In a slowdown, making sure the right customers find and use your business is critical. The good news is, we know from previous slowdowns that those who invest in growth, while managing costs in a smart way, can come out stronger than ever. Google can provide you with the tools and know-how to help you succeed.
Improving your online advertising
Let customers know you have what they are looking for. If you compare your ad to competitors’ ads on Google, does your business stand out? Your ad text should highlight your unique selling point at the current time, whether it is free delivery, discount prices, or quick service. There are also advantages to mirroring keywords in your ad text. If a user searches on a keyword you’ve included in your ad, that phrase will appear in bold, highlighting that you have what the user searched for. Learn about creating great ads.
Your keywords are the terms you have chosen that, when searched on Google, trigger your ad. The more specifically your keywords relate to your product or service, the more likely you are to see results. Review options for your business by visiting the keyword tool for suggestions. For example, if you sell a range of hiking shoes, ‘men’s hiking shoes’ will out-perform the more general ‘shoes’ or ‘hiking’ as a keyword, yet it is still broad enough to be a term users will search on. You can also use keyword matching options to further refine what searches your ad shows for.
Users do not spend long on a website if they cannot immediately see what they are looking for. Choosing a landing page with content relevant to your ad text and keywords will mean visitors to your site are more likely to turn into paying customers. Often your homepage is not the best place to link to: edit your destination URL so that it links straight to a product or service specific page, where customers can either buy from you or contact you.
Your ads will show in a higher position based on their ranking. Did you know that how much you bid for your keywords is only one factor considered? We reward relevant ads by showing them in higher positions according to their Quality Score. In general, the more that users searching on your keywords click on your ads (clickthrough rate) the better your Quality Score and ranking will be. Choosing relevant keywords and ad texts helps you manage costs and improve your ad’s visibility. For help reviewing and optimising your account, see best practices from Google advertising experts.
If sales and leads, rather than clicks, are your focus we’d encourage you to set up conversion tracking. This free tool allows you to track which keywords lead to user behavior you find valuable on your site: such as a purchase or submission of an enquiry form. Once you set up conversion tracking, you’ll be able to see this information alongside your clicks and impressions each time you log into your account. You can edit your keywords and bids to focus specifically on those you know are generating most business for you.
You can gain useful insight into your advertising performance by using the AdWords Report Centre. Schedule custom email reports that show your click statistics by campaign, Ad Group or keyword. If you have conversion tracking set up, your reports will also include information on sales and leads from your AdWords advertising.
Find out about our free online seminars that can help you learn more about your AdWords account.
Get simple Optimisation tips with example keyword lists and screenshots that are relevant to your business.
Learn how to improve the ranking and visibility of your site on Google’s free search listings with a whole range of tools. Webmaster Central provides you with information on how Google indexes your website. You can see how your site is doing in our index and tell us how you would like your site to be crawled and indexed.
Millions of people search Google Maps every day for information about businesses in their area and beyond. Once you’ve added a listing to our Local Business Centre, users will be able to find your business details, from your address and hours of operation to photos of your shop front or products.
Google AdSense matches ads to the specific content of your site. Whether you already have a team selling your advertising space, or whether you’re new to monetising your website, AdSense is a flexible option. Choose where on your site text or display ads show, so they fit with the overall look and feel. It’s easy to start generating additional revenue from the web pages in your current inventory.
business, not your IT, with Google Apps
Save time and money and increase the focus on your core business by outsourcing to the Cloud. Google Apps lets your business save time and money by outsourcing email, calendar and desktop productivity tools to Google. This provides your employees with universal access to essential applications at low cost, and there is no hardware or software for you to install and run locally.
Get more info about Google’s products and services.
Source: Google
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