computer with plants on a table

Top 10 Tips for Using Google AdWords

With a multitude of marketing and development tools available to organizations now, it can be hard to know which ones are worth the time. Google AdWords is one of those tools. If your organization is looking to increase brand awareness, grow sales or generate leads, Google AdWords might be the tool for you. Unlike a lot of other tools available to organizations to help them grow, AdWords is not free, but it is adjustable depending on an organizations budget. The great thing about AdWords is that it is flexible for individual organizations based on budgets and goals. It can be hard to know where to start with a system like Google AdWords, even after taking the certification classes, so here are ten tips to help you make the most of your AdWords account.

person at a computer with a coffee cup

1. Ensure your landing page is the best possible experience for your target audience.
The best way to utilize your Google AdWords account is to ensure you have a solid landing page that keeps users engaged in what you have to offer. Your ad should be promoting what the link will send them to. For instance, if your ad is promoting a new brand of spreadable peanut butter, your Google Ad should send the consumer to a page about that new peanut butter. If it sends them to a page about peanut butter bites, it will confuse the user, and they will exit the page before finding out any additional information or making a purchase, which you don’t want. Creating an engaging, informative and accurate landing page is the first step to utilizing AdWords effectively and efficiently.

2. Use the right keyword match types.
Keywords are the terms or ideas that define your content. They are the words that users will search to find your website and information, therefore it’s very important to get them right since they are your most valuable tool when utilizing AdWords.

There are four keyword match types:

  • Broad Match: This is the default match type that doesn’t require any formatting. This will include searches that have misspellings, synonyms, related searches, and other relevant queries. It is the broadest way to get your ad seen (as reflected by the term “broad match”), so if your goal is to increase brand awareness, this is a good place to start.
  • Phrase Match — “keyword”: A phrase match means that as long as the phrase within the quotation marks shows up somewhere in the user’s search query, the ad may also appear. For example, if the keyword is “swimming pools” the search “swimming pools in Nashville” and “Nashville swimming pools” will show users the ad. But, if the user searches “I want to swim in pools in Nashville,” the ad will not appear. You have to be careful when using a phrase match because it may weed out unwanted searches, but it may also prevent desired users from finding your information.
  • Exact Match — [keyword]: An exact match setting ensures that only the most relevant search results are returned for a user. Exact match actually includes close variations as long as they don’t change the meaning of the search. For example, the keyword [men’s shoes]  can show up for the search “shoes for men” even though it’s not the specific phrase. Exact match weeds out the most unwanted search queries.
  • Negative Match — -keyword: A negative match means that that search term will not show ad results for the searcher. This is best used when you absolutely do not want a search term to bring up your ad. For example, if you’re a college bookstore, and you don’t sell USB drives, it’s important to negative match USB drives, so if someone searches for it, you don’t have to pay for a click that won’t lead to a sale.

3. Utilize negative keywords.
Now that we’ve talked about negative keywords, we can talk about how you should definitely be using them. Negative keywords are important because they ensure you aren’t paying for clicks that don’t lead to conversions. If someone is searching for something that you don’t sell, but you’re not specific enough to weed out those searches, you’ll be paying for people to click on your ad but not make any purchases themselves. The most efficient way to curb those needless clicks is to incorporate solid negative keywords.

4. Utilize every inch of space allotted to you.
Google AdWords has added plenty of real-estate to spice up ads that display alongside searches. There aren’t a lot of characters allotted for that space, but make sure to utilize each heading and descriptive area of text you can to ensure your ad appeals to your target audience. The more specific your ad, the more clicks and hopefully conversions is will lead to.

5. Use ad extensions when applicable.
AdWords has some great extensions that can spice up any ad. In addition to utilizing all the text space allotted, it’s important to use ad extensions to further make your ad stand out to users. Some of the most important extensions include the call extension and the location extension. These extensions make your ad more user friendly and might help you accomplish some of your goals. For a full list of extensions, check out Google Support.

6. Utilize geo-modifications when biding for AdWords.
This is specifically important if your organization serves or is trying to target a specific area, but if your organization serves nationally and internationally, this may not be necessary. For example, if you have brick-and-mortar shops in two locations (say one is in Nashville and one is in Los Angeles) and you don’t serve a customer base online, it’s going to be imperative that you focus your ads in those locations because people in New York can’t be patrons, and you wouldn’t want to pay for them to click on your ad without them being able to visit your shop.

7. Optimize campaigns for mobile usage.
Look around any given room and you’re likely to see people scrolling on their phones. Typically those people are searching for an answer to some inquiry, and if your ad isn’t optimized for mobile usage, you may miss out on potential patrons. The digital world is leaning towards more mobile functionality with every day, so to keep up, it’s important to utilize your ads for mobile devices.

8. Utilize remarketing features.
Remarketing features allow users to target patrons that have already visited their site. For example, if you sell clothes online, and someone visits your site, clicks on a few items, and leaves, with remarketing you can target those clients that have already shown interest in hopes that they will come back to purchase something from your site. This is particularly helpful when trying to improve repeat user visits.

9. Stand out from the crowd by promoting deals or events.
You can use callout extensions (different from call extensions) to promote special sales or events to engage your audience members. This can be an especially useful extension for short amounts of time to drive business because of a special event.

10. Start out with a low budget to test targeting and conversion rates.
Before you throw away hundreds or thousands of dollars, do a test run of your ads and see how they resonate with potential customers. It would be tragic to set a budget of $10,000 a month, just to have it wasted on unwanted clicks and a less than stellar conversion rate. Start off small and see what negative keywords or exact match keywords you may need to add to improve your conversion or click-through-rates.

