In part one of our discussion on Google AdWords, we touched on what exactly the service entails, and what you, as a website owner, need to do to start a campaign and improve the search engine ranking for your business. In this part, we will take a closer look at the benefits for such a campaign.
The most obvious benefit, of course, is that you own a prominent placement on Google for the search terms that are relevant to your business. This can be a tremendous boost to your website traffic, as you now have exposure to a large portion of your audience that had previously never knew about your business. Your ad is now listed above the organic search results, which is shown first on both computer and mobile screens.
By having an established SEM campaign, you can track your successful as well as your not-so-successful campaigns to paint a clearer picture of which of your marketing efforts are the strongest. For example, you may have started your campaign thinking that “Keyword X” was the most important part of your search strategy; but as you evaluate your campaigns down the road, you may find that “Keyword Y” was more successful in generating clicks and sales. This information is invaluable to a marketer trying to achieve the best ROI.
Specific targeting of customers.
With your SEM campaign, you can be specific as to what geographical locations you wish to target. This helps your business cut down on cost, since you don’t have to pay for clicks from users in an area you are not targeting.
You can adjust your AdWords campaign as often as you feel the need. For example, you may have seasonal promotions that are centered around a specific time frame, so you only wish to target a specific set of keywords during that time. Also, this comes in handy if you are running a campaign and not seeing the results you expected after three months. You have the ability to adapt your strategy.
The concept of AdWords can be quite complicated, but the benefit is very significant. You may want to consider working with a third party to help execute your campaign. Especially if you are a beginner, the process is not only complicated, but very strategic and time consuming. As a small business, you may not have this availability. Using an external partner will not only give you a great amount of expertise, but they can also steer you in the right direction while you can focus on the day-to-day operations of your business.
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