Google AdWords can be very lucrative for business but like many forms of marketing, as soon as you stop investing in it, the new leads disappear and the business has nothing left over to show that it ever happened. A major advantage of AdWords it is that it often has immediate benefits and can be turned back on at any time. One SponsoredLinX staff member likens it to buying take away food – you get results fast but you wouldn’t want to live on it for a long time due to the price. Paying for every click isn’t something you want to do forever or all the time.
I started doing my Christmas shopping research in September this year – yep, September. Maybe you think I’m crazy, but I can tell you what, I now know what I am going to purchase each family member and all my friends for Christmas this year, and I have already bought some of them; online and offline. I haven’t even put my Christmas tree up yet, but boy do I feel organised! I’m not alone either. Google have reported in their ‘Ready to Rock 2015 Retail Recap’ Google Partner document that more and more consumers are doing holiday shopping research as early as August (yes, I pretty well fit in this group). If your business was on the ball, then I could very well have purchased, or will soon purchase, something from you. If not, well…
When it comes to converting credible leads, as savvy business owners you all know that an efficiently managed Pay-per-Click marketing campaign is the best way to capture high-intent customers. But this is not enough. You might have the cleverest Google AdWords ads ever, but if these are not coupled with optimised landing pages, then all your hard work has been for nought.
Why do we do what we do online? What makes us click on something, press the back button, continue to scroll or swipe right? Our online search behaviour is shaped by more than what we are searching for. The way in which information and content is displayed to us also shapes why we do, and don’t, click on any element online. Even the environment in which we are engaging with content online can shape our actions. So as a business owner, having a high converting and optimised landing page is crucial for all of the directed traffic you are directing to these pages. Enabling and utilising the science behind our online behaviours to develop the perfect landing page is where you need to start.
With December creeping ever closer and Christmas just around the corner a lot of businesses will be looking at slowing things down over the holiday period. In my experience (with the exception of retail) most other forms of business generally wind things down for the week over Christmas as they give their staff a much needed break, but what about your Google advertising?
Many businesses tend to pause on the AdWords front for a few weeks over Christmas which at face value makes sense, but, if you dig a little deeper it’s actually quite counter intuitive. Here are five reasons why you shouldn’t put a hold on your ads and a couple of insider tips on what you can do instead!