Google AdWords- Four Ways To Reach New Customers
Google AdWords can sometimes bring business owners out in a cold sweat- mainly due to its perceived complexity. However, I’m here to tell you it’s not as complicated as it seems! The hardest part for most people is the account set-up stage and ensuring the account is optimised so that you’re attracting the right people at the lowest possible cost. Once you get your Google Ads account in order, the rest is plain sailing! The image below illustrates the perfect account set up but if you have any questions feel free to get in touch with me.
For anyone who’s not familiar with Google AdWords (also referred to as paid search or Pay-Per-Click or PPC), it’s an online advertising service offered by Google whereby companies can “bid” for certain keywords in order for their text ads to be shown in Google Search Results. The business sets a maximum cost-per-click (CPC) that they’re willing to pay for a particular keyword and only get charged when someone searches for that keyword and clicks on their ad. The goal with Google Ads is to get to a place whereby you are targeting potential customers with relevant keywords, delivering relevant ads to them, and sending the user to an appropriate place on your website that answers their search query.
There is of course lots more to Google AdWords than just that. But for today, I will focus on why Google AdWords is an important element to every marketing strategy and what it can do for your business.
Google Ads Help You Find Customers Who Are Ready To Buy
Most of us go straight to Google when we’re looking for the answer to a question. It’s the same when we’re looking for a product or a service. Google AdWords can help you find customers who are in the buying frame of mind. As a result, you can expect to see a higher conversion rate with this type of marketing.
Target Customers At Various Stages of The Purchase Journey
You can also target potential customers at various stages of their purchase journey. For example, if a user is searching for a new broadband provider, a business such as Virgin Media should target different keywords and use different ads at each stage of the users journey. A typical purchase journey looks like this:
- Awareness- The user tries to find businesses who offer broadband services in Ireland
- Consideration- The user has found two businesses but wants to compare the services
- Familiarity- The user has narrowed down his search to one business but now wants to find the best deal available
As you can see below, the keywords in red are different for each stage of the customers journey so that the business can provide customised ads to the user. There is no one-size-fits-all approach when it comes to Google Ads.
Google Ads out-perform Social Media Ads
One thing I’ve noticed while working with businesses is that many of them rely heavily on social media marketing to drive traffic to their website. However, when I investigate their site traffic using Google Analytics, social media often accounts for a very small percentage of traffic. Why is that? Typically, consumers use social media in their “down time”. They’re typically not in the “buying” frame of mind. Whereas, Google users behave very differently. Google users show intent by actually LOOKING for your services (you could say they’re “warm leads”). If you’re targeting the right keywords, there’s no reason why you shouldn’t see an increase in traffic to your website.
Note: Social media still has an important role to play in your marketing strategy which I’ll talk about another day!
Use Conversion Tracking to measure “Sales”
If you read my last blog post you’ll know that I’m a big believer in measuring all online activity to ensure you’re spending your budget in the right places. One of the best things about Google AdWords is that it’s possible to measure online sales that come from AdWords activity. Depending on your website, a sale can be anything from selling a product to downloading a pdf to joining a mailing list. By placing a piece of code on your website, a conversion is recorded every time a visitor completes a defined action. This allows you to see which keywords are most valuable to your business.
Find Out More About Google AdWords
As I said, there is so much more to Google AdWords than what I’ve included above but the main aim of this post is to show you that not all marketing is the same. Consumers behave differently depending on the channel they are using and their stage in the purchase journey. Your marketing should reflect that at all times.
If you have any questions, feel free to drop me a line. Alternatively, you can join my new private Facebook Group. This group is your personal marketing resource where you can ask me questions and get marketing advice and tips. You can join the group here.
Until next time,