Selling heavy equipment
online has become necessary to keep up with competition and stay in business.
Google Adwords is one the best, cost efficient tools business owners have at
their disposal. Following is a check list of how to get started selling more
construction equipment with Google Adwords.
- Create an Adwords account. Begin with a
unique email address and billing information (billing address,
credit/debit card). Determine a budget amount for your initial deposit.
This is the amount willing to spend on ads showing on search results.
- Decide how to organize the account. Google
breaks down accounts into campaigns and ad groups. Campaigns can be
equipment categories like Excavators, Trucks, Cranes, etc. or a
specific piece of equipment. Each campaign then breaks down further into Ad Groups.
These contain the keywords that trigger the ad and additional ads that appear in
search results.
- Keyword research. Google allows 1,000’s of
keywords per Ad Group but recommend using no more than 100 to keep it
manageable. Keyword/Search Term is either a word or phrase someone would
use in a Google search to locate a specific machine like Cat D6R. Certain keywords have a
lot of advertising competitors while others have little to no advertising competitors.
Competition helps determine how to setup bids for certain keywords i.e.
high competition higher bids, low competition lower bid.
- Create ads to attract prospective customers.
Google allows 100’s ads per Ad Group which can be used to test which
verbiage gets the most attention/clicks. Ads need to be relevant to the
keyword/search term and to the webpage associated with the ad. These play
into the ads Quality Score issued by Google. The better the score, Google
will charge less per bid and display the ad higher than a competing ad for
the same keyword/search term with a lower Quality Score.
- Enable ads and begin attracting new customers. Once the Ad Group is approved and enabled, the ad(s) will begin appearing in search result pages. Using tracking tools within Adwords, statistics will start showing which keywords are attracting the most clicks, called Click Through Ratio (CTR). With the information from Adwords, Ad Groups can be fine tuned to drive down the CPC while increasing clicks per bid amount. In other words, the better the ad and your website landing page, the less Google charges per click while placing your ad higher in the search results.