6 Tips for Starting an AdWords Campaign
Taking the plunge into Google AdWords can seem overwhelming, especially for small businesses that lack the resources of large companies. AdWords can appear extremely daunting, but it’s actually not as complicated as it seems once you get the hang of it. Still, there are many moving parts, and finding success takes time and effort. How do business owners with no Google advertising experience get started?
Here we'll review six tips for new businesses that are starting up AdWords campaigns. When you finish reading this, you'll feel less like you're falling and more like you're taking your first steps toward a worthwhile goal.
Tip 1: Do Your Homework
Before you log in and start setting up a Google AdWords campaign, it’s critical to take a step back and do your homework. For example, you’ll need to answer the following basic questions:
- Who exactly are you targeting with your ad campaign?
- Where (which geographic locations) are your ideal customers?
- Which product or service are you promoting?
- Are you going to present a special offer in your ads?
- Why should a prospective customer choose to click on your ad and purchase from you versus all the other options?
- What is your monthly budget?
- How much can you afford to spend to generate a lead or sale from your ad campaign?
As you can see, these questions are not specific to Google AdWords. They are specific to your business and your advertising goals and the answers will determine how you set up your campaign.
Tip 2: Set Up Conversion Tracking
How will you measure the success of your Google AdWords advertising campaign? Is it the number of phone calls? Or the number of online sales? Or the number of demo requests?
Once you identify the goal(s), then you need to set up conversion tracking so that you can measure whether or not your AdWords campaign is meeting expectations. Think of conversion tracking like a report card. You need to have a report card so that at the end of every month you know if your AdWords campaigns are passing or failing.
Luckily, AdWords has built-in conversion tracking to measure just about any goal you would want to track. But you need to set this up before you turn on your ads! It’s not retroactive.
Tip 3: Get Into the Testing Mindset
No matter how much you invest in planning, researching, and meticulously setting up your ad campaigns, there is a very good chance that your ads will not be profitable right away.
That’s because it’s impossible to know until you start to collect data from your target keywords and ads. For this reason, I recommend all new advertisers get into the “testing mindset” for the first 1-3 months of a new campaign. During this testing period, you’re essentially investing in research data that you can then use to improve the performance of your ad campaigns.
It’s OK if your ads are not profitable right away as long as you’re actively collecting data and making improvements that will later make the ads profitable.
This leads us to tip No. 3 ...
Phil is Founder and COO of Main Street ROI. Phil leads the company’s operations and is primary creator of Main Street ROI’s marketing training programs. He is an expert in search engine marketing, website analytics, and sales funnel optimization. Phil’s marketing thought leadership has been published on Forbes.com, Inc.com, MSN.com, and many other major business media outlets.
Phil earned his Master of Engineering Management degree from Thayer School of Engineering and Tuck School of Business and his Bachelor of Arts and Bachelor of Engineering degrees from Dartmouth College. While attending Dartmouth, Phil started every game on the varsity football team as the defensive safety.