8 Considerations for Planning a Google AdWords Campaign
Ready to make a splash in Google AdWords? If you're marketing your small business, then you may have first-hand knowledge about the ease of using Google's ad platform. Anyone with a Google account and a credit card can get ads up and running within minutes. Online marketing can be an intimidating concept, but AdWords distills the creation of ad campaigns into a simple, step-by-step process.
But don't be fooled — it takes more than hastily written ad copy and keywords to be successful in AdWords. Much like cooking isn't as simple as throwing food into the oven, creating profitable campaigns in AdWords requires knowing your target audience, analyzing competitors and defining goals for your advertising efforts. Do these things, and your campaigns are far more likely to hit their desired targets. Neglect this pre-launch research, though, and your ads may never flourish.
Here we'll review eight important steps when planning your Google AdWords campaigns. Whether you're new to AdWords or have some experience, these easy steps can strengthen your advertisements right out of the gate.
1. Define Who You're Targeting
Think of your AdWords campaigns as radio stations. If you wanted to attract the most listeners, you wouldn't play the same music on all of your stations. Some stations would play the current pop hits, while others may play rap, classical or country. Each unique station would resonate better with specific groups of people.
So when creating your campaigns, think carefully about who you're trying to reach with each one. If you're marketing a shoe store, do you want your newest campaign to target male or female shoppers? Are you marketing formal shoes or sneakers? Are you trying to appeal locally or attract nationwide online orders? Or perhaps you're selling to a niche market, like people with unusually large feet? Any information you can gather on your target audience will help you build your campaigns.
2. Find Relevant, High-demand Keywords
Building quality keyword lists is essential for all your campaigns. However, good keywords need to be more than relevant — they also need to be in high demand. In search marketing, demand is measured by how many people are searching for various keywords. Keywords that garner little attention from Web users aren't going to help your advertising campaigns.
Fortunately, Google makes it easy to find relevant, high-demand keywords. Simply enter your keyword ideas into the AdWords Keyword Suggestion Tool, and Google returns lists of similar keyword terms along with their estimated monthly search volumes and various other metrics. Estimated costs per click are shown, but these figures are often incorrect. Definitely pay attention to the level of competition for each keyword term; keywords with higher levels of competition are being bid on by more AdWords users, which pushes up the required bids for premium ad placements. You'll maximize your reach and make your budget go further by finding relevant, high-volume keywords with less competition from other advertisers.
3. Make a Focused Sales Pitch
Knowing how to blast your ad to the masses is important, but reach doesn't matter if your ad isn't interesting. What exactly are you selling, and why should your campaign's target audience care? What makes your business or your product special? Are you offering a deal or discount that your customers shouldn't be without?
Your sales pitch must be short and sweet. Pay-per-click ads don't leave much room for making your point, which is why it's so crucial to zero in on one or two selling points for each of your campaigns. Choosing the sales pitches for your various campaigns goes hand-in-hand with knowing your target audiences.
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.