20 • industrynewS
Streamline your
campaigns & cut costs
With so many of today’s progressive locksmith
businesses now relying on Google AdWords as their
primary source of new business, it is imperative
that you streamline your campaigns to maximise
ROI and keep budget wastage as low as possible,
says Roy Dovaston of www.clickguardian.co.uk
»»There are many
agencies wanting to manage
your campaigns on your
behalf. If you choose this
then it is imperative that you
do your homework because
among some very talented pay
per click managers there are
numerous companies with
little knowledge, but which are
keen to take your money.
For many locksmith
businesses, adding agency
fees on top of their advertising
budget is not affordable, so
self-management is necessary.
While one advantage of
managing your own campaign
is the advanced knowledge
of your own business,
there is commonly a major
disadvantage in that AdWords
has evolved into a highly
complex advertising platform
that requires expert attention
to avoid common pitfalls and
deliver campaigns that are
finely tuned.
Here are some top tips that
will make managing your
campaigns more effective:
At the time of writing this
article Google have been
offering a free £75 advertising
credit for quite some time!
Of course there are terms
and conditions, the main
one being that after applying
the promotional code, the
advertiser has 31 days to
accrue advertising charges
to the value of £25 before
the promotional amount
is released. For any new
advertiser this is a boost that
simply cannot be missed:
https://www.google.co.uk/
adwords/coupons
‘AdWords has
evolved into a
highly complex
advertising
platform’
When selecting keywords
it’s important to understand
match types: https://support.
google.com/adwords/
answer/6324?hl=en. While
using broad match keywords
is perfectly fine, it is important
to understand exactly how this
type of keyword works prior to
using it. If deployed incorrectly,
broad match keywords have
the ability of triggering your
ads for