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Have you been considering getting started with AdWords, but you aren’t sure if it’s right for you? Here are a few signs that you should take the leap and get started. With nearly 6 BILLION searches per day, there are an abundance of opportunities to take advantage of with AdWords.
1. You are new to market or have a new product offering. Often, when you launch a new company or even a new product or service, it’s difficult to get the word out about what you have to offer. Google AdWords presents a great opportunity to get exposure to your brand in a short amount of time.
2. You need to achieve website goals. Every organization has goals for their website. Some goals are for traffic, while others are for leads or downloads. No matter the goals, AdWords presents an opportunity to drive additional traffic and leads to your site when you feel like you have neared capacity from other channels.
3. Your industry competition is fierce. As more digital marketers have become savvy at search engine optimization, the competition to be #1 has never been greater. In some cases it may be nearly impossible to get to that coveted first page of results for a generic industry phrase through SEO because there are big names in your industry who ‘own’ it. While I wouldn’t suggest bidding on all generic, high traffic terms, AdWords does offer you the ability to appear on that first page, albeit at a price. Keep in mind, the competition is tough with AdWords as well. In the last month, nearly 80% of all searches included a paid listing of some kind. You’ll need to test, test, and test some more to ensure you’re getting the most for your budget.
4. You want to test landing pages or messaging. One of the greatest benefits of using AdWords is the ability to test theories quickly. It only takes a few days (or less in some cases) to learn whether the new messaging resonates or the new landing pages will convert at optimal performance. If those assets don’t work out as planned, AdWords makes it easy to change and test again until you get them right and can use them across all of your marketing efforts. The ability to spend as little or as much as you want makes AdWords an ideal platform for testing.
5. You want to ‘win back’ non-converting customers. One of the more advanced functions within AdWords is the ability to retarget visitors who have been to your website but have not converted. How do you make your organization top-of-mind once again? By retargeting through AdWords! You can create rules for which users you want to see an ad from your organization when they are visiting other websites to try to get them to return and take action on your site.
This list is just the beginning of your opportunities within AdWords. Once you get started, there is always research, testing, and optimization to be done to ensure you are getting the most for your marketing budget. One of the greatest benefits of using AdWords is that you get to define how much you spend, how long it lasts, and what success looks like.
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