Successful online marketing is about getting your company in front of the right audience, potential clients who have a high likelihood of buying your product or service. However, no company has the playing field all to itself—while you’re trying to figure out the best way to make sure your ads are appearing most effectively, your competitors are doing the same for theirs. Google AdWords can be a powerful tool for making sure that your ads are appearing where and when you want them to, within your overall marketing budget. Here are three ways to use AdWords to give you an edge over the competition:
Stay off their radar
It can be frustrating to spend time crafting an AdWords campaign, only to feel like your competitor’s ads keep cropping up in all the same places yours do. If you’re literally seeing them around every corner with a message that seems a little too similar to yours, that may not be an accident. One way to prevent a competitor from seeing your ads and copying your successful strategies is to exclude their location from your ad campaign. (Note that this is most effective when your competitor is located in a different geographical area than you and your customer base—you don’t want to turn off ads to potential clients!)
Know the ins and outs of bidding
Setting up an effective AdWords campaign is about much more than just picking a few keywords, setting your bid (the maximum amount you’re willing to pay for a click) and budget, and hoping for the best. Using automated bid strategies can help ensure AdWords makes intelligent use of your advertising money in each ad auction, whether your goal is to have your ad prominently featured or to have your ad run as frequently as possible within your budget. Some types of bid rules you should be familiar with:
The city may never sleep, but your customers probably do
Another thing to consider is timing. Unless your customers are seriously shopping around the clock, there’s no need for your ads to run 24-7. For starters, consider running your campaign only during peak business times—about 9 a.m. to midnight. You can also analyze your results to find out when your ads are most effective and consider narrowing down your ad buy times even further.
Of course, the point of all this advertising is to drive business to your doorstep and produce conversions. An AdWords specialist can analyze your results and suggest strategies that will produce the most bang for your advertising buck. For a free consultation, contact us at firstname.lastname@example.org or visit connectionmarketing.net.
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