DIY AdWords Disasters – Why Your Business Should Hire a Pro
In this day and age we all want to save money; be it on groceries, holidays or public transport. But when it comes to your business, the lines between saving money and doing what’s best for your investment need to be considered more thoughtfully.
None of this is more evident than when it comes to the use of AdWords – which, let’s face it, can take a lot of research. Depending on how advanced you are with your marketing knowledge, and how much time you can dedicate to researching its ever-changing trends, will determine whether a DIY AdWords approach is the best idea. On a best/worse case scenario, it could send your conversion rates upwards, or cause you to have a breakdown.
At the end of the day, the money you save from taking a DIY approach is not worth it if it comes at the cost of your mental health – or worse – an ineffective marketing strategy.
Below, we share 3 reasons for why we believe it’s worth hiring a professional to manage your AdWords account.
1. One wrong click can cause very different results
Have you ever looked at something and chosen it, thinking it was something entirely different? Sometimes it could be something as simple as choosing what you thought was a chocolate doughnut, only to find out it is instead coffee flavoured (which is fine, as long as you don’t have an aversion to flavours of the ground bean variety). But when it comes to your business, you want to be 100% certain of what you are doing.
For example, do you know the difference between a Callout Extension and a Call Extension? Sure, they may sound the same – but they’re actually entirely different, and can have extremely different results.
‘Call Extension’ – ensures that people see a ‘call’ button beside your ad when they search for your company.
‘Callout Extension’ – the text below your Google AdWords advert, which shows additional offers or services you provide. For example, you might put some text below your ad mentioning that you have ‘free overnight shipping.’
So as you can probably gather, one wrong click could send your audience to a page filled with special offers, instead of connecting them to your phone number. It might not sound disastrous, but it is a mess around for your customers, and one that could ultimately put them off before they’ve even interacted with your brand.
2. AdWords is constantly evolving
With all of the changes that frequently happen within the AdWords world, you can’t afford to get left behind, or worse, fail to utilise these changes to their full potential.
For example, did you know that as of October 26th, you’ll no longer be able to create or or edit standard text ads? Revealed just this week through the Google AdWords blog, this change means that after this date, you’ll only be able to create and edit text ads using their expanded text ads format.
This expanded format has been optimised for popular smartphone screen sizes, and allows for two headlines in your search ad (each with 30 characters) and a longer description line (80 characters).
But with all of this extra space, comes important decisions about how to best make use of it (and ultimately, how to drive more attention to your website). Not only do you have to consider what information is most important to include in your text, but also, how to create your most eye-catching headline.
3. Without the right knowledge, clients could convert to your competitors
Did you know that it’s important to bid on your own brand words? It may seem strange to do so, but if you’re not bidding on your own branded keywords, your competitors probably will instead! What that means, is that their ad may then appear above your website in the search results, tempting consumers who’ve searched for you to instead click on the competitor’s website.
When it comes to the actual branded keywords, don’t just bid on your company or brand name – also include keywords for your products or even your URL.
AdWords is a fantastic tool for growing your business – but it’s also something that requires a lot of knowledge and strategy. If you’re ready to get your business to the number one spot in Google’s search results, and want to make sure your AdWords are out of this world, it’s best to use the services of an award winning marketing professional.