This was Dr. Bud Gibson's short, effective message on how to maximize your return on investment using Google Adwords.
He spoke at today's LA2M lunch starting with an overview of Google Adwords. The point of Adwords is to connect something you or your company offers to what a person is searching for using Google. Calculating how much it costs to acquire a customer is essential. Comparing that with the revenue a new customer brings you will help determine your ROI. But how do you maximize your ROI?
Attract visitors that want what you can give. Dr. Gibson used the example of the United Way of Toledo. Coincidentally I am currently working on this campaign for the Spring/Summer Google Practicum class. Untied Way is advertising 2-1-1. A helpline to connect people in need with services. Using very targeted adgroups will help drive people with a higher likelihood of becoming a "customer" to the United Way's site. If your product or service matches their search query, they are more likely to click on your ad and then, with the help of an well optimized landing page, convert into a customer.
Relating this to the United Way, keywords like "call center" or "call for help" are too broad. The best performing adgroups use keywords like "low income housing assistance" and "section 8 housing lists." This may lower the amount of traffic to your site but will increase the likely hood of conversions. Ultimately maximizing your ROI.
Start simple. Determine what products you offer. Create small, targeted adgroups.
Measure. Look at the numbers. What are people searching for? What ad text and keywords are people reacting to?
Revise simple. Use the data to optimize adgroups or create new ones if your keywords are becoming too broad.
Focus on goals. Always be aware of the organization's goals and try to connect them with the needs of people searching on Google. Do this, and you can maximize your ROI.
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