Anyone who works in SEO is used to this question: Will AdWords help me grow my small business? The answer to the question is… possibly. Certainly, a well-run AdWords campaign can yield amazing results for any small or local business, but that’s a pretty high threshold to cross. Many small business AdWords campaigns frankly aren’t run very well, and as such it’s no surprise that they turn out to be wastes of money.

That’s no reason to throw in the towel. If your AdWords activities aren’t getting results, you can always pause to recalibrate them. Below are some suggestions we would offer for doing exactly that.

Optimizing AdWords for Your Small Business

Make sure you’re setting the right goals. You’re not interested in clicks; you’re interested in conversions. Use conversion data to figure out where to put your ad bucks.

Track your calls. Calls you get from AdWords tend to be truly hot leads—but are you tracking them? Third party call tracking and AdWords’ built-in call forwarding can both be good options.

Use ad extensions to create a richer ad experience, and to take up more room on the SERP. Sitelinks extensions, call extensions, and review extensions are just a few good options.

Ensure that you select the right campaign type. Display network campaigns can be useful if you’re just trying to raise awareness, but most small businesses will want search network only.

Be granular in your targeted locations. The more precise you can be in your targeted locations, the better results you can expect.

Direct your ads to optimized landing pages. Sending ad traffic to your home page may work well in some cases, but it’s ultimately not the best way to capture hot leads. Using a more narrowly-honed landing page, connected to the specific ad or the offer, can help you channel your leads through the sales funnel.

Ensure you are using the right match types. You probably don’t want to use straight-ahead broad match types. Beyond that, the best option depends on the kind of campaign you’re running. This is something to ask your SEO about!

Input some negative keywords. Negative keywords are the ones you want AdWords to avoid completely. Make sure you’re maintaining your list of negative keywords!

If you’re looking for phone calls, try a mobile-only click-to-call campaign. This isn’t for everyone, but it’s a good alternative for companies that really just want phone calls.

Consider remarketing. This is a great option for many small businesses—a way to show ads only to people who have already visited your site, and who may be on the fence about doing business with you. Give remarketing a try!

Get Guidance for Your AdWords Campaign

With any AdWords endeavor there are clearly a number of things to consider—and the best way to create a winning strategy is to work with an SEO consulting firm. To get the conversation going, reach out to Sefati Consulting Group and ask about AdWords.