If you run a business, you are likely going to make some changes in your advertising efforts from time to time. Some failing companies believe that running paid ads will be the one action that saves them, which is usually not true. On the other hand, there are business owners who stubbornly refuse to pay for advertising, believing that AdWords or other paying platforms will not benefit their goals.
While paid advertisement is not a cure-all, you still have to implement it using strategy and research. You have to evaluate your efforts in order to figure out how to scale your business to maximize your goals.
One of the most important strategic decisions you’ll have to make while running a business is when and how to scale it to be able to adjust to changes in a cost-efficient and time-saving manner. Scaling your business does not refer necessarily to growing your business, but rather optimizing it to your present business needs.
This requires planning, strategy, and targeted execution, and there are several steps you need to take before you even tackle your paid advertising campaigns, including Google AdWords, regardless of your decision to manage your ads in house or to hire an agency.
If you want your brand to show up anywhere on Google (or any other ad platform), you absolutely have to have a web domain – whether you operate a brick & mortar business, advertise on Facebook, or use another platform to sell your products and services.
There are many affordable options you can use to quickly create a simple website on your own, like Wix and Squarespace, but if you are looking more long-term, you might need to consider hiring a web designer to set you up with WordPress. After all, it is not enough that you have an attractive site; you have to make sure that it is functional and invites people to buy what you want to sell. If your website is ineffective, you are going to have problems running ads and scaling your business.
Here are some factors that will greatly improve your advertising efforts:
Unless you are an experienced marketer, you might think that all you have to do is start advertising and all the tracking will be dealt by your advertising platform. But integrating Google Analytics is the best way to track traffic to your site and all actions that follow. Setting it up might sound daunting for a beginner, but it is one of those integral parts of your strategy which will make your life much easier. The Google support page will help you set up Google analytics, or you can watch a step-by-step how-to video.
You have to be able to figure out what actions are most beneficial to you and tracking your goals will help you determine how to scale your business. Check out this page to learn not only how to set up conversion goals through Google Analytics, but what they mean. What you want to achieve is to learn how many people visit your site, which pages are most effective, and what percentage of users complete your previously set goals. If a user converts from AdWords, it will show up as “goals” in Google Analytics. The most important information you’ll gain from this is connecting your costs to results, which will help you immensely in scaling your business. And don’t forget to make sure that you have processes implemented that would ensure that you can handle all the actions derived from your paid-ads campaigns.
Most businesses fumble in this area, as they dilute their brand and don’t set the firm, unambiguous, and consistent tone over various platforms.
In order to even think about scaling your business, you need to develop a consistent brand identity. Your brand will be visible and you have to make sure that it makes the impact it should. Think about your logo, the colors, the design, and make sure they are professional, discernible, and well-executed. Having a blurry logo will not bring you a sense of legitimacy or inspire the confidence in your users. Your brand represents you and your business goals and the more consistent it is, the more it can grow efficiently, across various platforms.
Everything you put out should uniformly conform to your goals: the tone of your copy, the design, and your sale-promotions. Of course, your business might encompass various products or services, but the most important aspect is to find a unified concept that will offer the users a connection between your brand and your offer.
When you think about scaling your business, you have to keep in mind that SEO and PPC go hand in hand. When you use them together properly, you will attract new customers and build your brand awareness.
Google AdWords is one of the best, but most complicated advertising platforms. It offers many options to build an ad campaign that aligns with your business and it gives you a bunch of metrics to evaluate. Yes, you can spend hours and hours working on your campaigns and at times you can be discouraged. But this is one of the most important tools and you need it, as it’s invaluable to driving traffic to your site.
Here are some ways you can scale your business and make the ads work for you.
This is one of the easiest ways to gain more traffic with AdWords utilizing SEO. You can use a variety of tactics to find new and relevant keywords and one of the best ones is to search in your term report. Some of these keywords (and you’ll be surprised at the variety of keywords that brought users to your site) will be extremely useful to targeting your ads.
Adding new keywords will not be enough to scale your business, but using ad extensions can make your ads become more relevant in SERP (search engine results page.), which will bring more traffic to your site and increase your PPC.
There are a few different ways you can use ad extensions:
Mastering Google AdWords to scale your business can be time-consuming, but even if you spend hours and hours figuring it out, it will be worth your time as it is the best when it comes to search engine advertising and it’s the fastest, cheapest, and most effective way to drive new sales to your website.
Make sure you implement the best strategies for your business goals to grow your AdWords account in order to generate more traffic and increase sales. If you need a little help, consider taking advantage of Mutesix, a leading full funnel ad agency with proven results. Contact us today and see why we’re the industry choice for successful brands worldwide.