Have you ever wondered what is the best way to create profitable AdWords campaigns for your business? Here are the 10 questions you should base your account creation process on:
1. What are my users looking for?
The majority of keywords you will find in the keyword tool might not exactly be ideal for you. For instance, if you are selling a product and people are looking for reviews, they are likely to not be ready to buy yet. You should rather focus on more purchase related queries including the word “buy”, “affordable”, and other similar terms.
2. What are the unique selling propositions helping us generate a sale?
Not all the features and benefits of your product or service are equally important to a potential buyer. You need to identify features and benefits that are most important to your buyers and tailor the advertising messages and landing page based on them
3. How does your price compare to the competition?
If your price is lower given a similar quality of the service, you can use this as an advantage. However, if the price is higher you have got to figure out whether the premium price comes with enough advantages for the users or if you are pricing yourself out of the market. This might harm the success of your business
4. What action would I like users to take on my site?
If your goal is to generate a sale, your ads should clearly have a call to action indicating that (buy now, shop online now, etc..). However, if you are happy with calls or whitepapers download, you should make sure to include the proper calls to action in your ads. People are psychologically influenced by the calls to action and will be much more keen to perform what you want them to.
5. What is the bounce rate and time on site of my non converting keywords?
This is a very important point since it allows you to figure out if a keywords might perform well with a remarketing campaign. if your keywords do not convert but have a good time on site and low bounce rate, you want to retarget to this traffic. On the other hand side, if people are not really engaging to your site you need to make sure to pause the bad keywords and not invest into remarketing to bad traffic.
6. What do users see when they land on my site?
This is extremely important since it will determine the success of a campaign. You need to communicate why people should pick your brand over a competitor right away. Tell people why your brand is better and make sure to include all the information that drives the decision making process on top of your landing page. Another important thing to do is to include the call to action in a very visible spot to maximize the conversion rate.
7. Am I targeting keywords that are too broad?
This is a big risk. You can have a great campaign and landing page set up but if your target keywords are not perfect for your target market you will not get as many sales / leads as you would expect. Make sure to always keep your targeting relevant and don’t send traffic with keywords that aren’t matching your type of product / service. That is something you can do only when you saturate the market of your top keywords.
8. What are competitors doing better than me?
Try to learn from your competition and figure out if they are doing something better than you. You will definitively come up with some cool things to test in your campaigns and landing page. Some good elements to have a look at are: calls to actions, ads, landing page structure, landing page content, use of testimonials, unique selling propositions and much more!
9. Are there websites, forums or blogs I want to show ads on?
This is a fundamental question to figure out whether the display network is the right choice for you! If you do have some websites you can target with the Google display network that are extremely relevant to you make sure to plan for a targeted display campaign with banners that perfectly align with the content of your landing page.
10. Am I split testing ads and landing pages?
Your goal should be to constantly improve performance and that’s possible only if you focus on testing all components of your campaigns. Testing the effectiveness of your ads and landing pages will make a huge difference between a hero and a zero!
Running a successful campaign requires to consider a whole set of components. Make sure to consider all variables in your marketing plan and you will definitively boost the chances of succeeding with your business!