If you're putting money in the AdWords black box, and putting money into Google's bank account – you need to ask what are you getting in return?
Manchester (PRWEB UK) 22 March 2013
Companies looking to make effective use of their AdWords spend should focus heavily on relevancy, a leading expert in the field has said.
David Rothwell goes into detail about the techniques required to make a profit from advertising spend on Google's service, in an interview with founder of Find the Edge, Kenny Goodman.
Rothwell stresses the importance of measuring the results through profits, not just visitor numbers.
He said: "I phrase success as earning more than you spend out of AdWords.
"So, if you're putting money in the AdWords black box, and putting money into Google's bank account – you need to ask what are you getting in return?
"If it's only traffic, then that's not enough, quite honestly. You absolutely have to know your figures."
A variety of topics, are covered in the half hour interview, but Rothwell was keen to emphasise the importance of relevancy.
He said: "The very best way to go about this is to sit down and write some ad copy about your landing page, describing the product or service it offers.
"To do that most effectively, you should write the landing page before you write the ad.
"It's pretty pointless writing little ads that don't match up to the landing page, because whoever likes the ad, gets to the page and spends your click money will be lost if they don't like what they see, and the landing page doesn't totally agree with the ad." He continued.
"This is the holy grail of the situation. You need to have very relevant keywords matched with very relevant ad text that has those keyword in it - very deliberately included so they appear in bold and get more clicks. The ad then has to be very relevant to the landing page."
The full audio interview is available to stream or download here: http://www.findtheedge.co.uk/interviews/interview-with-david-rothwell-one-of-the-uks-leading-google-adwords-management-experts.
Speaking about the interview, Kenny Goodman said: "At Find the Edge, we aim to gather and share unique insight from the leading movers and shakers in all industries.
"David is one of the very best at what he does, and the information he offers in this interview will be invaluable for businesses that want to make the most out of their online advertising spend."
David Rothwell is a leading AdWords Management consultant, and has worked with companies across the globe. He is also an in demand speaker at industry events. More about him can be found here: http://www.findtheedge.co.uk/expert-panelist/david-rothwell.
Find the Edge is a business website where business leaders can share their experience, knowledge and insight.