Google Adwords – “A Bridge to the Future”
Years back, I managed a lot of Pay Per Click advertising. It was a good add on to organic search and at that time, except for real estate, bidding on search terms was not real competitive for most local businesses. As time went on, we did less and less of it because we were more focused on getting organic search results (free listings).
In later years, using SEO to get top organic spots became more and more difficult. Some SEO factors like the age of the domain, how long the web site has been active and keywords in the domain, were just not on the table for the brand new web site to go after. Link building strategies were artificial and in my opinion would not stand the test of time. In these times, we concentrated on blogging and developing quality content.
- Set a daily budget that you can live with and configure it into Google.
- Be specific as possible about what you are going after.
- Get training on how to use Google Adwords or hire an experienced professional to set up your campaigns. It costs money to bring in a professional, but you will waste more if you attempt using it and do not know what you are doing.
- Experiment, review and correct.
- Make sure you have good landing pages that are related to the ads.
- Leverage small commitments into larger ones as data is gathered and profits roll in.
- Always measure ROI (Return on Investment) and use it in determine investments into different campaigns and setting bids. You should do this with all your advertising.
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