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If not properly planned, an AdWords campaign could get quite expensive yet fail to deliver the desired results. Yet this does not have to be the case. You can actually spend very little on your campaign yet have a very healthy return on investment. What is it you have to do to make this possible?

Target your traffic carefully
With an AdWords campaign, you only spend money when somebody clicks on your ad. Since every click costs money you want to make the clicks count. Every potential customer who clicks on your ad but does not convert costs you money and you want to avoid a scenario where you have many people clicking and taking no action. Your ads should therefore carefully target customers who are relevant to your business while keeping the irrelevant ones away. A lot of traffic that does not convert translates to wasted money.  For example if your company offers gutter cleaning then making sure your ad is set to capture the searches relevant to that keyword are important.

Make it easy for people to convert
While your ad could have attracted people to your site, they will not convert unless you give them compelling reasons to do so. How can you do this? First, you need to have a clear call to action (CTA). What specific action do you want people to take? Do you, for instance, want them to subscribe to your newsletter, make a purchase or call your sales department? Make the CTA clear and display it prominently.

Secondly, make sure that the offer you are making your customers is believable and has value. If your CTA is asking people to make a purchase, make sure that the price you are offering your goods or services at is believable yet comes across as a good deal. Offering a substantial discount could be all you need to make visitors convert. You should however be wary of making an offer that seems too good to be true such as offering goods at throw away prices. People treat such offers with skepticism and you are unlikely to get conversions.

Study the competition
Unless you know what your competitors are doing, you can never tell the actions you need to take to make the most attractive offers. You must therefore spend time to find out the ad history of your competitors and adjust your campaign accordingly.

Analyze the effectiveness of your ads
There are ads that will bring conversions and others that won’t. Staying informed of the effective and non-effective ads will help you decide the kinds of ads to run in future to ensure a great return on investment.

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