Adwords is a Google service, aimed at attracting people to your business and to help drive conversions from your website. Adwords is fantastic product, and when your account is managed effectively you will see a gratifying return for the money you have invested in it. However with Adwords, a campaign is only as successful as the information it is based on.
Setting up an Adwords campaign is not as simple as just putting an advert online using generic keywords – it involves a whole lot of statistical analysis and, unfortunately…investment. Unless you have an analytical approach to your Adwords campaign, you will most likely notice that your campaign is under-performing. In this article we are going to look at preparations you should make before you even consider setting up an Adwords campaign.
As we have already mentioned in a previous blog post, being unprepared can become expensive and non productive. Here are some questions that help you to prepare your website to enable you to set up the best Adwords campaign you possibly can:-
Does your target market know your product or service exists?
Amazingly enough we often cannot be found because the service or product we offer is so niche that people are simply not searching for it. You need to do some research to find out how your competitors get over this hurdle and which keywords or sentences were used to find them. If you are unable to find a viable solution then you may have to consider using other methods of advertising.
If you sell to a very niche market…
Adword campaigns often become extremely costly when our target market is niche and using keywords alone would result in too many clicks from people who are not potential customers. If you are working in the B2B sector you are most likely to meet this hurdle.
Is your market very competitive?
If you are a tiny fish trying to swim with the big boys, the cost of keywords for your campaign is likely to be extortionate and not at all cost effective. This may be an opportunity for you to decide what your unique selling point is so that you can base your Adwords campaign on that. Alternatively try out display advertising instead of the text Adwords for a lower cost per click.
Is your website good enough for your Adwords campaign?
More often than not the reason why your Adwords campaign has gone down like a lead balloon is because your website is inadequate. This can be partially remedied by improving the text on your site and making sure that landing pages provoke a call to action, because there is nothing more infuriating than clicking on an advert and landing on a page that doesn’t include the product or details on how to access the service you are looking for.
Once you have addressed all of these factors and all of your plates are spinning beautifully you will be ready to start thinking about goals you want your Adwords campaign to achieve. A well organised Adwords campaign can result in an excellent return in your investment…. but it for brand exposure, product sales, or leads.
If you would like to discuss a potential Adwords campaign please call 015392 67315 or contact us here.