Return on investment is the name of the game in the marketing business – if you are spending money to market your business, you want to know that you’re making money too. Ideally, you want to make more money than you are spending, or you may feel your money is being wasted. Google Adwords is a highly popular advertising platform for online marketing, but that does not mean it’s a fool proof way of boosting your marketing revenue. So then, how do you know if Google Adwords is a waste of money or not? Let’s take a closer look.
If you take Google’s word for it, businesses earn about double what they spend when they advertise using Adwords – and that’s just the average. In reality, there’s no limit to your advertising reach with a platform like Google, but you also want to carefully craft your message and presence to make sure that you squeeze every penny out of your Adwords budget. One of the most important ways to identify whether you are wasting money on Adwords is by tracking data. By putting numbers to your marketing efforts you can assess the quality of your marketing strategy and make adjustments as necessary.
Another factor to consider in developing an Adwords campaign is the use of keywords – for example, do you make use of negative keywords? Ultimately, you can refine your Google results by excluding searches that include keywords that do not attract the right kind of visitor to your site. Take for example a business that sells bicycles – you probably don’t want to entice folks searching for “free” bicycles. Adding negative keywords can help you reach your target audience.
Ad groups are another effective marketing tool for your Adwords campaign. Group your keywords according to your landing page and you’ll find your Adwords strategy is much more flexible over time. It’s important to realize that your online marketing strategy is not a static entity – it needs to evolve as your business and the online market evolve. When you group keywords into ad groups, you can view them as folders and adapt your files accordingly.
Finally, if you want to make the most of your Adwords campaign, you need to think outside the box. When you research keywords and terms, you want to use Adwords as well as other search tools. Social networks are a great example of a tool that can help you refine your target keywords and create a robust online marketing strategy that allows you to reach a broader target audience.
In the end, it’s hard to give a definitive answer to the question, “is Google Adwords a waste of money?” In fact, you may be throwing money away on a poorly developed Adwords campaign. If you feel at all out of your element in the online marketing game, consider working with professional Pay Per Click management firms so that you maximize your return on investment.