Everybody wants to get more from their marketing efforts but we are constantly amazed when we take over Google Adwords accounts for clients and see why their campaigns haven't been hitting the mark. We've therefore created a quick post here to give you some tips to avoid wasting time and money attracting the wrong type of visitors to your website.
What is Adwords?
Adwords is a hugely successful system developed by Google to assist you in marketing your products through a dominant ad that appears when potential customers search for key phrases related to your offering. The pay-per-click system means you can bid for a series of phrases, determining where your ad will appear. You only pay the amount you have bid, when someone clicks on your ad, so you may think what can go wrong?
Adwords can get expensive if you aren’t handling it correctly, but if well managed, it can really help to grow sales for your company. Optimising Adwords can be time-consuming, tedious work but by avoiding these common mistakes, you can get some crazy clicks creating interest and conversation, and in turn, sales and profit.
Not Grouping Keywords Appropriately
In Adwords you can create campaign ad groups for different sectors of your business which you can manage separately, for example a product campaign or a content campaign. Ad groups are essential for Adwords to work effectively. Make sure that you don’t just put all of your keywords into one group, as no matter what the search term, the same ad will appear. It’s no good just thinking your ad being at the top of the page will have the impact you hope for. Each ad should be segmented around similar types of keywords, so that your most relevant ad appears for the potential customer. Your ad should ideally have the same phrases as the search term, with extra related information. Your ad won’t get clicks otherwise!
For instance, companies that sell a variety of different products have to differentiate between different ads. For instance, Ford sell cars such as the KA up to the Mustang, as well as merchandise and Ford experiences. Each of these sectors need a specific adwords campaign group based on what people are searching for.
You can’t please everyone, so specificity is essential. Engaging the whole world with your fantastic ad campaign would be amazing, but it just doesn’t work that way. Creating location-specific ads may be time-consuming but it will always bring in more qualified traffic.
Many customers are constantly on the go, and are most likely to visit a store within a day after conducting a local search. This means that if you’re not optimizing your ad based on your location, you could be missing out of a lot of immediate traffic.
Obviously engaging local traffic is of great value, however also consider other locations your product or business might prosper. People in different locations shop differently, for instance if you are an online retailer of expensive sofa beds or bespoke furniture, advertising in compact cities such as London, Birmingham and Leeds would be more effective than less condense towns. Income levels and lifestyle are also essential to take into account- specifying coastal towns when you’re an online retailer of boat equipment for example.
Identifying and focussing on negative Adwords terms can completely change your campaign. It could look like you are getting lots of clicks, but it may not be the kind of traffic you want.
Attempting to Cheat the System. Google Won’t be Happy
Prior to January 2005, searchers would often find that multiple ads of the same company, or a merchant and the related affiliates, were hogging the top of the search page. As user choice was restricted through this, Google banned multiple of the same ad appearing consecutively.
However, as the competition on Adwords got bigger, many businesses tried to add multiple accounts and sites, in order to have more than one ad on the results page. Unfortunately this obvious violation against Google’s TOS often takes a long time to be discovered, more often by competitors than Google itself. This leads people to get complacent and bend the rules further. It might work for a day, or sometimes longer, however when caught you could lose the ability to advertise on Google forever. It may be frustrating to see competitors get away with multiple ad servings (and of course report them), but don’t go to the dark side, it’s not worth the risk.
Being hyper specific with the Adwords that you use is an essential takeaway from this blog. However always remember that the bait you use to lure your customers in with is only as good the content they find at the end of the trail. Ensure your website is responsive, innovative and engaging so that your customers will have no trouble finding what they need.
If you would like any more advice on Adwords, or need any digital marketing assistance, please get in touch on 01189 100 012 or drop us an email on email@example.com .
Over the last month you may have noticed the cleaner look to the LinkedIn interface and the new features that have appeared within this new makeover. However, this isn’t just a small change - the upgrade has created a faster, smoother, easier-to-navigate site with a layout very similar to that of Facebook. So, what are the main changes and enhanced features you really need to know about?
Here are a couple of the best bits about the new upgrade to ensure you and your business are making the most of LinkedIn:
1/ The LinkedIn messenger features have leaned more towards the Facebook Messenger in appearance. But, the best part for us is the suggested responses feature to InMail (available on premium). This means you can very quickly get back to people with an automated response letting them know if you are interested or not. This response can be edited to make the message more personalised.
On Thursday 23rd March, the Digity team travelled to Heathrow with cars full of stand equipment, brochures, televisions, and tables ready to wow the visitors at the West London Business Show.
As marketing partners with the show, our signage, brochures and media designs surrounded the hall including huge signs showing the schedule for the day. Our banners and leaflets were unmissable. With the schedule often changing only a couple of days before the show, our designers were flexible, quick and innovative in adapting to alterations in a short time span. The brochures, signage and other advertising media were sent off to the printers and you can see below how great they looked in time for the show!
Barclays have developed a series of events entitled ' Fired up for Growth ' and Digity are delighted to have been included as their digital partner for the Berkshire series. If your business has the potential to grow, this event will help you find out how to unleash your potential.
This Clinic will give you the impetus, pose the questions, and share great ideas, to help your business grow. You’ll get practical tips and incisive information.
Last month, we covered the best ways to get more followers for your brand's Instagram account .
This month, our social media tip series goes a step further to explore How to Successfully Use Instagram Stories.