If you’re like most small business owners or marketers, you’re constantly trying to get the most out of your marketing dollars. Google Adwords can be an integral part of your marketing mix—it allows you to target consumers as they’re searching for an answer and you can create your own budget without the high minimum spend required by many digital vendors.
In this article, we’ll examine some features you may not know Adwords offers to help you increase the efficacy of your campaigns:
- Remarketing banners
Remarketing is among the most cost-effective digital marketing strategies available. Simply enable a remarketing audience in your Google Analytics account, tag any pages you want to pay special attention to, and you can create a campaign in Adwords that shows your banner ads to anyone who has visited your website. You can even show different ads depending on the pages people have visited so that potential clients are seeing the most appropriate ad to inspire them to come back to your website and convert. By showing your ads to people who have already visited your website, you remain top of mind to people who have already shown an interest in your product or services.
- Remarketing text ads
In addition to banner ads, you can also set up a search remarketing campaign that targets people who have been to your website who are currently searching for keywords related to your business. Again, these clients have already shown an interest in your business and by serving ads while they’re in the shopping process you increase the likelihood that they will consider your products.
- Ad extensions
Ad extensions are available on search ads and allow your ad to seem bigger and take up more available real estate on the search results page. Ad extensions include your business phone number, additional website pages, links to reviews, etc. These give your audience more reasons to click on your ad and learn more about what you offer.
- Affinity audiences
Google has a number of affinity audiences available that can help you find potential customers for your business. Do you sell pet services? There’s a pet lovers audience. You can even find audiences who are actively in the buying process using the “In Market” audiences. These audiences work best with banner ads rather than text ads.
- Advanced audience filtering
Do you know that you do better with a certain neighborhood, income bracket, age or gender? You can segment your audience so that you bid slightly higher for searchers who are more likely to convert (or conversely you can bid less for less desirable demographics). You can do the same thing for time of day, day of the week, or even the device being searched on. This allows you to customize your campaign to show your ad to the people most likely to use your services. (See 3 Steps To Identify The Right Target Audience For Your Business.)
No matter what your objectives are, Wolfhaus Design can help you create and deliver an Adwords campaign that will help drive qualified traffic to your website. Learn more about Wolfhaus Design or get started with a free consultation.