#1 – Set Your Goals
You will want to determine exactly what you’re looking to achieve with your campaign. Do you want a specific number of leads per month? Are you looking to increase inbound phone calls, newsletter signups, or make sales on your web site?
#2 – Do Your Research
Research the Keywords – Use keyword tools like Market Samurai or Google’s Keyword Planner to find the most relevant keywords people are typing into the search engines to find your product/service/company.
Research Your Competition – You will want to spend some time looking at the competition to see who consistently is ranking at or near the top of the rankings (you can use a spy tool like Keyword Spy Tool to help). Pay attention to their ad copy and offers. Visit their websites. Sign up for their mailing lists. Purchase their products.
Research Your Audience – Where are customers buying and reviewing products/services/businesses like yours online? Take a look at the reviews they are posting. What do they love/hate about your competition? What are the needs or desires they’re looking to fulfill? While doing this part of the research you should be on the look out for great quotes you can use for ad copy.
#3 The Landing Page/Offer
An irresistible offer on your landing page it the absolute keystone to your AdWords campaign. While you were doing your research you saw what all your top competitors are offering. Now all you have to do is make your offer just a little bit unique/different/better? It is amazing what just a small improvement over the competition here can make!
#4 Use Exact Match Keywords
When first starting out with AdWords, you will want your keyword list very small (5 – 10 keywords) and very focused (the ones that people who are ready to buy are most likely to be typing into Google). Add all these keywords to your campaign as Exact Match keywords (this means that your ads will only be shown when someone types that exact term into Google). This way your ads will only show up for the most relevant searches and not for variations that Google may think are relevant, but aren’t.
Over time, you can eliminate the keywords that aren’t getting clicks/conversions and expand on the ones that are.
For example, if “Atlanta Dentist” is working for you, add more Exact Match variations of it to the list. Do this by combining the word “dentist” with zip codes, nearby cities, and by using variations like “dentists near Atlanta GA”, “best dentist in Atlanta”, etc.
#5 Use Unique and Proven Ads
The ad copy should be highly relevant to the keywords they show up for (including the exact terms when possible). Make sure you stand out from the competition by using different offers, benefits, etc. Your landing page/offer should also reflect the same messaging as your ads to help people feel they are in the right place. (If you landing page is not consistent with your ad copy it will hurt your conversions.
Test your ads. To do this you will place at least 2 ads in each ad group and then split test them. As a general rule of thumb, after each ad has at least 30 clicks, delete the lower performing ad and replace it with a new one.
#6 Track Your Results
Whatever the goals for your campaign, track your results.
Track downloads, newsletter signups, sales, etc. with AdWords conversion tracking. If phone calls are what you’re after, use a Call Tracking service.
#7 Mine the Data
You get data from AdWords you can’t get anywhere else. Take advantage of it.
You can use the keyword data to find keywords that are good candidates for Search Engine Optimization (SEO) for your website.
As mentioned above, test different messages, headlines and offers in your ads. When you find ones that people really respond to, test them on your landing pages and in other marketing media.
Used this way the information you get from AdWords and Facebook Ads can be the grease that lubes your entire marketing engine.
Dr. Marjukka Miinala, DBA
Get Free SnapShot Report: http://snapshot.drmiinalamarketing.com
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