With online advertising spend overtaking TV advertising a year ago for the very first time, and the majority spent on Google AdWords, clearly SMEs need to learn how to master Google to survive and grow online.
The benefits of Google Advertising versus offline are clear: inexpensive commitment, high level of control, high measurability, the capability to perform accurate geo targeting of customers, and the capability to react quickly to boost performance.
The problems 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 save lots of money), yet very few feel they learn how to optimise campaigns with 46% of the survey saying they do not understand it enough to make campaigns work effectively and 39% saying they do not have time to handle the campaigns. Fifty-two per cent said their campaigns weren’t profitable, with 54% saying they get traffic with their site but almost no 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 operate campaigns directly, what the perfect levels to invest are, what is a great ROI, steps to make banner ads, and how exactly to use the Google tools and reports to optimise campaigns.
When it comes to the agency versus direct question, the benefits of using an agency are the experience you tap into and the full time saved as campaigns can be live the exact same day. Google Advertising Agency The disadvantages are cost (with fixed monthly charges, a percentage charge on advertising spend and 6-12 month lock in contracts).
The Search versus Network question on Google is dependent upon the type of one’s advertising. If the service is extremely niche and specific to a limited amount of keywords then Search is the higher option, otherwise you need to get businesses from the cheaper network showing banner ads.
Banner ads can be quite a costly exercise and SMEs should try and use a good online service.
When it comes to optimising campaigns, you can find a number of techniques including AB testing of different ad styles, developing specific keyword journeys (from keyword to ad text to content on the landing pages) to build up 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 website, to call a few.