Creating a new Google AdWords campaign is an exciting experience: a mixture of excitement to create something new, worry about its outcome, fear of failure, and hope for success. You want to make sure that everything goes well before clicking the “Enable” button on the new campaign. In this guide, we give you the six most important tips before starting an AdWords campaign.
Keyword Research Matters!
The essential component of a successful campaign is to understand the customer and what they want. If you advertise a product or service that does not interest your customers, your campaign will not succeed, no matter how much money you spend on it. Therefore, it is crucial to understand the psychology of your customers and the suitability of your product or service before building your first campaign.
Customer volume is also an essential factor to consider. It would be best to analyze whether your investment can generate a sufficient amount of customers to cover the amount you spend to attract customers.
You can use the Google AdWords Keyword Suggestion Tool to determine the search volume and level of competition for the keywords you consider. All you have to do is get into the mindset of your customers and write a phrase with your keywords. However, before you start using the tool, make sure that “Advanced Options” is set. Select the location you want, choose the language, and set the default device type to “Laptop / Desktop” unless intended for mobile devices. To get an idea of the relevant phrases for your keyword, choose “Match Type” in the “Match Type” keyword settings.
When you search for keywords specific to your business or product, keep the following points in mind:
- Invest in keywords that have a high search volume.
- Invest in keywords that indicate purchase intent rather than just searching for information.
- As discussed later, consider the power of each keyword, which is especially important if you are looking for high-volume, competitive keywords.
Customize The Things That Can Be Customized
Which would you prefer: a “one size fits all” hat or a hat that fits your head? The same goes for AdWords. You cannot run everything in default mode and expect great results. You need to configure the following settings in your AdWords more quickly:
- Search Vs. Display
- Search and display are different ad networks that require different sets of keywords, ads, and landing pages to be effective. You have to run separate campaigns to target your ads to these two different types of networks.
- Negative Keywords
- These are a great way to block phrases that Google would otherwise use to display its ads. Negative keywords are those that distinguish “women’s shoes” or “cheap women’s shoes” from “sellers on your site.” Adding negative keywords can save you unwanted traffic and reduce ROI.
- Keyword Match Type
- There are three main types of keyword match: broad, phrase, and exact. Set default match type to “Broad.” As a result, Google will show your ad until a matching keyword or phrase is used. This type of match is more likely to generate irrelevant traffic, increasing your website’s bounce rate. With the “Phrase” match type, Google will show your ad when a user enters a search query that matches the phrase they have selected. This type of mail gives you more control over who sees your ad than the “broad” setting.
- The “exact” match type is like a strict instructor. Google will only show your ad when the user enters the exact keyword in the bar. While this gives you the most control, you also have the lowest risk; I suggest you select the “phrase” match, and you are good to go.
- Mobile Friendly
- If your website is not mobile-friendly, then you do not need to invest in mobile advertising campaigns. However, if you have a responsive website (which can adjust automatically to fit any device), you should consider spending money on mobile-specific ads.
Learn From Your Competitors
Simply put, add competition intelligence to your arsenal. Successful AdWords marketers identify landing pages, keywords, and ads that work best and which don’t. In other words, they rank and optimize your AdWords campaigns effectively. At Zytal, we use the Keyword Planner to see what competitors are offering by keyword and the average search volume.
Find Your Unique Selling Point
You must have a unique selling proposition (USP) that sets you apart from the competition. Customers consider why they choose you over their competitors. The key to your success lies in how you react to it.
A strong USP supports each marketing strategy, and AdWords is no exception. It would help if you had a strong USP for three reasons:
● You will generate more traffic by keeping unwanted leads at bay.
● To increase your conversion rate.
● It is a potential game-changer that can eliminate price comparisons. If you are giving something that no one else is offering, the customer will not see it as an object but an opportunity.
The best way to build a powerful USP is to focus on your customers. Analyze their buying patterns, see what they like, and find out what they don’t like about your industry. After that, take a look at your competitors’ ads, website, keywords, and everything else, then develop a unique selling proposition that no one else offers.
Landing pages are Important.
You should not direct all customers to your home page unless you have a single page (which is not a good idea for an online business). The landing page tells the potential customer a lot about your business, but it likely won’t focus on what’s highlighted in your ad. The landing page should only focus on what you advertise, providing all the information to potential customers to motivate them to take action.
Each ad must have a consistent landing page. If you are doing shoe deals, take your potential customers to a web page showing shoes, not on your home page, where they need to find out how to get to the page with shoes. If you are offering a discount on a particular item, your ad should direct customers to the page to buy the item.
Conversion Tracking is Key
It is necessary to analyze the keywords and ads that give you the most return on investment (ROI) and those that do not. Tracking your conversions will help you manage your ads and keywords properly and enable you to make the necessary changes to optimize your campaigns accordingly.