For big businesses, budget for marketing campaigns is not a problem. With celebrity endorsers putting their name on the company’s products and services, who needs to worry about expenses, right? But, if you are an owner of a small or medium-sized business, you must be able to create a great strategy wherein you can optimise your marketing efforts without significantly overshooting your budget. In other words, you have to learn how to manage your AdWords campaign.
Be Clear on Your Objectives
Why are you engaged in AdWords? Is it to generate more traffic to your website? Is it to shock your competitors to believe that you are going big-time? Or is it to clearly differentiate your intended target market from the rest? Any activity needs to have a clear sense of direction. Only then can you start focusing on what really is important to you and your business.
Go for Long-tail Keywords
The bids for common generic keywords are usually high simply because there are so many of you competing for the same keyword. Digital marketing expert MashMedia.com.au suggests using Google Analytics to identify which keywords will be more effective in producing the best results. This usually means going for longer, more specific keywords that are truly representative of what your target customers are looking for.
Don’t Be Too Stingy
Once you have identified the correct keywords to bid on, make sure to work within your budget. However, do not be so stingy. Some experts believe that if you start with a high bid, you automatically get rid of other competitors who may want to bid on the same keyword but cannot match your bid. This will hopefully lead to greater click-through-rates.
It is imperative to organise your keywords into meaningful groups before organising these further to become ad groups. This is needed in order to improve the efficiency of your AdWords campaign, as well as allow you the ability to monitor and analyse your progress.
Managing an AdWords campaign is quite difficult that even seasoned digital marketers often have to learn the hard way. Fortunately, by sticking to these basics, you will at least be able to manage the AdWords campaign of your small business.