Website development isn't easy. Most businesses just want to get it over with so that they can get back to business. Getting your website's design or redesign right, however, is critical for your internet marketing campaign, so you can't blow it off. To make this process less painful, we are going to explore 10 things everyone hates about website development, and how you can avoid them.
1. Not being able to bombard people with ads
Popup ads seem like great ways to get people to where you want them to go. However, it actually incites them to leave. Popup ads are such a bad idea, in fact, that HubSpot ranked them as number one on the list of things that people hate most about websites. The solution to this problem isn’t to not do it at all. Instead, let your content guide your target consumers in the right direction.
2. Trying to make our websites work for all devices
If it has a screen, someone will use it to access your website. Unfortunately, different devices treat your site differently, so you must adapt. Fortunately, two modern web design solutions, adaptive and responsive web design, adjust to any device that visits your website.
3. Figuring or whether or not search engines like our websites
Search engines have a long list of criteria for judging who ranks atop their results. While SEO requires many things, most of your SEO will happen outside of your website. Instead of stewing over what features to add to boost SEO, keep your design intuitive and include an XML sitemap that makes it easy for search engines to look around.
While the results can be beautiful, Flash increases load times, harms SEO results and can cause your website to crash. You should avoid it entirely.
5. Trying to figure out where to put everything
You probably have a lot of information to disseminate to visitors. Bombarding them with it all at once, however, just creates clutter. As a general rule of thumb, when adding a new topic, add a new page and a clickable tab to match.
Multiple columns are frustrating to create and even more frustrating for visitors to use, especially those with touch screens. Avoid them all together.
7. Working with web designers who don't know inbound marketing
Your website is the foundation of your inbound marketing campaign, so why would you trust somebody who knows nothing about inbound marketing? Make sure that your web design team includes inbound marketing experts.
8. Adjusting to web address changes
When you change a single character on a URL, the link breaks; the result is a 404 error or page not found message. This ruins your SEO efforts and can lead visitors to believe that your website is down. To avoid this, ask your web designer for a 404 redirect any time you change an address on any of your pages.
9. Web designers who won't speak plain English
The tech world is filled with industry jargon, and some web designers only speak this language, no matter how confusing it is for everyone else. Working with web designers who have expertise in areas outside of website development can alleviate this problem, because understanding these additional areas requires that you know how to communicate clearly.
10. Getting it wrong
If you treat your website like your content and focus on how it can help consumers, you already have the right mindset. Stay focused on why you’ve created a website in the first place: to help your target audience and provide them with a stellar product or service. When you keep the customer in mind you can’t go wrong.
Don't let your website development be a headache
While there are several ways that website development can frustrate you, addressing these factors up front will streamline the entire process.
As the foundation of your company's internet presence, your website needs to be built to captivate your target audience. Doing this can be perplexing, since creating a great website isn't as straightforward as designing a great ad. Here are the five things that you need to include in your website development to improve its performance:
1. Make it easy for people to get around
A website that is difficult to navigate will kill your ability to generate business on your website. This is because internet users, whose attention spans are now measured in milliseconds, expect to be able to find what they are looking for without having to put forth much effort. If your website makes a visitor feel as though it is difficult to get around, they'll leave. Simple as that. To that end, your website development strategy should make your pages simple with clear headers.
Don't forget about robots either
It is also important to remember that your website's design should able to be intuitively navigated by the search engines' algorithmic bots. They constantly analyze each website for quality; the more difficult it is for them to get around, the longer it will take for them to update your site's ranking and lower your usability score will be. To that end, include an XML sitemap that guides the bots around.
2. Make your website fully functional on all devices
By the end of 2014, over 2/3 of all internet use happened via a mobile device. This means that you need to prepare your website to be accessed via every type of internet capable device. To this end, your website development should include full compatibility for mobile devices, desktops, and even smart televisions.
