Creating a new Google AdWords campaign is a thrilling experience—a mix of the excitement of building something new, the anxiety of its outcome, a fear of failure, and a hope for success. You really want to be sure everything is right before clicking the “Enable” button on a new campaign.
In this guide, our friends at Whello give the most important tips to keep in mind before launching an AdWords campaign.
1. Let’s do some keyword research!
The most important component of a successful campaign is understanding the customer and what they want. If you advertise a product or service that your customers aren’t interested in, your campaign will not be successful no matter how much money you spend on it. Therefore, it’s very important to understand the psychology of your customers and desirability of your product or service before constructing your first campaign.
Customer volume is also an important factor to consider. You need to analyze whether your investment can bring a high enough volume of customers to cover the amount of money you’ll spend to attract them.
You can use Google’s AdWords Keyword Suggestion Tool to figure out the search volume and competition level of the keywords you have in mind. All you need to do is get into your customers’ mindset and type in a phrase using your keywords. However, before you begin using the tool, ensure that the “Advanced Options” are set. Select the desired location, choose the language, and set the default device type as “Laptops/Desktops,” unless you’re exclusively targeting mobile devices. To get a sense of phrases relevant to your keyword, choose the “Phrase” match in the keyword “Match Type” setting.
While looking for keywords specific to your business or product, take into account the following:
● Invest in keywords that have high search volumes.
● Invest in keywords that indicate an intent to buy, rather than someone just searching for information.
● As explained further below, consider the affordability of each keyword. This is especially important if you’re looking at high-volume, high-competition keywords.
2. Do the math: comparing costs to budget
While you don’t need to know complex trigonometry, you will need to do basic math before investing your time and money to begin an AdWords campaign.
The first question to ask yourself is, “Can I afford this keyword?” Take a look at the following example to help you find the answer:
First of all, set a maximum cost-per-click (CPC) you think you can afford (let’s say €5 as an example). Now, use the Keyword Tool to compare your maximum CPC with the estimated CPC you get in the tool. Suppose the Keyword Tool places the cost of the keyword at €4, so you know you have a window of €1. That sounds like a good deal, so let’s look at the next step.
Your maximum cost-per-click depends on the conversion rate of your website, profit per customer, and your profit margin. If you don’t know the precise figures yet, you need to come up with estimate figures for each and do a little guess work. You’ll be tracking your campaign, so you’ll have more accurate figures soon to make better calculations.
In the meantime, here’s the formula you should use:
Max CPC = [(profit per customer) x (1 – profit margin) x (website conversion rate)]/100
Suppose your profit per customer is €200, with a profit margin of 50 percent and a conversion rate of 10 percent. By using the above formula, you can easily calculate the Max CPC:
Max CPC = [€200 x (1 – 0.5) x 10]/100 = €10
The maximum cost-per-click you’ve set should be close to the estimated CPC that is shown in the Keyword Tool. However, if your max CPC is way less than the estimated CPC, you’ll need to either decrease your profit margin or increase either the profit per customer or your website’s conversion rate.
3. Check out your competitors
Simply put, include competitor intelligence in your arsenal. Successful AdWords marketers identify the landing pages, keywords, and ads that perform best and those that do not. In other words, they sort and optimize their AdWords campaigns effectively. At Whello we use Keyword Planner, to see which keywords competitors bid on and what the average search volumes are.
4. Find your Unique Selling Point
You need to have a unique selling proposition (USP) that makes you stand apart from your competition. Customers consider why they should choose you and not your competitor. The key to your success lies in how you answer this for them.
Every marketing strategy is backed by a strong USP, and AdWords is no exception. There are three reasons why you need a powerful USP:
● It will generate more traffic while keeping unwanted leads at bay.
● It will boost your conversion rates.
● It’s a potential game changer that can eliminate price comparison shopping. If you’re offering something nobody else does, customers won’t think of you as a commodity, but as an opportunity.
