What’s my budget? Who’s my target? What type of ads should I use? These are all questions you may ask yourself when starting a paid advertising campaign on Google Adwords. These questions, along with many more, are great topics to brainstorm on how you’re going to leverage the best ads to the best target to ultimately receive the best ROI.
1. What are my goals? This is a great place to start when determining what type of campaign you’d like to implement on Adwords: CPC or CPM. Generally for CPC ad campaigns, an advertiser’s goal is for a user to click on their ad and convert by filling out a “Contact Us” form, purchasing a product or even downloading a brochure. An advertiser running a CPM campaign is typically aiming for brand awareness, since advertisers would pay by how many people view their ad instead of clicking on it.
2. Who is my audience? After deciding whether you want to have users convert on your site or if you’d rather gain brand awareness, the next step in building a campaign is choosing your audience. You can be as broad or detailed about who, where and even what time you want your target audience to see your ads. For example, if you’re a local flower shop in Salt Lake City, you may want to consider turning on “Location Targeting” for just the surrounding area of the city since your customers would most likely be local. If you know that most of your purchases happen during business hours Monday – Friday, you’d also might want to consider turning on “Ad Scheduling” so your ads can run when you know customers are ready to buy.
3. How am I going to get users to convert? Whether you’ve decided to run text ads, display ads or both, the enticing message you use to capture the audience’s eyes can have an effect on whether a user clicks your ad or not. For text ads, a catchy line of a sale that you currently have, or what the user would gain from your service or product is always a good start. Try out a few catchy lines (and remember to follow Adword’s rules of text ads) and see which one converts more or gets more clicks. If you’re running display ads, don’t just stick with your brand motto; entice users by a cool graphic or an image that shows what your product or service actually does. The creativity options are endless!
Once you’ve decided budget, target audience and your goals, give it a test run…literally! Let your ads run for about 2 weeks and then take a look at the data and see what ads and keywords are performing better than others. All of this data is viewable in your Adwords account, but you could always learn how to create Pivot tables in Excel so you can easily compare certain metrics and even save the data for future reference.