There are plenty of great ways to get seen online – through search engine optimisation, social media plugging and more – but one of the most concrete ways to drive traffic to your website regularly is through using Google AdWords.
AdWords, now known as Google Ads, is a pay per click (PPC) system through which you can buy ad space on Google based on specific keywords. However, the price of said keywords will vary from case to case, meaning that you will likely end up paying more for keywords which are deemed more popular than others.
It’s a pretty lucrative way to make sure you drive regular interest to your site – and here are a few facts, tips and tricks for Adwords you may not know about the service.
Google Display campaigns are hugely successful compared to traditional online banner advertising. For example, it’s thought that the average AdWords purchase will generate a 0.4% clickthrough rate. This is said to be around four times as successful as general banners elsewhere.
As you may already know, the whole point to Google Ads and AdWords is to boost your CTR, or clickthrough rate. However, you’re going to need to monitor your stats carefully to see whether or not your ads are actually relevant. A simple mathematic equation you can use to determine this is to simply divide the number of people who click by the number of people who actually see your ads. The higher the number, the better your ads are performing.
It’s actually more likely that you will convert on an impression through shorter keyword tails. If you’ve dabbled in SEO, you will likely already be conditioned to chasing those long-tail variants. However, this isn’t always helpful with AdWords! Make sure that you are targeting a mixture of both; but be aware that you are likely to cast a broader stroke with AdWords by going shorter on the tail.
Did you know that the amount you pay for an AdWords bid can change depending on location, date, and time? It will even change based on the devices you want to connect with. This, of course, is thanks to some search terms and keywords getting higher click volumes on weekends, for example, compared to weekdays.
Speaking of devices, if you are targeting to this extent, you’re going to need to make sure that you are targeting mobiles first. Google literally has a ‘mobiles first’ approach, for example, in that it will actively highlight mobile versions for sites first. If you’re not already embracing the mobile revolution, it is high time you got started.
Believe it or not, you won’t necessarily have to pay for AdWords right away. You can actually be invoiced by Google monthly if you have a high enough monthly ad spend, and if you’ve been running your business or brand for at least a year. It’s a great support to get these campaigns on credit sometimes!
Bidding for the best spots on any given keyword is always a must if you can afford it. Statistics show that the first three ads which appear under a given keyword will claim up to 41% of clicks per page. That’s a huge conversion.
Google takes advertising very seriously, which is why there are more tools and support services available now than ever before. In fact, did you know that Google makes most of its money from ads alone? It’s thought to be responsible for up to 97% of their regular income, meaning that search itself barely touches the sides any more!
When taking up AdWords or Google Ads, you are up against some stiff competition. It’s thought that there are around 4 million different businesses using AdWords, or Google advertising, right now.
You should always be careful with the way you present your keywords before bidding. For example, you may wish to match a broad phrase, an exact search, or something in between. Don’t be afraid to mix and match these up – as there will be huge differences made to the amount you pay on the bid, as well as on how everything converts in the end game.
You can easily use PPC alongside SEO – there’s never any need to go for one or the other when both will work together well!
One of the most important tips to know about using pay per click advertising is to make sure you are using the negative keyword tool. After all, you don’t want to be spending your marketing budget on wasted clicks! Find out more here.
Do you have any interesting facts about Google Adwords, or any tips and tricks that we’ve missed? Share them here in the comments section below!