Tips to Market on a Budget with Google AdWords
Bid for keywords wisely:
Do not go with a blanket amount while setting bids for keywords. Set the bids higher for the exact match keywords. This allows you to control the position of the ads for the exact searches. Getting into bidding wars for a handful of high-volume keywords is a waste. Instead, expand your keyword list to include more specific ones that have lower search volumes. Collectively, these keywords will reach the search volumes of more expensive keywords and you can achieve a good reach with dramatically lower CPCs (costs per click). Use keyword research tools to expand your list of keyword phrases. With the new Enhanced Campaigns options, you can also set budgets in percentage increases/decreases, which will allow you to adjust for the most profitable time periods.
Write compelling ad text:
You want your ads to have clear, compelling messages. Make sure ads include your keywords or keyword phrases. Definitive calls to action that define the purpose for clicking on ads help achieve high satisfaction levels. Businesses experience high click-through rates when benefits or distinguishing qualities are highlighted in ad copy such as nearby locations, limited-time offers or premium services, since this increases the perceived value of offers. Some examples of writing effective calls to action are:
- Change from "you" to "my" in the copy, "Start my free 30 day trial" increases the number of trial sign-ups for many advertisers.
- Calls to action that begin with "buy", "order", "click", "sign up", etc., inherently home in on what you have to sell. Coming up with alternatives that start with "get" helps you focus on answering the prospects' number one question: "what's in it for me"?
Promote most relevant content:
The single most important factor in using Google AdWords effectively is relevance. Google decides which ads are displayed and in what position based on users' maximum bids and Quality Scores. Quality Scores are determined by a number of factors: