Lots of local businesses use Google Adwords to help drive buyers to their websites. I run Adwords campaigns for local businesses with success and a great ROI for my clients. In fact, based on years of working with local businesses and watching different internet advertising schemes through the years, I think that Google Adwords is probably the best advertising option available for local businesses.
Even though Adwords can be one of the best ways to promote your business online, you still need to incorporate a few basic features to help ensure a successful campaign.
When I talk to a business owner who has had a bad experience with Adwords in the past, I can’t help but wonder if he or she missed some of the basics that can turn a failed campaign into a success. Here are a few of the most common mistakes I see local business owners make in their Adwords campaigns, and how to fix them.
Send traffic to a Landing Page.
Failure to direct expensive, paid traffic to a landing page is of the biggest mistakes I see local businesses do when they use adwords advertising for a multitude of reasons.
What is a landing page?
According to www.unbounce.com, “they (the landing page) can be used to describe a product or offer in sufficient detail so as to “warm up” a visitor to the point where they are closer to making a purchasing decision.”
Show your visitors what they’re looking for.
If you’re a lawyer targeting DUI clients, don’t send that traffic to a generic page with Divorce, Personal Injury, etc. Send them to a page specifically about how you can help with their DUI.
Don’t make your visitors work to contact you.
Another HUGE mistake I see is the failure for an advertiser to display their contact information in several prominent places on their website.
Your phone number should be seen in the header of your website and several other spots in the sidebar so a visitor can see it as they scroll down the page.
- Display your phone number in multiple places
- Include a contact form
Use your phone number in your Adwords ad.
Which DUI attorney gets the most calls? The one with the phone number of course!
Many Adwords users miss this easy trick. In fact, some people will call the phone number in the ad rather than click – that’s a freebie!
When setting up your ad in Adwords, select “Ad extensions” then “View: Call extensions,” add your phone number and you’re done!
Your ad will then show your phone number, putting you ahead of much of your competition.
Use a tracking phone number.
The key to running a profitable Adwords campaign is getting the most new business for the least cost. You want the best return on investment (ROI) you can get. Spend $200, get new business worth $800, that’s a positive ROI of 4:1.
Unfortunately, many businesses who use Adwords make so many mistakes they end up spending far more money that they get in new business, leading to a negative ROI.
How can you tell if your Adwords investment is paying off? By knowing every phone call that originated from your ad.One easy way to do that is to get a tracking phone number.
For about $30/month you can get a local phone number that, when dialed, will provide campaign tracking, keyword & visitor tracking, call recording, Google Analytics integration and Google Adwords integration.
This data that you collect will help you to determine if your Adwords campaign is actually bringing in new business. If not, the data will give you clues how to improve your ads and campaigns
These three Adwords hot tips can help make your campaigns a hit. Of course you need to write great ads and watch the clicks very carefully, but with some experimentation and some thoughtful tweaks, your Adwords advertising can be a great and profitable way to promote your local business online.
If you have more questions about Adwords or any other subject, give me a call at (719) 761-4862 or make an appointment for a short, free consultation and let’s make this year the best on record for you!