With so many digital marketing avenues available, it can be hard to adequately weigh the pros and cons of your many options, both overall and as they relate to your particular marketing goals. However, knowing the strengths and opportunities available with each major marketing method can be extremely important to your ability to accomplish your objectives. Here’s what you need to know about when Google AdWords, Google’s pay-per-click marketing tool, makes the most sense.
When You’re on a Budget
While many choices for digital marketing are low cost, most options do require an investment of some sort. While Google AdWords isn’t free, it’s designed in a way in which you only pay when an ad is clicked – and a lead is generated. High-demand keywords will result in more clicks and thus a higher expense for your campaign, but a little math can help you determine the best way to ensure stable profit margins. In general, your maximum cost per click can be determined by taking your profit per customer multiplied by one minus your profit margin multiplied by your website conversion rate. So, for example, if your profit per customer is $10, your profit margin is 15%, and your website conversion rate is 40%, your maximum cost per click is $3.40.
When You Have In-Demand Products
Google AdWords relies on Google searches, so if customers aren’t searching for your products, your keyword campaigns will be largely useless. However, if you have in-demand products that customers are actively searching, you’ll get great traction with a few carefully targeted strategies. Do your research on the kinds of keywords seeing the most action in searches, or use Google AdWords Keyword Selection tool to hone your approach. Ideally, you want to focus on the phrases that get the most activity to maximize your reach, so don’t use PPC marketing to attempt to draw attention to niche products or services that don’t have compelling keywords.
When You Know the Competition
Google AdWords can be a competitive space, so it’s important that you know what your competitors are doing and what kind of campaigns they’re running. Otherwise, you run the risk of giving your industry adversaries a clear shot at a product or service you share. To do this, consider using tools like KeywordSpy to collect intel on your competitors, like top keyword usage, history of keyword use, and use of keywords in other marketing content. Then, you can take this information, import it into your own Google AdWords account, and create new campaigns accordingly, whether using the same keywords or making small tweaks that will help you get ahead.
A Killer Unique Selling Proposition
The world of digital advertising is quite small, and you’re going to be far from the only company using Google AdWords in your space. As such, it’s important to have a way to stand out from the crowd. If you have a unique selling proposition, or USP, that’s specific to you and you alone, you’re far more likely to get noticed in the sea of other campaigns. This can be particularly effective when combined with a special offer or promotion that’s too good to pass up. With this combination, you can compel more users to click and, in turn, draw more attention to your available opportunities.
Google AdWords can be an amazing advertising tool when used properly, but it can also cost you money without generating results when implemented in the wrong ways. Instead of assuming all digital marketing campaigns are appropriate for AdWords, take time to make sure you’re using PPC advertising when the time is ideal. Want to make sure you’re striking the right note every time? Get in touch with RivalMind today and let us show you what we have to offer.