When you’re looking for low-cost marketing solutions you might not immediately think of Google Adwords. It is true that Adwords can be expensive, especially if you are not watching what you are doing. When you start, you have to pay attention to what is happening on a daily basis, and there are a couple of things you need to do to make sure that your Adwords campaign works for you and your budget.
Get Smart With Your Keywords
To fit a Google Adwords campaign into a smart low-cost marketing strategy, you have to start with the basics: the keywords you choose. Most of the time you don’t want to pick short, general search terms, like “recipes”, because most of these searches are too broad. But take a look at the search results below. There is not much happening by way of ads so this might be a good place to try an ad.
However, someone searching something as bland as recipes might not be attracted by your ad no matter how good you make it because they don’t even know what they are looking for yet. It is generally best to look for more specific keywords, like“comfort food recipes.”Again, these search results are pretty promising.
Cost Per Conversion
To truly make this a low-cost marketing option, you also have to consider what you want to pay for a conversion when you are looking at choosing your keywords. If one sale for you is worth $5,000, then paying $50 or more for one click that results in a sale is a pretty good deal, especially if you are not paying for any other marketing. If a single sale is worth $30, then you probably want to be looking in the $1-$2 range or lower per click. Because each click is not guaranteed to convert, by the time you average out your sales vs. what you pay for clicks you should be getting a good ROI.
You also need to know what kind of conversion you are looking for – what is your long game? If you are giving away a free ebook to get an email address for future marketing, then you really want to minimize the cost per clicks which means you want to get very detailed on your keyword choice. Since that particular click won’t gain you any money immediately, what you are actually paying for is a lead. A lead conversion is only one of a few conversions a customer will have to make before you will see any cash so make sure you are taking all of the steps into account when determining the ROI on your Adwords campaigns.
Monitors and adjust your campaign
A good campaign needs constant monitoring in order to determine which keywords work better and which need to be eliminated. You can use Google AdWords to track and measure your campaign metrics and Google Analytics for an in-depth analysis. When you’re on a limited budget optimizing your AdWords Campaign is a must because you need conversions and not irrelevant traffic.
This will definitely not be a low-cost marketing option if you throw your money away on clicks that don’t convert. Next time we will explore what you have to do to create the best landing pages to maximize conversions for this Adwords campaign.