For those that don't know what Pay Per Click marketing is a previous post I have written. Using Adwords in your marketing strategy can give a significant boost to your business and a great return on investment and if you've not tried it yet then do so.
The one thing with Adwords is that you can spend a lot of money and get little or no business from it, and I've heard this complaint from entrepreneurs many times, unfortunatley I've not seen their particular Pay Per Click marketing campaigns to comment on how they have spent too much with poor results but let me explain some posibilities as to why. However let me clear up one myth and that is that your competitors can click on your ads over and over again and use up your budget, if they try this the Google Adwords program will recognise that the clicks come from the same PC and therefore not count clicks, this means that the competitor would have to use several different PCs and that would just be a waste of time (unless they were mental of course) which would be better spent getting new customers.
One way to use a lot of your PPC marketing spend is to set the wrong area for your ads to show, on my old Hertford Electrician site I have Google Adsense showing this shows up ads for other electricians, now my site is for Hertford and the for the local area only so why would an electrician from say Bath want to advertise in Hertford, it would not be worth them coming up to my neck of the woods for work! so when a person click on the ads they lose money, another point for this is that they have their ad showing on Googles display networks, the problem here is your ad will get shown on a site with relevant content to your site but it may not be a great site to get prospects, therefore you budget may get wasted here when people are just curious and click on the ads.
Setting your bid too high means that your budget could get swallowed up pretty fast, it's best to aim for the second or third spot rather than the top where you'll be paying the maximum cost per click all the time. best to start low and increase the bid as you gain some metrics from Adwords.
Start off your campaign with a few keywords, if you have lots of keywords and largely irrelevant ones your money will again be wasted, on top of this you'll not get good metric feedback.
Test, Refine, Repeat is what you should be doing with your Ad copy on a regular basis, start off with 10-15 ads and find the top performers, create duplicates and change a word or two test that Ad for a few days to see which gets the most impressions and clicks, then do it again, changing just one word in the ad can reduce your ad spend and get a better return on investment.You also want to set your ads to show evenly so that you can see exactly how each performs.
Always be refining and tweaking your ads on a daily basis to see if you can get better results and reduce your spend and increase your ROI.
To your Marketing success
Paul
Do you run a business in or around Hertfordshire? I run 121 Google Adwords Marketing training with £50 free to spend on Google Adwords
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