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The Good, the Bad, and the AdWords

Google AdWordsHow NOT to cripple your own online ad campaign

In the world of pay-per-click advertising, Google AdWords is king. From selling products and services, to promoting issue awareness, the alpha and omega of online advertising programs has the magic touch when it comes to internet traffic enticement. That being said, you don’t want to hop on board the AdWords train, do all the wrong things, and then see your ambitious ad campaign decapitated through your own ineptitude.

AdWords works so well because it helps connect people who need things with people who have those things to offer. It doesn’t stop there, however. Once your campaign is up and running, AdWords will help you assess your success, and work with what you have accomplished to make it even better. It’s all about giving people the tools they need to get the clicks they want, without causing them to go bankrupt. By allowing people to work within a budget they set and manage themselves, they have more freedom to explore what works best for them and their business.

Banish Bad Landing Pages

While AdWords makes online advertising easier and more affordable than before, there are some things you need to avoid if you don’t want to end up right back where you started. The first is providing potential customers with landing pages that just…suck. Bad landing pages are like bad apples (Minus the whole fruit thing.) They can spoil your entire campaign. You want written (and visual) content that’s eye-catching, engaging, and exceptional.

After all, who do you want representing your new line of boxer briefs, Ben Affleck or Ben Stein? Not only do you want someone sexy to represent the “face” of your bold new underwear, you want your product plugged by someone who doesn’t sound like they just choked on a pair.) If you need a writer…GET ONE so those clicks turn into conversions! Didn’t get past stick figures in art class? Employ a graphic artist so the greatest undergarments the world has ever seen, don’t come across like granny panties you’d be embarrassed to show up at the ER in.

Avoid Being “Immobile”

If the browsing habits several billion of the world’s teenagers are anything to go by, there’s a good chance that mobile technology will soon be implanted directly into our skulls. When the day arrives, you want to be sure that they can all download your new app Daytona Beach Driving School with a simple jab to the ear canal. An awful lot of ad campaigns miss out on money they could have made by neglecting to adopt mobile-preferred ads.

I can tell you from firsthand experience that making things manageable for mobile users can mean the difference between sale and no sale. An attempt to order out from a local eatery turned tragic for that particular restaurant when I discovered that their so-called “mobile” site wouldn’t accept orders or the credit cards used to pay for them. Frustrated, I took my $50 or so of hard-earned cash to a more reliable section of cyberspace. If you take into consideration the fact that less than 20% of AdWords accounts are tailored to the mobile experience, the amount of money lost is staggering. Get your site mobile friendly, and even better, enable call extensions so customers can easily click, call, and acquire.

Lazy Equals Lousy

One of the worst things you can do after opening an AdWords account is to leave it to its own devices. It’s a lot like an unopened box of condoms; leave it unattended for too long and…nothing happens. An astonishing number of AdWords users fail to log into their accounts even once per week. You need to find time (or make time) to get in there and optimize and/or add extensions to your ads, test new add copy, add negative keywords and provide any other TLC your campaign needs to feel useful. If you don’t treat it right, it won’t do anything for you, and you definitely won’t see a ROI worth shaking a stick at.

Whether you sell oranges online out of Ormond Beach, Peddle Pizza in Palm Coast, or own a chain of driving ranges in Daytona, you want to use AdWords to its full advantage. This means getting active with your account, optimizing for maximum mobile sales, and losing the lousy landing pages. Adwords can make all the difference for your marketing campaign, but only if you make the best of it. Watson Media of Daytona Beach is ready to step in and help…before you have the chance to step in it


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