Adwords/PPC | 10 Minute Read
Looking for some Google AdWords help? You’ve come to the right place.
Google Adwords allows you to bid on keywords in order for clickable ads to appear in Google’s search results. When people search using those same keywords your ads appear front and centre.
This immediate connection between your products and services, and the purchasing desires of people hungry to spend money, is what makes Google Adwords so popular.
With businesses making an average of $2 income for every $1 they invest in AdWords, the financial rewards speak for themselves.
But with great rewards comes risks.
If you’ve found yourself asking the question, “How can Google AdWords help my business?” the answer is simple.
When done properly, Google AdWords can send ‘ready to buy’ customers straight to your website, with the cost of your ads likely recovered by your newfound business.
Even better, you can target multiple keywords at once and with complete control of your budget you’ll be appearing at the top of Google on your terms, and that’s a pretty amazing result.
When done incorrectly however, you could end up spending hundreds or even thousands of dollars each month with nothing to show for it.
The best way to help your Google AdWords campaign? With the expert touch!
By bringing on Google AdWords help in the form of professional management you’ll ensure your ads are targeted, filled with high converting keywords, and attracting all the right attention.
Your management team will dive into a sea of data and optimise your campaign, working to improve your ads, find the highest converting keywords, improve your quality score, take two strokes off your golf game, whatever they can do to help with your Google AdWords campaign and ensure it is a success (and then some!).
But curious clicks are nothing without conversions, and that’s where your website comes in.
Your ads and your website will work in sync to attract piping hot leads and turn them into satisfied customers.
One can’t be truly successful without the other.
With that said there are some simple steps you can take today to ensure your AdWords campaign is returning the best results possible.
To ensure you’re getting the most out of your service we’ve compiled 10 super simple and actionable tips that will transform your website and give your AdWords campaign the boost it needs to really take off.
Tick these boxes and you’ll be making sure your website and your campaign are firing on all cylinders.
Ready to become the next AdWords success story?
Let’s get right into it!
1). Make sure you have a website
We’ll start with the obvious.
To run a Google AdWords campaign you’ll need two things:
a). A website
b). An email address
What’s the difference between Google AdWords and AdWords Express?
In an effort to simplify and automate the premium Google AdWords experience, AdWords Express is a stripped back and self-run version which requires little experience and no ongoing management. The good robots at Google will take care of that for you without human intervention.
However, when it comes to pay-per-click advertising, the more information you have the better.
Simplicity may be a valuable time management tool, but it’s downright terrible for ongoing optimisation. And that’s at the heart of success using the full Google AdWords service.
In short, while AdWords Express may work for some small businesses, there are a wide range of limitations to this streamlined service that cannot be overlooked.
These include the lack of control you’ll have over your ads, budget, keywords and targeting, a weak data reporting system, and a lack of flexibility to optimise your own campaign.
What’s the takeaway here?
An existing website is the prerequisite to a successful Google AdWords campaign.
With a website up and running you’re granted access to the full Google AdWords experience.
The benefits of this include:
Advertising directly to hungry consumers: Google AdWords helps put your ads right in front of people who are interested in what you’re selling. You can target an audience as niche as you want and you’ll always find people actively searching for products and services. How good is that!
Using keywords to attract the right type of attention: Your ads will be built on highly developed keyword research. These keywords connect you with customers searching for the same terms and by sending them to relevant landing pages you’ll maximise your chances of converting.
Measurable ROI: By measuring the number of clicks and impressions you get, and comparing them to your sales and revenue, you’ll have concrete ROI figures. That’s marketing gold!
Brand exposure: Even if people don’t click on your ads they’ll still be seen by a wide audience. Anyone searching for the keywords you’ve used to frame your ads will see you, and that type of visibility is priceless.
Immediate impact: For a business looking to make an immediate splash, Google AdWords is the ideal solution. Your ads are up and running in the blink of an eye which means no waiting around to climb to the top of Google.
Pay only for clicks: As the name suggests, Google AdWords is a pay-per-click advertising service. You only pay when someone clicks your ad. With the people clicking your ad likely to be interested in your products, you’re more likely to recoup the cost.
Stay on top of your budget: Through limiting your daily spend to suit your budget you won’t receive any nasty bills or surprises. You’re always in control.
