Make Your Google AdWords ROI Better

In Drive Website Traffic, selling antiques on October 1, 2010 at 5:44 am

So you got a free AdWords coupon from a magazine or your web developer. And that started you using sponsored links to promote your business. But when the freebie ran out and you started paying on a cost per click basis, something happened. You discovered that AdWords is expensive. You might even say AdWords is overpriced.

Google AdWords

Like other forms of publicity and advertising, if you are not marketing right, your efforts will seem over priced.  Thinking that your promotions are over priced could be the symptom of a larger problem.

5 Way To Get the Most from Google AdWords .

1. Strong Business Models. The Internet has created an uneven playing field.  Businesses now have total reach across the world. If your business is good locally, will it hold up to the online competition?

That depends on your business plan and whether or not you continually refine you the way you source, price, provide customer follow up.

Successful advertisers are willing to break even or lose money on the initial product because they know they can make it up on the back-end.

Repeat Customers Keep Profits High

While the cost of bringing on one customer may be high, selling again and again to the same customer changes the numbers.

2. Strong Cash Flow.  Even if business is great, AdWords will seem expensive if your cash flow is tight.  It’s rare that you could spend $100 today and get $2o0 in business tomorrow. No wonder AdWords, or any kind of long-term publicity campaign, is  frustrating to product based antique and art dealers. You’re used to seeing your scores walk out the door not long after you put them on display.

Google AdWords, publicity in general and marketing strategies just don’t work that way.

The rule of thumb is that people need to see your message 12 times before it makes an impact. And it takes time afterwards for them to make the purchasing decision. You could be waiting 6 or 12 months to convert a prospect. If you’re wondering how your competitors can afford to pay high prices, I’ll let you in on a secret. They know they can’t afford not to spend the money.

3. Test, Test, Test. The mantra of pre-Internet direct mail holds true in the digital age. You must test the keywords you are using. Your marketing agency can do this for you. (Do- it-yourselfers most likely won’t have the stamina to go through the drill again and again and again and again.)

At the very least, you must test home page and conversion page keywords. Then, as soon as you have a control, start testing again. All of your high traffic groups, ad groups and campaigns deserve their own tests. Why? Well, sometimes the losing words work better with other segments of your audience than they did on the segment you tested.

Data drives AdWords’ success. You will find your marketing agency able to provide spreadsheets and test results that hone your AdWords.

4. Don’t Let Top Position Break the Bank. If you’re duking it out  for top spot on Google on a cost-per-click basis, you’ve got that kind of problem that’s good to have. But if the battle is sucking dough, you might want to ask “Is this an ego driven effort?” At every stage of a Google AdWords campaign, spend only what you can afford.

Conversion tracking back to every keyword and ad group will give you answers on what you realistically need to spend.

5. Build a Better Mouse Trap. Say your business model is strong, your cash flow good and other forms of advertising are working, then the answer is easy. You need to  use Google AdWords smarter.

Build a Better Mouse Trap

Make sure you structure your account so that you display the most relevant ad for each keyword search.

Don’t forget, prices will go down as your AdWords campaigns are more tightly manged. For instance,  bet no magazine rep ever gave you a break because tons of people answered you call to action and requested a picture of the French chair in your ad.   But you will get a break from Google.

Google wants their users to have good experiences, so they give you lower click costs when your ads are relevant.

Negative keywords also help keep costs down by blocking unwanted traffic. You can often cut costs by 20% just by being thorough with your negative keyword list.

Needless to say, few antique dealers, antique appraisers, auction house managers or designers  want to wrap their heads around the Google AdWords minutia-for-success any more they have to.  Best advice, leave the nitty gritty to the pros.

Give us a call for a free consult on your Google AdWords campaign.


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