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Google AdWords

Eight Reasons Why You Should Use Google AdWords

Regardless of industry and size, almost every business can find value and see positive returns using Google AdWords. If you haven’t advertised using AdWords before, these eight reasons may convince you to start.

 

  1. You can increase your leads, customers, and revenue

Although this may be obvious, if your campaigns are set up properly, Google AdWords has the potential to generate significant numbers of qualified leads and greatly increase your revenue. It is estimated that, on average, businesses make $2 in revenue for every $1 they spend on AdWords. We’ve seen clients reach 400 to 700% ROI on their spend in just a couple months of advertising with AdWords.

 

  1. AdWords is measurable

Unlike an SEO campaign, where it’s not always clear what caused your rankings to increase or decrease, AdWords is extremely measurable. In its easy-to-use interface, AdWords provides clicks, impressions, average cost-per-clicks, average ad position, conversions, cost-per-conversions, conversion rates, and much more. This data granularity gives you the ability to continually improve your efforts. For example:

  • If your click-through-rate is low, perhaps your keywords are too broad or your copy isn’t compelling
  • If your conversion rate is low, there’s a good chance your landing page isn’t user friendly or isn’t totally relevant to the messaging in your ad copy.

 

  1. AdWords is flexible

AdWords provides a plethora of options that allow you to customize your campaigns depending on the needs of your business. AdWords lets you:

  • Narrow your targeting: You have the option to choose what times and/or what days of the week you want your ads to show. You can also choose if you want your ads to show on mobile, desktop, and/or tablets. AdWords also lets you target by location. Whether you want to show your ads to people who are located within 6 miles of your brick and mortar store, or you want to target all French-speaking countries, AdWords lets you choose.
  • Choose from various bidding strategies: To help you reach specific marketing goals, such as building brand awareness or generating leads, AdWords offers several different bidding strategies to choose from.
  • Use ad extensions: Ad extensions allow you to include a phone number in your ad, an interactive store address, links to your site, and more.
  • Leverage the Display Network: Not only will display ads expand your reach, but they are visual and contain rich media instead of just basic text ads.
  • Choose specific keyword match types: By using keyword match types, you are able to dictate exactly what search queries your ad will show for.

 

  1. You control your advertising costs

AdWords lets you set a maximum daily budget and maximum cost-per-clicks for your campaigns and keywords, so you’ll never go over budget. You can also set start and end dates for your campaigns, so you don’t have to worry about forgetting to turn off a campaign and wasting money. Keep in mind that AdWords itself is free, it’s a pay-per-click (PPC) tool meaning you only pay when someone clicks on your ad.

 

  1. Your competitors are probably using it

If your competitors are using AdWords (and there’s a good chance they are), you may lose potential customers who are searching for your products and services on Google. And if your competitors aren’t using AdWords, that’s all the more reason to easily outrank their organic search result.

 

  1. It’s faster than SEO

Unlike SEO, which can take months of work to see results, AdWords provides instantaneous results. If your campaigns are set up well, the second you turn them on, your ad has the chance of showing above all organic results on a search engine results page.

 

  1. You get to utilize retargeting

By using a special tracking code that places cookies in the user’s browser, AdWords will show your ad as the user browses the internet. This tactic helps keep your business top of mind so that you’re in front of your audience when they’re ready to purchase.

Retargeting is particularly effective because you can target people who have shown interest in your product or service, instead of someone who has never visited your website or indicated any interest. In fact, according to a study from DataXu, retargeting has the potential to increase conversion rates by almost 150%. Many marketers believe retargeting is the most underused online marketing technology – don’t ignore the potential that retargeting campaigns offer.

 

  1. You can generate brand awareness

AdWords is a great tool for generating brand awareness in addition to driving traffic to your site. Display advertising and display remarketing are known to increase brand awareness because your audience will start to recognize and remember your brand after being exposed to the logo and other visual elements over and over again.

 

With over 1 million advertisers using Google AdWords, it’s clear that the tool works. Feeling overwhelmed by AdWords? Let us help! Contact Young Marketing Consulting today for a free marketing consultation.

Google AdWords: Recent Changes and Best Practices

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What’s new with Google AdWords lately? They’ve gone mobile.

As mentioned in Google’s Performance Summit earlier this year, marketers are no longer asking if they should invest in mobile, rather, they are asking how they should invest in mobile. More than half of all web traffic comes from smartphones and tablets. In response to the consumer shift toward mobile, Google has been busy launching new tools and features to its AdWords platform.

Let’s take a look at what Google AdWords changes have occurred in 2016 so far:

Responsive Ads

In the past, marketers have experienced difficulty when creating ads with proper formatting across different channels (mobile sites, apps, video, etc.). Google AdWords’ new feature, responsive ads, automatically adjusts its size, appearance, and format for any ad space. The best part? Google does all of the work for you. You simply enter basic features regarding your ad such as headlines, images, a landing page, and once approved, Google will automatically generate the ads people see. This new feature will likely increase engagement rates by presenting ads that match the look and feel of content that consumers are browsing.

Google AdWords: Recent Changes and Best Practices

One of AdWords’ new features: responsive ads

Universal App Campaigns

Universal app campaigns promote your app across Google’s top properties including Search, Play, YouTube, and the Google Display Network. Depending on your customer objective, the ads are optimized for either installs or in-app conversions. Similar to responsive ads, you don’t need to design individual ads. You only need to provide some text, a starting bid and budget, languages and locations for your ads. Google also saves you some work by testing different combinations and will show ads that are performing the best more often.

Google AdWords: Recent Changes and Best Practices

Another new feature: universal app campaigns

 

Expanded Text Ads in AdWords

Expanded text ads give advertisers more space to explain their products and/or services before the consumer clicks on the ad. The expanded ads have almost 50% more ad text available as well as an additional headline. Additionally, you no longer need to enter a display URL that matches your final URL domain. For example, if your final URL is example.com/dog/leashes, your ad’s display URL will be example.com. Google’s early testing of the expanded text ads feature indicated increases in click-through rates of up to 20% compared to standard text ads. Not only does this feature communicate more of what you are offering, it also drives more qualified clicks.

Note: Beginning January 31, 2017, AdWords users will no longer be able to create or edit standard text ads, only expanded ones.

Google AdWords: Recent Changes and Best Practices

Standard text ad vs. expanded text ad

Google AdWords Bid Adjustments for Device Types

Adjusted bids are another new feature AdWords introduced in response to the shift to mobile. These individual bid adjustments give advertisers more flexibility with how they bid on various devices – mobile, desktop, and tablet. You can now anchor your base keyword bid to the device most valuable to your business and then set bid adjustments for the other devices. These adjustments will show your ad more or less frequently in searches depending on what device is most effective in reaching your business’ goals.

Note that in order to achieve optimal ad performance, you’ll need to factor in other data in addition to using device bid management. It’s important to pay attention to other metrics and signals such as how your ads perform by location, time of day, and audience.

The Number of Location-Related Searches is Exploding

With all of this being said, you may be wondering if online, mobile ads will physically bring people into your store. In fact, location-related mobile searches are growing 50% quicker than other mobile searches. Nissan UK discovered that 6% of mobile ad clicks result in a trip to a dealership, an estimated 25x return on investment. This is especially relevant for marketers who have a brick-and-mortar business and want to increase foot traffic.

It’s more important than ever to optimize your Google AdWords strategy for mobile. And with these new features in place, you’ll have everything you need to get started!

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