With online advertising spend overtaking TV advertising this past year for the first time, and the majority allocated to Google AdWords, clearly SMEs have to learn how to master Google to survive and grow online.
구글상위노출 The benefits of Google Advertising versus offline are obvious: low cost commitment, high level of control, high measurability, the opportunity to perform accurate geo targeting of customers, and the ability to react quickly to improve performance.
The issues SMEs face are considerable: limited money and time (75% of SMEs from the recent survey ran promotional initiatives direct rather than via an agency to save lots of money), yet hardly any feel they learn how to optimise campaigns with 46% of the survey saying they don’t understand it enough to make campaigns work effectively and 39% saying they don’t have time to manage the campaigns. Fifty-two % said their campaigns weren’t profitable, with 54% saying they get traffic with their site but very little converts to actual business.
There also is the fear factor: the fear from the mountain of questions such as whether to use Google’s Search or Network service, an agency or to run campaigns directly, what the optimal levels to invest are, what is a good ROI, steps to make banner ads, and how to use the Google tools and reports to optimise campaigns.
In terms of the agency versus direct question, the advantages of using an agency are the experience you utilize and enough time saved as campaigns could be live exactly the same day. The disadvantages are cost (with fixed monthly charges, a share charge on advertising spend and 6-12 month secure contracts).
The Search versus Network question on Google depends on the nature of one’s advertising. If the service is quite niche and specific to a limited number of keywords then Search is the better option, otherwise you need to pick up businesses from the cheaper network showing banner ads.
Banner ads can be quite a costly exercise and SMEs should try to use a quality online service.
When it comes to optimising campaigns, there are many of techniques including AB testing of different ad styles, developing specific keyword journeys (from keyword to ad text to content on the landing pages) to develop Quality Scores and lower the cost per click paid, testing board and narrow keyword terms, long versus short tail, optimising between click on through rate, impressions and conversion rates on your site, to mention a few.
In a nutshell optimising on Google AdWords is possible and may deliver real value to your website but it needs focussed daily management. Alternatives include using an agency specialised in Google Advertising and working specifically with smaller businesses.
Find out more about Google Advertising for small business. Adam Singleton writes for an electronic marketing agency. This short article has been commissioned by way of a client of said agency. This short article is not designed to promote, but should be considered professional content.
