It’s up to you to make it successful. Google AdWords are so popular because this is the most effective and widely used search engines around and it connects those buying to those selling.
You also only pay for the results that you get, this is where the Pay Per Click (PPC) part comes in, which makes it appealing to many business owners. On paper this might seem straightforward but in reality the intricacies of this marketing method are more complicated than they first appear.
The first mistake that a lot of people new to this form of advertising make is not following the progress of the ad. Google will give you insights into the success of your ad and what it means for your business, not using these will make your ad less effective as you won’t have the necessary information to adapt.
Tracking your clicks will let you work out what the best way to spend your money is, that way you can halt anything that isn’t working and use the cash for something that does work. This is a steep learning curve but you’ll gradually get to grips with analysing the knock on effect that ads have to your business.
Understanding the types of keywords is also relevant because you’re able to make the search come up when it’s an exact match or just a close call. There are advantages to each of these and it can be a matter of trial and error to find out what works best for your site.
Once you’re on your way to effectively using this tool it’s time to evaluate if your website is doing the job. You might be directing traffic to it but if it’s not well designed or user friendly this is money down the drain for your organisation.
When you utilise a PPC ad you’re able to write a section enticing new customers to your site, if this isn’t up to scratch then they’ll just skim over your site. Try to make this section as exciting as possible, think of it as your way to showcase what you have to offer and make sure there are no spelling mistakes either.
Need more free advice?
Chris and his team will send you a weekly email offering high-value insight and advice about a variety of marketing and business development topics related to the tourism industry. We address specific destinations, tours and activities, and the hotel industry. We also provide important travel industry news and updates.
