Looking to start a new Google Adwords campaign? Before you dive in, be sure you know the answers to these questions. They will focus your ads and your audience and help you get the best results. Here’s what you should consider for your Adwords campaign management.
1. What’s your target market for my Google Ads?
Start with the most important question, who are you selling to? Be sure to include all your potential buyers, the topics they’re interested in and potential keywords they’re searching for. Write them all down and then give them a weighted score.
- Where are your prospects located?
- Keep in mind that Google Ads allow you to choose where you want to target your ads. Know where most of your clients are to ensure you are only spending where you need to.
- Are they businesses, individuals or families?
- How will they search for you most? On a computer or via mobile?
- You can target by either. If you have a complicated product that can’t be looked through on mobile it would be best to just target those on a computer and maximize your clicks there.
2. What’s your offer in the CPC ad?
What makes your business unique, and different than your competitors? Make sure your ad doesn’t look just the same as everyone else in the space.
What are your unique selling points? Be sure to point these out in the ad! One of the most important parts of knowing your company is knowing what makes you unique compared to the rest.
Have a deal you can offer them in the ad that entices them to click and see more. If you have a free trial also be sure to make that known in the ad.
3. What keywords are your prospects searching for?
Here you need to put yourself in your customer’s shoes. Always think how the majority of people will type what they are looking for. People who want new shows won’t just type “new shoes”. You want to go for “Hottest shoe trends of 2017” or “Top Shoe Reviews”
Your keywords are one of the most important parts of your AdWords campaigns. They’re what gets your ads sorted through Google’s algorithms. Use the AdWord Keyword Planner to get keyword statistics.
Targeting the right words will also help you maximize your daily budget and make the right bids to get the best CPC (cost per click) and bang for your buck
4. How do you want to set up your Adwords campaign?
Below is a chart to give you an idea of how you should set up your Adwords campaign.
You can use a mind mapping tool such as Lucid Chart to get this created. Think about the results you need to achieve from your campaigns. List out your campaign objectives.
Break each point of focus into campaigns and then ad groups them by specific targets. The real secret here is to add more and always switch in and out different ad groups to keep optimizing your campaign. When spending a lot of money it’s best to get the absolute most value back you can. Even the smallest improvent in ROI can make a big difference in the long run.
5. What type of keywords do you want to use?
Targeting the right keywords will make all the difference for your budget and how much you spend.
There are 4 different ways to match keywords in your Adwords campaign:
Broad match: The default match type that all your keywords are assigned. Ads may show on searches that include misspellings, synonyms, related searches, and other relevant variations.
- Example keyword: women’s hats
- Example search: buy ladies hats
Phrase match: Ads may show on searches that match a phrase, or are close variations of that phrase, with additional words before or after. Ads won’t show, however, if a word is added to the middle of the phrase, or if words in the phrase are reordered in any way.
- Example keyword: “women’s hats”
- Example search: buy women’s hats
Exact match: Ads may show on searches that match the exact term or are close variations of that exact term. Close variations here may also include a reordering of words if it doesn’t change the meaning, and the addition or removal of function words (prepositions, conjunctions, articles, and other words that don’t impact the intent of a search).
- Example keyword: [women’s hats]
- Example search: hats for women
Here’s how the new ad copy format looks (the character limitations are in red):
My suggestions for filling in each field of the ad:
- For headline 1, you should try to use a keyword from our ad group
- For headline 2, incorporate a unique selling proposition –Include our top keywords in the two URL path fields.
- Use the 80-character description to tell the searcher something that sets us apart from all other Project Management Software options.
Negative Match: If there are any keywords that people are searching and finding you but are not your target market, be sure to add them into this section.
You can also add our location, phone number, and more through Ad Extensions which you can find out more about here.
6. What are your competitors doing?
With Spyfu and SEMRush you can see what ads the competition are running, when they run them, and how well they are performing. If you see a competitor is running an ad a lot and it is performing well, chances are it’s worth investigating. They may be getting great conversions that you can take advantage of.
Not only is it imperative to watch your competition, but looking at their ads is a great starting point.
If they are successful they have been running test as well, and you can save time by implementing something similar to where they put most of their focus. Check out a screenshot below:
That way, you can let your competition test out ads, keywords and PPC campaigns for you, then jump on what’s been working for them!
7. What’s your daily ad budget?
This one is more or less for you to figure out on your own. What I can tell you is this. You have to put some money into Google AdWords to actually see results. In a pay-per-click campaign made up of cost-per-click ads, you want to have a good conversion rate to your product for the cost-per-click. I can also give you some stats that may help.
According to a recent Google Economic Impact Report, businesses make an average of $2 in revenue for every $1 they spend on AdWords.
The average click-through rate of an ad on the Google Display Ad Network is 0.4% — four times as high as the average banner ad in the US and almost ten times as high as a Facebook ad. This means use more of your budget on Google than Facebook, unless your target market is just largely on Facebook.
Social media ads are really picking up, however, so do your keyword research beforehand and know your target audience. Sometimes Facebook ads may beat Google–it just depends on the keyword, your business and what your ad is selling.
The main key is to start with a test budget. You can roughly calculate your test budget by multiplying the number of keywords you want to test by the cost per click and by a minimum of 100 clicks. As a general rule, you’ll want to get at least 100-200 clicks on a keyword to determine whether it converts for you.
Something else to consider: Bing ads. Yes, the search volume is way less on Bing, but it gives you a place to experiment at a fraction of the cost. If you’re just wading into CPC, then Bing could be a great proving ground. If you have high conversion rates on a Bing ad with lower volume, then you know that once you move the ad over to Google, you may get even better results.
8. How Should You Measure Your Results?
It’s simple. Just multiply your conversion rate (the percentage of people who click you become paying customers) by your customer value (the amount of money you earn, minus fulfillment costs, from 1 new customer).
Here’s the equation: Customer Value X Conversion Rate
For example, if an average customer generates $100 and you have a conversion rate of 1%, then your acquisition cost from Google AdWords is $1.00.
A cheap and full scope options is to create an excel sheet with the following information:
- Average Cost Per Click (CPC)
- Monthly Budget
- Visits to your website
- Website Conversion Rate
- Total Website Leads
- Lead to Customer Conversion %
- Total New Customers
If you are looking for someone to take care of this for you there are plenty of tools out there. I highly suggest Adstage. They have an amazing platform and a dashboard that keeps up with all your Google Adwords, Facebook ads, and LinkedIn ads.
That’s all folks! Once you can answer these questions you are ready to start making money on Google Adwords.