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:
You need to start by verifing there is in fact search volume for what you’re offering.
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 potential customers are looking for, and Google gives you other similar, relevant phrases.
Keyword Planner tells you how frequently words are searched, how competitive they are in (searches per month), and what the advertising cost for each keyword is likely to 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.
The key question is whether you can afford to bid for the keyword.
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.
This formula will help:
Max CPC = (profit per customer) x (1 – profit margin) x (website conversion rate)
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. 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.
Your USP, or unique selling proposition, is what makes your business stand out from your competitors and gives your customers a reason to click your ad.
Three important reasons for creating a strong USP are:
It is important to ensure that your USP isn’t the same as a competitor’s…
Direct your attention to your strengths, and what you’re better at than your competition.
Price is an effective tool to generate clicks, but ensure that the prices you have listed are the real.
Percentage discounts are also effectibe.
Talk and listen to your customers for feedback on why they use you.
Lastly, examine your competitor’s ads, websites, and marketing materials for inspiration.
Your offer should consist of the following 4 components:
Your product or service should have more intrinsic value than the price.
This basically means that the value your product or service provides, is more significant to the end user than the price they pay.
Value can come in many forms.
Provide a believable reason why your offer is true – e.g. why are you offering a big discount.
If you’re ‘award-winning’ let potential customers know!
Using customer review scores from Feefo or Trust Pilot also work well.
If you want your customer to phone you, make it simple for them to do so when they land on your site
The more complicated the search around your website, the more you will lose.
A strong call to action should be simple.
With AdWords when people click on your ads, you pay.
An advert is an opportunity to introduce your brand/to a new audience and sell your product or service.
An advert needs a few key elements:
You need to prevent persons from clicking who will not be potential customers, 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 landing page should match the keyword and the ad. This will continually reassure the customer that they are following a consistent 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:
Conversion tracking is simply a way of assessing sales produced by your AdWords campaign which lets you know which keywords and ads are delivering sales.
This is crucial to effective management of Google AdWords, and your business!
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:
Tools such as Response Tap and Infinity are effective tools for doing this.
Important settings for success apart from Keyword Match Types and Negative Keywords, which have already been mentioned are:
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, but that’s only the start of the battle. Continual optimisation is required for success.
Three main areas to improve your AdWords campaign performance are:
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.
It’s possible to spend a lot of money and time on their AdWords campaign.
Unless the page you’re sending people to is optimised for your specific conversions, you’re throwing it away.
It is of crucial importance to test a range of possible ad variations, to see which elements deliver the best results.
The aim is to find the optimum performance from all your ads, by understanding which resonate with your customers, and deliver the best results.
There are those that find it worthwhile to test more often, but we find six weeks seems to give a defined set of results.
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