Web Marketing To Beat The Competition

Lots of businesses use Google Adwords for their advertising campaigns which is good however are you spending too much and not getting results?

What is Adwords?

The first thing we need to determine is what exactly is Adwords not so much in the functionality but in the process.

I am sure you know that Adwords is a pay per click advertising system provided by Google to help promote your goods and services.

I am sure you also know that there are a lot of businesses out there promoting their services to help you in your Adwords campaign. They often consider success as driving a lot of traffic to your site however this is not really what you want.

But What exactly is Adwords?

Adwords is a system which allows you to place adds in the browser next to the generic search terms. Quite often it may be hard to achieve a high position for your website because of competition or being a new site so by using Adwords you can achieve a high ranking in Google on the right hand side by paying for it.

Most businesses equate higher traffic with higher sales so pay a small fortune for traffic but in most cases do not see a dramatic increase in sales.

Traffic is something you can have a lot of and still go broke so lets set up a small business scenario to show you what I mean.

Business scenario For Adwords.

In this business I am going to sell Honda Lawn Mowers. The first thing most of these companies will do is go to the Google keyword tool or use some specialized software to research the keywords.

As you can see there is a lot of traffic to be had but will these keywords get you sales?

Probably not but the adwords company will be sending you a lot of traffic and fulfilled their part of the agreement.

It is what we call the shotgun method and will cost you a lot of money with very little results.

To find better keywords that people are actually entering to buy a Honda Lawn Mower we have to go a little deeper and so we now can use the series number or type to get better keywords that people will buy on.

honda lawn mower hrx
hrx honda mower
honda hrx 426 sx
honda hrx 476 sx

Not nearly as much traffic but people who enter these type of keywords are buyers not researchers.

It is what we call Targeted Traffic for which you will pay a lot less but generate many more sales.

The other part of the equation is that Google rewards people who do this by placing your adds higher in the mix because the page that you redirect to from the add will have similar keywords etc so be more relevant. They call this quality score.

Different Markets react differently.

Once the initial Campaign is set up we can do some mix and matching to see if our add will work using the more generic terms. It is the add that is seen on the page incorporated with the keywords and then the conversions we want to track.

In some industries using the more generic terms but with a well laid out add can do very well however it takes a lot of time and tweaking to get this just right. Using targeted keyword initially should result in better sales.

Traffic is not all the same!

Quite often people who set up your adwords will also blast it all over the world costing you a small fortune for irrelevant traffic. If your selling locally the campaign needs to be shown just to your local area and not globally.

Remember their job is to bring traffic.

Replace your adwords with Content

You don’t want to be paying Google for the rest of your life so it is important to add regular updated information about your products and services. Eventually as this content rises to the top of the search engine you can cancel the different adds that are competing with your content.

The best way to do this is through blogging and using the titles, tags, descriptions, rss feed and social bookmarking to achieve this.

With posts you can target geographic areas, individual products etc. So by writing a post on “Honda lawn mower hrx series” you will find as your site becomes authoritative that they will rise to the top. Posting allows you to add a number of keywords around this product also.

If you need help with your adwords campaign and get a better ROI then feel free to contact us at any time using our online form or call us directly.