AdWords strategy explained in an easy way.
Setting up Goals
Make sure you specifically know what you’re eyeing to accomplish with your campaign. Do you want any specific number of leads per month or do you want newsletter signups, or sales on your site or phone calls? Is there a specific cost per conversion you want to realize?
Understanding your goals is very important since they’ll affect how you set up and manage your campaign.
Doing Your Research
This is where you need to spend most of your time while working on a new campaign. Given below are the 3 types of research you need to do:
- Keyword Research – Use any of the keyword research tools you are comfortable with to find the most relevant keywords people are using in the search engines to find your company or products and services that you offer. Make sure to spend some time on this. As it’s the basic foundation of your campaign.
- Competitive Research – Check out who is ranking for these keywords. Also check out who is bidding on these keywords via Adwords (you can use a spy tool like spiffy/iSpionage to help). Study their ads and offers. Visit their websites, check out what keywords they are using. Sign up for their mailing lists or newsletters.
- Research Your Audience – Find out where customers buying and reviewing products and services similar to yours business online? Go through their reviews. Find out what they love or hate about your competition? Find out if there are any deep needs or desires, they’re looking to fulfill? Is there any fears they are showing while going for product or services similar to yours? Not only this researching will help you understand your customers better it will also help you get some great quotes which can use for ad copy.
Everything comes down to Landing Page/Offer
While doing your research you would have found out exactly what your competitors are offering. Now you need to figure out how you can offer something different or better or unique. A tempting offer on your landing page can overshadow a lot of other deficits in your AdWords campaign.
What Keyword match to choose
When you are first starting out with your AdWords campaign, keep your keyword list very small (5 – 10 keywords) and very concentrated (the ones people most likely typing into Google when they are ready to buy product and services similar to yours). If you are confident with your keyword list, then add these keywords to your campaign as Exact Match keywords (Exact match means that your ads will only be shown when someone types that exact term into a search engine). But if you are not that confident with your keyword list, then you can go for phrase match (meaning your ads will be displayed when someone types the phrase or its close variant).
Over time, remove the keywords that are not getting clicks or conversions and develop upon the ones that are.
Grouping Keywords Into Ad Groups
Each and every one of your keyword in your campaign signifies a conversation going on in the mind of your prospects. The more you can tap into that conversation with your ads and landing pages, the more likely you’ll get the conversion.
So group your keywords based on the searcher’s intent into related ad groups. For example, keywords that include “buy”, “best deals”, “purchase”, etc. represents people that are closer to the end of the buying cycle. The ads and landing pages for these keywords should be more concentrated on closing the sale.
Keywords that include “reviews”, “how to”,“information”, etc. represents people that are still doing their research so the ads and landing pages should be more informative in nature.
Desktops/Laptops traffic is different than traffic from Mobile. Display Network traffic is different from Search Network traffic. Traffic from the India is different than the traffic from the U.S.A . So the keywords that will convert are much different than those that don’t.
So find out the traffic, which are important to you. Segment these different types of traffic into their own campaigns. Set aside their own budgets, landing pages etc.
All about Relevant and Unique Ads
Ad copy should:
- Your ads should be highly relevant to the keywords you are using to display for.
- Be different from the competition to stand out by using different offers, benefits, etc.
- Your landing page should reflect the message and offers.
And make your ads are performing. Place at least 3 ads in each ad group to test them. After the ads has around 30-40 clicks each, delete the lowest performing ad and switch it with a new one.
Repeat this process continuously and over time you will find out that your Clickthrough rates and Quality Scores has risen.
Track your Conversions
You should track your results according to your goals.
You can track sign-ups, form submission, downloads, newsletter, sales, etc. with Google AdWords conversion tracking. You can use a Call Tracking service, If phone calls are what you consider a conversion.
Compare the conversion data you get from AdWords, Analytics or other tools that you might be using to track conversion on a regular basis to check how far or near you are to your goals. Make the needed tunings to your campaign to improve your conversions.
Taking advantage of Data
The data you can get from AdWords is something you can’t get somewhere else. So you should take advantage of this data.
You can use this data to find keywords that are great candidates for Search Engine Optimization (SEO).
Test different and unique messages and offers in your ads. When you find ones that people mostly respond to, test them on your landing pages and in other marketing media.
This way of using Adwords can really help build a robust marketing framework.