The best way to create a powerful USP is to pay heed to your customers. Analyze their shopping patterns, see what they like, and find out what they don’t like about your industry. After that, take a look at your competitors’ ads, websites, keywords, and everything else, then come up with a unique selling proposition that nobody else offers.
5. Make it irresistible
You should offer something so amazing in your AdWords campaign that a potential buyer feels compelled to use your services, without even realizing it. This is called an irresistible offer and it has the following four components:
● Value: Your potential buyers should feel they’re getting more for their money. Your offer should sound like a great deal.
● Believable: The price should look reasonable, and not drastically less, or they’ll feel like something fishy is going on behind the scenes.
● Reduce Risk: Consumers are afraid of losing money to some cheap product or poor service, especially on the internet. Offering a money-back guarantee can reduce this risk to help new customers feel more comfortable shopping or doing business with you.
● Call to Action (CTA): Create a clear and simple CTA—the next step you want people to take. If you want your customers to call you, don’t make them dig around your website for your number. If you want them to fill out a form, put it front and center. It’s as simple as that.
6. And now make it efficient.
When you’re using AdWords search advertising, you pay only when your advertisements get clicks. With this in mind, your ads need to perform two important jobs for you:
● Attract relevant customers to your ads.
● Keep irrelevant customers at bay.
A successful campaign doesn’t simply bring in more traffic; it means more relevant traffic that brings in more sales, and less unqualified traffic eating into your advertising budget.
7. Landing pages matter
You shouldn’t direct every customer to your homepage, unless it’s the only page you’ve got (which isn’t a good idea for an online business).
A homepage tells a potential customer a lot about your business, but it probably doesn’t hone in on what was highlighted in your ad. A landing page should be focused only on what you advertised, providing all the information a potential customer needs to motivate them to take action.
Every ad should have a congruent landing page. If you’re offering deals on shoes, land your potential customers on a webpage that shows shoes, not on your homepage where they’ll need to figure out how to get to the page with shoes. If you’re offering a discount on a particular item, your ad should take customers to a page where they can buy that item.
8. Conversion tracking is key
It’s essential to analyze keywords and ads that bring you a high return on investment (ROI) and those that don’t. Tracking your conversions will not only help you manage your ads and keywords properly, you’ll also be able to make necessary changes to optimize your campaigns accordingly.
9. Customize what can be customized
What would you prefer: a “one-size-fits-all” hat or a hat that actually fits your head? The same goes for AdWords as well. You can’t run everything on default mode and expect brilliant results. You need to set up the following settings in your AdWords, and quickly:
a) Search vs. Display
Search and display are different types of advertising networks, which need different sets of keywords, ads, and landing pages to be effective. You should set up different campaigns to target these two different kinds of networks.
b) Device Bids
If your website is not mobile-friendly, you don’t need to invest in mobile device advertising campaigns. However, if you have a responsive website (one that can adjust automatically to fit any device), you should definitely consider spending money on mobile-specific advertisements.
c) Keyword Match Types
There are three main keyword match types: broad, phrase, and exact. The default match type is set to “Broad.” As a result, Google will show your ad whenever a matching keyword or phrase is used. This match type has a higher chance of driving irrelevant traffic, which also increases your website’s bounce rate. With the “Phrase” match type, Google will display your ad when a user types a search query that matches the phrase you’ve selected. This match type gives you more control over who sees your ad in comparison to the “Broad” setting.
“Exact” match type is like a strict instructor. Google will only show your ad when a user types in the exact keyword in the search bar. While it gives you the most control, you’re also likely to get to less exposure; I suggest that you select “Phrase” match and you’ll be good to go.
d) Negative Keywords
These are a great way to block phrases that Google would otherwise use to show your ads. Negative keywords are what differentiate “designer women’s shoes” or “cheap women’s shoes” from the “women’s shoes” you sell on your site. Adding negative keywords saves you from unwanted traffic and less ROI.
10. Last but not least: optimize!
Nothing is perfect from the very beginning, and your AdWords campaigns will likely be no exception—even with careful planning. To make sure your campaigns are proving to be beneficial, you should monitor three important factors:
● Keyword Bids: The moment your website starts generating clicks and sales for you, you should think about optimizing your bids. You may want to raise your bids if your keywords are bringing you good sales but not a higher ranking. On the other hand, if the keywords are not generating profits, you’ll need to lower the bids or use other keywords altogether.
● Click Through Rate (CTR): Your website’s quality score, which is determined by Google, depends directly on your ad’s CTR. You need to test different ad campaigns to know which ones bring you the most clicks.
● Landing Page Conversion Rate: Remember, your landing page should offer what you promised in the ad, or the customer is likely to leave your website. A landing page that keeps the promise you made in your ad helps ensure higher conversion rates and, as a result, more profit. Test different versions of landing pages to know which version suits your campaign the best.
We hope you can use these 10 tips to start building your own effective AdWords campaigns. If you would like to dive deeper into the world of Online Advertising, you can check out the free courses from Google here.
Whello is always looking for motivated students who are interested in doing an excitingly challenging internship at our Whello office in Amsterdam-Noord! Click here to leave your motivation and contact details.
Last Thursday, the MAA had one of its biggest events of the year: the Amsterdam Marketing Event. While we enjoyed workshops and interesting meetings with recruiters, had our resume checked and had our new LinkedIn photo taken, we discovered a new trend in the world of marketing during the presentations of several companies: the construction industry. Perhaps construction wouldn’t pop to your mind at first when you think about marketing; but hey, there’s a whole new world with a lot of big chances to discover!
Thanks to our partner Hilti, the world leader construction supplier, we know that this industry is busy with building their own brand new marketing strategy. The construction industry has a lot to offer. Many companies are looking for the perfect marketing consultant to start their own online marketing campaign. Right now, Hilti is at the very beginning of something brand new: online marketing.
Started from the bottom, now we’re here (online)
You shouldn’t be surprised to read that online marketing is still quite unknown in the construction industry. This industry is traditional in many ways, as well as with their marketing tools. However, even in the conservative construction world, people want to buy and find more information online. Right now, the website of Hilti gets 20 percent of the total turnover online! Additionally, their sales are still increasing, the visibility is getting bigger, they’re more productive and their customers are more content. All because of starting marketing online.
So where do you have to begin? And when do you know that you’re on track? According to Hilti, you have to measure everything. Which kind of posts on social media do work? And most importantly, why? They’ve found out that how-to movies work great. However, they shouldn’t be too long. For example, a four minute movie for Facebook does not work. On the other hand, it does the trick for LinkedIn. Hilti is simply doing what their customers are asking for. Which is why they’ve started with online product demonstrations and even involve their own customers in their online content.
Hilti is busy with creating a brand new marketing strategy that fits perfectly with the industry in which they are operating. At the moment, they are focusing on new services and software. In the future, they want to do more with marketing and digitization. They’ve just kick started their online marketing plan, but will need your help to make a great success of it!
Are you the talent they are looking for? Check out their vacancies now at https://careers.hilti.nl/nl
Perhaps you have already heard of it: micro influencers. It’s an upcoming marketing trend; more and more micro influencers successfully providing brands a platform for their audience. With micro influencers it’s not about reaching as many people as possible, but reaching the right ones. Using them for a campaign is an effective way to improve sales and the perfect tool for those who have a smaller budget. But where and what do you have to look for? We provide you a first and quick start to that.
The term micro influencers sounds nice, but what does it exactly mean? If you would ever like to start a collaboration with a micro influencer, you have to know what it is. Without knowledge of the details, you won’t be able to find the perfect fit for your brand. A micro influencer is actually a content creator. Micro influencers generally have 1.000 till 10.000 followers. The amount of followers is usually smaller compared to regular influencers, although it’s not the most important thing to look at. The big difference between a ‘regular’ influencer and a micro influencer is that the micro influencer focuses on a specific audience.