3. Write the content on every page as if you were writing for a landing page
Each and every page on your website should include content that brings a qualified sales lead closer to an actual sale. To that end, you should approach your home page, about us page, product pages, etc the same way you treat your landing pages when writing content for them. Every word should be engaging and informative, and always remember to close with a strong call-to-action.
4. Add tags that will get people to click on your website
Although many of your search engine marketing efforts will occur outside of your actual website, it is important that your web page help you get relevant clicks. To that end, each individual page on your website should include title tags and meta tags that closely relate to the searches that you are targeting. Be sure to include the words being searched in the title tag and in the meta description. If, for example, you are an interior design company targeting the search "Interior design services," then you should have a title tag along the lines of "Interior Design Services, (your city name here)," and a description along the lines of "Our Interior Design Service helps you get the designer look for your home you want without the high cost."
5. Have a professional help you with your website redesign
In order to make sure that all of the best features and web design techniques are integrated into your website, make sure that you have a professional web design team helping you along the way.
Is your website ready to perform?
As you can see, having a website that supports your online business goals requires more than a nice looking home page. Your website must include a comprehensive combination of utilitarian elements that bring people there, keep them clicking, and guide them to your products.
All of your content marketing, PPC ads, social networking, etc., were designed to drive sales leads to your company's website. When consumers -- even those with a strong interest in your products or services -- get to your website, your job is still not done. Most companies only spend $1 on conversion for every $92 dollars they spend acquiring them, but only 22% are satisfied with their conversion rates. This is a clear sign that you should invest more into converting customers after they arrive on your website. Let's explore five changes in your website development that you can make that will boost your website conversion rate:
1. Include a call-to-action on every page
The call-to-action (CTA) isn't just a great way to close out your blog posts and inbound emails. A well-placed CTA on your website will also help you convert by reminding people of why they are there in the first place and connecting them with the products they need (this part is especially important for people who are bad at navigating websites).
2. Make sure that your website is usable on all devices
People will access your website from a myriad of devices. To put this into perspective, out of the 4 hours and 45 minutes the people spend using internet-capable devices, 97 minutes will be spent on cell phones; 37 minutes will be spent on tablets; 70 minutes will be spent on desktops and laptops; and 81 minutes will be spent using televisions (yes, people will access your website via their televisions). You will never know which tool someone will use to access your website, and they all treat the Internet differently. In order to optimize your conversion chances, your website development should account for all of them. You can make this happen by taking advantage by integrating modern web design techniques such as responsive and adaptive web design, both of which allow your website to automatically adjust to multiple devices.
3. Solve problems before you push products on your landing pages
Many of your marketing efforts will lead people to your website's landing pages. This is a critical point for your conversion, because it is where they will decide whether or not your website has the resources to solve their problems. If you start talking up your products before they understand this, they will either leave or browse your website with less interest. To avoid this, use your landing page's content to resolve issues related to the target searches, and then discuss your products.
4. Install a chat on your website
Even after you have provided a comprehensive array of content, showing consumers how your products or services can solve their problems, some of them will still have questions. By installing a chat on your website, you give those people a channel to immediately get those questions answered by the experts at your company without leaving your website, increasing your ability to convert.
5. Create a path for people to come back
No matter what you do, not everyone can be converted upon their first visit to your website. You can ensure that there is a second visit by creating a clear pathway back to your website. This should include remarketing and renewed email marketing efforts.
Turning heads is only one part of the marketing equation
After you get people's attention, you still have to put forth effort to convert. If you aren't doing both of these things, then your digital marketing campaign has a big hole in it. To this end, make sure that your website development focuses on converting people after they get there.
If you have done any research about inbound marketing, then you know that doing it successfully requires a great deal of work. Just thinking about how much you need to do in order to be successful with inbound will likely lead you to one question: how long does inbound marketing take? The answer to this question, however, is not as simple as giving you a general time frame. Let's explore how long inbound normally takes, and how you can accelerate your results:
Inbound marketing isn't about a quick dash to the finish line
The first thing that you must understand is that inbound is not about achieving instantaneous results – because you won’t. This can be frustrating for marketers who have focused on outbound channels for years, but unlike a TV commercial, flyer or newspaper ad, inbound marketing is not about trying to incite a consumer to jump up and buy your products immediately. Instead, it is about building relationships with people so that you can expand your reach to connect with more people, while increasing the value of each customer.
