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Tuesday, 21 July 2015

How Well Do You Know Google/
Pay-Per-Click (PPC) Advertising?

Several local business owners are taking part in this quick and easy to track advertising platform and have doubled their business in a matter of months! Pay per click allows businesses the chance to get to the top of Google and gain clicks while they are pursuing their organic SEO, as long as the math makes sense.

The discovery process for this platform is half the battle.  To start of the process Business owners or marketing managers will need to complete four easy steps:

1.    Identify Top Performing Keywords

2.    Use Keyword Data to identify monthly budget

3.    Determine what an avg. new client is worth to them

4.    Calculate ROI

After the business owner determines that this makes sense for them, they can choose to either set up using the Adwords Express outlet or the full Adwords account.

I will tell you benefits and drawbacks to each and let you decide.

Adwords Express benefits include an easy to use interface that automatically adds keywords for you based on the landing page and website information you enter and the primary keywords you enter at the beginning of setup.

The dashboard shows how much of your budget has been spent, how many conversions so far, and your list of keywords.

A few key drawbacks and major problems with adwords express would be that the keywords can not be edited and are very broad and a lot of times unrelated to what your company does.

I have used this previously for one of our clients and quickly realized that it was not the most efficient or accurate method. Adwords express had the keyword “plumber Chicago” listed even though I had specified the company only services the Atlanta, GA area. This presented a serious problem paying and bidding for keywords that had absolutely no use whatsoever to my client.

            A full Adwords account has a wealth of information right at your fingertips and the ability to change nearly anything you would like to in the interface and draw data you did not even know was available. The drawback to this powerful tool is that it is not intuitive. If you are interested in using Adwords it is going to take you some time to get up to speed with using the interface, but this aspect of marketing can be very lucrative for your business, but we also understand that learning how to manage it all can feel like you're drinking from the fire hose. Give us a call to explore whether or not Adwords is right for marketing your business.

Posted by: AT 02:46 pm   |  Permalink   |  Email
 

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