Google AdWords is like a new puppy you want to adopt in your family, but there are lots of things you need to consider before adopting it. Like can you afford it, is it going to play with your other pets like Cat, do you have someone to take care of it, you need to train it, etc.
I know this comparison is not 100% correct, but you get the idea. If you want to get your ROI from AdWords you need to answer similar questions like:
- Do you have enough budget for AdWords campaign?
- Do you have someone on your team to set and manage a campaign on daily basis?
- Does your profit margin be good enough to get ROI from AdWords?
Once you answer all of these questions is Yes, you should consider starting the AdWords campaign for your local business.
Why Google AdWords?
Now many of local business owners are confused about AdWords or they see AdWords as a money-wasting tool. Some of them had run AdWords ads in the past and were not happy with the ROI of AdWords and they stopped after that.
AdWords is a great tool for getting a new customer and grow your business if your answer to the above question is Yes. Here are some reasons why you should consider spending money on AdWords?
1. Target Specific Demographic
With AdWords, you can target specific demographics such as locations, age group, male or females, certain miles from your business address. So if your plastic surgeon who only want to show ads to females in the age group of 30 to 40 in New Jersey area, you can target them specifically with AdWords.
2. Total Control on your ads
AdWords allows you total control on your ads, like for which keyword you want to show your ads, ad copy, at what time you want to show your ads, etc. For example, if you are a musician and want to show ads for “pop concerts in new jersey” keyword, from 21st August to 28th August you can do that easily with AdWords.
Tips to getting started with AdWords:
1. Keyword Research
Keyword Research is the most crucial thing in the AdWords campaign. if you want to get good ROI from your AdWords spending you need to target the right correct which will bring relevant traffic to your website. While doing keyword research you need to focus on buying intent keywords rather than information intent keywords. Buying intent keywords will have a higher cost per click, but they are the one which will deliver you the business.
For example “Furniture repair shop” is a keyword with buying intent, while “diy furniture ideas” is information intent keyword. So you need to select correct buying intent keywords for your AdWords campaign.
2. Understand the campaign types
AdWords has 6 campaign types which are mentioned below.
- Search Network with Display Select
- Search Network only
- Display Network only
- Universal app
For most of the time, you need only Search Network Only.
3. Learn about keyword matches
AdWords has a total of 5 types of keyword match types.
- Broad match
- Negative match
- Broad match modifier
- Phrase match
- Exact match
To master the art of AdWords you need to understand all of these match types and use them accordingly in Ad Campaigns. Please check this link by Google to learn more about keyword match types.
4. Spend more time on creating ad copy
There is very limited space to write your ad copy in AdWords. So you need to create a compelling Ad which will urge users to click on it. While writing ad copy just make sure that you don’t over promise anything which is not offered by you or not available on your landing page.
Google recently made changes to text ad format. Now you can add third headline and second description to your text ads. To learn more please check this post.
5. Take benefit of AdWords extensions
Ad Extensions allow you to add extra information to your AdWords ads. This information can be a product price, contact information and message functionality.
- Sitelink Extensions
- Location Extensions
- Affiliate Location Extensions
- Structured Snippet Extensions
- AdWords Call Extensions
- Message Extensions
- AdWords App Extensions
- Callout Extensions
- Price Extensions
- Promotion Extensions
For local business, you might need to use Callout, location extensions. To understand each extension in details please check this post by Adhawk.
6. Set the conversion tracking
AdWords conversion tracking feature lets you track the conversions like purchase, calls made via AdWord campaign. It helps you decide whether your campaign is profitable or not. Make sure to set conversion tracking for AdWord campaign.
7. Call only campaigns
For local businesses, calls are still the best way to get new customers and generate more profits. Call only campaigns in AdWords allow you to create keyword specific call only campaigns. With this campaign, you can encourage people to call your phone number. Also, calls have a higher conversion rate than sending people to your website.
8. Local search ads
Local search ads appear on google maps when people are specifically searching for businesses like restaurants, repair shop, etc. As a local business owner, you should take advantage of Local search ads.
9. Optimize your campaigns on a daily basis
Now you have followed every best advice available on the internet for managing AdWords campaigns. But to make this campaign profitable you need to track and optimize these campaigns on daily basis. Make sure you or someone else in your team is managing your campaigns. otherwise, you will just be wasting money in AdWords.
If you don’t have someone on your team who can manage AdWords for you, you can outsource it Digital marketing agency like us.