In my previous post, I covered the basics of Google Adwords – which by now, would have given you a general understanding of what this paid traffic generation method is all about, as well as the basic how-to.
In this post, I will share with you some effective strategies and tactics that will help you utilize your Google Adwords campaign to its maximum potential.
Strategy & Tactic #1 :
Structuring Your Account
To get started with Google Adwords, you should first create a Google account. If you already have an existing account, then you’re good to go! However, some users prefer to create a new account specifically for their use of Google Adwords to avoid clutter – and that’s okay too.
However, in order to be systematic and stay relevant, there are effective ways to structure your Adwords account. A relevant and logical account structure will surely have a significant impact on your ads, particularly on your ad’s Quality Score!
If you are planning to run only one campaign, your Google Adwords account is likely to be simple. However, if you plan to run multiple campaigns at the same time it will surely pay off when you consider structuring your account in a more optimized manner.
Recommended: Understanding The Basics Of Google Adwords
When you’re Adwords account is structured strategically and correctly, it will aid you in the following aspects:
More relevant clicks and traffic
A high-quality score, therefore, lower CPC
Making your account easier to manage and maintain
Before we get into the details of structuring your Adword Account, it is imperative that we first understand Google Adword’s three-layer organizational design: Accounts – Campaign – Ad Groups
An individual account is structured into individual campaigns; the account is associated with your email address, password, as well as billing information.
Each individual campaign has its own budget and settings that determine where your ads appear. Under ecampaign, are one or more ad group(s).
Each ad group will then have its own keywords, unique content as well their own landing page.
There are multiple ways in which you can set up your Google Adwords account, depending on your personal objectives. For instance, you can strategically structure your Adwords account based on your website structure – creating your campaigns and ad groups based the different categories (and subcategories) of products or services you are offering. For example, for an online e-commerce shop specializing in clothing for women and men, you can choose to have two separate campaigns for women and men categories, with ad groups for the subcategories under each category (eg. shoes, shirts). Other than creating campaigns at the category level, you can also structure your account in other ways.
You can also structure your account based on demographics such as geographic location, if your business operates in different markets. This makes it easier for you to allocate your budget accordingly.
Another alternative is to structure your account based on your budget for different categories. This is to help you control your budget for different categories, sub-categories, and networks, as you can only set your budget at the campaign level.
Also, when there are too many ad groups under a single campaign – it is only wise for you to create another separate campaign. This will help you when it comes to managing your account.
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Strategy & Tactic #2:
Selecting Your Keywords
Now that you have already structured your Adwords account based on the campaigns, you would now have to identify which relevant keyword to use for the different campaign ads. In order for you to come up with the most suitable and effective keyword, thorough research must be done! This is to ensure that the keywords you intend to use are not of a low-quality score and are also not too competitive.
There are various ways to conduct keyword research when launching a new Adwords campaign, and one of it is using ‘Woodstream’s Free Keyword Tool’ to start. The steps are fairly simple.
First, you need to key in a search term, for instance, ‘baking supplies.’ Wordstream will then generate a comprehensive list of keywords relating to the original search term. The most interesting part is the relative frequency data for the keywords is also made visible to you. You may also view the competitiveness of the keywords as well as the search volume (using data from both Google and Wordstream).
On top of that, you may also test out your keywords by using the ‘Wordstream Advisor.’ Wordstream Advisor is Wordstream’s Free Keyword Tool PPC and social media advertising platform. It enables you to search for new keyword ideas, identifying the keyword niches and most importantly excluding negative keywords from your campaign.
When assembling your ad group, be sure to always start small with the number of keywords per ad group, which is 10 to 20 maximum. This is because Google works in a way where when there are too many keywords in a particular ad group. The list will get too crowded and the chances of you getting results or generate traffic based on the keywords are very slim. Some may not even generate anything at all.
Strategy & Tactic #3 :
Identifying Your Audience And Your Unique Selling Point (USP).
One of the most important factors in ensuring you strategize your ads effectively is by identifying who your customers are and their demands.
Ask yourself these important questions:
What does your customer want?
What do your ideal customers do?
When do they do it?
When are they actively searching for what they want?
What device are they using?
When you have asked these questions, follow it up with thorough research. By doing so, you will discover your market, as well as the customer’s needs. This also helps you avoid wasting your resources (time, money and energy) in developing your Adword campaign.
Recommended: How To Identify Your Buyer’s Persona
Too often, entrepreneurs are so much in love with the products or services they’re offering and they forget that it is not their needs to satisfy, but their customer’s.
Next, it is imperative that you identify your USP (Unique Selling Proposition). Your USP is what sets you apart from your competitors. It gives you an edge, where it gives your prospects a convincing reason to choose you over everyone else.
For instance, if you choose to advertise your traveling package to New Zealand. What makes your travel package different from the ones readily available in the market? What is your X-factor? Do you offer destinations in New Zealand that other companies never offered before? Or do you have complimentary prizes that other companies have never thought of? Are you unique enough?
As Dan Kennedy (direct response marketing expert) would put it, “Why should I, your prospect chooses to do business with you versus any and every other option, including doing nothing?”
So, how do you create your own USP?
First, identify your strengths and what do you have that others don’t. As stated earlier this will be your X-factor.
Second, interact with your customers by hearing them out. A great company is built on consumer’s feedback and insight. Ask your customers these following set of questions:
Why are they doing business with you and not others?
What do they like about your product/service?
What can you improve on?
Always remember that your price tag is not the sole reason why people buy your product or service. If your competitor is pulling you down on pricing because they are more established, you have to be creative and tackle another sales feature that will compensate the customer’s needs. You need to build your sales around that particular feature.
Third, in order to create a compelling USP, analyze your competitors. As the saying goes, “if you can’t beat them, join them.” The best way to go about it is by conducting a competitor analysis.
Make sure to analyze your competitors’ ads, websites, and marketing materials. This way you can find a way to stand out from the crowd and establish a unique and effective Adword campaign.