PART TWO OF TWO
In Part One of this two part blog post, we introduced you to Google AdWords advertising and the way it can help your small business reach a very targeted and motivated audience. Your ad on Google only shows up when someone is searching for what you offer. It doesn’t get much more targeted than that. And you’re in complete control of every aspect of the ad.
We looked at selecting appropriate keywords to power your ad. Let's move on.
Take Me To Your Landing Page
When a potential customer clicks on your AdWords ad, they should go to a dedicated
landing page, not to your website’s home page. Your landing page should capture their
interest and attention at once or they are gone.
The most important quality of a landing page is RELEVANCE. Just as your ad text should
be relevant to your keywords, your landing page should be relevant to your Google ad. The page should deliver what the ad promises and what the user wants.
The headline is the first thing your prospect sees. Use it to grab attention, re-state the offer
made in the ad, and compel your prospect to keep reading, fill out the form, or whatever action you want.
Copy on your landing page should be relevant to the keyword searched and the ad clicked on. Include your NAP (name, address, phone number), benefits of your product or service, details about your offer, credibility that you’re a legitimate business, and a strong call to action.
Brief Overview of How Costs Are Calculated
Cost-per-click (CPC) advertising means that you pay for every time someone clicks on your ads. For CPC campaigns, you set a maximum cost-per-click bid, and that’s the highest amount you’re willing to pay for a click on your ad. There’s no minimum amount that you have to spend. Instead, you set an average daily budget.
If your main goal is to have people visit your website, then clicks are a good place to start. By using cost-per-click bidding, you’ll pay only when someone actually clicks on your ad and comes to your site.
AdWords runs an auction every time it has an ad space available -- on search results, or on a blog, or a news site, or some other page. Each auction decides which AdWords ads will show at that moment in that space. Your bid puts you in the auction.
Let’s say you’ve set a maximum CPC bid of US$1 for your ads. The most you’ll pay when a
customer clicks your ad is $1.
That's A Lot To Take In
Organizing a successful Google AdWords campaign is no easy task. When set up and managed properly, AdWords can be a great source of new customers. But it’s complicated, and there’s lots to consider, it takes time to manage, and it’s even possible to lose money if you are not patient enough to wait for results from your pay-per-click advertising campaign.
Kitchen Design Partner (KDP) to the rescue! They have the expertise and experience to guide you through the steps of setting up your AdWords campaign and getting you to the results you want.
Before you commit to anything, you should make sure you’re completely satisfied by discussing with them:
TARGETED KEYWORDS. Together, you and KDP will establish a list of keywords you want to target. A comprehensive keyword list should match your business’ strengths with the most relevant search terms.
COST PER CLICK OF THE TARGETED KEYWORDS. Together, you and KDP will establish a budget for your AdWords campaign.
TARGETED GEOGRAPHIC AREA YOUR AD WILL COVER. Together, you and KDP will establish the territory your ad will be shown in.
INFORMATION CONTAINED IN THE AD. Together, you and KDP will develop the core message of your ad.
LANDING PAGE. Together, you and KDP will develop the message for a landing page for your business that is relevant and compelling and converts web surfers into customers.
MANAGEMENT OF THE PROGRAM. KDP will stay on top of your campaign by monitoring your Google AdWords dashboard and making adjustments to the program to ensure your budgeted money is being used wisely to get results.
Kitchen Design Partner offers a Local Foundation Package that includes Social Media Ad Campaigns. Contact us online at www.kitchendesignerpartner.com or call 888-766-8470 to learn more about how to increase your online reviews.
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