Every successful advertiser sets up and manages AdWords campaigns with a checklist.
Just like a recipe, you need key ingredients for to work.
One doesn’t have to spend a great deal of money or over-complicate things. Just keep it simple to begin with, by doing as little as the system allows you, in the beginning. And most of all be patient. If you quit too early you won’t see any benefits.
Let’s see the key ingredients:
1. Customer Demand
Firstly you need to verify there is in fact search volume for what you’re offering and the tool for the job is the Google AdWords Keyword Suggestion Tool which acts a lot like a thesaurus.
You enter in phrases you think your prospects are looking for, and Google gives you other similar, applicable phrases. Google also informs you about how frequently words are searched, how competitive they are in AdWords, and what the advertising cost for each keyword will be.
Having this info will help you decide which keywords to use in your first campaign.
The following questions will help when deciding whether or not to advertise a particular keyword.
- Is the keyword searched in Google?
- Is it possible that the person searching this keyword will buy my product or service?
- What is the intent of the keyword?
- Is the keyword affordable, and will it bring profits?
2. Basic Math
The question is if you can afford the keyword to advertise, so you will need to calculate your maximum cost per click (Max CPC) and compare your Max CPC to the estimated keyword CPC in the Keyword Tool.
The following formula will help – Max CPC = (profit per customer) x (1 – profit margin) x (website conversion rate)
3. Intelligence concerning Competitors
This is important because you can reduce your risk by weighing competitor intelligence, and you can do it by using a tool called KeywordSpy which gathers, organises, and provides access your competitors’ advertising information history. All you have to do is sign up, and log in after setting up an account at www.KeywordSpy.com and then clicking on the free trial button.
Spyfu.com is another option to use. Since it will show you the average CRT and also which companies have advertised with a specific keyword the last three months, and also what other keywords have done well.
4. Powerful USP
Your USP, or unique selling proposition, is what makes your business stand out from your competitors and gives your customers a reason to choose you.
Three important reasons for creating a strong USP are:
- a strong USP will create more traffic from qualified prospects,
- a strong USP will greatly increase your sales conversion rates and
- a strong USP can abolish comparison shopping.
To create one, firstly – you should direct your attention to your strengths, and what you’re better at than your competition, secondly – talk and listen to your customers and thirdly- examine your competitor’s ads, websites, and marketing materials.
5. An Irresistible Offer
Your irresistible offer, should consist of the following 4 components which will make it difficult for your customer to resist:
- Valuable: Your product or service should have more value than the price, which basically means that the value your product or service provides, is more significant than the price.
- Convincing: Provide a believable reason why your offer is true – e.g. why are you offering a big discount.
- The value your product or service provides should be greater than the price tag: e.g. A money back guarantee shows that your business wants to deliver excellent service, otherwise you’ll give all the money back to the customer.
- Call to Action: If you want your customer to phone you, make it clear and simple for him to be able to call you. The more complicated the search around your website, the more you will lose. A strong call to action should be simple.
6. Effective and Compelling Ads
With AdWords when people click on your ads you pay, that is why you should attract persons to click on your ad instead of the competitors’ ads and prevent unqualified persons from clicking and thereby wasting your ad budget.
The result will be more traffic, sales, not as much wasted money on unqualified traffic, and more profits. Keep in mind that since there isn’t much space (even with ETA), you must be simple and direct when writing.
The components of the text are:
- The most important component is the headline since it’s what will be read first.
- Your keyword should be included in the headline of your ad because Google will bold it, and that way it will stand out from other ads. AdWords allows 25 characters for your headline.
- Description Line 1 and 2. In the two description lines, mention the benefits of your service, state your USP, describe your offer. You have 35 characters for each description line.
- Display URL. Your domain name shouldn’t just be copied and pasted. Use your Display URL to include your offer, call to action, your USP, anything that will make your ad be noticeable.
7. Killer Landing Pages
The landing page should match the keyword and the ad. This will continually reassure the customer is going down the right path.
Your headline, is the first thing your prospect will read and must attract the attention, repeat the offer in the ad, and encourage someone to keep on reading..
Your landing page should again be related to the keyword searched and the ad clicked on. Your USP should be included as well as benefits of your product, service, details etc.
Points that should be considered in a nutshell are:
- Simple design with not many animations, videos or complicated design.
- Strong headline that can be clearly read.
- Don’t use complex terms be simple and clear and use daily language.
- Help the reader understand what you have to say, by using visual aids like bullet points and pictures.
8. Conversion Tracking
Conversion tracking is simply a way of assessing sales produced by your AdWords campaign which lets you know which keywords and ads are boosting sales.
The AdWords conversion tracking code can be found in the AdWords account under “Tools and Analysis > Conversions.” To create a new conversion, just click on the [+ Conversion] button and follow the steps.
Recommendations for tracking offline sales are: Making a conversion page in your sales process, using specific coupon codes in your ads and landing pages and using tracking phone numbers in your ads and landing pages.
9. Successful AdWords Settings
Important settings for success apart from Keyword Match Types and Negative Keywords, which have already been mentioned are:
- Search vs. Display: requires different sets of keywords, ads, and landing pages. Always set up different campaigns to aim at every network.
- Device Bids: 34% of small businesses have mobile optimised website. 66% do not have a mobile-friendly website.
Search Network only should be selected for your campaign type, that way Google Search Network and not the Display Network is targeted. Now you can enable the ads and start optimising your campaign.
Once you’ve enabled your campaign your ads are live.
Continual optimisation is required for success.
Three main areas to improve your AdWords campaign performance are:
- Keyword bids – Once you generate clicks and sales, your bids must be modified accordingly.
- Ad click-through rate (CTR) – Directly affects your quality score, and this dictates what you pay per click. Test different ads, that way you see which type gets the most clicks.
- Landing page conversion rate. Many tools can help so as to test different landing page versions like Analytics Experiments. It’s easy and free all you have to do is set up a free account. Go to http://analytics.google.com.
Experiment by testing two different versions of your landing page and measuring which one generates the most conversions.
The above mentioned point steps will guarantee that your money goes into your bank account, instead of funding Google’s empire.
There is no doubt that Google AdWords works for all those involved.
Optimise Your Landing Pages
Careful, it’s possible to spend a lot of money and time on their AdWords campaign, but unless the page you’re sending people to is optimised for your specific conversions, you’re throwing it away.
Top AdWords Landing Page Optimisation Recommendations:
- Match AdWords headline to the landing page headline.
- Make sure that the landing page’s CTA stands out from the remaining page so people know how and where to engage.
- Landing page should be simple and to the point.
- Make sure the selling point (also called USP) in your Google AdWords campaign is the same as your landing page.
Test AdWords Ad Once every few Weeks
The length of the period depends on you. There are those that find it worthwhile to test more often, while others like to leave a campaign running for longer. Six weeks seems to give the clearest results.
- Display URL (short vs long)
- Call-to-action copy
- Ad extensions
- Device targeting
- Time-of-day budget increases
Different Keywords should be used for a Different Target Market
E.g., if your offer is a coupon for a Chinese restaurant, and your market is busy people during lunch break, use wording wisely and pick your target keywords carefully.
On the other hand if you have university students in mind, consider keywords like “cheap pizza,” “big slices,” and emphasize the late working hours.
Google AdWords is seen as a great way to reach potential customers and increase income and remain competitive, but is this always the case?