Most company's goals for 2016 include finding new customers and converting them into sales. As in recent years, marketing trends for 2016 are mainly focused online. Many will look for new ways to generate website traffic to capture leads. While it can be difficult for small businesses to rank high in organic search results compared to organizations with more resources, Google AdWords levels the playing field by allowing businesses to purchase the top spots in search results. Get on the first page of Google search results with this (PPC) Pay-Per-Click online advertising tool so your customers find you when they are looking for your product or service.
Why Google? Google still leads all search entities. According to comScore in the fall of 2015, Google Sites led the U.S. explicit core search market in November with 63.9 percent market share on desktop search and for mobile users, Google Search reaching 52.9 percent of the app audience.
If you are unfamiliar with seeing Google AdWords in search results, the paid ads are denoted by the small yellow square saying "Ad" next to the search result. Ads can be shown at the top of the search results page (before any organic results), on the right hand side or at the bottom. Forbes writes, "According to Moz, 80% of search results now contain AdWords ad placements. Furthermore, those ad placements are covering as much as 85% of the space above the fold on the results page." See sample below for Birthways, a doula service in Chicago:
One of the benefits of Google AdWords is that your ad appears in results immediately. Improving your search engine ranking organically takes time. Time for new content to be written, linked to and indexed by the search engine.
AdWords allows you to choose where your ad is seen with geo-targeting options. If you are a local or regional business, you can set your ad to be seen only by certain zip codes, radiuses around a chosen location or other location options.
You can select to have your ads only show in Google search results or you can expand your ad reach and type by choosing to advertise on the Google Display network. The Google Display network is a network of additional websites (Google's ad partners) on which your ads can be shown. These can be far reaching websites or niche bloggers. Should you select Google Display network, you can select the sites you want your ad included on or exclude sites that aren't performing well. Ads on the Google Display network are image ads and can be animated or a video.
Google AdWords results are highly measurable. Once your ad campaigns are set up, you immediately have access to your campaign results. Learn how often your ads are being shown and when they are clicked on. You can easily track ROI and website conversion. You'll have information on which keywords are performing best for you and which ad copy is getting the best click through rate. You can test different ads and keyword to see which are more successful as well.
For assistance in setting up an AdWords campaign for your business, please contact us at www.BuddinghAssociates.com.
Pepper Erdmann is a Marketing Manager at Buddingh & Associates, Inc., an award-winning strategic marketing consulting firm in Naperville, IL. Contact her at (630) 961-4504 or visit www.BuddinghAssociates.com.