How long does this relationship building take?
Because you are building relationships, and not trying to instantly excite people into an impulse buy, the inbound marketing process usually takes between 6-9 months from initial contact to the close of a sale. This may seem like a huge drop in marketing efficiency from outbound marketing, which you often expect to result in a sale hours after your offer has generated interest, but you need to remember three things about inbound:
- It will keep your customers coming back to buy more of your products
- It expands your reach to connect you with customers you would've otherwise missed
- Outbound marketing doesn't work anywhere near as well as it used to
How to accelerate your results
Although closing your sales with inbound can seem to take a long time -- especially if you are just starting out -- you don't have to sit on your hands and wait for something to happen. Here are a few ways that you can accelerate your inbound marketing results:
Deliver content more often
The more people think about your company and the problem that your products or service can solve, the more likely they are to contact your sales team. Content strengthens your sales lead's need, while reinforcing your brand as the best place to buy from; delivering more content will enhance these effects.
Automate your campaign
Trying to get a team of humans to manage all things inbound will significantly hamper your campaign's ability to generate results ASAP. This is because human beings simply cannot keep up with all of the data and tasks that come with an inbound marketing campaign. When you infuse tools like automated analytics, content management, automated workflows and CRMs, you can get more done.
Make your goals more clear
Ill-defined goals will slow down your inbound campaign, because you will be wasting resources on things that aren't really going to help you. Before you begin, create clearly defined, actionable goals that can be achieved within specific timelines.
Get some professional help
One of the best ways to slow down the progress of your inbound efforts is to go it alone. Instead of doing this, hire an inbound professional to help you keep your entire campaign on track and be your inbound guide.
The key to getting the most out of inbound marketing is consistency
While a new inbound marketing campaign won't get you a sale today, it will send you countless opportunities over time. Being patient, observant and consistent is the best way to ensure that the desired results do come.
You already know that your company is going to have to launch a great inbound marketing campaign in the near future if you want to experience sustained marketing success. But how much is it going to cost you? Most resources that discuss this topic go over strategies that will help you improve your inbound marketing campaign, but few ever give you any semblance of what inbound should cost. The first thing that you should understand is that even if your company is fully committed to inbound, the cost can still vary significantly depending on your needs. We are going to help you figure out how much it will cost your company to see inbound success by discussing the factors that affect it.
What are most companies spending on inbound marketing?
You should already have a total marketing budget set based on the marketing to revenue ratio (if not, then you should take a look at this article by the Small Business Chronicle), so what you spend on inbound will come down to a percentage of your existing budget. In 2013, marketers spent 34% of their marketing budgets on inbound, vs 23% on outbound; in 2014, the average inbound investment increased to 48%. This meteoric rise in investment is expected to continue throughout 2015. In fact, 71% of marketers are guaranteeing a substantial increase in their content marketing investment alone.
Factors to consider for your investment
The statistics discussed above are a clear sign that inbound will require a solid investment. However, although there is a trend towards increasing one's inbound marketing budget, your investment should not be arbitrary (i.e. you shouldn't just spend half of your marketing budget on inbound just because everyone else is doing it). You need to consider the factors that manage your costs -- and plan accordingly.
Deciding between money and time
Most inbound marketing channels can technically be run without paying a dime. However, if you try to do this, you are in for a huge wake up call. Even if you have your whole marketing team trying to manage your campaign, you will discover that there is simply not enough time in the day to get things done on your own. The data alone is too much for a room full of Ivy League mathematics professors to manage. As such, you will have to invest in tools like automated workflows, analytics tools and content management systems.
In most cases, investing marketing dollars to reduce the amount of time you spend will yield better results, because you can make your inbound campaign more diverse and complex without straining your human capital resources. You should, however, use discretion when choosing.
