It’s a new year so it is not surprising that businesses may be considering new marketing techniques to capture a desired audience. Today I want to share some thoughts on starting new online ads, specifically creating a new AdWords campaign.
The biggest challenge is often simple – where to start? Will my Google AdWords ads focus on overall branding or target something more specific. By taking the time to develop a CLEAR goal, it will be easier to determine what kind of ad needs to be created. To get started, ask some of the following questions:
- Are my ads intended to grow sales?
- Will my ads focus on brand awareness?
- Will my Google AdWords ads generate demand?
- What action will a website visitor take when clicking on the ad?
- Are my ads leading to a lead capture form? Should they lead to a purchase? Do I have a white paper to offer? Can my audience sign up for a newsletter?
In starting out, always identify a goal (or several goals) and know how the results will be measured. Now that the hard part is done, simply create a campaign. Yes, it really is that easy! I do not plan to recreate the wheel though, so be sure to check out this excellent step-by-step AdWords starter guide that Google has. It will get new advertisers started. I would like to add a couple quick tips though that I have learned through experience.
Creating a New AdWords campaign
- If possible, help customers take an action. Include a call-to-action then follow that by adding conversion tracking. Doing so will show you how effective your campaigns may be.
- Brainstorm a list (or lists) of keyword ideas associated with your brand/product. Certainly Google offers a tool to get you started but often they may not be the keywords that are best for a business.
- Consider using negative keywords to improve search. This eliminates those who may not actually be potential customers.
- Start with very specific targeting. That may be geographic targeting or AdGroups designed to attract a specific audience. Starting small will help create success early.
These are just a few tips, but they are some of the easiest to implement when creating a campaign, and I would argue that they are some of the most important.
I mentioned above, that measuring campaign results is important, ultimately though it is a must – When creating a new advertising campaign, advertisers need to know what works. Without analyzing results advertisers are flying blind! Test new ideas then build on campaign successes and failure, using a tool (Google Analytics) to help determine what is working and what is not.
Start with the basics and build a new AdWords campaign around success. The size of the campaign matters not if well thought out, so start today!
Does getting started with AdWords seem overwhelming or intimidating? Give us a call at 734-995-5000, we can help to get your campaigns set up or by offering ongoing campaign support.