With online advertising spend overtaking TV advertising last year for the very first time, and almost all spent on Google AdWords, clearly SMEs need certainly to understand how to master Google to survive and grow online.
The advantages of Google Advertising versus offline are clear: inexpensive commitment, higher level of control, high measurability, the capability to perform accurate geo targeting of customers, and the capability to react quickly to boost performance.
The difficulties SMEs face are considerable: limited time and money (75% of SMEs from a recently available survey ran advertising campaigns direct and not via an agency to truly save money), yet hardly any feel they understand 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 control the campaigns. Fifty-two per cent said their campaigns were not profitable, with 54% saying they get traffic to their site but hardly any converts to actual business.
There also is worries factor: worries from the mountain of questions such as for instance whether to use Google’s Search or Network service, an agency or to perform campaigns directly, what the perfect levels to pay are, what is an excellent ROI, steps to make banner ads, and how to utilize the Google tools and reports to optimise campaigns.
When it comes to the agency versus direct question, the features of using an agency are the experience you tap into and enough time saved as campaigns may be live the exact same day. Google Advertising Services 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 upon the type of one’s advertising. If the service is very niche and specific to a restricted amount of keywords then Search is the better option, otherwise you should pick up businesses from the cheaper network showing banner ads.
Banner ads can be a costly exercise and SMEs should use and try a quality 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 cost per click paid, testing board and narrow keyword terms, long versus short tail, optimising between click through rate, impressions and conversion rates on your site, to mention a few.