Digital marketing encompasses a range of more specific marketing techniques. Your landscaping business probably already uses things like social media marketing, email marketing and search engine optimisation – even if you’re not aware of it. But are you using AdWords? If you’re not, should you be?
Google AdWords is one of the most popular pay per click (PPC) marketing platforms on the internet. It involves the printing of advertisements as the top and the bottom of the search engine results pages for pre-specified keywords. As a business owner, you only pay when your ad leads to conversion – that is, when someone clicks on it and visits your website. However, not everyone who visits your website is going to spend money or employ you, which means that AdWords can quickly drain your marketing budget without yielding any major results.
Why should I consider using Google AdWords?
Although Google AdWords can be risky and can drain your marketing budget when it’s not used right, it also has the potential to nete you a lot of new clients. When used right, AdWords will present your business website at the top of the search engine results pages. Your business will gain more exposure, will become recognised by more people and may even gain clients.
Some of the main benefits associated with Google AdWords – when it’s used right – include:
- Increased website traffic from relevant visitors. Since your ads are targeted, only relevant people should be visiting your website – in theory.
- More paying clients, especially if you get your targeting right.
- A great return on investment for your marketing budget.
Ultimately, the best thing to do when it comes to Google AdWords is to employ a professional who has a decent reputation and lot of experience behind them. Doing this will help ensure that you get the most out of your campaigns. However, if you don’t want to do this, you need to make sure that your campaigns are:
- Targeted with respect to geographic location, search terms and the exact services you offer. Make sure that you’re continually monitoring your campaigns and updating your targeting for maximum effectiveness.
- Long-term, which will give people a chance to start to recognise your landscaping business and a chance to become familiar with your services.
- Tracked, so that you can make changes and tweaks to your campaigns when necessarily. Make sure that you’re checking up on your AdWords campaigns regularly.
As you can see, Google AdWords has the potential to become one of your best digital marketing tools – if it’s used right. If you do decide to use it, you need to make sure that you spend enough time deciding how it works, creating effective campaigns and tweaking your campaigns to give you the best results. Ultimately, it’s probably a good idea to employ an experienced AdWords marketer to manage your campaigns for you.