Getting Started with Google AdWords
The internet is richer with content than it has ever been and getting eyes on your product has never been more difficult. To build the kind of audience you want, it’s going to take every tool at your disposal, and Google AdWords is a powerful one that doesn’t get nearly the attention it deserves.
Jumping into AdWords bidding can be daunting, but it’s not nearly as complicated as it sounds once you make the leap.
Stephen Kapusta of LunaMetrics recommends that you get four essential elements straight before you even consider launching your own campaign. First and foremost, you need a product or service. This should seem obvious, but it’s critical that you have something to drive people to with your keywords beyond promises. You’re going to be spending money, and it’s important that you get the maximum possible value from your spend.
Second, you need a budget. While AdWords won’t break the bank, they can be pricey depending on what keywords you’re going after. Have a very clear dollar amount that you are comfortable spending before you invest, and a very clear conversion goal that you are hoping to achieve (another of Stephen’s essentials).
The last is a website (or landing page). What’s the point of those AdWords spends if you don’t have a worthwhile place to drive eyeballs to? The point of this is to build toward a conversion so you need to make sure people know exactly where to go to purchase your product.
Once you have these essentials in place, the next step is to gauge demand. AdWords aren’t going to do any good if people aren’t searching for keywords that associate with your product. This is where the Google Adwords Keyword Suggestion Tool comes in.
Choose words or phrases you think your prospective customers are searching, and pick the ones that have the highest rate of searches, but are also clearly related to your product.
The best metric that AdWords campaign use to gauge value is “Cost Per Click.” Google will give you a number of how much each AdWord is going to cost, and you need to gauge if that number suits your budget. To do this, KISSmetrics recommends calculating your own “maximum cost per click”. They use the following formula to do this:
Max CPC = (profit per customer) x (1 – profit margin) x (website conversion rate)
How much profit will you get per customer, what profit margin is suitable to your interests, and how many visitors are likely to convert based on your own metrics? Once you have that number in place, and if you know that it falls below Google’s CPC then you should be in good shape to spend on that keyword.
Now that you know what keywords to spend on, the next step is to build a great ad that gets people to pay attention. Your keywords need to make their way into the copy of the ad to have any meaningful effect, and they work best in the headline. Headlines that ask a question that your prospect would ask themselves are generally effective.
In the following lines, reiterate what you are offering, the proof of its success, and a clear call to action. It all has to fit in less than 35 characters so an economy of language is crucial. Unbounce offers a wide range of different ways to craft effective ads.
You’re nearly ready to start your own AdWords campaign, but the final piece is tracking key metrics. AdWords campaigns are an iterative process, and you will get the maximum possible benefit by figuring out which keywords are performing best and emphasizing them on future campaigns.
Fortunately, Google AdWords’ own analytics tool can help you see which keywords are leading all the way to a conversion with a little setup (see Ingredient #8).
Don’t let Google AdWords go to waste. If you’ve got the budget and the time, it’s certainly worth your effort so long as you do it right.