With the right kind of management, whether by you or a professional, there are certainly great business development opportunities to be made from generating leads through the various search engine marketing programs like Google AdWords. Aside from writing compelling ad text, there are other important factors that go into creating an effective AdWords campaign.
Start your AdWords campaign by selecting effective keywords that attract the right kind of audience who are ready and willing to buy what you offer. Also, be sure to have enough of a daily budget, select the right bid amounts and geographic areas/times of day to post. Being successful is often dependent upon taking a knowledgeable, creative approach to each campaign. For example, we were able to get a massive return on investment for a particular client by tying bids to the weather patterns in the North East based on his particular business model. Effectively managed AdWords campaigns are often more cost effective than print or other forms of direct marketing.
It is certainly possible to set up and manage your own Google AdWords account. Obviously there are pros and cons to managing your own pay per click search engine marketing campaigns. It really boils down to how much time you are willing to devote to it and how skilled you consider yourself to be. PPC offers great opportunities particularly for small businesses. In order for the campaign to yield positive results it requires time and attention. Hiring a professional who can effectively manage your interests and make the necessary adjustments to invest your budget wisely frees your full-time staff to close deals, manage customer accounts, and maintain smooth business operations. Balance the time and costs involved with self-management against return on advertising spend. You may discover that hiring a professional actually yields a better return!
In closing, the most important thing prior to a PPC endeavor is to make sure your “house is ready for the party”. You are going to pay every time someone clicks your ad. You better make certain the target landing page for that campaign is optimized for what the viewer expects to see and the Calls-to-Action (CTAs) for what you want them to do next are clear and accessible. And PLEASE, remember to integrate your Adwords account with your Google Analytics account. The importance of this will be discussed in future posts.
