Getting started with Google Adwords

According to latest reports the search giant Google entertains around ten billion searches per day. So there is plenty of scope for millions of striving names to turn themselves into established brands provided they know how to use online mediums in the most efficient way. The only gateway to success in online trade is achieving good online rankings and to accomplish this one needs time, funds, and resources. Obviously, not everyone possess all the three. Several advertisers provide various promotional tools on net that helps in covering the gap between striving entrepreneurs and established ones. Google Adwords is one of those services presented by Google that provides plenty of opportunity to Small and Medium Enterprises (SMEs) to develop and promote their business.

But nothing comes easy, everything needs to be strategized correctly to achieve desired results. According to a survey conducted by YouGov in 2011, only 18% of SMEs could touch break-even point after implementing Google Adwords for business promotion. It is very necessary for organizations to keep a check on resources, time, and input they are assigning for Google Adwords and also monitor the ROI, if any, that they receive from time to time. Companies failing to do that often go in heavy losses that are at times fatal to any small or medium level companies at times.

The basic mechanism: To begin with, one needs to first of all look out for keywords closely associated with its business, product, or service that one plans to promote. These keywords are then combined with catchy phrases or words and adverts are formed. The biggest advantage of this system is that one has complete control over budget and has to pay only for number of clicks that have been counted and not any wholesome amount.

How to initiate: A small self-analysis is a must before getting started with Google Adwords or any online advertising service. One must be clear about the objective of this exercise weather it is about introducing a brand, brand positioning, brand promotion or repositioning of an existing brand. The parameters of success and failure must be clear. Because only when these dimensions are clear one know which way to go and how to go?

Do your homework: One must do its home work properly before beginning the project. One must have proper database and information of its target market, viewers, competitors, latest trends, etc. Devoid of all this information you might end up targeting wrong or a broader target group that might get you away from desired outputs. Google has a global customer base, so one needs to be specific in terms of each and every aspect of its target base.

Sign up and prepare budget: You need to fix your budget as soon as your account has been created. The best thing you can do is start with a daily budget so that you are having a check of how much you are investing. Following this gives you the privilege to carry on your campaign as per your preferences. You can halt or pause whenever you feel you have achieved your objective or don’t feel satisfied with the results.

Create apt adverts with suitable keywords: Correct keywords are the key to success so getting them correct is the basic step for moving ahead. Do proper research and homework over keywords and try to get as closely associated words as possible. Try to think yourself as your target audience and then try and understand what they might search for while looking for a service or product similar to that you are promoting. Try and group similar keywords under same shade and then create different adverts and campaigns for each group. Keep certain number of keywords for each group and try and use your keywords as creatively as possible in you adverts and their titles.

Landing Page assessment: A landing page is the page where an audience lands when they click on a particular ad. This is the page through which you have to persuade the visitor to navigate further and take action. This page has to be as appealing as possible. You can think of embellishing this page with as many creative ideas and concepts as possible, as this page will be the turning point to convert your business calls into real deals. Here are some points that needs to be taken care of while designing your landing page:

1. Make sure that your page is completely relevant to your advert.

2. Your page headline should be closely associated with your target keywords.

3. Use clear and precise language to address your visitors

4. Provide proper and convenient way for visitors to take action so that they don’t turn back considering any complications in your taking-call applications.

Monitor constantly and look for proper modifications from time to time: It isn’t over only by launching a campaign. Keep a constant check from time to time about how influential your campaign has been. There are several kinds of reports available like Click through rates or Cost per click through you may get a fair idea of how you are doing. However Conversion tracking is one the best choices in this case as it helps you get a proper account of how many people clicked on your ad and if clicked then did they navigates further and if they navigated then did they filled up application form and all the ins and outs of every visit that has been paid to your landing page and advert as well. These reports helps you improving your campaign, take necessary steps to make it more effective and get a proper idea of how much return on investments you have been getting.

Google Adwords is no doubt an economical and convenient means of getting your job done. And it’s a boon for all those small and medium enterprises who have been looking for an opportunity to came face to face with bigger or established brands and make a place for themselves. As I mentioned in earlier part of the article, every small pond may turn into an ocean provided it gets proper way and direction to channelize its potential.

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