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5 things to do before you pay for Google Adwords

In this article we will give you 5 tips to promote your website online before you invest money into a Google Adwords campaign. Lets be clear about this, Google Adwords is a great tool for Pay Per Click (PPC) advertising, but you don't want to throw money down the drain if you haven't got the foundations right. You wouldn't spend a ton of money respraying your car with a custom paint job, if the car was covered in rust patches. You need to prepare the surface first, otherwise it will ruin the finish. It's the same thing with your business!


The problem

I have seen lots of small businesses who will put money into a Google Adwords campaign to boost their website up to 'number 1' in Google. This isn't the quick fix that it may first appear, because unless you can keep the customer engaged, you will pay for the click and then they will leave your site straight away. So you've just wasted your money. This is called the bounce rate and by checking the statistics for your site, you can measure how effective your site is at holding a customers attention.

So let's have a look at some things that you can do to get the foundations right for your business:

Website Development

1. Make sure you have a website first!

It may sounds crazy, but I have seen a number of small businesses spend money on PPC advertising without investing in a website first. Maybe they saw it as a cheaper way of bringing in new customers, but to me that's like putting in automatic doors in your shop front but forgetting to put anything in the shop! If you are going to invest money in PPC advertising you are going to want to know if the advertising is bringing a return. If you don't have a website, you will not be able to measure the success of your advertising campaign. By creating a website, you will be able to track the number of conversions through your site to see if the advertising is working effectively.

Responsive Website

2. Hire a website developer

We have been asked to redesign websites that had previously been created on free/low cost website builders. I won't name them, but a quick google will bring up many companies offering such services. My experience of these low cost website builders has been a lack of good Search Engine Optimisation techniques (partly due to the builder and partly due to the person who made it). Also, for many of these services, extras such as Google Analytics cost more so tend to get overlooked. I would recommend finding someone who can produce a high quality, responsive website that is optimised correctly and is built on web design best practices. Without this, your customers are likely to click on your advert, get to your site and then click straight off it. There are loads of web design agencies out there, just remember to take a look at their existing work and ask them about their design practices.

Google Analytics

3. Install Google Analytics

Google Analytics is a tool that can be configured for your website to track the people who visit your website. It can produce general statistics, such as where people are in the world, what browser they use and how they found your site. More specifically you can use Google Analytics to measure specific goals for your business, such as the number of people subscribing to your mailing list or even the number of purchases made. Here is a great introduction video from Google on Getting Started with Google Analytics.  If you don't know whether your site uses Analytics, then ask you website developer!

Landing Page

4. Create a targeted landing page

A lot of Adwords campaigns will simply link to the website homepage. This may be fine for a general advert for your company, but if you are targeting a specific audience with your Adwords campaign, you should consider creating a highly targeted page for that audience. Here is a great article on Hubspot with some great landing page examples. You will want to make sure that your landing page has a clear call to action so that you can not only see if your visitor has come to your site through your PPC link, but also if the advertising has led to a website conversion, such as signing up for a quote of making a purchase.

Organic Search

5. Go for organic search results

Adwords are effective for as long as you are paying for the Adwords campaign. Pay Per Click is an ongoing expense that you will need to factor into your profit margins. Before budgeting for a monthly Adwords budget (which by the way ideally should be at least £16/day to be able to effectively track your conversions), why not check to see how your website is ranking on its own. This is called organic search. There are lots of companies out there who will offer an SEO audit and will be able to give you a detailed analysis of your website and how it is performing in search engines. They will be able to give you advice and support to help you improve your websites organic listing performance. If you are more tech savvy, you may want to explore some of the free website audit tools that are available, such as Woorank.

Next steps

So before you take the plunge on your Adwords campaign, why not implement these changes today and watch your business grow.

Perspective Design offers a range of website services including website design, ongoing website care plans, search engine optimisation audits and support with google analytics. If we can help you with any of those services, then why not get in touch.