If you’re in the world of business and online marketing, then you know how Google Adwords works. They’re an essential must-have in terms of getting paid traffic and leads, and while we all use them, you might want to be careful of how you’re using them. According to this recent statistic, 61% of Adwords and Facebook ads fail to create a single conversion. That’s over half of them! It’s safe to say that most people don’t know Google Adwords best practices, and we’ve cracked the code on how to use them and get results.
Jacob Baadsgaard of Disruptive Advertising can help us all. His company created a software that runs through people’s adwords account to come up with places where things could be better, so people can stop wasting money on ads that aren’t giving them the success they’re looking for. He helps them advertise profitably on Google and Facebook, and he gives us some of Google Adwords best practices, and pitfalls to avoid along the way.
The CLICK Technique and Google Adwords Best Practices
Before we can get into the details of what Jacob—and his company—can do to make your Adwords campaign a dream, we have to talk about The CLICK Technique! A free service that I invented, The CLICK Technique is a five step process that runs through the essentials for every business owner. Each letter stands for a different step, something crucial to your success, and with proven results, I can say for sure that it’ll help you, too.
In the case of Google Adwords best practices, we’ll be focusing on the first “C” in the world “CLICK”, which stands for “curiosity”. Before you can get anything going in terms of traffic and leads, you need to make your webpage desirable. You need to lure your target audience in, make them curious about the site by giving out amazing content and using successful advertising.
Obviously, it’s easy to see how these two subjects correlate. A successful Adwords campaign and a successful Facebook campaign work hand-in-hand in making your business stand out in the crowd. They work together to create the sense of curiosity that you need to generate traffic and leads. Using these two together—and proving Google Adwords best practices—we can give you the results you’re looking for, while also saving you money in the process!
Google Adwords Best Practices: The Do’s and Don’ts
So, knowing that over half of Adwords campaigns and Facebook campaigns don’t lead to successful leads, where can we start in order to change this process? What are the pitfalls we should be avoiding? How do we make sure we’re not wasting money on something that’s not working? Google Adwords best practices are easier than you think. We’ll run over the basics and what Jacob suggests you do in order to get the most out of your Adwords experience.
Adwords, and Knowing Your Audience
Jacob states that, of the over 3,000 companies his team has audited, 76% of the budgets are wasted. According to him, it’s because Adwords and Facebook are still being treated like “media buys”—using sources of advertisement that don’t work, i.e. a billboard, or a radio ad, that do not target your intended audience—rather than being leveraged for their full capabilities. The most common thing people can do wrong is using a generic targeting system, with a generic ad, that brings people right to your homepage.
The two rules you must follow to run a successful adwords campaign are as follows—1) you must have a consistent message, and 2) you must be testing for a more compelling message to use over time. Google Adwords best practices function the best when they’re cultivating new information, and using that information to reach the people intended to see your content.
As Jacob states, when you first create your account, the first thing you’ll need to do is make sure you understand the buyer’s persona and who it is you’re actually targeting. Next, you’ll need to identify the keywords that show the interest they have in actually buying. Don’t jump the gun by bidding on broad match keywords—Google itself gives you the ability to only show your ads if they contain exact words, or close variations of those words. That way, because you’ve chosen to bid on specific words, you can cater your ad copy to be very consistent, and your experience is then built around the message you’ve established.
How To Use Facebook To Your Advantage
Now, Facebook works a lot differently than an Adwords campaign. As much as we want to believe that people use Facebook to buy their goods and services, they aren’t. It’s a social media website designed for communication, and Facebook is more of a push tactic than anything else. You can successfully track if you’re getting a return from Facebook, but this audience isn’t exactly one click away from buying things from your business.
The best advice Jacob offers? Getting a re-targeting pixel from Facebook. Through this, you can show your ads to the people who just came to your website—looking for products, browsing around, and so on. Using that to re-target your audience on Facebook, you can start a successful build from there.
The thing you’ve got to remember here is that people on Google? They’re more open to buying. Google Adwords best practices encourages us to lead them from there, and while Facebook is a way to really get the word out about what you’re offering, the users aren’t as willing to buy things. That’s not why they use the website, after all. The re-targeting pixel is a good strategy in saving money, and generating successful leads.
Adwords vs. Facebook: What Works Best?
Now, in the end, you have to wonder—out of the Google Adwords best practices we’ve discussed, which one of these techniques should I be using? Jacob says that, while he uses both, his background is more Adwords heavy, and for his own business, he spends 70% on Adwords, and 30% on Facebook.
He explains that while Adwords is more expensive, it brings in higher quality leads are that closer to buying than most. And while Facebook is easier to afford—and is used for spreading the word and building more awareness of your company—the leads are of a lower quality. It’s good to have the best of both worlds, but don’t be afraid to spend more on what you think will benefit you in the long run.
At the end of the day, I think we can all agree that Google Adwords best practices all come from knowing what you’re up against, having a clear idea in mind, and building a message based on that idea that reaches the audience you’re trying to find. And, if you ask me—unless you’re willing to take online courses, and to spend a lot of money for paid traffic? It’s in your best interest to hire a professional to do it. That way, your money is well spent, and you don’t have to worry about being in that 76% of business that waste their budget on things they don’t need! Now, you know better, so don’t be afraid to make changes!