If You Only Do One Thing – Part 4

Welcome to the latest installment of our new weekly blog series, If You Only Do One Thing. Every Monday, we will discuss one thing that you can start doing today to improve your marketing performance.

With so much advice floating around from so many different sources, it can be tough for marketers and small business owners to know where to focus. This series aims to help you out. Last week’s thing was Create a Facebook Page.

Today’s Thing = Learn Google Adwords

If marketing is not your first responsibility, or you’re fairly new to the space, let me introduce you to one of your new best friends. Google Adwords, the search engine’s advertising platform, will open up the doors to new customers that you’ve been looking for.

Google is far and away the world’s most popular search engine. That means there are potential customers out there searching Google for your business. And while it’s true that there are things you can do to rank higher organically, that can take a lot of time. The good news is you can bypass the organic rankings and start showing up at or near the top of page one if you can afford it.

Google Adwords allows you to create and serve ads on Google’s results page. You develop a list of keywords that you want to target, so that when people search those words or phrases, they will see an ad for your products or services. You can customize the ad, test different ads, link to any page on your site, and track sales or conversions, all from the Adwords platform.

Worried about spending too much money? You can set daily budget caps so that you keep your spend level as low as you need to. And you can control your bids on each keyword so that you know exactly how much you are spending and where. The tool will even tell you what the expected costs of different keywords are depending on the level of competition among advertisers, so you can target those keywords that are in your budget and not waste money on those that are more expensive.

If you’re new to Google Adwords, they will provide you with a basic introduction and the education you need to get started. There are also a wide variety of books, blogs, and online courses that teach you how to use to amazing tool.

If you only do one thing, learn Google Adwords and develop an advertising competency that will help you grow your business online.

Share “If You Only Do One Thing” with all your marketing friends, and suggest future topics in the comments below or on Twitter @zheller.