Is Pay Per Click The Right Choice For Your Business?
A college graduate who wanted to work in a large digital agency is a legend in digital marketing.
The young, entrepreneurial graduate sent his resume and, when he didn’t hear back from anyone, decided to use Google AdWords to bid on the names of large-company executives.
These executives googled themselves and clicked on the ads to see the paid search results. They were then taken to the resume of the graduate. The executive was both impressed and peeved by the graduate and offered the job.
Adwords are a very creative way to use them, right?
This platform is not the traditional way that businesses use it: bid on keywords with commercial intent, convincing potential customers to click through to your site. Lawn care companies bid for keywords such as “fix my skin” or “dermatologist in Sydney”, while dermatologists bid for keywords such as “fix my acne” or “dermatologist in Sydney”.
It is the most cost-per-click (CPC), advertising method and a great way to help business owners allocate their advertising budget.
Google Adwords can make very expensive when other bidders are bidding for the same keywords with high commercial intent. The keyword “asset management”, which costs $49.86 per click, is almost $55 per click for “lawyer”.
This is not the only way to use Adwords. It’s actually not the only way to use Adwords.
These are six different ways you can use Google Adwords, which you most likely haven’t tried.
Poach Your Competitors’ Clients
Your customers are often very close to purchasing a product or service. They will search for vendors to compare their prices. What if your company isn’t on the vendor shortlist?
Don’t fret. You can intercept customers in this final phase of research by using some clever engineering in Google Adwords.
Instead of bidding on keywords in the industry, you can place your ads on the brand names of established competitors. You can attract customers who are interested in your products by putting your company into the conversation as consumers search for your competitors.
This is actually quite common, according to some Googling. You can find an advertisement from Taboola when you Google “Outbrain”, a content discovery platform. You’ll also find Outbrain ads if you search for “Taboola”.
This is what Tuft & Needle, a mattress company, takes to the next level. Tuft & Needle’s advertisement for Casper suggests that there is a serious flaw in its competitor’s product. It says, “Before you Learn the Truth,” and “Do not Buy a Mattress.”
Click through to land on a Tuft & Needle landing page that features explanatory videos and discredits higher-priced rivals. This is an excellent use of Google Ads.
These can be very costly, especially if there are other competitors using the same tactic or if an established brand is protecting itself by running its own Google Ads. Another clever way to avoid poaching is to bid for misspelled versions of competitors’ brand names.
Nick Ilev, Director of Marketing at Gabriel Marketing Group, says that bidding on a misspelled competitor’s brand can be a great way to make a profit, especially if they are a major name in your industry. In some cases, searchers misspell brand names in more than 10% of cases. You can capitalize on these misspellings to get high up the page for a relatively low ad cost.
Target People Who Don’t Have Yet Ready To Buy
This seems counterintuitive. It seems counterintuitive, right?
John Leo Weber is the VP of Marketing at ProjectManager.com. He says that it comes down to different interpretations of the value Google Adwords offers.
Weber states that most advertisers are willing to bid on keywords with high buyer intent because they view Adwords as a conversion tool. Adwords should be treated as a traffic engine by advertisers. To bring people to your site you can bid on keywords with lower buyer intent to get them to it. You can also target them through funnels.
This mindset makes it clear that a non-conversion on the initial visit is a chance, not a loss. You can capture potential customers at a fraction of the cost if you have the right marketing channels in place. Then you can use these marketing channels to convert them later. This is remarketing with an added twist.
This tactic is very appealing when you have high-commercial-intent keywords that cost $50+ per click.
Find Out Who You Are Not Selling To
Imagine that you are selling software to help independent doctors manage their medical practices. You don’t need large healthcare systems to use your product, so they wouldn’t be a good customer.
Target keywords such as “medical office management” and you will reach your target audience. This is great. However, you might also find people looking for software that can help manage large practices.
Beth Cooper, Marketing Manager at KNB Communications, experienced exactly this scenario.
Cooper stated, “The truth is that no matter how good your product is, there will be people who you aren’t selling.” The trick is to identify these people and create keywords around them. AdWords allows you to add these keywords as ‘negative keywords. This means that they won’t show your ad if people use those search terms.
Cooper used negative keywords like the words “hospital” or “large” to filter out people looking for “hospital management software” and “large medical practice management system.” Because people would not want to pay for clicks, she also used keywords like “free” as they wouldn’t mind paying for clicks for people who were searching for free software products.
