How to Create an Effective Google Adwords Campaign
If you Googled your business’ name, it’s likely listed at the top of the search results provided. But what happens if you were to describe your what your business does and the area you are located in? Or if you have a product, what happens if you search for that specific product, like Men’s Trail Running Shoes. Do you find you are listed at or near the top?
Your business may not be listed at the top any longer. And that’s no entirely due to anything you are doing. You will see that the first links shown have a small ‘AD’ icon. This shows that these businesses are paying Google to presented first.
So you might be thinking ‘How do I get presented first?’ Well that depends on your budget, the goals you have for your campaign and executing on it correctly.
By the end of this article, you should have a better idea of how to create an effective Google Adwords campaign.
1. Understand How Google Adwords Works
Google Adwords is the program that businesses use to promote themselves on Google search results.
Google’s search engine functions off the idea of keywords, terms and phrases that people enter into Google, to find the things they are looking for.
Google then presents what it believes to be the most relevant results for the keywords someone enters.
Google protects their search result equation (or algorithm) fiercely but they will also allow for people to purchase bids on keywords and terms to be presented more frequently or higher on the screen.
What Adwords does well is promote leads and generate sales for a client who has a very specific understanding of what they and what search terms they would like to be shown for. The program functions using data and therefore data-driven goals will help you to create the most effective campaign.
Adwords is not the most effective means of building your brand or other difficult to gauge goals. To run an effective campaign, it’s best to have a very clear understanding of what success is, and know how you can tangibly measure this success.
2. Create Your Goals
Before you start your first Adwords campaign, the first thing you know is what you’d like this campaign to achieve.
Are you trying to generate leads or improve sales?
Is this in a specific geographic location or to everyone online?
Do you have a specific target audience in mind? If you are selling shoes, are they for children, men or women? What specific type of shoe is it - Running shoe, leather dress shoes, or children’s novelty?
A helpful exercise is to imagine the ideal customer you have in mind - what are they interested in, why would they like your product, where to do they live, what do they do, how to they speak/read? This will help to guide you in your ad’s creation.
3. Figure Out What Success Is
Knowing what return you need to ensure that your campaign is going to be positive is critical.
Not only will this tell you if your campaign is worth starting in the first place, but it will guide your bid strategy and even your budget.
If you are selling shoes, you will need to know what percentage of people clicking on your ad are going to eventually purchase the shoes. There is no way to know this before beginning your campaign, but if you need to make a sale on 50% of all people who click your ad, that’s going to be very difficult to achieve.
What is a worthwhile purchasing price for you to ensure you are going to make money off this ad buy?
A couple of terms to familiarize yourself with when it comes to measuring success:
CTR - Click-Thru Rate: the percentage of people who click your ad when it’s shown on in the search results
CPC - Cost Per Click: The cost to you when someone clicks on your Google Adwords ad.
CVR - Conversion Rate: The rate at which people who click on your ad complete your ultimate goal.
CPA - Cost per Action: The cost to you of getting a new customer or lead.
4. Create Your Goals
Now that we know who our audience is and what our goals are we must now understand how to measure our success.
Using Google Adwords’ dashboard you can see exactly how well your ads are operating. You will want to keep an eye on which ads are being clicked on and which ads are converting the searcher into a customer.
You may discover that one of your ads is getting a great click-through rate, but isn’t converting any customers. That may signal to you that the messaging on your ad is not being reflected when the search lands on your website.
5. Creating and Testing Your Ads
When you start your Adwords campaign, you will want to create multiple ads to show to searchers. Use slightly different language to see how different ads resonate to the searchers.
Just like fishing, the more rods you have in the water, the greater chance you have a getting a bite.
Experiment with different tones of your writing or with different images and see how the results change. The flexibility of Adwords is one of it’s greatest features - you can make changes on-the-fly and experiment and improve your campaign constantly.
Being as specific as possible will help you weed out potentially wasted clicks. Rather than saying you sell shoes, your ad should say ‘Mens Waterproof Trail Running Shoes’. That will keep people looking for other types of shoes from clicking your ad and costing you money.
6. Create Specific Landing Pages
Landing pages are critical to your campaigns success. A landing page is the specific page that someone who clicks on your ad goes to.
It should match, exactly, the tone and image that the searcher is expecting to see. It doesn’t have to be complicated - in fact it’s best to be very straightforward. It should say:
This is what you were looking for
This is what it looks like
This is how much it costs and how to buy it
Back to our shoe ad - if you click on an ad for a men’s running shoe, you would expect that the link takes you to a men’s running shoe. This seems obvious now, but if you are sent to a generic shoe home page you’re not only going be irritated, you’ll most likely leave that site right away and potentially decide to not purchase anything from that company.
As a business, you’ve just paid twice (once for the search result, and again for the click-through) to actually drive customers away from your business. OUCH!
7. Keep Watching Your Results
It’s quite easy to rack up a large ad spend on Adwords so you will want to keep an eye on your results and fine-tune your campaign.
Don’t follow good money after bad is a good motto for any project. If one part of your campaign isn’t working, don’t be afraid to cut it loose and focus on what you see is working.
Experimenting with ad copy, geographic location settings, time of day presentation, ideal audience profiles and bid strategies will keep you busy for sure.
What Should You Do Now?
Getting started on your Google Adwords campaign can be an intimidating project but it doesn’t have to be. If you have a product or service, you can be sure people are searching for it online. Gaining business market is possible.
We can help get your first campaign started and provide insight on how to improve your results.
We would be happy to help you out with anything you might have on Google Adwords or any other type of online marketing ! Let us know if you need a hand below: