The 5 Point Setup for Adwords Search Success
FIRM FIXED IDEAS
Use this five point checklist to ensure that you have Adwords Search set up to maximize the overall marketing plan of your company.
“Everything should be made as simple as possible, but not simpler.” – Albert Einstein
The five point setup for Google Adwords helps evaluate if your marketing plan is focused. Focus is a big part of segmentation for marketing because we only want to target and produce content for segmented audiences to maximize their engagement.
You want to use this checklist to make sure that each of the overarching goals of your Adword Search Campaigns lines up with the funnel. This list can be used with any industry that uses Adwords Search and curates interest using a blog. If you aren’t doing this yet – start a blog and produce weekly content.
Download Shared File from Google Drive
Every product, every service, is unique and requires a specific strategy. Even similar products are different when offered by two different brands. You want to promote your product and brand simultaneously because you are persuading people to trust you and to part with their hard earned money.
Select a single product or service, be niche, be specific, and put yourself in your customer’s shoes.
The content you create on your blog needs to be curated towards your best customers. You want to target a specific customer and deliver the best experience for them. Your blog should be providing resources and answering questions that crop up over time. The best content is specific and helpful.
For a lot of industries their products and services sell because of their amazing blog and content. For the rest of us we need to pixel and capture as much information about our visitors as possible. By pixeling and then segmenting your blog you will be able to target them again on Facebook and from Google retargeting.
Finally, we move into Adwords. A lot goes into making sure that Adwords Search Campaigns are successful. It’s not easy to make positive returns on Adwords because your competition is likely paying rooms of professional SEO and Adwords experts to outbid and outperform your attempts. This is why it is crucial to have a content engine and set yourself apart from the crowd.
Keywords are where we are focused. You want to target highly relevant strings of words, the more the better, that are specific to your blog and your product/service. You want to avoid being too broad – you need to be exact. In fact, I would only start out with broad match or broad match (+) if you don’t have any idea of what people are searching related to your keywords. Otherwise, stick with phrase and exact matches.
Create Ad Sets that correspond to those keyword types, so one Ad Set that is “Phrase” and one that is [Exact]. You will set the bid about 20% higher for the Exact Ad Set so you stress higher preference for an exact match query.
Manage your negative keywords and keep an ongoing reference list as you track your search terms to manage what is getting in the way or throwing your searches off. Using all of this you should be able to ensure you are getting a higher CTR. It’s not about impressions or clicks – it’s about the click thru rate and the beginning/exit conversion rates.
Last but not least you need to test. Multivariate testing or (A/B Testing) ensures that your Adwords Search is successful and constantly optimizing. You will not get it right the first time! You need to be tweaking your Ads with testing weekly. Look at your headlines and below the fold text for areas you think could be rewritten, and test it.
The optimal way to test is to test only one element at a time. Try to stick with testing only a few elements and give it time. I would suggest a week or at least a hundred impressions (more is way better) before you resolve a test.
To conclude there are a lot of other ways to maximize your adwords search campaigns but these 5 steps will make sure that you have the macro goals focused. You need to get the basics right every single time no exception. I will post again with advanced and expert strategies of setting up adwords campaigns at a later time.