There is no faster way to get your product or service in front of your ideal audience than Google Adwords. You set up an account, you pick your keywords, you set a budget and typically within 24 hours you will be on the first page of Google search results. But there are a lot of potential pitfalls. You need to carefully select the keywords you want to target, you need to select where to display your ads whether on Google search or on their display network as well. You need to be careful selected what devices you want your ad to appear on. No point in showing an ad on a smartphone if your website is not mobile ready. The list goes on and on. That’s why working with a Google Adwords Certified partner can dramatically improve your cost per acquisition (CPA). It is very easy to spend a lot of money on Adwords with little to nothing to show for it.
How do you know if you have anything to show for your Google Adwords campaign? By default, Google Adwords will only show you how many impressions and click throughs your ad got, not how many leads were generated. But code snippets can be added to your website to show you just how many of those Google Adwords clicks actually contacted you and turned into sales or leads. This type of measurability is critical to all marketing efforts and is something we focus a great deal of energy on at Farland Lee Online Marketing.
But Google Adwords is also not “fire and forget.” Search patterns change and studying your results can frequently give you ideas for new keywords that could be lucrative for your business. Ads can also be tailored to run on specific days or even specific times if a pattern of converting click throughs is discovered. Monitoring and adjusting is also critical to the success of your Google Adwords campaign.
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