Marketing budgets are not limitless. With small amounts to work with, it can be challenging to know where to invest your valuable marketing dollars. 

Google AdWords campaigns must bring in new leads and build awareness for your business. Setting them up can be a fiddly business and takes time and skill. With this in mind, you need to ask yourself whether it is realistic to do this yourself. 

The advantages of Google AdWords

Google is the de facto search engine for millions of people. It is often the only place people search, and companies that appear on the first page of Google’s listings have an 80% chance of attracting a click. 

AdWords enable your business to stand at the top of the listings. Even people reluctant to click ads will see your company’s name and associate it with the product or service they are looking for. The business case for Google Ads is clear.

From a setup perspective, AdWords also can enable you to start small and see how your campaigns progress. They also allow you to be highly targeted with who your ads are visible. This level of targeting is not possible with most other advertising channels.

Recruiting your AdWords management services

When you decide to go ahead with an AdWords campaign, you need to start recruiting an expert to help you with the job. As a quick Google search will show you, there are many options to choose from. These range from the most prominent digital marketing agencies to sole trading freelancers. 

To find the right fit for your business culture and budget, you need to be clear about your objectives and what you are looking for. A good starting point is to search for and shortlist a few candidates. Look for their prominence in Google searches because this indicates how good they are at their job. 

Once you have established your AdWords consultant’s professional credentials, you must figure out whether you can work with them. Figure out whether you think you can form a professional relationship. Ask them who your dedicated account manager will be and their credentials and experience. A good partnership with an AdWords management company needs to be a regular working relationship where both sides have incentives for good results.

Pay attention to the numbers.

In finance, revenue is insanity; profit is sanity. In marketing, this compares to impressions are insanity; profit is sanity. 

In the context of AdWords, it is essential to monitor your key metrics. These include impressions (the number of people that see your ads) and the number of people that click through on your ads. But what you expect from your ads will depend on what you want from them. 

Either way, lead volumes are less important than creating the correct type of leads. It is time-consuming and expensive to generate hundreds of leaders that are not qualified to buy your product. Well-targeted AdWords campaigns are known to be able to generate highly qualified leads if set up correctly. 

Testing and tweaking

Good AdWords campaigns are not just set up and left to run. They are almost like children. They need care, attention, and little tweaks and adjustments here and there. If a keyword is not working well, it needs fine-tuning. If another keyword generates a click, but the wrong kind, that needs adjusting before it becomes an expensive mistake. 

It would help if you regularly utilized A/B testing to see what works and is not. A/B testing gives factual data to analyze rather than relying on gut feeling. From this, you can optimize your campaigns by following the data. 

A/B testing enables you to experiment with sending different types of campaigns. Using them, you can try other headlines, descriptions, and calls to action. It is also possible to experiment with different times of day and different time zones. 

Planning keywords is also essential. You need to research and understand what your potential buyers are searching for with your AdWords consultant. Once you know this, you can optimize your Ads and site to capitalize on those keywords. From there, you can plan your budgets and insert any negative keywords. This prevents wasting money by filtering out the wrong kind of leads.