These benefits come with a website and a Google AdWords login.
Which makes getting your business online in the form of a professional website priority number one.
Need help building a website that’s as professional as you are? We can help with that.
2). Make sure your website is fast
Have you ever heard the expression ‘don’t judge a book by its cover?’.
Well that happens. All the time.
Consumers are notoriously judgemental with their first impressions. If you don’t make a positive impression right off the bat, you could lose that potential customer for good.
Let’s say your website isn’t as quick as it could be.
The extra few seconds of load time may have nothing to do with the quality of your products and services, but consumers will connect the dots. If they think your website isn’t up to par, they’ll think the same of your business as a whole.
When it comes to your site you must have a need for speed.
We’ll do the hard yards on our end to create highly targeted ads that catch your ideal customer square in the crosshairs.
But your website will need to be quick as lightning to make sure they hang around once they arrive.
If your website is slower than a sleepy sloth it’s likely they’ll hit the back button and find another website that satisfies their needs. As they’re already looking for your products and services there’s a good chance they’ll end up with your competition too!
Here’s what people expect.
- 47% of online shoppers expect a webpage to load within 2 seconds.
- 40% of people will abandon your website if it takes more than 3 seconds to load.
- A 1 second delay in load time can cause a 7% reduction in conversions.
All is not lost though! A recent study found that fast loading websites have higher customer satisfaction and retention rates. So it’s worth your while to be quick out of the blocks.
Wondering how your website speed stacks up? If you’d like to know how fast your website loads you can use this helpful free tool from our friends at Google.
Just enter your URL and hit ‘analyse’. Google’s PageSpeed Insights tool will take it from there.
You’ll get instant insights into the speed of your website. If there’s a glaring problem you’ll be able to start fixing it right away.
The resulting increase in load time will reduce the number of people leaving your website because it was too slow. This will ensure you’re not wasting your daily AdWords budget by sending highly targeted consumers to a website that lets them down.
The flow-on effect of retaining your website visitors is that you are more likely to convert your increased traffic.
That’s improving your AdWords results already!
While the most common causes of a slow website are bulky images, poorly designed code, and poor hosting, our zippy web developers will be able to diagnose your problems and get your website back to full speed if you need website fixing and Google AdWords help.
3). Make sure your website works on mobile devices.
Consumers these days search for products and services on the move.
Think about the last time you wanted to look up directions, or read a product review, or find a phone number.
It’s likely you did it on your mobile phone.
You’re not alone.
Did you know that the majority of smartphone users spend over 5 hours a day on their phones?
Or, for the first time ever, that worldwide search traffic from mobile phones has exceeded desktop search?
Or that 69% of smartphone users said they are more likely to buy from companies with mobile sites that easily addressed their concerns?
Or that 91% of smartphone owners purchased, or planned to purchase, something after seeing an ad they described as relevant?
The list of mind-blowing stats goes on but we’ll sum them up for you.
If your business isn’t accessible on mobile phones, you are invisible.
If you want your AdWords campaign to convert the juicy traffic that will be coming your way, your website must be accessible across every device.
It’s not enough to be awesome on a desktop computer or laptop. You need to be ready to do business with the sole trader on the bus home. The housewife at the traffic lights. The teenager on his lunch break at work.
Put simply, your website must be user-friendly on a smartphone, because that’s where the majority of people will find you.
- Responsive design that fits all screen sizes
- Text that is readable without zooming
- Enough space to tap blank target fields
- No horizontal scrolling
We’re all about packing in extra value here at Search It Local, so if you’re wondering how your website fares on mobile devices, use this helpful free tool by entering your URL to see how easily a visitor can use your site on a mobile device. This Mobile Friendly Test can give you instant info on the state of your mobile responsiveness.
If you’re not mobile responsive you’ll need to get stuck into fixing that right away.
A mobile responsive website is the best way to ensure you’re turning heads for the right reasons. It creates an optimised browsing experience and that is priceless when it comes to getting the edge on your competition.
Mobile responsive sites are built in a way that content, images, and overall layout appear the same no matter what device is used. This dynamic sizing creates a consistent brand experience wherever consumers find you. The content of your website is scaled to fit any screen, ensuring images and text are not cropped out.
