Many organizations find difficulties in gaining ROI through Google Adwords due to their misunderstanding of the tool. This article is specified to startups, even though larger organizations face this issue as well. Many are aware of the solutions such as providing relevant content and offering transparency, making your site easy to navigate, and smartly selecting your campaign type. However, there are dilemmas when it comes to what makes those solutions ineffective for specific targets, which the startups often don’t account. This is largely because of how startups use commonly recognized strategies that may not work for them.
Often, startups perceive Google AdWords as a magic tool that brings customers to their table without moving a finger. Conversely, it gives a huge scope for a lot of smart work and competition. It is often perceived as a single whole tool for value proposition and ROI goals whereas it’s the other way round. In this article, we will understand why startups don’t achieve their ROI goals through Google AdWords.
Prioritizing Google AdWords Before Market Research
Startups use Google AdWord as an experimental tool to understand their market and form unrealistic ROI goals. In this case, experimenting your market and setting unrealistic ROI goals are inversely related, which merely makes you a “venture capitalist in disguise” for AdWords. You probably now have abundant knowledge about your product and you can make hypothetical guesses about who your customers. But at the cost of bidding $125 a day for advertisements? This is where your ROI goals are gone for a toss. Google AdWord is not Google Trends to tell you about your market scope.
Thus, it is important to do your market research before your get your hands on Google AdWords. This would sound stereotype enough, but why would you post ads without understanding who your customers are and invest on a bunch of hypothetical scenarios that wouldn’t favor your ROI goals? Prioritizing market research would help you choose the right keywords, convert clicks to customers more qualitatively, and choose bids for each ad group smartly. This makes you choose your ROI goals that are more favorable and exploit your existing market with larger ROI.
Many would suggest that making a hypothesis on your customers’ preferences and experimenting on Google AdWords is often a great idea. We would probably understand what wouldn’t work in terms of our market using this method. However, when you do this, you shouldn’t expect much ROI as this would be a part of your market research and not implementation. This would be a plausible idea if you don’t take this as a part of your business. Just make sure you’re okay to invest tons on just market research.
Choosing Standard Option Hoping For More Visibility
There’s a myth that startups are safer when they choose the standard option for an immediate visibility. However, this would be a good option if you’re going to choose AdWords as your market research tool, but cannot be entertained for market implementation. This is where startups fail as they listen to common strategies that are often not theirs’. Since this is entirely dependent on your ROI goals, you need to choose your options wisely.
If you want a qualitative click-to-customer conversion and ROI, you need to choose specific features for your advertisements, which is choosing the other feature below. This would give you insights regarding which particular geographical location you want to target. Since the standard option would post ads everywhere regardless of the location, there are chances that many might not buy your products once they visit your site. This decreases your ROI. Thus, market segmentation in terms of geographical area is more beneficial for qualitative ROI and click-to-customer conversion. Focusing on your vicinity at the beginning is important because they provide more scope to conversions, which would increase your ROI.
Initially, target customers within your vicinity, and then expand your visibility. If we start off with immediately expanding our visibility, then we know what would happen. Focus on all what is there in your vicinity in regards to product preference. This would enable us to smartly choose specific ad groups and keywords for a time period and bid smartly for each ad group. In this way, you save a lot of money and give a huge scope to more conversions.
Keywords? Ha, I Have Google Trends!
Congratulations if you chose Google Trends to choose your keywords; you are indeed smart.. not enough. The process of choosing the right keyword might sound like a joke, but they’re the ones that decide whether all your clicks are getting converted into customers. Startups unknowingly fantasize just SEO and perceive keywords as just a feature that’s a part of it. This makes startups use Google Trends for choosing keywords that are highly searched, believing that it makes their process easier. However, it’s the SEO that’s one part of the keywords you choose, and it’s important to choose the ones that attract the right customer!
Google Trends often show a lot of scope for short trail words like shoes, bags, memes, curtains, and etc., which aren’t the right words when it comes to attracting the right customers. We get fooled by how these words have the highest search number and choose them to expand our visibility. For example, let’s say you sell flowers that can be kept at home. Let’s see what Google Trends tell us about the search term ‘flower’.
Google Trends definitely gives a higher score for this search term. However, when a person googles ‘flower’, they do not necessarily want to ‘buy’ flowers. A kid probably just searched that term up for a school project and would probably visit your site to know about different flowers.. but certainly not to buy them. Henceforth, you lost a click worth one customer. It is important to specify your keywords crisply that every click converts into a potential customer. If you’re selling home flowers, then your potential keywords would be the following:
- Basil Flowers For Home
- Geraniums For Home
- Ivy For Home
- Rosemary For Home
- Mood Boosting Flowers For Home
- Home Decoration Flowers
- Additional Flowers For Christmas Tree
- And Alike!
In order to attract the right customers, the customers who badly need your product, you need to make your keywords as specific as possible. The specific keywords are essentially motivated by your short-term goals. For example, if it’s Christmas season, then you would potentially choose the following keywords:
- Additional Flowers For Christmas Tree
- Buy Christmas Cactus Online
- Cyclamen For Christmas Decoration
- And Alike!
Let’s insert “Additional Flowers For Christmas Tree” on Google Trends. Oops! No results are shown!
This is how Google Trends can fool you by saying that people would not prefer additional flowers for their Christmas tree even during Christmas! However, Google Trends scale their analytics on a billion people level, whereas we are seeking for a few hundreds or thousands of customers. Thus, using Google Trends for choosing your keywords is the worst idea you can ever think of! You need to choose specific keywords that are only motivated by your market research and specifically, market segmentation. Choosing the right short-term goals and vicinity from your market segmentation can highly help you convert clicks into customers much more qualitatively!
AdWords Is The Only Problem Here – I Am 100% Sure!
How sure are you that AdWords is the only reason why your ROI goals aren’t met? Are you satisfied with how your site is organized? Are customers finding exactly what they want in 3 seconds after they visit your site? If it’s a no to all, then AdWords isn’t the problem here – it’s how your website isn’t getting your customers to what they want! In this case, please make sure that the top of your web page equally has portrayed your short-terms goals, which is essentially why the customers came to your website through keywords.
For example, if it’s Christmas season and you’re selling flowers for Christmas decoration, make sure that you place your redirection link to Christmas flowers right at the top center of your page. When I say short-term goals, they’re short! – they last only for a week or a month! Accordingly, you keep changing your keywords relative to your short-term goals.
Another problem would be the absence of retargeting. Retargeting ads through your website is equally important. Now that we have converted sufficient clicks into customers, we also need to get the attention of customers who did not buy our products. This would give a plausible scope to potential customers.
The most important part of the entire process is market research, which is often ignored either as time-consuming or an amateur process. However, your choice of keywords, ad groups, campaigns, and vicinity is only motivated by your market research which essentially results in greater ROI and qualitative click-to-customer conversions. Besides, your short-term goals initially should account for your vicinity’s preference, from which you can slowly expand your geographical radius after your initial ROI goals are met.
Your keywords should be specific and related to your short-term goal. Thus, you need to keep updating your keywords relative to your varying short-term goals to entirely benefit from Google Adwords. That’s how your ROI goals can be met and more conversions can occur.