Your Investment Strategy: Research First.
Launching a Google AdWords campaign can be a lot like investing money. Some companies choose to go for conservative, more sustainable investments. Others, striving for fast growth in their customer base and position in the industry, choose to implement more aggressive AdWords campaigns. Because AdWords is a pay-per-click program, it is important that you do your research before you design your “investment strategy” – your campaign – and continue to monitor its performance throughout. That way, you will be able to create and maintain the most successful campaign possible for your business.
CREATING YOUR CAMPAIGN CHECKLIST
In setting up your AdWords campaign, it is best to employ the use of a checklist. At Definet Contact, one of the biggest parts of our mission is helping you navigate the seemingly murky waters of small business digital marketing, so we have created a helpful Google AdWords campaign creation checklist just for you!
Step One: Consider CUSTOMER DEMAND
Is your product or service one that customers are actively searching for online? If the answer is no, Google AdWords is not the advertising tool for you. How do you find out? Google offers a lot of wonderful tools for advertisers and potential advertisers. You can verify that there is in fact search volume for whatever you’re going to offer by using the Google AdWords Keyword Suggestion Tool (https://adwords.google.com/select/KeywordToolExternal).
Step Two: DO THE MATH
Now that you have a good idea of whether or not your product or service is being searched, what your best keywords (or phrases) might be, what the competition looks like, and how costly your chosen keywords would be to implement in a campaign, it’s time to run the numbers. It is pointless to pursue keywords so popular, or competitive, that there is no chance of being profitable. It’s important to do the math in advance, before you’ve committed your growing business’ hard earned time and money into a campaign destined to fail.
Step Three: COMPETITOR INTELLIGENCE
Armed with your list of “buying intent” keywords that are within your budget, you need to reduce your risk by leveraging “competitor intelligence”. Often, you’ll find your competitors have already tested and optimized their AdWords campaigns. They have already figured out which keywords, ads, and landing pages work and do not work in your market. You can benefit from your competition’s experience by utilizing a competitive intelligence tool called KeywordSpy which collects, organizes, and provides easy access to all of your competitors’ historical advertising information (www.KeywordSpy.com).
Step Four: POWERFUL USP
Your USP, or unique selling proposition, is what differentiates your business from your competitors and gives your prospects a compelling reason to choose you. It answers the question:
“Why should I choose to do business with you vs. every other option, including doing nothing?”
How to create your Unique Selling Proposition
- Focus on your core strengths:
- What are you better at than your competitors?
- Gather customer insights:
- Ask your customers why they do business with you
- Ask what your customers dislike about your industry & what they wish you could provide in addition to your core products or services
- Analyze your competitors, and look for a unique opening
Step Five: THE IRRESISTIBLE OFFER
How can you stand out from the opposition with an offer so compelling your potential customer doesn’t dare pass it up? With an “Irresistible Offer”.
Your irresistible offer consists of the following 4 components:
- Value – Your product or service must be of greater value than the price. That doesn’t mean your offer has to be or should be cheap. Perception is key. What does your customer place a high premium on? Find a way to offer it to them, clearly, and enticingly.
- Believable – “If it seems too good to be true, it probably is.” You need to provide a believable reason for your offer to nip skepticism in the bud. For example, if you’re running a special sale, then you need qualify it – to give the reason you’re offering such deep discounts, such as an inventory blow-out, an anniversary sale, a grand opening, and so on.
- Reduce or Reverse Risk – People are always concerned about getting scammed or cheated online. One of the best ways to minimize the risk in your customer’s perception is with a money back guarantee or warranty. It will improve your response rates and is another great way to differentiate yourself from your competitors.
- Call to Action – “Use the KISS method… Keep it simple, _____.” If you want your prospect to pick up the phone and call you, make it clear and make it easy for them to do so. Don’t expect them to do the legwork. Use a strong call to action and keep it simple.
Step Six: Creating COMPELLING ADS
As we mentioned in the beginning, Google AdWords is pay-per-click advertising, meaning you pay only when people click on your ads. Compelling ads with a high click-through rate (CTR) will boost your AdWords Quality Score, which in turn will lower the cost per click of your keywords. Great ads will lower your costs while lousy ads will raise your costs.
A great, compelling ad is comprised of these key components:
- Headline – the most important component because it’s the first thing your prospect will read. Try to include your keyword in the headline of your ads because Google will bold the text, which makes it stand out from other ads.
- Description Line 1 and 2 – In your two description lines, reiterate the benefits of your service, state your USP, provide social proof, and/or describe your offer. And, of course, include your call to action.
- Display URL – Use your Display URL to include your offer, your call to action, your USP, or anything else that will make your ads stand out.
Here are three examples for a dentist to give you an idea of useful, quality, display URLs a dentist would want to use:
Step Seven: CONGRUENT LANDING PAGES
In order to avoid confusing and losing a prospect gained through a keyword search, create a dedicated landing page that matches the keyword and the ad. The goal is to make the entire sales process congruent so your prospect is continually reassured that they are going down the right path.
Step Eight: CONVERSION TRACKING
Almost ready to pass go? Yes you are! However, be sure not to skip this crucial step: conversion tracking. If you do, you’ll never know which keywords and ads are generating sales and which are just losing money. In other words, you will not be able to optimize your campaign once it’s up and running. Conversion tracking is the method of measuring sales generated by your AdWords campaign. You definitely don’t want to miss out on learning which keywords and which ads are generating sales.
Step Nine: USING CORRECT ADWORDS SETTINGS FOR SUCCESS
While AdWords is very user friendly, not all of the default settings are in your campaign’s best interest.
The most important settings to watch out for:
- Search vs. Display – Select “Search Network Only” for your campaign type so you’re targeting only the Google Search Network and not the Display Network. Device Bids – If you are one of the 2 in 3 small businesses that do not have a mobile optimized website, you don’t want to spend money advertising to mobile devices.
- Keyword Match Types – AdWords sets keywords to Broad match by default. Phrase is recommended for beginners, as it will narrow your search, while yielding more results than Exact.
Step Ten: OPTIMIZATION
Once you enable your campaign and Google approves your ads, you will need to focus on the consistent honing of your campaign. Most campaigns are not profitable from the start and they always require continual optimization to stay profitable.
3 Main areas to improve your AdWords campaign performance:
- Your keyword bids.
- Your ad click-through rate (CTR)
- Your landing page conversion rate.
Are you ready to reach for the top?
As you can see, Google AdWords can be a great way to add rapid growth to your business. Are you ready to launch your own custom tailored Google AdWords campaign, or is it still a little murky? Many Nashville small business owners prefer to focus on their business and leave the marketing to the experts. At Definet Contact, that’s why we’re here. Nashville Small Business Web Marketing is our specialty. Our #1 goal is to help your business flourish!
To learn more, give us a call today at (615) 915-4460.
Interested in a free consultation? Click HERE.