With online advertising spend overtaking TV advertising a year ago for the first time, and the majority spent on Google AdWords, clearly SMEs need certainly to discover how to master Google to survive and grow online.
The benefits of Google Advertising versus offline are clear: low cost commitment, high level of control, high measurability, the ability to perform accurate geo targeting of customers, and the ability to react quickly to enhance performance.
The issues SMEs face are considerable: limited time and money (75% of SMEs from a recent survey ran advertising campaigns direct and not via an agency to save lots of money), yet very few feel they discover how to optimise campaigns with 46% of the survey saying they do not realize it enough to make campaigns work effectively and 39% saying they do not have time to handle the campaigns. Google Advertising Services Fifty-two per cent said their campaigns weren’t profitable, with 54% saying they get traffic for their site but hardly any converts to actual business.
There is the fear factor: the fear from the mountain of questions such as whether to use Google’s Search or Network service, an agency or to perform campaigns directly, what the suitable levels to invest are, what is an excellent ROI, how to make banner ads, and how exactly to utilize the Google tools and reports to optimise campaigns.
When it comes to the agency versus direct question, the advantages of having an agency are the knowledge you tap into and the time saved as campaigns can be live the exact same day. The disadvantages are cost (with fixed monthly charges, a portion charge on advertising spend and 6-12 month lock in contracts).
The Search versus Network question on Google depends on the type of one’s advertising. If the service is quite niche and specific to a restricted amount of keywords then Search is the higher option, otherwise you should grab businesses from the cheaper network showing banner ads.
Banner ads could be a costly exercise and SMEs should use and try an excellent online service.
When it comes to optimising campaigns, you will find several techniques including AB testing of different ad styles, developing specific keyword journeys (from keyword to ad text to content on the landing pages) to produce Quality Scores and lower the price per click paid, testing board and narrow keyword terms, long versus short tail, optimising between click through rate, impressions and conversion rates on your internet site, to name a few.