I Want a Google AdWords Campaign

September 16, 2015

If you have heard of Google AdWords you’ll be thinking about whether it’s for you or not. If you haven’t heard of Google AdWords then you no doubt will have seen them, without possibly knowing what they are.

Some sites seem to “just appear” in Google search results in that nice little column to the right of the “organic” search results (BTW – this is different to your garden variety organic) and above, right? Nope…nothing odd about it – there’s always that little four letter word “paid” which pops up when it comes to Search Engine Marketing options and in this instance these are Google AdWords ads.

The most common question I get asked is …

Why should I pay to appear in Google search results?

The short of it is, you are but one of billions of websites. Whilst you may think your website is awesome, top-notch and should be on first page, Google may have other ideas. You see Google can see behind the website and they are looking at (to name a few) your coding, your traffic and the relevance of your content based on search queries.

So Search Engine Optimisation is key to getting that side of it up to scratch, but it doesn’t stop there.  If you want people to find your website now you need to market your website, and that’s where Google AdWords comes in as an option. Just like you do with traditional forms of advertising to market your business for example, those beautiful glossy brochures you paid hundreds on are no good sitting on your desk, you have to get them out to the public.

So whether you are going to set up and run your campaign yourself or get a professional to do it for you, when it comes to looking into an AdWords campaign there are some things that you need to know first. I’ll run you through the very basic questions which I ask my clients before we can provide a quote:

Think about your target market

With Google AdWords you can target your ads geographically. Do you want to be receiving leads from New Zealand wide or perhaps just in Auckland? Or are you targeting internationally? Perhaps you are in the USA but want to target a certain state or area that you ship too?

Build a list of keywords relevant to what you are offering

At this stage just keep it simple, perhaps focus on your basic service offerings. For example, for my website keywords could include:

  • Virtual assistant
  • Virtual bookkeeping
  • Virtual marketing

Don’t include keywords for products you don’t want to market at this point. For instance if you are a shopping website but you want to focus on selling your gardening tools not your wheelbarrows, then your keywords should be based around secateurs, spades etc etc.
Now think about some words that you wouldn’t want to show up for, these will be your “negative keywords”, again keep it simple. I’m talking about those words that are related to your offerings but you don’t specifically offer and therefore may not want to generate leads for. You don’t have to have negative keywords, but they are something to think about, and when it comes to deciding on your budget sometimes these can make a huge difference.

Get an idea of what sort of budget you would like to work with

Your campaign is based on a daily budget, the more you have available the more chances you have to be seen. However, that does not mean that you should throw your whole marketing budget to this one channel! Each industry is different, and nothing is set in concrete until the research is done. In order to get an idea of how well your campaign could go you’ve got to start somewhere.

What’s reasonable? This comes down to all of the above as well as what industry you are in. An accommodation provider may spend over a $100 a day, whereas the local bakery might only spend $15 a day. Google offer tools which can help make the decision, it’s just knowing what your estimated range is at this point.

What happens next?

From here an idea of how your campaign can be set up and what budget to put towards it to get results can be put together.

It’s not a set and forget platform though, so if you are going to do an AdWords campaign – it needs checking, tweaking and sometimes…it needs revamping. But all of these things help to get the best out of your campaign.

A mistake I’ve learned from

I recently spent hours putting together my own Adwords campaign in order to grow my list.  I had a beginner’s idea on how to do this and doggedly ploughed through a handful of ‘how to’ articles to upskill. Now … I have Lizette on my team of contractors, a trained Adwords guru and I asked her to double check my campaign before I clicked GO.  Honestly, the amount of feedback she came back to me with was overwhelming and I had a duh moment.  Why was I spending hours on this campaign when I had an expert on hand … it wasn’t like I had the spare time.  So my takeaway advice would be to get a handle on the basics of running campaigns so you know the basics.  Then contact an expert to create and run the campaign for you … Lizette can’t run my business like I can … and I can’t do Google Adword campaigns like she can.  Lesson learned!

Have you run a Google Adwords campaign?  I’d love to know your best takeaway … what worked well for you, and what didn’t?

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