A website is like your shop front – a representation of your business. And like a shop front, a website is only successful if it gets the right people through the front door. You could have the best website in the world but without exposure it’s just one in 250m*.
Spreading the word and getting naturally ranked (in Google) through SEO efforts is pretty much every webmaster’s long-term goal. However, this can’t be achieved overnight and it takes constant care and attention.
How can I get instant traffic to my website?
Google Adwords is how. It’s simple, straightforward and there’s no reason why you can’t set it up yourself.
To help you get there, I’ll explain how it works and demonstrate how we use it to attract the right kind of our people to our client’s websites.
Here is an example of the search results for professional indemnity insurance. I’ve highlighted the paid advertisements using blue border boxes.
Adwords enables your ads to feature at the top of the (natural/organic) search results for the keywords (search queries) you stipulate. You only pay when a user clicks on your ad and moves to your website. Within Adwords you can control the frequently, time, position and regularity and cost of your ads, giving you complete control over your spending.
There’s no minimum spend either so no matter how small your budget, I recommend making PPC an integral part of your marketing strategy.
I’m still not convinced. Why should I pay Google for marketing support?
OK, let’s look at an example.
PolicyBee is a specialist professional indemnity insurance broker. As such, they want their ad to show when someone searches for professional indemnity insurance. Google’s traffic estimator states that there are 33,100 searches for that one term a month, and PolicyBee can expect 100 clicks on their ad as a result.
So that’s 100 qualified leads, from one search term, every month. Adwords allows around 50,000 keywords so the possibilities are almost unlimited.
What do I need to get started?
First of all, you’ll need to go here and sign up. No financial commitment is necessary; just an email address.
You’ll be asked to create your campaign. Campaigns are generally used as a way to segment high-level themes like product categories. You can also create campaigns to run ads in different locations or using different budgets.
Within every campaign you’d create ‘adgroups’. An ad group contains one or more ads which target a set of keywords. For example, if I created a campaign to target IT professionals I would create an adgroup for web designer, programmer, developer, tester etc.
At this point you’re also asked to create your first ad. There are many different types and I recommend you stick with a text ad to begin with (these show at the top and to the right of search results).
As you create your ad you’ll see a preview on the right. Your ad should be closely linked to your adgroup theme and the keywords you’ll be targeting with that adgroup.
As you scroll down you’ll see you need to add keywords. Google will do their best to help you here but they’ll never know as much about your business, and the search terms that fit you best, as you do. Within my IT adgroups I’d add terms such as web designer insurance, website design insurance etc.
Once you’re done with the keywords you’ll need to enter payment details (you’ll only be charged once an ad has been clicked).
And that’s it. You can turn your ads on and off as you see fit (if your website goes down for example) so you’re always in control.