Using Google AdWords can be intimidating at the start, but with these tips, you’re sure to convert users that click on your link. If you need additional help, reach out to Cabedge. Cabedge has a team of Google AdWords specialists that are ready to help you reach your goals.

computer in an office with images

Digital Marketing: What it is and Why Your Organization Needs It

Marketing, as defined by the American Marketing Association is, “the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.”

Digital marketing takes those traditional marketing activities into the digital space. It is a non-traditional field that encompasses a wide range of skills and elements and is essential to achieve success in the world today.

Fundamentals of Marketing

Marketing is all about getting the right message to the right people at the right time. It’s about understanding an audience and catering to their needs. It means staying up-to-date on trends in the digital space and using those up-and-coming communication methods to connect with audience members. Digital marketing encompasses a lot of platforms and methods of communication, but it all comes down to being able to promote a product to the right people in the right manner.

  • Understand your product/service’s benefits and features. When you’re selling your product or service you aren’t selling what it is but rather what it can do for the consumer. Will it make their morning run more smoothly? Will it help them chop vegetables more swiftly? Sweaters don’t fly off the shelf because of the color selection they come in, but rather the promise an organization sells of one living their best life while wearing said sweater. Digital marketers know how to pinpoint those benefits and communicate them to a wider audience.
  • Define your audience. The main part of a marketer’s job is to understand the audience they are trying to sell to. In the digital space, it’s incredibly easy to get a message out into the world, but it’s not as easy to get that message to the right people. To define your audience, you simply need to determine who your ideal consumer is. Decide what they eat for breakfast. Figure out where they get their information. Determine where they go to get their work done. Figuring out every detail about your consumer helps you determine the right path and message to reach your target audience.
  • Craft a persuasive message/call to action. The final step to being a digital marketer is to market. Whatever it is you want accomplished (reading a blog post, buying a product, signing up for a service) you need to share it in a creative and persuasive way on the right channels so it reaches the right audience.

Elements of Digital Marketing

The amazing thing about digital marketing is that there are a handful of different avenues one can go down when exploring the field. Because the online space is constantly growing and changing, so is a digital marketer’s job. Here are just some of the elements a digital marketer must have in mind when providing services:

  • Search Engine Optimization (SEO): Increasing organic traffic to your website through search engine rankings.
  • Content Marketing: Content marketing requires the creation and promotion of your own content (think blog posts or videos) to build brand awareness and convert customers.
  • Social Media Marketing: SMM utilizes social media channels like Twitter, Facebook, and Instagram to promote content and generate leads.
  • Pay-Per-Click (PPC): Google AdWords is a type of PPC — marketers pay a certain amount of money based on how much traffic is driven to the site via ad clicks.
  • Affiliate Marketing: Commonly seen on social media, affiliate marketing is a method of marketing that requires a partnership between a brand and a promoter where the promoter is compensated for talking about the products/services online. For example, a corporation can partner with a blogger to have them promote its new nail polish.
  • Email Marketing: Used as a means of direct communication with consumers, email marketing is a popular way to promote content like discounts and events.

Digital marketing is a big world to tackle — that’s why Cabedge is here to help. We have a team of able digital marketers who consider communicating their passion. Contact Cabedge to get a personalized digital marketing plan for your organization today.

person typing on a computer

The Basics of Google AdWords

Cabedge is a dedicated design and digital strategy organization. Having one foot in each world, Cabedge employees have a pretty good grasp on how to make your website beautiful and functional and how to promote it to the World Wide Web. Google AdWords is a handy tool that can be used to promote organizations for an adjustable fee.

What is Google AdWords?

Google AdWords is a way for companies and organizations to advertise online to connect with customers through the Google Network. AdWords makes it easy for businesses to set goals and budgets and connect with intended audiences to increase awareness of a product or service or to increase sales. Google AdWords has a bunch of features and services that patrons can use to better promote their organizations. Let’s take a look at some of those now:

  • AdWords Express: Automates managing keywords and ad placement for businesses to make AdWords management easier.
  • Google Partners: Allows users to become certified in Google AdWords. Certification is not necessary to use Google AdWords, but it teaches the fundamentals and best practices of the tool to help users utilize it best.
  • Remarketing: Enables businesses to show advertisements to users that have previously visited their website. Remarketing allows users to further segment audiences to better display advertisements.
  • Ad Extensions: Google AdWords allows for a variety of extensions that can be added to a business’s ad to better serve it’s consumers. Some extensions include a clickable phone number, the ability to leave reviews, price displays, and more.
  • Keyword Planner: Estimates the amount of traffic per-month for selected keywords and offers alternatives.

Benefits of Using Google AdWords

Google AdWords is not required to run a successful business, but it does help at the end of the day in attracting new and existing customers. Here are some of the biggest benefits of using Google AdWords to promote a business online.

  • It’s measurable. The biggest benefit to advertising through Google AdWords is that it is completely measurable with price-per-click metrics. Businesses can accurately attribute consumers actions to AdWords campaigns.
  • It’s flexible. Businesses can make AdWords applicable to any need. Users can easily add extensions (talked about previously), specify keyword matches, narrow the audience scope for an ad, and more.
  • It pairs well with SEO. While businesses can’t just completely forget about SEO, AdWords works alongside SEO to improve engagement and reach. It’s not a quick fix to get more sales, but AdWords will inevitably reach a wide range of people for a cost.

AdWords can’t do all the work for you, and it shouldn’t, but it does have it’s positives when it comes to engaging a target audience.

Cabedge prides itself on its knowledge of SEO and Google tools, including AdWords. If you’re looking for help starting or managing your AdWords campaign, look no further. Reach out to Cabedge today to talk about your goals.