These days, there’s simply no denying the influence Google AdWords can have on your small business web presence. In fact, studies have shown that about a third of Web users click through via PPC ads. However, if you don’t know how to make the most out of your AdWords PPC campaign, then you might be wasting your company’s money.
Choosing Your Words Wisely
One of the most important aspects of using Google AdWords to your practice website’s advantage is to choose your keywords wisely based on your budget. Generally, the keywords that are the most commonly searched are the ones that’ll be more competitive to get; in turn, you should expect to spend more money on ads with these keywords.
If you’re working with a smaller budget, consider bidding for “long-tail” keywords, which are longer and less commonly used search phrases that will have less competition and thus be more affordable for you to purchase. These often have a surprisingly high conversion rate.
Start with Google Keyword finder and see what words will work for your practice.
Managing Your AdWords Account
Simply having an AdWords account and using it to bid on PPC ads isn’t enough to guarantee success; you need to know how to properly track your conversion rates and other statistics so as to ensure that you’re investing your money wisely.
Fortunately, Google makes this relatively simple to do with their AdWords platform. Specifically, they have an easy-to-use tracking script that makes it simple to assess the profitability and overall success of each of your PPC campaigns.
Monitoring Your Website Keywords
In addition to your PPC campaign, your website should be utilizing a Search Engine Optimization (SEO) strategy that involves the use of back links, written content, and targeted keywords to boost your search engine results organically. After all, SEO accounts for the other two-thirds of click-through rates.
Make sure your website’s content is updated regularly and contains keywords relevant to your practice. If you’re a geo-specific business, make sure you also include geo-targeted keywords (such as city and state names) near your other keywords to boost search engine rankings.
Boosting Your Google “Quality Score”
Google AdWords utilizes what’s referred to as a “quality score” to determine where your PPC ad will be positioned on a page, how much you’ll be charged, and even your overall AdRank. Therefore, it’s vital that you know how to keep your quality score as high as possible, which you can do by:
- using relevant keyword groupings
- writing compelling ads that encourage users to click
- using proper grammar, punctuation, and syntax in ads
Google AdWords can seem like a confusing platform for many attorneys who are new to online marketing, but by becoming more familiar with it and using it properly, your practice can benefit greatly. Paying for keywords to drive traffic to your website is among the many ways to enhance your online reach. For even more insights on how to become a pro in the competitive world of marketing, check out these list of resources. Thanks again for reading, and remember…whenever you’re marketing, be enchanting!