If you are thinking about using pay-per-click or PPC marketing like Google Adwords to promote your Lancaster PA business then you need to read this.

Most people that are using Google Adwords are paying way too much. The one hard lesson most people make when they first start using pay-per-click is that you can blow through a lot of money without even realizing it. Most business owners will sign up for an account. Write one ad and fill that ad group with every keyword they can think of that relates to their business. There are only 2 outcomes to this type of campaign management.

  1. You will pay 25-500% more per click than you need to.
  2. Your click through rate will go so low that Google will stop showing your ads.

Google was built on and remains focused on one thing. Relevance. In Google’s mind when a person does a search query they want the most relevant results for the keyword or keyword phrase the user types in. That goes for the organic search results as well as the Adwords ads, so the more relevant your website and ads are the higher you will be ranked in the organic search results and the less you will pay per click.

There are lots of ways to lower what you are paying for your Google Adwords advertising.

One client of ours was using Google Adwords to market their packaging and were targeting the US. We were able to cut their costs by 70% and also raise their clickthrough rate from about 1% to 3-5% just by tweaking their ads and making them more focused.

The one thing you need to be doing if nothing else is split testing. You need to be running 2 ads per ad group and see which one gets more clicks. Then once you are sure one is better than the other you get rid of the loser and write another one to compete with the winner and run them again.

The best thing about advertising on Google Adwords is that everything you do can be tested, and the data speaks for itself. There is no guesswork involved. Your prospects will tell you by their actions what works and what doesn’t.

For more information or for an analysis of your current Google Adwords campaigns you can contact us at lancasterpamarketing@gmail.com