With online advertising spend overtaking TV advertising a year ago for the first time, and most allocated to Google AdWords, clearly SMEs have to discover how to master Google to survive and grow online.
The advantages of Google Advertising versus offline are clear: low cost commitment, high level of control, high measurability, the capacity to perform accurate geo targeting of customers, and the capacity to react quickly to improve performance.
The difficulties SMEs face are considerable: limited time and money (75% of SMEs from a current survey ran advertising campaigns direct and not via an agency to save lots of money), yet not many feel they discover how to optimise campaigns with 46% of the survey saying they don’t understand it enough to make campaigns work effectively and 39% saying they don’t have time to manage the campaigns. Fifty-two per cent said their campaigns were not profitable, with 54% saying they get traffic to their site but almost no converts to actual business.
There is also worries factor: worries from the mountain of questions such as for instance whether to make use of Google’s Search or Network service, an agency or to perform campaigns directly, what the perfect levels to pay are, what is a good ROI, making banner ads, and how exactly to use the Google tools and reports to optimise campaigns.
When it comes to the agency versus direct question, the features of utilizing an agency are the knowledge you tap into and the full time saved as campaigns could be live the same day. Google Advertising Services The disadvantages are cost (with fixed monthly charges, a portion charge on advertising spend and 6-12 month lock in contracts).
The Search versus Network question on Google depends upon the character of one’s advertising. If the service is extremely niche and specific to a small number of keywords then Search is the better option, otherwise you must pick up businesses from the cheaper network showing banner ads.
Banner ads could be a costly exercise and SMEs should use and try an excellent online service.
When it comes to optimising campaigns, you can find several techniques including AB testing of different ad styles, developing specific keyword journeys (from keyword to ad text to content on the landing pages) to develop Quality Scores and lower the price per click paid, testing board and narrow keyword terms, long versus short tail, optimising between click through rate, impressions and conversion rates on your site, to mention a few.