It doesn’t matter how small your budget is, with the right AdWords management and by utilising well-researched keywords, you can significantly increase the number of visits to your website via Pay-Per-Click advertising.

PPC marketing is an immediate solution to the question of how to drive traffic to your site, and Google AdWords can be a blessing to SMEs everywhere. The platform, though seemingly tricky to master at first, is worth investing in as the results speak for themselves.

Essentially, Pay Per Click does exactly what it says on the tin – you only pay when people click on your ad, taking them straight through to your website and vastly increasing the chances of a sale. This makes PPC ads a very cost-effective form of marketing, as you can easily track its success rate.

How it works

When searching pretty much anything on Google, you’ll most likely see text ads at the top – this is PPC advertising in progress and it usually takes the below form:

Headline: 25 characters

Display URL: 35 characters

Descriptions: Usually 2 lines, both a maximum of 35 characters.

You don’t have many words to work with, so you need to make sure that you make an impact and always includes a strong call to action (CTA).

AdWords enables a business to connect with its target audience through the creation of adverts that display at the top of search engines, triggered by designated keywords. AdWords managers can bid on keywords on a daily basis, ensuring great exposure when people are searching for popular terms. You have total control of your budget and can also choose to place ads on non-search websites.

Google Analytics is a fantastic free tool for gaining comprehensive insights into your AdWords campaign, allowing you to track results and research alternative words and phrases that can be A/B tested against one another. There is no cap on AdWords spend and campaigns can be paused or stopped at any time – making it a relatively risk-free form of marketing.

How to become a successful AdWords marketer

Campaign AdWords management is no small task if you plan to keep it in-house rather than outsourcing to a PPC agency, so be prepared to do plenty of research.

Study your competitors – Have a look at their ads and pay close attention to their keywords. If they’re heavily investing in certain phrases, it’s likely that they’re getting generating good results.

Be specific Set up AdWords Location Targeting. It’s unlikely you’ll want to target every resident of planet Earth, so carefully pinpoint where you want your ad to be seen. The more specific you are, the further your budget will go and better your overall ROI will be.

Make the first description line count – The first line of your description needs to be a full sentence with proper punctuation, so remember to end it with a full stop, question mark or exclamation mark. Doing this ensures that Google moves the first sentence into the headline, maximising its impact.

Include your keyword – Make sure to include the keyword or phrase being targeted at least once somewhere in your ad. Google will highlight this in bold when people search for it, confirming to your audience that your ad is what they’re looking for.

Have a strong CTA – Your customer needs to know what action you want them to take and without a CTA your ad is unlikely to convert. Be creative – the standard CTA of ‘Buy now’ won’t stand out, whereas ‘Learn how to fly a plane in one day’ is motivating and works to engage a specific audience.

The professional option

Becoming an AdWords marketer can seem overwhelming to the uninitiated, but you’ll soon find that it’s worth the initial effort. Alternatively, you could always outsource your AdWords management to a specialist PPC agency with the resources and experience to generate results within your budget.

A professional AdWords agency will have a team of skilled copywriters, and they’ll have time to conduct Quality Score reviews, ensuring lower costs per click and higher conversion rates, ultimately delivering the best ROI.

Pay Per Click advertising is growing exponentially and there’s a good chance that your competitors have already become AdWords marketers. If you’re in the business of selling, it’s unlikely that you’ll find a better platform for promoting your products online.

By Thomas Coppen, UK Director of Keel Over Marketing