You have finally started the Google AdWords engine on your account and you are cruising down the new client highway. What’s next? Take the top down and enjoy the ride or hit the gas and go for more clients.
For those looking to hit the gas and produce even more clients, the next step seems obvious. Increase my budget. Heck, let’s double the budget and double the clients! But wait. Pump the breaks there big fella! It may not be that easy. Here are a few pot holes you may run into.
The Ad Group that Guzzles Gas
This ad group costs more but produces less. When given more budget it may begin to take an even more disproportionate share and produce just as poorly or sometimes worse. It often needs more negative keywords added, smaller and more focused ad groups, or more targeted advertising copy.
The Ad Group That Lacks Horsepower
You increase the budget, but Google cannot generate enough traffic to spend the budget. Your campaign is maxed out. Your producing close to all the clients you can. You know the clients are out there but it seems they have been sucked into a black hole. “I’m giving her all she’s got, Captain!” But it’s not enough. In this scenario you may need more or better producing keywords and ads. Look at your click-through rates, adjust one factor (keywords or ads) at a time, and you will start to increase the horsepower.
Your Picking Up Hitchhikers Again
You don’t know where your “passengers” (aka clients) come from or why they choose your services. Everyone you ask loves your web site. Your main advertising is pay per click. However, when you raise your budget, the Google monster eats the budget, and there are no new clients. What happened? Your picking up hitch hikers again! How many times has your mother told you, do not pickup hitchhikers! Alright, at least you have on clean underwear right? So here is what may have happened. Your going in a general direction, someone else is going in a general direction, you see each other, and you end up on the same path. If this is how your AdWords campaign works, than money alone will not produce consistent results. Take the time to figure out your features and benefits, determine who may interested (target market), and write your advertising copy on your landing pages and pay per click ads accordingly.
If you hit the gas and don’t get the response you expected, then you need to diagnose the problem. A good GPS, properly maintained campaign, and data driven decision-making will get you back on the road. To accomplish this you will need to setup your anlaytics, both in AdWords and Google Analytics. Change only one factor at a time and review your data before making decisions. Your budget will go further with better mileage, more horsepower, and targeted passengers!
In 2004 I started using Google AdWords and pay per click advertising to turn a solo practice into a law firm of 18 employees that produced over $1 million in gross revenue a year. I then founded pay per click management company, EverSignal, to help private practices, service businesses, and professional services firms do the same. Please feel free to leave your comments or ask questions using the form below.
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