Every business has great things they would like to highlight when prospecting for potential clients. Google makes it difficult for business to mix it with the big boys because firstly there is only so much that can be displayed in a basic Google ad and secondly there is only a certain amount of space on page 1 of that search result. But feat not, here are a few things to get you thinking about the best ways to maximise that valuable google real estate with tight restrictions.
Understand your customers demands
In order to stand out from the ground you need to understand your customer demand. If your customers are not searching for your product or service in Google, then obviously, AdWords search advertising is not going to work for you. So, before you get too excited about creating your first campaign, you need to verify there is in fact search volume for what you’re going to offer.
A good way to manage this is to use the Google AdWords Keyword Suggestion Tool. The keyword tool acts much like a thesaurus. You enter in phrases you think your prospects are searching, and Google tells you other similar, relevant phrases. Google also will tell you how often people search these phrases, how competitive the keywords are in AdWords, and how much it’ll cost to advertise on each keyword. All of this information will help you determine which keywords you want to use in your first campaign.
You then really need to ask yourself:
- Is the keyword searched in Google? If there is no search volume, then that tells you no one is typing that phrase into Google. There is no point in advertising on keywords no one is searching.
- Is the person searching this keyword likely to buy my product or service? Or is the person more likely just doing research with no intention of making a purchase? In other words, what is the intent of the keyword? When starting out, you’ll want to advertise on what I call “buying intent” keywords where the person is clearly looking to buy.
- Can I afford to advertise on the keyword? This question is important, but it requires a bit of math and forsight.
Design a powerful USP
Your USP, or unique selling proposition, is what differentiates your business from your competitors and gives your prospects a compelling reason to select you from the myriad of similar google ads. In other words, your USP answers the question “Why should I, your prospect, choose to do business with you, versus any and every other option, including doing nothing?”
The best way to understand what your customer wants is by talking to your customers, and more importantly, listening to them. A great USP is built on customer insights, so ask your customers why they do business with you. Also, ask questions to determine what your customers dislike about your industry and what your customers wish you could provide in addition to your core products or services. These humble messages can sometimes be the foundations for powerful google adwords.
Be sure to analyze your competitors, and look for an opening. The most important word in unique selling proposition is unique.
So something to start thinking about. Google is here to stay with 55 thousands searches being placed every second. So remember to target accordingly, put yourself in your customers shoes and find your unique selling proposition to stand out from the crowd.