AdWords can drive targeted traffic to a website and reach potential customers without the need for SEO. This is achieved by placing paid ads above standard search results to users who are actively searching for the product or service a business offers.
By targeting high-intent keywords that potential customers are searching for online, businesses can improve their visibility, drive targeted traffic to their website and create further opportunities to generate sales.
How AdWords benefit a business
Businesses benefit from AdWords for a number of reasons. From attracting high-intent audiences, to gaining fast results, it is important to understand why making the most of Adwords is essential to any business.
High-intent audience
AdWords connects with high-intent consumers, by targeting those who are actively searching for specific products or services. By using relevant keywords, the likelihood of a business appearing when a potential customer searches for what they offer, increases. Therefore, the audience is more likely to be interested in making a purchase or inquiry, leading to converting website visitors into customers.
Fast results
AdWords generate fast results by being placed in front of high-intent audiences who are wanting to make a purchase or enquiry. Targeting relevant keywords that users are searching increases the likelihood of a consumer requesting a quote or making a purchase.
Precise control
AdWords allows a business to set exact daily budgets, choose specific geographic locations, choose precise keyword match types, and schedule ads down to the hour. This offers smaller businesses with an opportunity to compete for online visibility alongside larger companies, while allowing them to have control over the advertising budget.
Reaching local customers
AdWords are useful for targeting regional customers, having the ability to focus advertising on a specific location. This is particularly useful for businesses such as tradesmen, restaurants, and retailers, as target searches can be used for customers looking for a particular service within their chosen area.
Only pay for those users who are interested
AdWords works on a “pay-per-click” basis, meaning your advert can appear thousands of times, but unless it is clicked, you will not be charged. This is why it is important that the demographic is accurate and the title and the text on your advert is engaging enough to entice potential users to click, but not too vague that you get users clicking on your advert who are not relevant.
Improve campaigns overtime
The results gathered from an AdWord campaign will contribute towards future keywords, audiences and location that a business should be focusing on. The ability to refine this, will contribute towards reaching high-intent consumers and make better use of the AdWord budget.
Negative keywords
Negative keyword lists are important to ensure you are not wasting clicks from irrelevant users. Through AdWords, you can see what people have searched when they have clicked your advert. This can sometimes display words that relate to your campaign but are also relevant to other marketplaces, meaning those users are looking for something different. By adding certain words to a negative keyword list can ensure that you are honing in on your target market and not wasting budget unnecessarily.
Broad, phrase and exact match
All campaigns can be set as broad, phrase or exact match. These options are as they sound: “Broad” means your AdWord can also appear for close variants to try and increase the amount of potential clicks. “Phrase” means your AdWord can appear as part of a sentence in a search in order to trigger your advert. This is another way to reach a greater number of potential customers. “Exact” means your ad will only appear if the user searches your exact term. This can often mean that you get less visibility for your AdWord, but any users that do see it are probably relevant and will click.
Conversion tracking
AdWords is a great way to get people to your website but unless it results in a sale or enquiry, all it is doing is driving traffic to your site that does not result in any business. Conversion tracking allows you to monitor sales and enquiries that have come directly from AdWords so it is clear to see how successful a campaign is. This enables you to confidentially adjust your revenue knowing how much is being generated from your campaign.
AdWords can be an effective marketing strategy for those looking to increase their online visibility, and generate sales. By using relevant keywords, targeting locally, and improving the campaign at any time, allows businesses to connect with relevant audiences. When managed effectively AdWords contributes to the success of business growth, creating opportunities for sales and purchases.
Here at The Studio 4, our marketing team has the skills, understanding and experience to successfully target the right keywords for your business, resulting in reaching relevant customers and making the most of your advertising budget. If you think your business would benefit from AdWords, contact us today for further information.