Making sure your website is accessible and every bit as dazzling on mobile devices will go a long way to turning your AdWords leads into customers.
Google AdWords help can be that simple!
Worried your website might not cut the mustard on every device? Not a problem. We’re so good with the web we make Spiderman jealous. Our web developers can help your website stand out no matter where it appears.
4). Make sure your website copy matches your ad copy.
The goal of your Google AdWords campaign is to drive targeted traffic to your website.
This all begins with ads that are impossible to ignore.
Your ad copy should be:
- Built around extensively researched, carefully chosen and highly targeted keywords
- Contain striking features that demand attention
Sounds like a challenge? Not with Search It Local on your side!
With our experienced Google AdWords help you’ll have campaign managers creating ads on your behalf. You won’t have to lift a finger.
We’ll do all the hard yakka and craft sparkling ad copy. We’ll make sure your target audience knows exactly what your ads are about, and drive them to click on those ads to learn more.
Ultimately, our ad copy is meticulously designed to ‘plant the seed’.
This seed is designed to burst into life and compel people to take the next purchasing step once they enter your website.
Which is where your website copy comes into play.
Ensuring your ad copy and your website copy are aligned has two broad benefits that will be great for business.
Number One – Consumers want a consistent experience from the ads they click to the landing pages they arrive on. Right through to the products and services they purchase. When you provide that type of dynamic brand experience, you’re giving yourself the best chance of turning clicks into customers.
If consumers are intrigued, interested, engaged, and all round enticed by your ads, they’ll be expecting to see the same quality on your website.
If your website copy doesn’t have that same irresistible pull to convince people to take the next step, the seed we’ve planted won’t bloom.
When AdWords ads are doing what they’re meant to, the language used will attract highly targeted and quality clicks.
It’s vital that the language your website uses is of the same standard.
Poor grammar, spelling mistakes, rambling content or simply a failure to communicate the benefits and features of your service can lose your visitors as quickly as they arrived.
It’s all about the user experience folks!
Number Two – The position of your ad, the number of impressions you get, and your cost per click (CPC) are all determined by your Quality Score, so it’s pretty important to have the highest Quality Score possible.
If you want to improve your Quality Score you’ll have to impress Google though.
To improve your Quality Score involves improving your click-through-rate (CTR), your historical account performance, and a range of relevancy factors.
By matching the copy of your ad to the copy of your website you’re able to tap into these relevancy factors.
By creating accurate, helpful and useful landing page content that expands upon the content of your ad is your way of telling Google, “hey, my ads and my website are perfect for people looking to make a purchase, I think you should show them to people who come searching”.
Google wants to see ads and websites that work in sync. This leads to the best experience for consumers and that’s what really floats Google’s boat.
In short, a high degree of relevance between your ad copy and the landing page it redirects to can lead to an increase in your Quality Score.
With an increased Quality Score your ads can appear higher, and cost you less per click.
These are the building blocks of a successful AdWords campaign.
In turn, higher ads can lead to a higher click-through-rate (CTR) and more conversions.
And those highly desirable results rely on your website and ad copy working together.
It’s all possible by using the same professional language and content style.
Need a little help choosing the winning words? Our copywriters are chomping at the bit to unleash their creative magic on your website.
5). Make sure your website has landing pages for every service.
We’ve touched on your Quality Score but it’s an extremely valuable metric so we’ll cover it again.
Your Quality Score is Google’s rating of the quality and relevance of your keywords and your AdWords ads.
It is used to determine your cost-per-click (CPC) and the position of your ad on the first page of Google.
Your Quality Score ultimately depends on a combination of factors which include:
- Your click-through rate (CTR)
- The relevance of each keyword to its ad group
- The relevance of your ad text
- Your historical AdWords performance
- Landing page quality and relevance
It’s this last point that you can improve using your own website.
By sending people from your ads to pages that cover the same topic is relevancy 101. This will help your Quality Score, which as we mentioned is great for reducing your CPC and helping your ads appear as high as possible.
This might sound obvious, but as your ads become more and more specific it’s important for them to link to equally specific landing pages.
If you don’t yet have landing pages for all the ideas and services you’re targeting it can be tempting to link them to your existing pages.
Don’t do it! And avoid sending everyone to your home page at all costs.
