google adwords

By Chad Morgan –

Back in the day (pre-PPC and before the advent of Google Adwords) when the internet was a young plain of fertile opportunities, you could take an “If you build it, they will come” approach. Not every company had a website and even if they did, they weren’t using it to attract and transact so your very existence on the web gave you a leg up on the competition.

But now, what feels like eons later – at least in terms of rapidly evolving internet lifespans – it’s a dog eat dog world on the interwebs and if you aren’t effectively competing, you can end up on page 10, 20 or (shudder) even lower where no one will find you much less click to do business with you. Because many companies didn’t (and still don’t) know how to attract customers to their website, Google Adwords fills the void and allows you to pay to get traffic to your site.

What’s nice about Google Adwords is that you don’t pay unless someone clicks on the ad to come to your site. But even once they click and land on your site there are no guarantees that they will transact with you – and that’s really the bottom line, isn’t it? To make the most of Google Adwords you have to know what keywords to target and how to attract those who will buy.

Google Adwords

One of the best ways to do this is to not expect Google Adwords to be a solution, but a chisel in your SEO toolbox that’s part of an overarching strategy. To get the most out of your clicks achieved through the PPC service, you need to have your potential customers land on fertile and engaging ground. The content of the pages they see when they click will largely determine whether they press on and buy from you – no matter what you’re selling.

Not only does the content need to be good, but it’s better still if the pages rank high on Google organic search. That means that whatever your targeted keyword phrase is – perhaps “Dry Cleaners” – when that’s searched, you’ll get better results if you appear on page one and (preferably) in a high position. Organic rankings enrich PPC ad results and can drastically increase your traffic and (most importantly) conversion rates.

One of the trends that’s continuing to gain ground is location based searching. Depending on what you’re searching for, you often want to find it nearby. Thus, people often throw in a geographic term with the search term – sometimes it may be broader like Washington or Seattle or it may be neighborhood specific to Bellevue (i.e. “Bellevue Dry Cleaners”).

By having web pages optimized to rank high organically for these searches that coincide with the presence of a Google Adwords ad, you are statistically much more likely to get someone to click on your paid ad and then follow through with a transaction. An SEO consultant with a good track record can help you achieve results like these through co-optimization of content and pay-per-click.

Other trends we expect to see are for PPC to get more personal. Because Google, Facebook, LinkedIn (not to mention the NSA) are harvesting data about us constantly, it only makes sense that advertising will tap into this data stream. If you haven’t already, expect to see ads appear in your screen periphery that are spookily customized to your age, gender, interests and where you live. Imagine if your business was the one appearing in those oh-so-apt ads…

chad_morganFingerprint Marketing relies on Chad to bring the mojo to your marketing through search engine optimization (SEO), conversion rate optimization and generating meaningful and measurable traffic to websites is unrivaled.

When it comes to SEO, expertise is a moving target, and nobody knows this better than Chad. What worked last year won’t work today and so Chad is constantly learning and evolving. A decade of internet marketing experience has taught him that constantly refining SEO methods is critical.

From mom and pop shops to Fortune 500 companies, Chad has lent his expertise to over 300 companies who have enjoyed increased revenue, business growth and increased market share as a result.

Photo taken by Christian Gidlöf