Pull Prospects with Google AdWords

If you are looking to drive traffic to your website, Google AdWords is a cost-effective method which delivers measurable results to marketers. Visit the AdWords website to learn more, or read further to get a better understanding of the concept.

How does Google AdWords Work?

• Create your Ads – using their selection tool, you pick the relevant keywords and phrases for your business and product lines. There is a keyword engine that will help you build a list of related keywords to your initial selections.
• Set your Budget - you are in full control of ad spending as there no minimum-spending requirements. Google provides keyword traffic and cost estimates, and you have the ability to set a maximum cost-per-click (CPC). This cost structure ensures you are only paying for measurable results.
• Your Ads Appear – when your target audience searches Google using one of your keywords, your ad may appear beside or on top of the search results. This way, you are directly targeting prospects that are already interested.
• Gain Web Leads - when a prospect clicks on your ad, they are immediately brought to your website to learn more about your offerings.
• Measure Results - Google AdWords is integrated with Google Analytics. See Demand Metric’s article Free Web Analytics from Google, to implement a simple reporting platform that tracks user activity, time spent on your site, etc.

Finding ROI with Online Advertising Campaigns

Search engine keyword programs like Google AdWords and other pay-per-click (PPC) advertising campaigns have proven to be an exceptionally inexpensive method for generating web traffic, qualified leads, and online web-sale revenues. Determining how much daily budget to set aside; knowing the right amount to spend per-click; and assessing ROI, can be much more difficult tasks. Use our downloadable Online Advertising ROI Calculator for help with your next program.

What are the Key Considerations?

• Product Price – what is the online selling price for your product?
• Cost of Goods Sold – for each unit of product sold, what are your costs?
• Lead Conversion % – what percentage of web visitors will purchase?
• Daily Advertising Budget – what is the max you are willing to spend daily?
• Cost Per Click – how much does it cost to purchase keywords/ad clicks?
• Daily Leads – how many leads (web visitors) will your budget provide?
• Revenue Per Month – how much incremental revenue will be generated?

Analyzing Competitive Ad vs PR Spending

Measuring the effectiveness of your PR process is not a simple task, especially if you don’t have the budget for PR-coverage subscriptions. Just as challenging is demonstrating that your organization is better than the competition with leveraging PR to save on ad spending. Following is real-world method to handle these chores. Use Demand Metric’s Competitive Ad vs. PR Analysis Tool to start tracking your media coverage and benchmark your ad/PR-spending ratio against your competitors.

Benefits of Analyzing Competitive Ad vs. PR Spending:

• Competitive Insight - tracking ad placements and PR coverage provides a framework for discovering ad spending benchmarks within your competitive environment, and allows you to examine how PR is being leveraged. You may discover that one competitor is heavily pushing a certain message, or that another is deploying a pull strategy based on product-feature benefits.
• Save Money – organizations that effectively use public relations can save volumes of money that would otherwise be spent on advertisements.
• Better Leverage Public Relations – by determining how your competitors are leveraging public relations in their media mix, you can learn how to become more proficient in this area of demand generation.
• Measure Ad/PR Effectiveness - the first step in measuring a marketing program is to document the activities that are involved. Proactively monitoring your most important industry publications will provide a basis for tracking leads and sales that results from advertisements and press releases.