Google Advertising and PPC: Make Your Adwords Campaign Count

So you've decided to start your Google Adwords campaign. How do you make it count? To make sure the money you put into it doesn't just go up in smoke, make sure the following is in place so your campaign gets some traction.

  • Plan, plan, plan.  Put yourself in the shoes of the person you are trying to reach. What search terms would you use to find your product or services? Google has a fantastic keyword planner tool that will help you see what terms or words are most frequently used for your product or service. Not only that, the planner will also give you an idea of cost. Planning an ad isn't just about finding the right words, it's also about knowing how much skin you're willing to put in the game. Google has some great examples of how to do the math and plan your budget based on the results found through the keyword planner.
Find more at Google Support.

Find more at Google Support.

  • Know your audience, know yourself.  Be clear about your message and whom you are addressing. Have your target audience in mind and speak to them directly. What will resonate with them? What are their pain points? This doesn't mean that you just say what they want to hear. On the contrary, this is where your mission and vision for your company come in. Being genuine to what your company is and is not—and what it plans to be in the future—is important. Be specific and genuine in your message and stick to your company identity. This will help your passion and credibility translate into your ad.
  • Set your goals.  What will a successful campaign be for you: Getting more leads? sales? subscribers? Define clearly measurable goals you want to achieve and then monitor your results. It's that simple. Make sure you have everything you need to measure your results. Again, Google is a great resource to mine and can help clarify your results and your progress. It even has a tool that gives you benchmark data for your display ads. 
Click the image to visit the Google tool page.

Click the image to visit the Google tool page.

  • Wash, rinse, repeat. Once you've put your ad in play monitor your results, you'll need to measure your goals. See where you can improve, and then repeat the process.

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