Quality versus cost
You also need to understand that your marketing team, no matter how brilliant, cannot do everything perfectly. You are going to have to outsource elements of your inbound marketing campaign for optimal results. For example, while you may have an expert on a given topic, they won't be able to consistently elocute to your target audience as well as a professional copywriter; likewise, a professional marketing firm can use their diverse, extensive experience with inbound to guide you towards better decision making for long-term success.
This doesn't mean that you will have to invest every dime that you can into outsourced resources. For example, you may already have an outstanding copywriter on your team.
Your inbound marketing spending choices should be made with discretion
Your inbound budget will never be perfect, but by monitoring and tweaking it based on your unique needs, you can improve it significantly. Consult an expert to learn more.
Does this title sound familiar? You may be feeling a bit of deja-vu, and you’re right, we have covered this topic before. Not too long ago, we covered 5 Inbound Marketing Tools You Absolutely Must Use. And we stand by that. While we shed some light on the kinds of tools you must use, we didn’t delve into specific platforms that we believe in. Here, we’ll share five specific inbound marketing tools that will take your inbound marketing campaign to the next level, and why.
HubSpot's comprehensive suite of inbound marketing tools help you streamline and connect nearly every element of your campaign. Here are a few of the capabilities that a membership with HubSpot provides:
- An intuitive control panel for easier website management
- An analytics tool for your website
- The HubSpot CRM for better lead management
- Powerful content management tools
HubSpot has proven itself to be the go-to source for all things inbound marketing. Whether you plan on using this for yourself, or for each of your clients, HubSpot will not disappoint.
Social allows you to constantly remain connected with consumers on a human level that cannot be achieved by any other marketing channel. That being said, there are countless social networks, and not all of them can help your business. However, a few social networks are mandatory for inbound marketing. The likes of Twitter, Facebook and YouTube always get mentioned in this regard. LinkedIn, though, is less discussed for this purpose. This networking tool isn't just great for recruiting new talent and business partners. You can also find leads on LinkedIn. In fact, 65% of B2B businesses acquire customers through LinkedIn. Make sure that you aren't passing up on LinkedIn’s proven benefits.
As we discussed in the previous section, you need to do well with social media for inbound marketing success. That being said, Hootsuite is a critical tool for any marketers who want to get serious about social. The enhanced efficiency provided by this tool will reduce errors, improve the quality of your posts and allow you to reduce the number of man-hours you dedicate to posting. It streamlines your social media endeavors in this way by doing the following:
- Enables you to post to all of your social networks at once, saving countless hours
- Monitors and compiles all activity generated by your posts
- Analyzes your social media data so that you can get the timing, style and theme of your posts right
SEO is another critical element for inbound marketing success. Without it, most of your content would go unnoticed on the web. SEO is a complicated process all by itself, and it can be difficult to know where to start or manage all of its components. That's where Moz comes in. This powerful all-in-one digital marketing software provides you with a complete set of SEO campaign research, analytics and management capabilities, which are controlled by the following tools:
- Moz Analytics (analyzes and compiles all of your SEO-related data)
- Open Site Explorer (Identifies link building opportunities)
- MozBar (Audits website compatibility with all major web browsers)
- Fresh Web Explorer (Monitor's your websites ability to organically generate links)
- Crawl Test (Audits your site for bad links, broken pages, etc).
- Rank Tracker (Reports on where your page ranks for a given keyword)
- Keyword Difficulty (Analyzes how difficult it is to rank high with a given keyword)
- On-Page Grader (Audits the quality of your keyword usage)
As your inbound marketing campaign evolves, you will have to edit and manage your website. WordPress is the perfect tool for this, because it not only makes website management easy, but it has a reputation for working well with search engines -- to the benefit of your SEO campaign.
Like a construction worker, a marketer can do their job better when they have all of the tools they need. Using the tools discussed above will allow you to get the most out of your inbound marketing campaign.