What is the point of all this? Negative keywords can help you save a lot of money.
You pay per click for AdWords campaigns. If the clicker is unlikely to become a customer, you don’t want them paying for clicks. You will get more bang for your buck by targeting your campaigns.
Negative keywords can also increase the quality score Google gives each of your ads. Higher quality scores mean higher ad rankings, and — guess what — lower costs per click. This is the ultimate win-win.
Support Your SEO Initiatives
According to 2017, data, Google searchers clicked on Google ads about 15 percent of the time. The remaining 85% went straight to organic results, which are not Google Ads.
Search engine optimization (SEO), remains an integral part of digital marketing strategies. You can convince Google to rank your website for key phrases and terms by creating quality content and optimizing it for ranking for carefully-considered keywords.
Writing high-quality content takes a lot of time and can take several months to see the results. How can you determine which keywords are worth your time before you spend months optimizing, building traffic, and building backlinks?
Google Adwords can help.
Elliott Brown is an SEO and marketing consultant who says that “Adwords data can be invaluable for SEO keyword research.” It’s worth trying to get the same traffic for free if people are willing to pay for traffic from certain keywords.
Although it can take several months for organic search results to rise, you can start seeing results from your PPC ads as soon as you launch a campaign. Writing an AdWords advert takes less time than writing long-form blog posts.
Cooper said, “By determining the keywords that are most effective in driving traffic towards your website, it is possible to double back and include them in your SEO strategy.”
Remember to share your Adwords data and other information with the team responsible. This can help everyone align their efforts around the most profitable keywords that are relevant to your business.
Once you have determined the keywords you want to target in your content creation, you can use Google Adwords to bring you additional traffic.
Cooper stated that PPC ads won’t magically improve your organic rankings. It is not possible to pay for this. PPC ads can be a catalyst for your SEO efforts, increasing traffic to your site and proving to Google that it is relevant to specific searchers. This helps your page rank higher in relevant searches and more quickly than SEO alone.
Each platform that hosts content is susceptible to virality. Ad platforms are no exception.
The scathing Craigslist ad that a salesman posted for his 2002 car got the Internet talking. What about Geico’s Hump day camel commercial? That got the Internet buzzing?
You don’t have to use the same creative techniques for Google Adwords.
Philippe Cote Leger, Online Marketing Director at Lab Urbain, stated that Cinema L’Amour in Montreal was one of the most inventive uses of Adwords.
They were bidding for the keyword Kleenex. Although I can’t recall the exact ad I saw, I think you can guess what they were saying.”
It’s not easy to become viral on Google Adwords, especially when competing with highly relevant ads for high-volume keywords. As hilarious as it might be, Kleenex’s erotic cinema ad will likely earn a low-quality score and be buried by Google without much attention.
Instead, focus on longer-tail keywords that have lower search volumes and are hyper-targeted. You can also target something more current, such as an industry conference or event. You can have a life-changing impact by being innovative and targeting the right audience.
Although ASCII art is banned in Google ads, here’s an inspired approach by a German auto manufacturer to textual advertisement from years ago.
Instantly Gauge Customer Sentiment
Do you want to find out if your brand messaging resonates? Do you want to find out if your headlines are as effective as you think?
Business owners often turn to expensive research studies to answer such questions. Google Adwords may make this data more affordable and accessible than you thought.
Paul Bromen is in agreement. He is a serial entrepreneur who has many mobile game apps that have been downloaded millions of times.
Bromen said that Google Adwords is his favorite way to test new ideas. “Before starting a new business, I run several campaigns to test different product offerings. I place ads in broad categories or next to similar products. Any product with a click-through rate greater than 4% is a great deal.
This kind of quick feedback is crucial for testing the viability of new business ideas. This is no joke considering 50% of startups end up failing within the first four years.
“I was once hired to help a budding entrepreneur launch a vintage-inspired online clothing shop,” stated Andrea Atkins, Marketing Evangelist at Revere.AI.
She was reluctant to launch her business until she was certain that the idea was profitable. Instead of creating an entire eCommerce store, waiting for large inventory deliveries, and then integrating with payment processors and integrations, I created a landing page for her with 8 product photos, PayPal ‘Buy Now!’ buttons and 8 product photos.
The product/market match was proven by the success of the Google Adwords Campaign.
Atkins stated that it gave Atkins the confidence to launch a business and build a website.