Some time ago, I posted an article on search marketing. I’ve recently helped quite a few clients who’ve been using Google AdWords to advertise their business online. In many cases their adverts have not been working well for them. Therefore, I’m giving a few tips to help you plan and manage your search advertising better. There’s more that you need to do but these are the basic things that I’ve seen people get wrong.
Planning an Adwords Campaign
- Think Like Your Customers. What terms are they likely to use for when searching for the products and services that you provide. Use a keyword tool to build up a list of these and similar terms.
- Research Your Keywords. How many searches are there for each keyword every day and how many (competing) sites feature these keywords?
- Set Your Budget. Research how much the keywords cost for PPC and plan a sensible budget so that you can capture a decent amount of traffic.
- Design Your Adverts. Look at similar adverts for those keywords from competitors. Make your Ads compelling and have at least 4 (so you can find out which are the most effective and tune them).
- Build/Select Your Landing Pages. Make sure that ad clicks lead through to appropriate landing pages in your website.
Managing An Adwords Campaign
- Google Analytics. Make sure that your Adwords account is linked to your Google Analytics account and that auto-tagging is enabled.
- Monitor & Measure. Check your Google Analytics and your AdWords account every day for the first week and then at least weekly for the following…
- Is your bounce rate on landing pages less than 50%?
- Are your conversions justifying the advertising investment?
- Which adverts and keywords are performing best?
- Modify & Improve.
- If you have a high bounce rate then visitors aren’t finding what they’re looking for so either modify your landing page or your adverts/keywords.
- Look at which adverts and keywords are performing best and either improve or remove the ones that aren’t working.
- Make sure that your investment is brining you either more sales or more leads.
If you want any advice or help then please contact me.