Successfully launching an inbound marketing campaign can seem overwhelming. Even when you think that you are doing everything right, your campaign can still miss the mark. In many cases, such lackluster results can be improved with only a few minor tweaks to your inbound marketing strategy.
1. Improve your blog
Content is the heart and soul of your inbound marketing campaign; the foundation here should be a solid blog. Simply having a blog, however, is not enough. Your competitors are starting to use blogs to gain traction online, so you must make yours stand out. You should do two things to make this happen:
Increased blog consistency will strengthen your relationship with your current readers (they will come to see you as a reliable resource) and it will improve your search engine rankings.
Improve your topics
You must ensure that your topics aren't off the mark or blending in with everyone else's. Every industry has plenty of interesting things to discuss, and you should create unique blog posts based off of this.
2. Be sociable
Your social media pages don't exist for you to become a detached, monolithic entity with countless followers. In fact, they are there for just the opposite. In order for your social networking pages to help you develop human relationships with consumers, you have to act like a human. Respond to people's comments and interact with recent customers often. This same logic applies to your blog and other channels in which your audience can send you comments or messages.
3. ALWAYS close with a call-to-action
Each piece of inbound marketing media has a purpose. Do not assume that your audience will know what that purpose is. Always include a call-to-action (CTA) that clearly outlines what they should do next. This will actually put you way ahead of the curve, because 70% of small business B2B websites do not include a CTAs.
4. Use a CRM
In addition to attracting sales leads, your inbound marketing campaign will also be gathering information about these people. Your sales and marketing teams can both benefit from this information. However, it is difficult to manage and communicate this information manually. By using a customer relationship management system (CRM), your entire team can effectively manage and distribute customer data gained from inbound marketing practices.
All of that amazing content that you have created won't mean much if nobody ever sees it. Make sure that you are optimizing everything for better rankings on search engine results lists. Basic keyword targeting, for example, can enhance your inbound marketing results dramatically.
6. Create more landing pages
Landing pages are critical for expanding your website's accessibility, targeting specific groups and guiding consumers to the next stage in the buying process. The more high quality landing pages you have, the easier it is to connect with people, so you should be creating a lot of them.
7. Keep track of everything
As you know, analytics is critical for inbound marketing success. It tells you where your campaign is headed and what you need to do to keep everything going in the right direction. That being said, you can generate much better analytics data when you have a more complete picture of what is going on with your campaign; that is why you should track everything that you can.
If your inbound marketing campaign just doesn’t seem to be bringing in the results you anticipated, that doesn’t necessarily mean that you’re doing everything wrong. Many times, if you have the fundamentals right, there are just a few minor details that need improvement to lead to inbound marketing success.
Although outbound marketing has lost some effectiveness, online advertising is still critical for maximum success when it comes to marketing your business and reaching your target audience. That being said, you have to do more than just throw ads out there in order to be successful. Here are 7 things that you can improve upon today:
1. Use multiple online advertising channels
It is easy to lean on a single high-powered advertising resource like Google AdWords, but this is a mistake. Although single advertising tools can get a lot done, none of them can do everything. For example, Google also has a remarketing tool, which displays your ad on a vast network of partner sites, and only targets people who visit your website. Take advantage of all the things available to you, and don't rely on just one tool to get the job done, because it won't.
2. Improve your landing pages
The purpose of an online ad is to get people to visit your website, but which page? Good landing pages will make your website 100% relevant to your ads, so that your can diversify your ads and increase your click-through-rate. People judge your landing page in less then a second, so it has to have a design that keeps people engaged. Here are the secrets to having more success with your landing pages:
- Make your headline relevant to the original ad
- Make sure that you have a landing page that matches each ad; if not, create new landing pages
- Include relevant pictures whenever possible
- Make your prose concise
- Always close with compelling calls-to-action
3. Cut your company's name out
People don't care about your company. They only care about what your company can do for them. As such, including your company name in an online ad is a waste of precious characters. Instead, only include your online marketing offer in the ad.
