You can set your Google AdWords campaign up for success by following these 4 basic fundamental steps:
- Pick a targeted campaign focus: When creating an online ad, you need to focus on a particular topic, region (geo-targeting), service or product, depending on your type of business or area of interest for customer acquisition. For example, if you are a restaurant, it could be competitively advantageous to focus on marketing a specific event/holiday or food specialty, to distinguish your business and offering from all others. Creating targeted campaigns, can be your competitive advantage. If your ads are too vague or not compelling enough, they will fail to attract the right audience of qualified leads to your website, that will fail to convert on your offer.
- Incorporate cost-efficient, targeted keywords: Begin with asking critical questions, “how would someone find my business online, which words or string of words would someone use to find your product or service? Create keyword lists that are relevant to your business and specific to your campaign’s focus. You should never rely solely on top keywords. Of course, the most popular keywords have the biggest search volume; however, every day, thousands of your potential customers use small-volume search terms for their queries. These types of keywords are called long-tail keywords, which represent about 70% of all search traffic. Leverage Google AdWords research tools to identify relevant keywords that drive high traffic volume with low competition; otherwise, you will have to pay more for clicks. The more competitive, the higher the cost per lead.
- Incorporate a compelling headline: Your online ad needs offer something compelling to the visitor to get a click-through rate. Headlines should grab people’s attention (25 characters or less) and descriptions should be very specific to motivate them to take action on your offer. A/B test one variable at a time-test variations on your headline, offer and landing pages to measure the best possible combination and outcome. This can help you measure conversions on the promise of your ad. You can A/B test headlines and conversion pages to come up with the right balance of message and content.
- Convert your ad to a goal: Your offer should drive traffic to a specific Landing Page to convert traffic to your offer. Landing pages offer you insight into the conversion traction from ad to goal. Your landing page should tie to your ad for consistency with titles, descriptions and messaging. Your landing page should follow best practices with clear calls to action text and buttons. The visitor should know exactly what action they need to perform and what they will get as part of the offer (e.g., fill out form, download guide, get free eBook).
Download this eBook and find out how AdWords helps you get in front of potential customers who are actively searching on terms that are related to your product, service, business or cause.