1. Google AdWords are great for a fast start. If nobody knows who you are and you need to get your launch in front of people, AdWords will do the trick fast.
2. Google AdWords can be expensive at first. Perhaps counterintuitively, if you hire someone to help you, paying for help will make your AdWords campaign cheaper. The company or consultant can optimize for geo-location, fine tune the bids, perfect the ad wording, change the way keywords are presented, adjust the timing of the campaign, can see the campaign from perspectives that you might not have considered.
3. Cull the herd – get rid of underperforming ads and keywords. They are just clogging things up for the ads and keywords that are working.
4. Look at day-by-day results. Some days might get more action than others, so why run ads on the losing days? Look at the Dimensions tab in your AdWords dashboard. It’s your friend.
5. Be sure you’re tracking the right thing. Put a tracking pixel all the way at the end at the storyline, so you know not just if people click on your ad, but whether they click all the way through to the action you want, such as a signup or purchase. That’s what Thank You pages are for.
6. If you are a 501(c)3 non-profit, check out Google Grants. If you qualify, Google will back a pickup truck filled with money to your door. Well, not really, but qualifying non-profits get lots of AdWords credits.
7. Keyword searches are weird. Misspellings might work better than the correct spellings. Adding ‘the’ in front of a key-phrase might work better. Like: ‘the paleo diet.’
8. Ads are weird, so test them a lot. Lowercase might work better than uppercase. Slangy phrases might deliver. The snappy ad copy you dream of may flop, and the dumbass thing work beautifully.
9. Display Network (image) ads might be more economical in some cases than Search Network (text) ads, but in my experience people don’t click on them as often.
10. More clicks are not necessarily better for you. You’re paying for clicks. Are the right people clicking? That’s your challenge right there.
10 and a half. If you want to experiment with AdWords on your own, start with a small daily budget to see how it goes. Start slowly and learn.
Do you need recommendations on people who can set up and run AdWords for you? Contact me. I know some.