April 16, 2013

hand clicking mouseSince you pay for every click on a Google Adwords campaign, having a poorly thought out campaign can quickly run into quite a bit of expense for very little return. On the other hand, a well thought out campaign that is tightly focused on a strategy for success can produce an excellent return for the money spent. The key is using the best strategy for your needs.

Define one goal per campaign

You may want to accomplish many things – increase leads, generate sales calls, sell more products, or register more customers for your mailing list. Each goal should have its own campaign. Track the results of that campaign against your expenditures to determine your conversion rate and your costs per conversion.

Research, research, research

You should do three types of research. First, research the most popular keywords for your particular niche. Once you’ve identified these keywords, find out what other ads are targeted to these keywords to discover the type of ad copy that is working, as well as the landing pages these ads lead to. Finish up with research of product review websites and forums to hear what your prospective customers are saying about these products.

Be irresistible

You’ve discovered what your customers want, what they like and dislike about your competitors, and what words and phrases attract their attention. Craft an irresistible ad coupled with a landing page that makes an unbeatable offer. Make sure that your offer is better than the competitors in all the ways that matter to your prospective customers.

Divide and conquer

Do not attempt to have your ad be all things to all people. Create different ads for display traffic and search traffic. Create different ads and landing pages for mobile users and desktop users. Create different ads based on geographic location, or any other meaningful differentiation tracked by Google.

Match ad and sales funnel

Each stage in your sales funnel should have a different ad. People who are seeking information will respond to a different ad than people who have already made up their mind and are ready to buy. By including keywords tied to the buying stage, such as “review” or “purchase”, you’ll be able to target the right stage with your ad.

Start small and grow

Use exact match keywords to focus your Adwords campaign on your chosen keywords. By tracking your conversion rates and costs per conversion, you can determine which of those keywords are working the best for you. At that point, begin adding variations of those keywords, for example including the names of nearby towns as well as the major city. Drop any keywords that are performing below average.





Sean McPheat

Managing Director

The Internet Marketing Academy



(Image: Stock Xchange)

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