Professional Photographer's tip week: Advertising, tip 2
Here is our second instalment of our advertising-themed tip week.
Today’s tip is all about marketing with Google AdWords:
Google AdWords are those ads that appear alongside a search on Google. You pay Google every time someone clicks on one of your ads. Although this can be a powerful form of performance-based advertising (you only pay when Google drives a prospect to your website), it’s not going to pay off if you don’t know what you’re doing. So here’s what to do.
Google will want to drive as much traffic to your site as possible, but this can be costly for you. It’s important to set yourself a budget and not go over that budget. It’s a bit like a house auction, it may seem like you’re doing well but don’t get carried away with the running success if it means breaking the bank.
You also need to make sure you choose the right keywords to get your adverts noticed as often as possible. You don’t want people who are unlikely to commission or purchase your photography clicking through to your site and not purchasing anything, as you’ll have to pay for those clicks.
To choose the right keywords to drive the right traffic to your site you need to use phrases. This is because searchers are likely to ask a question in the form of a sentence, rather than a string of keywords. Adding a location keyword is also a good idea as people are often looking for photographers in certain areas.
Yu can use Goggle’s keyword tools to see what terms generate the most searches and clicks.
It's a good a landing page on your site. Landing pages are simple pages that live on your website that are specially tailored to receive traffic from specific ads. Once you get someone to click on an ad, you need to convert them into a paying customer. The landing page is your way of selling them.
The main objective of a landing page is to immediately show people who clicked the ad that you’ve got exactly what they were searching for. Since you already know what keywords they were using in their search, you can customize your landing page presentation to fit their specific needs.
This is a better option than leaving people at the homepage and expecting them to find their own way to what they want.
Think of the overall user experience – and create a user experience that you would appreciate yourself. Walk the visitor all the way through from initial contact to completed sale and you will convert better.
Lastly, using Google Analytics is critical to finding out what keywords are generating clicks so you can build on that knowledge and push it even more.
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