Developing a successful AdWords campaign is one of the most critical components in the evolution of small business marketing.
While using Google AdWords is one of the best ways for marketers to drive traffic and promote engagement, learning to run an AdWords campaign can be a daunting task for the beginner.
While the platform is straightforward and user-friendly, targeting the wrong Keywords or allocating your marketing budget incorrectly can result in poor results and wasted effort.
Luckily, even AdWords newbies can learn to run successful campaigns quickly and easily. Read on to find out more.
How to Run a Successful AdWords Campaign: 5 Tips
While AdWords can feel like a maze for people who aren’t familiar with it, these five tips can help you get started on the right foot.
1. Do your (keyword) research
AdWords can be an efficient way to generate traffic for your site. When AdWords campaigns are combined with content creation, a solid business model and established branding, companies in virtually all industries can expect to see a steady increase in traffic.
Unfortunately, choosing the wrong keywords can have a detrimental effect on your business.
This is why it’s so critical to conduct good keyword research before you launch your first successful AdWords campaign. Once you’ve chosen your target keywords, evaluate them on a regular basis for consistency and relevance.
In addition to helping you keep your marketing budget in control, evaluating your keywords on a regular basis is an effective way to reach your target audience and hone your marketing message as much as possible.
2. Analyze AdWords data before deciding where to spend your budget
While AdWords can be an effective engagement strategy for small businesses, it’s critical to keep a close eye on the budget. If you’re not analyzing your AdWords metrics before deciding where to allocate your funds, you could be tossing money out the window.
By analyzing your statistics on a regular basis, you can determine which keywords are generating traffic for your site, and which are just falling flat.
Luckily, Google AdWords offers dozens of reports that can even new advertisers can analyze and use to make decisions.
For a simple analysis, export the AdWords data to an Excel sheet and see what’s going on “behind the scenes,” and to keep a running record of your stats.
3. Allocate resources to your most successful campaigns
If your ads are bringing in profit, it’s always a good idea to increase the amount of your investment in these areas.
Your profits are a clear indication that you’re doing something right!
Problems tend to arise when you are investing a lot of capital into what isn’t working. This is a surefire way to fall down the rabbit hole of profit loss. Ditch what isn’t working as soon as you become aware of a problem.
If a keyword is underperforming in the beginning stages, it likely won’t recover. With this in mind, trust your data and don’t hesitate to make edits.
On the flip side, don’t be afraid to keep funneling funds into what IS working.
Many people operate under the false assumption that they will not make a profit if they are continuously supporting “old” campaigns.
Luckily, this is false.
Stick with what works for your brand, monitor for any drastic changes in analytics, and you’ll be running a successful AdWords strategy in no time.
4. Pay attention to your audience
One of the most critical aspects of succeeding at AdWords is knowing your audience.
Who are you trying to target?
The reality is, many small business owners don’t know how to answer this, and that’s a problem. If you’re targeting a broad audience or an audience that hasn’t been defined at all, your AdWords campaigns won’t hone in on a particular demographic, and you’re liable to waste money.
With this in mind, do a little research and ask yourself these questions:
- What age group am I targeting?
- Where do they live?
- What is their preferred source of media? Where do they seek out information when looking for a product/service?
- What networks are they frequenting?
Knowing the answers to these questions can help you develop more efficient AdWords campaigns, and speak more directly to your customers.
5. Steer clear of common keyword errors
As we discussed above, if you want to run a successful AdWords campaign, it is critical to find the right keywords to target your chosen audience.
We reviewed how to stick with what works, so now let’s look at how to avoid choosing the wrong keywords.
Google AdWords operates best with very specific keywords. The problem with over-inclusive words is that you can indirectly target audiences that do not require your product, which results in you missing out on clients that DO require your product.
Take, for example, a marketer who wants to expand his customer base at a private ballroom dance studio in Montreal.
By targeting the keywords “dance” and “Montreal,” the client generates a massive amount of interest from customers who were looking for nightclubs or gentlemen’s clubs rather than private ballroom dancing lessons.
Lesson learned, right?
To avoid this outcome, add negative keywords to your campaign.
This will help eliminate unwanted traffic and keep your budget intact.
Stumped about which negative words to use? Head to your Google search terms report. The underperforming words in the report make good negatives.
Better AdWords Campaigns Start Here
There are so many ways to improve your AdWords campaign, even if you’ve never used PPC advertising before.
By customizing your keywords and ensuring that the campaigns you run are as accurate as possible to your particular business, you can run a successful AdWords campaign, stretch your advertising budget and drive significant engagement that helps your company grow.
Do you need professional keyword research to kickstart your AdWords campaign? Contact Proline Creative for an SEO keyword strategy to help you grow your business.