Why you need help with your AdWords campaign from a South African marketing company

AdwordsDigital MarketingMarketing Tips

Why do you need help setting up and managing your AdWords campaign?

Conversions over clicks

If anyone has setup an AdWords account, they will tell you that it’s not as easy as you may think. Yes, there are many books and tutorials created by Google that explain step by step how to create a campaign, how to setup your AdGroups, and how to select your keywords. The one thing they always reiterate is the importance of clicks. The more the merrier, right? Wrong! What these books and videos fail to mention is that you as an owner of the company pay for the clicks, which in turn, makes more money for Google. On the other hand, you make money by the number of conversions you receive. This is the number of people that click on your ad, fill out a form, or buy one of your products online.

Trigger the right keywords

There’s an old marketing adage, “Half the money I spend on advertising is wasted; the trouble is I don’t know which half!”. If you are not using the right bait, you will not reel in the fish you want. Instead of simply throwing out your money, you need to first have a firm grasp of your target audience. AdWords allows you to tap into the minds of your consumers. If you are not already using AdWords, you should be. However, if you are using AdWords, there may be a chance that you are running it incorrectly. At the core, Google Adwords is all about triggering the right keywords. Selecting the right keywords is the key to long-term success. The right keywords that are tightly themed to specific AdGroups will deliver the best results. If you pick a keyword that is not relevant and targeted, you will be paying money on clicks that do not convert into conversions.

Measurable ROI

An AdWords account (when setup by a person that knows what they are doing) has a lot of benefits. Every single aspect of your marketing campaign is measurable, right down to the number of clicks, number of impressions, click through rate (CTR), number of conversions, conversion rate, cost per click (CPC), cost per acquisition (CPA), etc. Not only that, your AdWords campaigns are highly targeted, meaning that you can fine-tune who you want to speak to. Your ads will only be visible to people that match your specific keywords, location, and much more. All of this can only be achieved if the person behind the AdWords account understands how the platform works.

Why choose a marketing company in South Africa?

A marketing company knows how to effectively setup and manage your AdWords account. Marketing companies know how to setup your AdGroups, they know what keywords will work best for your product/service, and they will help you promote your business online through AdWords. A marketing company will maximise your conversions rather than your clicks. They will look at ways to lower your bid rates whilst ensuring that your ad is visible to the public through the correct use of keywords and campaigns. All marketing companies are equipped with digital marketing knowledge. However, not all marketing companies are embedded with knowledge that relates specifically to South Africa.

Proudly South African

You may be asking why you need a South African marketing company as opposed to an international one. The answer is really quite simple: South African marketing companies know South Africans. They know the search patterns of South Africans, the best locations to market to South Africans, and possibly the most important reason is that they know the lingo of South Africans. The phrase “Proudly South African” should apply to the marketing businesses you deal with. This ensures that your ads appeal to your target audience in a way that they will understand.

Locally produced

Imagine this, you’re a South African meat distributor and you have a sale on braai packs that you would like to market for spring. If you use an American marketing company, you would end up with campaigns that read, “Barbecue meat at affordable prices!”. A South African won’t type in, “Where can I buy barbecue packs in Johannesburg?”. We want to see words like “braai, boerewors, steak, and chops”. This would translate to an ad like, “Buy quality braai packs – Company Name SA”. This will be more relevant when you are targeting South African users. This means you will have a better chance at receiving a conversion from your ad.

Words of wisdom

You as a company owner want your business to be seen by the online masses. You may be trying to tap into the growing market of AdWords, but you won’t be growing your business if your knowledge of AdWords is limited. Don’t overthink it and don’t fall for Google’s, “We’ll make you money through clicks” sales pitch. Even if you may think that you understand the basics of AdWords, it may not be enough to achieve long-term success. Think of it this way, you get a cut on your knee, you tend to it yourself. However, you get a severe illness, you would not want to treat it yourself – you would call a doctor. The same goes for your AdWords campaigns. Call a professional, better yet, call a South African marketing professional. They will help your business grow online with actual results.

Further Readings