Keep in mind, the less related your landing pages are to the ads they are linked to, the more likely you’ll lose out on that vital relevancy factor and risk losing visitors who feel as though the page they’ve arrived on did not satisfy their needs.
For example, if someone searches for ‘running shoes’ and finds an ad for ‘running shoes’, you can’t link that ad with a page about ‘general shoe styles’ on your website.
Making sure you are sending people to the page most likely to convert is great for both your Quality Score and your business.
To make sure your AdWords campaign is turning those hot leads into happy customers, you’ll need exceptional and relevant landing pages to match.
In Google’s own words…
Landing pages bring the AdWords experience full circle. They go together like Vegemite and toast.
Remember, an AdWords landing page can be an existing service or product page on your website if it is relevant to the ad people have click on.
But if you don’t have the most relevant, useful and up-to-date pages to reflect your ads it is well worth your investment to create them.
Make sure your landing pages deliver on what your ad promises and what your visitor expects.
We’ve said it once and we’ll say it again. High quality landing pages with relevant ad text get higher Quality Scores, better ad rankings, and higher conversion rates at a lower cost too.
If you want to see your AdWords campaign really fly, devote the time and effort into optimising your landing pages for the best possible results.
And if you need a little help, our web designers are more than happy to clear a landing for you. If you let us build it, they will come.
6). Make sure your website is engaging and user friendly.
Getting people to visit your website through a bulletproof AdWords campaign is only half the battle.
Once they’ve arrived, your website needs to win the conversion.
Whether this is making a purchase, submitting an online enquiry form, or something else entirely, your conversion goals will rely on a website that is engaging, compelling and irresistible.
These qualities are at the heart of good UX and UI, or User Experience and User Interface.
When your website provides meaningful and relevant experiences to your visitors you’ll give your AdWords campaign the best chance of converting.
If your website isn’t up to par you are less likely to turn curious visitors into concrete customers.
With studies showing that people make snap judgements about a website in less than 0.05 seconds, your first impression absolutely counts.
Ask yourself as honestly as you can, is your website needlessly complex? Suffering from a busy layout? Short on useful navigation menus? Incorporating poor search options? Loaded with pop-ups?
The worst possible scenario is to direct people to your website through sparkling ad copy and highly targeted keywords, and have them immediately click the back button.
This is known as ‘bouncing’.
If your bounce rate is high you’re effectively spending money to direct people to your website without getting a return on your advertising investment.
That’s money wasted and we want to see you succeed!
Make sure your website has exceptional UX and UI design from top to bottom.
This should involve the design of your entire website including branding, usability and function.
Do your colours work seamlessly? Is your choice of font readable? Is your placement of images to text appropriate? Are you pictures warm and inviting?
There are no easy answers to these questions as every website is different.
Luckily, our web design team are the best of the best and can talk you through any design questions you might have (seriously, they’ll appreciate that someone in their life actually wants to know).
7). Make sure your website has compelling call-to-action buttons.
As we’ve touched on before, getting people from the vast, wilderness that is Google to your website landing pages is only half the battle.
Once they’ve arrived it’s not time to take your foot off the gas. Instead, you have to give them a reason to dive in deeper.
In this regard your call-to-actions (CTA) are going to be one of the most important features of your website.
In marketing, your CTA is the part of your website that tells your visitors what they should do once they’ve clicked on your AdWords ad and found themselves on your website or designated landing page.
A stellar CTA can guide users further down your sales funnel, improve your conversion rates, and help your website to become a money making machine.
A generic/poorly placed/plain old bad CTA will stick out like a sore thumb and cause just as much of a headache.
So we’ve gone ahead and rounded up some of the best ways to ensure your CTA is saying and doing all the right things.
Your type of business will dictate which of these tips works best for you, so it helps to play around with a few examples to see what works.
Use a strong command verb at the start of your CTA
You don’t have a lot of room to move with your CTA, so it pays to be clear and concise. Tell your visitors exactly what you want them to do. Running an e-commerce site? Your CTA should start with words like “order”, “shop” or “buy”. Promoting a newsletter? It’s all about “download” and “subscribe”. Looking for more business? Add “call” or “contact” to make it absolutely clear.
