Google AdWords is taking over the Advertising world. No seriously, the platform provides businesses with an opportunity to get in front of potential customers when they are searching for products and services every single day. The capabilities within the platform are also growing continuously.
Adwords allows you to run various degrees of hyper targeted text and display ads through pay per click methods. What is better than that? It is a great tool and you probably already use it as a consumer. If you needed your water heater repaired what would you do? If you’re anything like me, or the other 325.7 million people in America, you would probably search on your phone or laptop for an answer. In this particular scenario I searched ‘plumber for water heater’ and found five ads at the top of my search results page giving me plumbing repair companies in my area to call. Google Adwords is the platform those ads were run through.
Google AdWords campaigns will drive leads to your business by capturing your customer during their search. This is the customer that needs your service at that very moment.
Advertising can be placed as either a push of information to your customer or a within pull of information from your customer. Google AdWords is an excellent source to reach your customer as they are pulling information. They are interested, they are engaged, and they have a need that your service can fulfill. You can tell this based on their keyword search.
People turn to google to not only search for goods and services, but also to establish whether or not a company is legitimate and to see what other customers are saying in company reviews. Cue in your website and your online reviews. Your website establishes that you are a reputable company. Your online reviews give the customer insight as to what they can expect from your company based other customer experiences.
Starting a Google AdWords campaign will generate leads to your business, but, before you start, I want to establish some ground rules. There are two things that will set you up for success.
First, does your website convert leads? Well that can be answered by answering whether it is easily viewed and navigated, allowing customers to call or fill out a web form requesting ore information. And you can’t forget mobile. 50% or more of most businesses’ web traffic comes from mobile devices or tablets. So, having your site responsive and ready to accommodate these mobile customers is important too.
Second, do your online reviews reflect a positive experience? If customers are already saying you’re great then you’re good to go! If you’re on the fence, you might need to set up a plan to improve future reviews.
We know people turn to the Internet to search for products and services. I do. You do. We all do. With that said, I highly recommend capitalizing on this opportunity by making sure you are found when that happens. By placing your marketing dollars in Google AdWords, you are capturing that audience that is pulling in information at a time when they might need your products or services. And, in case you didn’t know, you only pay when they click. So go ahead and start your campaign, optimize it, and keep driving traffic to your site.
See your return on investment and pat yourself on the back.