4. Synchronize online advertising with inbound marketing
Running your online marketing strategies independently of one another is a mistake. Instead of only using your online ads to sell your products, use them to build deeper connections with consumers. For example, one of your marketing offers could be a free eBook, which gives you an opportunity to gain an inbound email contact. This will keep leads that need nurturing around and within reach.
5. Make mobile ads easier to use
80% of people use a smartphone to search the web. People also interact with the internet differently via mobile devices like these. Make sure that the mobile versions of your ads are providing consumers with the full array of capabilities that mobile devices provide. For example, you should add a click-to-call feature, which has a 70% engagement rate.
6. Carefully use hover ads
A few years ago, popup ads were a wildly popular form of online advertising. While they were effective, though, people hated them, so they eventually died out. In their stead, on-site hover ads have arisen. They are just as effective as popup ads and have received a more positive reception. However, you should note that when we say to use these carefully, that is exactly what we mean. An overly obtrusive hover ad will incite a visitor to leave, so make sure that people can easily exit your hover ads by clicking both a prominent 'x' button and outside of the ad space.
7. Make your ads urgent
Regardless of whether an ad is designed to further your inbound marketing campaign or close a sale today, make sure that people can feel a sense of urgency to learn more about how you can help them.
All of the tips in this article include a recurring theme: as with the rest of your online marketing endeavors, online advertising requires you to step back and consider how you can help consumers -- not the other way around.
Inbound marketing agency Kinoshita Communications is hosting Pasadena’s first Inbound Marketing Week Workshop, part of Inbound Marketing Week, a global event featuring more than 60 marketing events to encourage sales and marketing professionals to meet and share knowledge on inbound marketing. The inaugural Pasadena inbound event will take place at:
155 N. Lake Avenue, 8th Floor
Pasadena, CA 91101
10am to Noon on Thursday, March 5
What is Inbound Marketing?
From attracting visitors to a website, to closing them as customers, Inbound Marketing brings the entire marketing funnel together. Marketers can think of it like a marketing hub where content, social media, contacts and email campaigns all come together in one place. The result is less hassle, more control and an inbound marketing strategy that actually works.
With a marketing campaign tied together in a cohesive strategy, sales and marketing professionals can get more out of every budget dollar. In 2013, a survey of more than 1,000 marketing professionals found that inbound marketing saved an average of 13% in overall cost-per-lead and more than $14 dollars for every new customer acquired. With Inbound Marketing, every activity is measured, and anything measured can be improved. Inbound Week will demonstrate what’s possible when email, SEO and blogging are tied to a purpose.
Pasadena sales and marketing professionals are invited to network, collaborate, and learn through a lead generation workshop taking place on March 5, 2015 at 10am. Attendees are invited to arrive early for networking and refreshments.
Inbound Lead Generation Agenda:
Attendees will learn the philosophy of inbound marketing, how to grow their influence online, spend their marketing time more efficiently and how to lower their cost-per-lead and grow sales revenue.
10:20: Inbound Lead Generation Workshop
11am: Case Studies & Group Discussion
11:20am Wrap Up & Summary of Lessons Learned
Noon: Networking Lunch
Sales and marketing professionals are invited to register for this inbound lead generation event online at: http://hub.kinoshita-marketing.com/inbound-marketing-week-pasadena. Sponsorship opportunities are available, including participation as a featured speaker, logo use and opportunities to share gifts or material with attendees. Use the contact form on the Kinoshita Communication LLC website to receive a sponsor’s package.
Why Do Inbound Marketing?
We work every day as a marketing agency to justify the business case for our inbound marketing activities. We expect no less than a 3x-8x ROI on our work, and provide a monthly client dashboard to track the one-year customer lifetime value of all new sales our campaigns generate. That's how we show value for an inbound marketing investment. Our metrics are high ROI in sales leads and revenue, lower cost-per-lead compared and an increase the overall business value of the client's CPM budget.
