Posts Tagged ‘get started ppc’

Get your business started in Google AdWords

Wednesday, July 8th, 2015

Hi from AdClix Paid Search Advertising. I’ll be blogging about Google AdWords and the industry as a whole but what I’m going to do is aim it at the small business community.

Small business owners represent a huge part of the modern workforce and we need them getting listed on the major search engines and at reasonable cost. Too often they don’t have the budget to afford dedicated personnel or to hire a top agency. They’re looking for low-cost solutions but high performance results and we know how difficult that is to obtain.

So in this very short first post, I’m going to give small business owners looking to get started themselves a brief piece of advice. KISS - Keep it Simple Stupid. I first picked up this motto some years ago and whenever I think of a new business or product name, website address, or similar I always run this mantra through my head. If I can’t give a website address over the phone without having to spell it out, i.e. something hyphen else hyphen mis-spelt word . com, then it’s a fail. Our name could fall into this category but fortunately it passes as it’s short enough.

So, what do I mean by KISS? Well, what I mean is that as a small business owner you cannot possibly learn all there is to know about Google AdWords - there’s just too much stuff! So, you need to identify 1 or 2 parts of your business that are highly profitable and can be grown while maintaining profits, and focus your efforts on these. Get your website landing pages finely tuned, get your adverts working for you, get your bids and day-parting down to a fine art, and only then once you’ve mastered that little section attempt to expand into the other less profitable areas of your business.

Initially your costs will be high. As a new starter you won’t have any analytics to back your company up and Google will place you lower than your established competitors, plus you’ll make mistakes on the way, all adding to costs. The one upside is that when you do convert your first sales these will at least bring in good revenue, even if you’ve eaten up the profit margins advertising them!

By starting with your top products - and especially those that are unique to you thus minimising direct competition - you should expect reasonable conversion rates from the off. These will feedback good signals, i.e. better click-through rates and conversion rates, to Google, improving your quality score and ad rank. This will in turn lead to you gaining ground on your established competitors, and consequently lower your costs per click, and ultimately lower costs per conversion.

So now you have an account that’s started off on the right foot, you can think about the next part of your business to promote. You may even see new avenues to direct your business that you hadn’t ever considered using the keyword research base you’ve built up. Take a look at the customer search queries during the initial phase (Keywords > Details > Search terms > All) - as well as adding those search queries as [exact match] and placing ones that don’t apply in your -negatives lists, are there any standout areas that you don’t currently do business in but think you could?