There are different reasons that indicate that small businesses should invest in Google Adwords campaigns as part of their online marketing strategy.
Small businesses have an opportunity with Adwords to show themselves to users at the same level or above their major competitors:
1. You can compete with medium and large companies
Adwords, to put it in some way, is very democratic. Anyone can bid on a keyword and stand up to big companies. Obviously, the budget is an essential aspect to take into account, but nothing prevents any small company from competing for face to face with medium and large companies.
In addition, as we have already mentioned, the bid is not the only scale that influences the effectiveness of the ads. As a small business, you can stand out by making good use of Adwords. For example, with a good destination web page, or choosing the correct keywords.
2. PPC system (Pay per click)
In addition to bidding on a keyword, there are certain criteria to be met in order for the bid to be a success:
- The landing page must be optimized. This means that the moment a user clicks on an ad, they should reach a website that offers exactly what they were looking for and what was advertised. If users leave the landing page after clicking on the ad, Google will perceive it as negative and will penalize the quality of the ad.
- Choosing the right keywords is more complicated than it may seem at first. The competition for each word must be taken into account and, above all, to know the behavior of the users we want to reach.
This is the whole theory, but what is the practice?
- Study of keywords.
The first point that should be covered is the study of the keywords, around which the entire Adwords strategy will be structured. Choosing the right ones will largely determine the success or failure of the campaign.
- Structure the campaigns well.
Campaigns should be structured with meaning, taking into account what you want to achieve.
- Attractive ads
The CTR is key to the performance of the ads. An attractive ad will have a CTR much larger than one that does not catch the user’s attention.
3. Ad optimization is key to the CTR
The CTR or Click Through Rate is the relationship between the time you see an ad and the number of clicks it receives. The CTR can be optimized through the design of the ads.
The user, in the case of search ads, can only judge the ads by title, description and URL, as well as other information that may appear in the advertisement. This means that before the user decides to click on an ad, the competition between the advertisers, apart from the order in which the ads appear, resides in the design of the advertisement.
Before investing in Adwords, find out if it’s profitable for your company
Adwords is a very powerful tool that can boost the volume of business of a company quickly because, unlike SEO , the SEM has immediate results.
Despite this, many companies are engaged in businesses that do not obtain searches and in which they will not obtain results of Adwords.
At the other extreme are companies that operate in markets with very high competition. If the price of an ad click exceeds the earnings that ad will generate, Adwords will not be profitable. And true that the click in many cases is through the roof.
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