How to plan your Google AdWords budget effectively

How to plan your Google AdWords budget effectively

A common complaint of small businesses is the high cost of running a Google AdWords campaign. But it doesn't have to be. With careful planning and monitoring, you can achieve the desired results within budget. In this post, we share some tips to run an on-budget Google AdWords campaign.

1. Research and planning

Stop! Before you jump into writing your headline, copy, CTA and choosing the best image, ask this question: "What is the Number 1 goal of the campaign?" Sounds easy enough to be done although some may struggle to express it. But it is important to start with your goal pinned down. It'll force you to do the appropriate research and plan for the campaign. From target audience, message to the offer, they play a part in meeting your budget.

2. Establish your key metrics

What gets measured, gets done! It's a costly mistake to treat your Google AdWords like a crock-pot. Someone has to be constantly looking over it to ensure it is on track. To do this effectively, you will need to set up the key metrics based on the goal you've listed above. These metrics will help you fine-tune the ads. Hence, should you need to tweak the budget, it will be done with a clear purpose in mind.

3. How much does it cost to convert?

It's important to know this. Without it, you'll be groping in the dark, even if you're generating leads. It could either be too costly or otherwise. Either way, you'll be in a good position, knowing the conversion cost, to manage your Google AdWords budget effectively.

4. Work on your copy

Your Google AdWords is a sales pitch. Hence, it has to be smooth, clear and convincing. If you're doing it yourself, make time to edit until it reads right. Alternatively, you can engage a professional copywriter, which may be more time and cost-effective. Unless prospects find your copy engaging, they'll scroll away.

Google AdWords works! But you've got to work at it. We've shared 4 key tips. There're others to consider. To learn more, book your consultation session.

How to communicate urgency and drive growth

How to communicate urgency and drive growth

Sometimes, a little urgency can push a prospect across the line. There are many reasons they delay making a purchase. Amongst others, they may be spoilt for choice or lacking clarity in the problem they are attempting to resolve. As a result, they may be sitting on their decision. A gentle nudge helps. One of the ways in which this can be done is by creating and communicating urgency. This can be embedded in your Google Ad copy. It's a widely used tactic in AdWords Canberra businesses use. But ensuring your ad doesn't come across as pushy or salesy is important. It can be done with style and substance. In this post, you'll find useful tips you can apply.

1. Datelines

It's an acceptable practice to set sales datelines. The fact is that people recognise, as a business, that you need to move on from one line to the next. By setting datelines, you're giving prospects a window of opportunity to make a purchase on favourable terms as long as the need exists.

2. Choice of words plays a part

"Be the first to use it", "Get immediate access", "Installation fee waived" - they lend urgency to your copy. More importantly, it embeds a benefit to prospects should they make the purchase soon. Urgency should never be to the seller's advantage only.

3. Personalise the offer

Today, marketing personalisation plays a big part in driving success. Do not ignore it when communicating urgency. Tailoring an offer to prospects' interests using their digital footprint can move them along the sales cycle faster. In addition, it can work well for prospects who abandon their sales carts.

4. Use numbers

Numbers are like morse codes; they communicate an idea very quickly. For example, "4 out of 5 customers prefer to use this system!". If your prospects value their customers, this message may compel them to act. They risk losing 4 of their customers if they do not switch to using your services.

 

The 4 best practices of A/B testing

The 4 best practices of A/B testing

Google Ads gives advertisers the ability to make changes on the fly. Improvements can elevate return on investment of the ads. A/B testing, which is synonymous with digital marketing Canberra-wide, exemplifies the versatility and dynamism of marketing communication in the digital age. However, you need to know how to make it work. All the data available is meaningless unless it is appropriately used. In this post, we discuss the pillars of effective A/B testing.

1. Know the problem to be solved

All ads are designed to feature solutions to problems people face, B2B or B2C. Unless you know what they are, even the best-written ad copy or most creative ad will not trigger interest and intent to buy. With the benefit of knowing the problem to be solved, in A/B testing you will be evaluating the best copy and other features of the ad that drives success.

2. A/B testing isn't about testing guesses

There is a tendency to throw everything into the ring to identify the winner. Some are nothing more than guesses or attempts to emulate other brands' success. This isn't only ineffective use of A/B testing but also ineffective use of resources. Variables to be tested must be valid assumptions relevant to your category, goals or emerging trends in marketing communication.

3. Have a clear KPI

This may seem obvious. Unfortunately, not every A/B test sets out with a clear KPI. Like in all advertising, success is measured by what you have aimed for the ad to achieve. Not all ads are designed to drive conversion or sales. Some may be to drive awareness, others to educate consumers. Be clear of your KPI before you undertake A/B testing.

4. Document the results

Again, this seems obvious but is often overlooked. Without proper documentation of the results, it makes the task of comparing outcomes almost impossible. From a simple worksheet to more sophisticated ways of tabulating results, document them.

Being able to change the features of your ads mid-flight is great. In A/B testing, the changes will take you closer to your desired outcome. Let us show you how. Connect here.

How outsourcing helps to solve growth problems

How outsourcing helps to solve growth problems

It is not uncommon for businesses to allocate a significant amount of their marketing budget for Google Ads. However, success isn't a function of the budget allocated alone; it's a combination of several factors. One of the questions that have long plagued small businesses is, "should we outsource our Google Ads?". Let's explore these 4 factors to help you make an informed decision.

1. In-depth knowledge

It's easy to set up Google Ads. But because of this, competition is stiff. So, like any tool, you'll need to know how to use it well and to your advantage. Unless you are a marketing agency, chances are you do not possess a bag of tricks or in-depth knowledge to outmanoeuvre the competition.

2. Success with data

A paramount principle in ensuring Google Ads success is data, but tracking, analysing and calibrating your Google Ads campaign accordingly can be time-consuming. Again, unless you are a marketing agency, you're better off focusing on closing the deal. Data is empowering but only if you use it, so, engage the experts and tap their experience.

3. Set up for success

As a small business, your primary focus will be the marketing, sales and delivery of your product or service. Together, they should take up the bulk of your time. Of course, you will have to factor in accounts and perhaps human resource management too, but isn't managing Google Ads a marketing function? No! The creation of products or services, customer engagement and campaigns should be the focus of your marketing endeavours. You should consider outsourcing marketing operations where feasible.

4. Time management

Timeliness is the little known secret of business success. When you are at the right time and place, success is a high probability. When an opportunity comes along, the last place you want to be is analysing your ad traffic and making changes. Time and tide await no man, even in digital marketing.

Hungry for Google Ads success? We serve up one the best Google Ads strategy. To learn more about our approach to digital marketing Canberra-wide, connect here.

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