Inevitably, when someone tells me that a particular type of marketing “sucked” or “didn’t generate any leads,” I tend to want to look for reasons why and how we can improve their result. This has never been truer than with advertising online using Google AdWords.
There are just so many things that can go wrong!
Creating a solid ad campaign with AdWords is a lot more involved than creating an ad for the local yokel. Things like CTR, Quality Score and CPC tend to scare off the uninitiated. And for those of you who soldier on and lose a couple hundred bucks before retreating back into the loving arms of free Craigslist ads will tell others to stay away. [click to continue…]
PPC advertising, done correctly, allows you to reach a valuable, ready-to-buy set of customers at a point-in-time when they are actively seeking information about your product or service. And since they are fully engaged, and looking for help in selecting products and services and businesses to meet their needs, you must have your business front and center when they go looking.
Targeting buyers with PPC advertising
Targeting the RIGHT keywords gives you access to people who have already “kicked the tires” and are looking for a contracting company to hire. Keyword phrases like “Home remodeling companies Philadelphia, Pa” are much closer to the buying phase than people searching “remodel my kitchen” probably are, and you are not even sure what the searcher’s intent is with such a vague search term like that as they may be looking to do the work themselves. But someone looking for a company to do the work is exactly the type of searcher you want to find your page. [click to continue…]
