Today, I’ll discuss 7 steps for how to run a successful AdWords campaign. In 2000, Google had launched the beta version of AdWords with only three hundred and fifty advertisers. After 15 years, the search engine company had earned approximately $52 billion in ad revenue.
So, there is no doubt that one of the fascinating stories in tech history is Google AdWords. And its success can be largely attributed to the fact that AdWords is undoubtedly the most effective and economical methods of advertising for companies of all sizes. From Fortune 500 companies to entrepreneurs, everyone uses the same platform.
However, it requires intelligent work to run a successful AdWords campaign. You simply cannot throw $3,000 at the search giant and expect to get leads. You have to do your due diligence and make use of the targeting tools that the platform offers you.
Do you want to know how to run a successful AdWords campaign? Given below are the key steps to get you started.
How to Run a Successful AdWords Campaign
Before you invest in an AdWords campaign, it is critical that you find out about its weaknesses and strengths. When it comes to highly measurable, targeted and rapid results leading to the generation of leads and sales, AdWords is considered excellent. However, this platform requires an ongoing and significant amount of investment, and every click or impression is paid for. Hence, it is not really a very affordable tool for brand awareness and you should let other marketing platforms handle that.
Find out about your target audience
Without understand who your target audience is and what their needs are, do not invest even a single dollar into AdWords. Instead, invest resources and time to find out the websites that your target audience generally spends time on. The style of language used by those websites, the kind of ad campaigns run by your competitors and so on. To quicken the process of research, the AdWords platform offers useful tools that you can make use of.
One campaign, one goal
A lot of marketers tend to get overambitious while running an AdWords campaign. This is especially true when a significant portion of the marketing budget is dedicated for AdWords. However, it is recommended that you have a defined goal for each of your campaigns. If you do so, you will be dramatically increasing the overall ROI of the campaign.
Craft a targeted landing page for your ad
Perhaps the most common and biggest mistake that most marketers new to AdWords make is directing traffic from their ads to their website’s homepage. To be honest, it is a terrible idea to direct traffic to homepages. If you’re wondering why the answer is pretty simple. When users enter a search query, it means that they’re looking for something specific. If you direct them to your homepage, you are simply wasting their time and of course, your money. Since homepages generally have a lot of different elements, which may not be of any use to the user.
What you can do instead is build a highly targeted landing page that addresses the users query directly. Remember that landing pages must be single-purpose – only one conversion goal and a crystal clear path towards that goal for the web users to follow.
Create different versions of an ad copy
Before starting your AdWords campaigns, you need to create several different versions of the ad copy. Even minimal alterations in an ad copy can significantly impact the rate of conversion. While testing several variations, you will be able to determine the version, which works the best. What you can do is, break the budget of your ad into segments and assign an amount to the different versions of the ad. However, you must be prepared to be able to pay a hefty amount upfront.
Confirm positive ROI
Usually, marketers set specific goals when starting an AdWords campaign. So, once the campaign is running, it is vital to verify that the campaign is generating that expected positive ROI. It is very easy to calculate this. You need to take the amount that you are paying per click and multiply it by the percentage of clicks that are getting converted. Compare the cost of any profit model of your choice.
Test, test, and test again
An AdWords marketing campaign is never actually done. You have to continuously work on it and make adjustments as necessary. You can try out small variations on keywords, ad copy, landing pages or anything else that you think will make a difference. Even slight improvements can make a huge difference in the long-term profitability of the campaign.
So, what are you still waiting for? Get started on crafting an ROI-focused AdWords campaign. Always remember that there is always a way to make your ads perform better, and therefore, keep on making changes as per the current demands.
Also published on Medium.