Use words that stir up emotions and enthusiasm
People see so many ads and CTAs each day they become desensitised to their effects. To cut through the monotony you’ll have to draw a strong emotional response. For example, “Buy now and get 50% off!” isn’t just a great deal, but it gets your visitor excited about the possibility of some serious savings. Or, let’s say you run a travel website, “Plan your dream getaway today!” connects to the emotional experience of a holiday, and that will do wonders for your conversions.
Give your visitors a reason to take action
Your visitors want to know what’s in it for them. Why should they click on your CTA? Will it help improve their life? Make their job easier? Propel them towards their goals? Provide the winning lottery numbers? The goal of your CTA should frame your decision. For example, “Call today for a free quote”. You’ve told your visitor what action to take and what’s in it for them. That’s hitting them with both barrels.
Make your visitors aware that time is running out
This is a tried and true CTA tactic. The fear of missing out is a very real and very powerful motivator. When people think they could lose out on an opportunity, they’re more likely to jump onboard. Using your CTA to mention a limited time sale or promotion is a great example of this. “Buy now while stocks last!”. “Sale ends Monday!”. “Limited time only!”. Make your visitors aware that time is running out and you could see your conversions increase.
Experiment with using numbers
People respond well to seeing numbers. Think pricing discounts, promotions, and incentives. “Book today for 30% off”. “Buy today for shoes under $50!”. Putting the price front and centre can help people quickly identify whether a product or service is right for them.
Find the perfect colour
Disclaimer: There is no perfect colour. Although there are many studies that claim red/green/blue/every colour under the sun are all the best choice, there is no single shade that produces the highest conversion rate. In most cases it’s more important to choose a colour that contrasts well from your dominant page colour. Experiment with different colour CTAs to see what’s ‘perfect’ for you.
Make the CTA look like a button
It sounds obvious, but it’s worth repeating anyway. If it looks like a duck, swims like a duck, and quacks like a duck, then it probably is a CTA button. Your CTA should look like a button that’s ready to be pressed.
Experiment with trial and error to find your ideal CTA.
Utilising A/B testing like this will help you identify and eliminate the poor performing CTAs on your website. If “click here”, “add to cart” or “contact us today” aren’t working for you it might be time to ditch the generic and try one of the above CTA hacks.
As a rule, make sure you ask yourself the following 4 questions.
“Is my CTA text clear and does it communicate value?”
“Is my CTA in a place where users would likely take action?”
“Is my CTA easy to find and identifiable as a clickable button?”
“Is my CTA visually distinct from the rest of the page?”
Answer these questions and you’ll be working towards your own eye catching CTA.
And that’s great for clicks and conversions.
Feeling stuck for CTA inspiration? Our web designers have a notepad full of ideas for just this type of occasion.
8). Make sure your website has simple and easy to use contact forms.
Having a contact form on your site is a no brainer. If you want to connect with customers they need a way to contact you.
Onto the next step!
Only it’s not that simple.
A contact form on your website is a simple and easy way for you to encourage your visitors to take action.
Whether that’s to download an eBook, sign up for a course, request a quote, book a session or anything else linked to your core business goals, it all happens with a contact form.
But that’s only scratching the surface.
The way you design and structure your contact form can play a major part in your overall conversions.
If you want to convince people to hit that ‘submit’ button, here’s a couple of things to keep in mind.
Asking for too much information can turn people away
Your contact form shouldn’t be a way to conduct market research.
It would be great to have information about your visitors. Industry, job title, needs, wants, likes, dislikes, shoe size, hair colour, favourite food, footy tips, and so on.
These questions might help your marketing efforts. But at best you risk driving away people who feel overwhelmed at the level of information required. At worst you could aggravate and alienate your visitors and send them running straight to your competition.
Trim the fat from your contact form and leave only the most necessary questions behind.
The more information you ask for, the less likely you’ll be to get it.
If you’re going to use the form to contact them you’ll have plenty of chances to gather more information anyway.
A recent study from Hubspot showed that a reduction in the number of fields to be filled from 4 to 3 brings a 50% improvement in conversion rates.
Which means catch the lead first and let everything flow from there.
People will always be cautious about providing personal information
We live in a digital world.
You can order your food, transport and entertainment without leaving the couch. Despite this love affair with technology people are notoriously guarded when it comes to handing personal details to a faceless contact form.
