Article

Paige Miller
Paige Miller 7 June 2016
Categories Advertising

AdWords - The Ultimate Strategy for Remarkable Results

Many people start using AdWords Search Ads, use up their budget, make no sales and then quit. It doesn't have to be that way. This article outlines the four major steps to AdWords success and remarkable results.

Want to save yourself (or your marketing client) a lot of time and money when using AdWords?  Make these four major steps the cornerstone of your AdWords strategy, and greater success is sure to follow:

  1. Learn about your prospects and your market by using the Keyword Planner tool and Search Ads.

Use the Keyword Planner tool to get AdWords’ suggested keywords for your product(s).

Then, think about the keywords your competitors use.  In fact, use the Keyword Planner tool (under the Tools tab at the very top of the screen) to get AdWords suggested keywords for your competitors’ websites.  Enter their web page into the Keyword Planner.    

Enter your best keywords into Google.com to see who your competitors are.  Read their ads and determine the copy you need to beat them and wow you prospect.

Write your Search Ad and run it using manual bidding and a small budget, to see what AdWords does with it.

  1. Fine-tune your ads and keywords until visitors are buying (i.e., converting, as Google calls it).

Do not increase your budget, do not raise your bid (unless you are getting no impressions), and do not start any other ads until you get impressions, clicks and SALES from the ad you have.

Fine-tune your ad and your landing page until you are getting sales.  Once your Search Ads are succeeding you have most of the basics in place to add more ads and ad types.

But, wait, you might want to focus on your first ad until you learn the next two step

The next two steps put the power of AdWords behind your efforts. It’s the difference between just running a few ads and growing a business through AdWords.

  1. When you achieve 15 sales in 30 day, activate the Conversion Tracking and Focus on Conversions Bidding options. These options puts AdWords on your side to help you gain as many impressions as possible without raising your costs.

With conversion tracking on, AdWords shows your ad to people who best match the characteristics of your buyers. With Focus on Conversions as your bidding option, AdWords automatically adjusts your bid (up to the amount you specify) so you win more auctions and garner more traffic to your website.   

  1. Activate the Remarketing feature as soon as possible after Conversion Tracking. This keeps you in touch with your best prospects—your previous customers and people like them.  With Remarketing, you can construct sophisticated strategies to bring prospects back to you site regardless of where they are in their buying process.

For example, you can run inexpensive Search Ads with keywords generally used by prospects who want to learn about your product (e.g., “reviews for . . .”), while you also run other Search Ad with keywords used by prospects who are ready to buy (e.g., “best price for…”).

Remarketing drops a cookie on their devices, so you can target them specifically, based on the interest they showed before.   Remarketing is the reason some ads seem to “follow you” as you surf the Internet. 

Follow these four steps and you’ll be running campaigns at full power.  Good Luck!

If you have another strategy that worked for you, let me know.  Or, post a  question if you want to know more.

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