You’ve decided you want to start running paid ads. You have heard it’s a standard part of internet marketing. Maybe you’ve noticed your competitors are running paid ads on Google and you are concerned that you’re missing out on an important money-making opportunity. How do you know your organization is ready to start running paid ads?
There are certain signs that your company is ready to start running paid ads. In this blog we’ll go over five of those signs.
- Your website is ready for more traffic.
Paid search marketing on the search and display network should result in driving more visitors to your website. If your company has a website that meets the following criteria, you’re probably ready to start running paid ads.
The website represents your brand well – remember, you don’t want to drive traffic to a site you’re not proud of. It has to showcase your brand and be easily recognizable as your brand.
The pages on the website load quickly – nothing turns end users off more than a site that doesn’t load quickly. If you run paid ads and your website is not loading quickly, you’ll get a lot of traffic bounces which will hurt your reputation and your efforts.
- Your sales pipeline is ready for more prospects.
If you want to bring more customers into your sales pipeline, then you’re ready for paid search. However, you have to be sure that your sales team has the bandwidth to receive the extra incoming work. If you’re jumping into a paid search for the first time, the visitors filling out your contact forms or calling into your office may not be the optimum leads at first. After all, you’re still testing out which messaging will bring in the highest quality leads. Make sure your staff is ready to receive these new contacts and answer the questions accordingly. They should also provide feedback to the marketing department in charge of running the paid ads to help them understand what is working and what isn’t working. This communication is necessary for you to get the most out of your paid ads.
- You have analytics installed on your website. You need to have web analytics on your website. Why? Analytics are critical to your understanding of the behavior of the traffic that comes your way via paid ads and other methods. If you use Google Adwords, you get analytics built in. Google Analytics help you understand that traffic that’s coming in. It shows you where they’re coming in from, how long they stay, which pages they visit and more. Without this information, it will be hard to determine how well your paid ads are working.
- You have the ability to create landing pages.
You may have determined that your website looks great, loads quickly and you can’t wait to bring more traffic to it. However, you may find that the destination page for your paid ad isn’t optimized well for the keyword phrase you are bidding on. In that case, you may have to create a customized landing page that is optimized for the keyword in order to rank well and keep your cost-per-click low.
- You have set aside some of your marketing budget for testing and learning.
Even expert paid search marketing firms understand that the moment a paid search campaign is launched, that you must be prepared to adjust, analyze and improve it. This is especially true if your company is starting paid search for the first time, you’ll likely need to invest some time and budget to allow your team to learn.
When you’re ready for paid ads, you’ll know. These five factors are a sure indicator that your business is ready to take this next step in search engine marketing. You’ll learn a lot by running paid ads and hopefully make money and receive a lot more traffic. If you do paid search well, it can be a great addition to your internet marketing efforts. For more information on what you need to do with paid search, visit our blog. We’ll discuss this topic again.