not specific enough to your ad campaign. Create dedicated landing pages for your Google ad campaigns that are relevant to the keyword searched.
Expand on the benefits, USP and offers contained in your PPC ad within the content of your landing page and offer a strong CTA.