Google AdWords can have numerous benefits if planned, executed, and monitored properly. There are also pitfalls to be avoided. This article will cover important things to avoid as well as effective steps for implementing an effective AdWords campaign.
Step 1: Define attainable goals
A team seeking to maximize the use of AdWords will identify and articulate realistic goals, which might include:
1) Increasing donation volume
2) Recruiting more volunteers
3) Raising brand awareness
Step 2: Appeal to the relevant geographic and/or demographic targets.
An effective campaign should speak to a defined market. For tracking purposes, duplicating or moving around keywords once “up and running” should be avoided. A feature called Ad Scheduler can be set up using either Accelerated or Standard Delivery (evenly delivered ads throughout the day).
Step 3: Develop tightly-themed Ad Groups
The more relevant the ad text, the higher the CTR (click through rate), the Quality Score and the Page Rank that will be achieved. As for Ad Text Optimization, place catchy calls to action and inter- capitalize your display URL. For instance, instead of having www.marketingbydeepak.com show http://www.marketingbydeepak.com/. In addition, rotate various ads and you can track individual performance.
Step 4: Research keywords
This requires serious consideration; an organization can benefit from using the Google Suggest Tool to find relevant keywords. Trying to think like the target demographic may result in coming up with keywords from the User’s perspective. Be sure to look at all match types – broad, phrase and exact.
Step 5: Landing Page Optimization.
Most people have shared the frustrating experience of clicking on an ad only to be led to page that has nothing to do with the product/service searched for. There are numerous resources available on Landing Page Designs online.
The bottom line is that the marketer can have great goals, campaigns, ad groups and keywords; however, if these cannot be converted to close the sale, the effort has been fruitless.
AdWords Campaign Cautions and Pitfalls
Earlier, it was mentioned that there are pitfalls to be avoided. Chief among these is: Google AdWords cannot be done alone. AdWords is only one aspect of Social Media, which is a marketing tactic. Any business or organization seeking to leverage the social media tools, at a minimum, will establish a presence on LinkedIn, Twitter, or Facebook and show up in organic search results in addition to running AdWords.
Statistics indicate that, when people do searches, 75% of the time they click on the organic content found within the search engine results page (SERP). Only 25% click what they see on the sponsored links section. Users tend to trust the organic content more because of the independent review. An organization that shows up in both areas has a great deal in its favor!
Branding should not be underestimated. An organization that is well-branded and enjoys good press is more likely to perform better than an up-and-comer.
Remember to use Keyword Research, the Google Suggestion Tool, and to brainstorm with your Team or others to generate novel ideas. Even funny-sounding search terms can yield surprising results!
Campaigns that are up and running can benefit from the reporting features and Google Analytics to monitor and track campaign performance. Every so often, adjust a campaign by eliminating low performers, refining keywords, and ads themselves. Repeat this process often.
As with other aspects of your ad campaign, budget how much to spend on AdWords. Calculate enough allowance for your industry. Competitors may jump in and bid up the price for keywords. Determine a realistic ROI. Team members should take the time to read your reports and work with AdWords as seriously as they would a direct mail campaign.
What are the challenges you face with your AdWords campaigns? Please add your comments below.
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Deepak Gupta is VP of Marketing for Help My Resume, a Florida-based non-profit and is the Principal of Marketing By Deepak Consulting Group. Prior to jumping into the inbound marketing world, Deepak worked in database marketing and analytics where he developed marketing initiatives for brands like the Auto Club, State Farm, UPS, Hooked On Phonics, Comcast, AT&T, World Wrestling Entertainment, ESPN, Nickelodeon and other related brands.