Ok, so you are running Google Adwords, but are you getting the results you could be or should be?
like many people, are you paying too much for the results you are getting?
Here are the basic things to consider…..
The Basic Variables:
- Total spend – how much you invest per month, including the management fee, charged by your provider.
- Cost per click – how much of your spend each click costs you
- Total clicks – the total number of clicks you get
- Total leads – the number of leads generated by your campaign, including phone calls, emails etc
Total Adwords Spend – Basic things to consider
- What can you afford to spend, until you are sure you are getting the sales you need? Once you are generating some sales you can increase your spend.
- How much of your spend is being eaten up in management fees? In some cases, this is as much as 48%!! Lower fees mean more of your budget goes towards generating leads.
- If you are saving on the management fee by running the campaign yourself, are you wasting more money in bad clicks and time than you are saving in fees?
- Once you have spent your daily budget, your ads won’t appear until the next day – so is your spend too low or are you happy to appear for part of the day only.
Cost per click – basically, how does this work?
- Every keyword in every location is a different cost per click.
- The cost depends on the category of business you are in and the amount of competition there is for the keywords you want.
- Where your ad appears on the page depends on your bid in relation to other businesses who are bidding for the same keyword. So higher up means you pay a higher cost per click.
- The other factors that impact your cost per click are all in relation to your ad relevance, landing page (the page your ad clicks through to), click through rate and ad extensions.
Total Clicks & Total Leads
Now we are getting towards the pointy end – these 2 things go hand in hand, because you want to get as many clicks as possible, but only clicks that have the best chance of turning into phone calls or email leads.
- Do more clicks mean more calls – unfortunately, NO; but they can if they are the right sort of clicks.
- Getting lots of clicks is easy – anyone who has run or is running an Adwords campaign will have felt that initial excitement of generating clicks to their website, usually followed by confusion and disappointment when the phone doesn’t ring – sound familiar?
- One of the biggest factors effecting your leads will be clicks coming from non-relevant search terms – Google won’t weed these out for you.
- Then you have research keywords and buyer keywords – is the customer in research mode or are they ready to buy?
- Are you in a category where some keywords are really expensive, due to competition? If so they could be blowing your budget, with very little return.
- If you are getting a really low number of clicks, this could be because your bid for keywords is too low, or your ad copy is poor.
Another major factor to consider is that the effectiveness of Google Adwords in generating leads will vary greatly across business type and location.
These are just some of the variables and influencing factors you have to deal with in order to run an effective Adwords Marketing Campaign.
So if you are serious about generating leads from your Adwords campaign and or saving money, you should be speaking to a Experienced Adwords Professional.
To get in contact with one of our Adwords Professionals email us at email@example.com or give us a call on 8362 7899.
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