Marketing your website is a challenging job. Since most small business owners do not have the experience, time, and skill to effectively market their websites, they often hand it off to companies trained in SEO. While they can help, it is a good idea to understand what SEO tools they plan to use. Small business owners can increase their knowledge of the online marketing world by taking the time to establish a Google AdWords account. Understanding how to use it will make your online marketing efforts pay off, and it will boost the overall visibility for your website.
Buy the Right Keywords
The largest issue businesses face is competing with large corporations. Expensive keywords can destroy your marketing campaign in a hurry. Compete for the keywords you can afford and will actually help your website. Consider using brackets to focus on specific product names and exact terms that potential customers will use. Simply paying for the keyword “pizza” will cost you a lot of money because it can get a ton of clicks but few customers. Paying for the phrase “pizza in Littleton, CO” will drastically narrow down the amount of people using the term, and will help you target the local audience hoping to order from your pizza store.
Quality Landing Pages
While Google AdWords will help you attract the customers, you are in charge of converting the lead into a sale. Spend some time working on creating effective landing pages that people are interested in. You need landing pages that pertain directly to the ads you are posting. Never send people to a homepage; it leaves them frustrated because they need to search or click around the website to find what they are searching for. Make the landing pages clear and easy to understand for customers hoping to buy your advertised product.
Too many people focus on using the internet to market to a global audience. While it is great to reach out to customers all across the world, the greatest sales will come from your local audience. You need to take the time to focus on creating a marketing campaign that pertains to the local audience. What do they need? What are they searching for? Have you taken the time to optimize your website with local key phrases and terms? These basic things can improve your local website rankings and make it easier for AdWords to connect local customers with your business.
You need to make sure you are establishing a budget that is affordable for your business. If you aren’t setting a daily limit on the ads, you may find you are spending $5,000 or more a month on advertising costs. Set a realistic budget for your small business so you don’t end up losing all of the marketing money you have set aside. This is why narrowing down your keyword list is so vital to an online marketing campaign as you only want to pay for the people you know are interested in buying your products.
It is important to remember that online marketing is always changing. Be aware of new SEO policies released by search engines so you can focus on improving your website and online marketing strategy.
This article was written by Richard Craft, an MBA student who looks forward to helping you succeed with your business. He recommends taking a look at WTDM and AdWordswhen looking to further improve your business. Check out What to do Media today and see how they can help you!