When evaluating which inbound marketing consultant to use, ask how your consultant will be calculating the ROI of your campaign. Will you be measuring how inbound marketing compares to traditional lead generation efforts? If so, will you be measuring success on a cost-per-lead or cost-per-customer basis?
Inbound Marketing = Higher Quality, Lower Cost Sales Leads
In a survey of more than 1,000 marketers and sales professionals, new business leads coming from inbound marketing practices are consistently less expensive than outbound leads, regardless of company size (2014 State of Inbound Report, pg. 51).
In addition, inbound marketing was found to provide 54% more leads into the marketing funnel than traditional outbound leads (2013 State of Inbound Report, pg. 59). Among marketers spending more than $25,000 per year on marketing, respondents reported an average 13% savings in overall cost-per-lead compared to those relying on outbound tactics.
About Kinoshita Communications LLC
Since 2007 Kinoshita Communications has been helping businesses with 5-25 employees build digital communities, grow your website traffic and turn more of that traffic into new business leads and sales. Their award-winning campaigns have produced outcomes in areas of awareness, visibility, word-of-mouth, engagement, sales leads and revenue growth. Contact an inbound marketing consultant at (626) 239-1771 for personalized inbound marketing tips you can put to work for your business today, and a better understanding of what results you could expect from an inbound campaign for your business.
Being able to market your business online is a must. Thanks to its cost effectiveness, quantitative abilities, easy use and unlimited reach, Google AdWords is possibly the single most powerful tool for online marketing. Although AdWords does include some automation features, however, is not a set it and forget it tool. Succeeding with this tool requires you to use discretion with all of your related actions. That being said, here is the best advice you could ever get about Google AdWords:
You do not want to roll the dice with AdWords
Google AdWords' ease of use and reputation as a powerful Internet marketing tool can make it seem as though you can blindly throw your marketing dollars at it to reap its benefits. This, however, is why many failed AdWords campaigns generate no profits. As such, you cannot make any assumptions when using AdWords.
But knowing that you shouldn’t roll the dice with your Google AdWords campaign just isn’t enough. It’s important to know exactly how to avoid making this costly AdWords mistake. We’ve come up with four steps for you to follow with this invaluable piece of AdWords advice:
1. Determine customer demand
If people are not searching for a particular topic, then it will not help you very much to base your entire AdWords campaign around a related keyword. For instance, if you are an online shoe store launching a local AdWords campaign about snow boots, do not expect to yield positive results if surges in warm weather have pushed people in the locality towards searching for sneakers and flip flops.
You do not have to guess with this either. AdWords has a built-in keyword suggestion tool that provides a clear outlook on customer demand for a topic for you.
2. Test what content works best for your AdWords campaign
Simply assuming that a usable keyword and some relevant ad copy will work effectively is not a good idea. Instead, launch AdWords campaign that includes ads with varying copy. Test these ads against each other to determine with is most effective and adjust accordingly.
3. Create a timeline
How long should your AdWords campaign run to gain maximum benefits? Factors you need to consider are as follows:
- Whether or not your advertised product is seasonal
- Whether or not your AdWords campaign coincides with a special
- Whether or not your AdWords campaign coincides with an event
In order to make sure that you do not waste money on ads made irrelevant by an expiring timeline, make the AdWords campaign itself end at the exact same time as the event. Do not assume that your team will remember to deactivate the campaign either; you could experience a surge in clicks in the time it takes you to put the campaign to a stop.
4. Create landing pages that flow seamlessly with each ad
If all of your AdWords ads link to the same page, you are assuming that your ad has closed the deal, and the visitor will scour your website in search of what they are really interested in. This is a huge mistake. Not only will Google penalize or reward you based on the relevance of your ad, but an ad that leads to something that is not 100% relevant to its copy will cause people to immediately leave your website.
Success with Google AdWords requires you to step back and carefully consider what you need to do
Despite its ease of use, power and low cost, you must treat a Google AdWords campaign like any other marketing endeavor. Carefully mapping out each step you take with AdWords will ensure success.