Google makes it really easy for anyone to get started with paid search. Just create an account, set up a campaign, with Google guiding you step-by-step through the process, and voila! You are in business. Having a live campaign, however, does not equal having an effective campaign.
Today we will talk about the importance of planning – how to use core marketing principles to ensure you are setting up an effective paid search campaign. So, grab a pen and paper (or start typing) as we walk through the marketing plan you need to create BEFORE you set up a Google Ads (AdWords) campaign.
Define Who Your Customer is
Who is your target customer? Why are they interested in your product or service? What language would your customers use to find you online?
This information will guide your keyword selection when you set up a campaign. It will also help inform which Audiences you want to observe and if you want to adjust your bids for these audiences.
Decide How to Present Your Product or Service
What product benefits or features are important to your customers? Of all the features and benefits you could describe, which ones would you pick?
Mapping this out will help you not just with keyword selection, but also with creating compelling ad copy. On your website (or app), this exercise will help you write content that is relevant to your customer and holds their attention after they click on your ad.
Select Additional Information that Influences the Sale
What additional information would help customers decide whether to buy from you? Information on price, other product lines, promotions, contact information, and content that helps customers evaluate their choices are all valid options. Decide what you want to share with customers. Then use this to add sitelinks, callouts, promotion extensions and price extensions to your ads in Google Ads.
Doing your homework before establishing an account and setting up a campaign will help ensure that your campaign is effective and you get relevant clicks, saving you money and increasing your ROI (return on investment).
Good luck with your Google Ads (AdWords) campaigns!