Pay-per-click ads like those available through Google Adwords can be a powerful, regular source of prospects for your products and services. However, whenever new clients have asked me to look at their Google Adwords campaigns, I begin to understand one element in Google’s growth to more than a $6 billion market value.
Many entrepreneurs fail to take advantage of Google’s mechanisms for making sure that their search engine ads get shown only to those who are logically potential buyers and that the ads encourage such people to click through. As a result, they pay much more than they have to for the exposure, get discouraged about the return on their investment and yet leave the ads running for lack of ideas about how to improve performance.
Don’t let it happen to you! Use these tips to keep your costs down and your rewards high.
1. Eliminate countries and languages that do not match what you offer. For instance, if you sell U.S. foreclosure listings, your ads should show only to Google users in the United States and probably only in English. On the other hand, if you have a translation service whose clients can live anywhere in the world,...
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