Google AdWords is a great way to reach people who search for a particular phrase relevant to your business. However, AdWords campaigns require constant management.
Why? Because you have competitors. You can be sure that they’ll constantly tweak their own AdWords campaigns to maximize their reach.
If you opt for a “set it and forget it” strategy with AdWords, you’re limiting your reach and you’ll see little (if any) return on investment.
That’s why any good AdWords campaign strategy includes evaluating results, making changes based on those results, and constant testing.
What are some things you might need to adjust when you optimize your AdWords strategy? Here are just a few examples:
- Targeting – Adwords lets you target your ads to a specific group of Google users. If you find that you aren’t getting much bang for your buck with your targeting, it might be a good time to refine your criteria.
- Ad Copy – How do you know which ad copy works best? By testing alternatives. Then, stick with the option that’s most effective.
Bidding – AdWords is an auction market. You’ll need to optimize your bids so that you’re not spending too much money but also so that your ad doesn’t get left behind.