A name, email address or phone number should be your minimum request for information.
If you want to know their home address, work address or anything else that’s personal, you risk pushing them to hit the dreaded ‘back’ button.
Ask yourself what you’d be comfortable giving to a business you didn’t yet know, if you wouldn’t do it, don’t ask for it.
At the end of the day, short and sweet contact forms make it easy for potential customers to leave their details. And that’s what it’s all about – generating leads.
With contact forms designed to be efficient there’ll be no distractions. Just your awesome business and a tsunami of sales waiting in the wings.
Looking for a way to attract more attention? Contact our clever team for clever contact forms.
9). Make sure your website is built to convert.
We should come clean.
There are so many small touches you can make to your website that we wouldn’t have been able to fit them all in this list.
But we’re all about added value at Search It Local, so we’ve squeezed a truck full of them into this step to make sure you get plenty of Google AdWords help and that your campaign is set up for success.
While high ranking ads and low cost-per-click are great, they’re the means to your end.
The ultimate goal of your website is to convert.
And here’s even more ways to make sure yours is doing just that.
Use testimonials and reviews – Testimonials provide valuable social proof and help visitors to your website feel more comfortable about making a purchase. Placing customer testimonials or product reviews on your landing pages is a quick and easy way to show your visitors that what you’re offering has provided value for others already. With 88% of consumers trusting online reviews as much as personal recommendations you can’t afford to leave out your positive feedback.
Include subscriber or social media follower counts – Just like testimonials, including extra forms of social proof will help you to reduce uncertainty in your visitors and increase your conversions.
Talk benefits over features – Listing the features of your product is important. It helps people understand what they’re buying. But it’s even more important to describe the benefits your product will bring to their lives. It’s been said that people will forget what you said, but they’ll never forget how you made them feel. Explain how your product will solve a problem and you’ll be on your way to a sale.
Choose your headlines carefully – Studies have shown that 8 out of 10 people will read your headline while only 2 out of 10 will read the content. This doesn’t mean you should disregard your website copy, but it does mean you should pay close attention to your headlines. If your headline has done its job then your conversion will be even closer by the time they start reading your copy.
Recommend similar products – Don’t assume that your visitors are only in the market for one product or service. By adding useful links to related content you’ll keep them engaged and exploring your site. The more of your awesome website they see the more impressed they’ll be.
Use high-quality images – To maximise your chance of conversions even the images you use will influence buyer behaviour. Using generic stock photography can send the wrong message about your brand. Wherever possible use authentic, professional and high-quality images to show off your wares.
It can be tough to spot little tweaks that can make a big difference. Our information architects have such keen eyesight they’ll see the problems before they become problems.
10). Make sure your website is never finished, but always improving.
The secret behind every successful, high converting website is the same.
There isn’t one.
With so many businesses in so many industries, and an endless list of variables at play, there is no right way to set up your website for success.
This list will give you the best chance of turning your AdWords leads into satisfied customers.
But there’s always room for growth and change.
Testing what works and what doesn’t is at the heart of good marketing.
Bringing onboard an AdWords management team for some expert Google AdWords help will allow you to see what strategies are working and what need changing.
When you see your website as 99% done, your never ending quest for that final missing piece of the puzzle will give you the best chance of AdWords success.
How to tell if you need Google AdWords Help
If you’re thinking about investing, or you’ve already invested in AdWords, then you want to see results right away. After all, the immediacy of pay-per-click advertising is what has attracted you in the first place.
But if your website and AdWords campaign aren’t working together, you’ll be doing your business a disservice.
It can be hard for a business owner to step into the shoes of their customers and see their website objectively.
This is especially true if there is a cost involved to make the necessary changes in this list.
At the end of the day, your need for Google AdWords online help will always come down to one simple question.
Are you getting website clicks but no conversions?
If you’re getting visitors but no sign ups.
Visitors but no enquiries.
Visitors but no phone calls.
Visitors but no sales.
Then your website is letting you down.
But there’s hope!
With an average of $2 returned for every $1 invested, you already know that Google AdWords will help your business.
So if you’ve made the smart decision to use Google AdWords then you’ll be putting your business ahead of the pack.
By following these ten tips and optimising your website from top to bottom, you’ll be taking the necessary steps to ensure you stay there.