Where to find them
It’s good to know that micro influencers are easy to find. Often they are connected with agencies, specialized in micro influencing. However, you could also start with your own followers list. If someone with a relative large network follows you or your brand, the connection is already there. All you have to do is connect with them and make sure they will share and like your content. Another way of finding an influencer is by manually searching. For example, just go to Instagram and write the subject your targeting on in the search bar. You will find enough influencers who are specialized in their own specific subject.
What to look for
So, now you know what micro influencers are and where to find them. Still, you have to keep in mind what to look for. Therefore, you have to keep two important aspects in mind: relevance and engagement. Considering relevance, you have to think about the importance of the influencer for your brand. How relevant is he or she for the niche you want to target on? What is their expertise, vision and perhaps more important: what kind of content do they post? These aspects have to fit the content you are sharing. Once you have decided that the influencer is relevant, you have to take the engagement rate into account. How often are they active and in contact with their audience? The marketing tool Agora Pulse can help you with analyzing this. In the end it’s important to keep in mind that a micro influencer is easy to find and relatively cheap to use. Don’t focus on the amount of followers they have, but do concentrate on the sort of followers. Do they match your brand? Is the topic relevant and the engagement high enough? Good job, you’ve found the perfect micro influencer for your campaign!
Advidi affiliate managers Patrick and Marlou at a major marketing conference in Berlin
When MAA alumni Patrick Spruit was close to graduating, he felt a bit lost and wondered what was next for him.
“I kept going to MAA open house days at different companies… they were all great, but nothing really called my name,” he says.
“Then I went to Advidi. It was completely different from the rest. They were doing something new, something I’d never heard of. Everyone was enthusiastic and really proud of the company. We played a business game, had an outstanding lunch cooked by their in-house chef, chatted about work and life… I walked away wondering how much of it was real.”
It didn’t take long for him to find out. A few months later, Patrick was walking through the doors as Advidi’s newest Junior Sales Manager. Right away, he started learning all about a new kind of marketing that’s taking the online world by storm: affiliate marketing.
Affiliate marketing involves digital advertising, media buying, creative campaigns and entrepreneurship. As an affiliate network, Advidi acts as a middleman between advertisers and affiliates, helping them optimize their advertising campaigns to improve ROI and outperform competitors.
“As a sales manager at Advidi, I have to balance technical and analytical tasks with strong social and communicative skills,” says Patrick. “It’s a rare combination, but it’s really powerful in today’s rapidly transforming business climate.”
Choosing to enter this dynamic industry wasn’t easy – Patrick knew he was taking a bit of a risk. When compared to a larger corporation, the teams at Advidi are small and dependent on each individual’s contribution. He had two options: play a small but “safe” role in a big organization… or challenge himself to see what he could accomplish with the pressure on.
“I was overwhelmed at first. It’s a lot to learn. I was nervous, but I didn’t need to be. They invested a lot of time and resources in getting me up to speed. I was surprised by how quickly I was able to speak professionally about the business and make an impact. My decisions often changed the way the company worked, even as a junior.”
Advidi is a successful company, but it’s not just because of the profitable, cutting-edge industry they’re in. It’s the people and the uplifting environment they create. Everyone is challenged to build a personal portfolio while working together as a team to help each other profit.
Whether it’s during business meetings or on a company-wide trip, the people at Advidi are always in it together.
“Everyone values keeping a balance between working hard and enjoying life. Your voice is heard, which gives you a unique sense of fulfillment. I’m not sure I could have found a better place to start my career. After more than a year here, I now know for sure… the energy at Advidi is real!”
Interested in joining Advidi?
Apply at advidi.com/careers – and be sure to mention that you’re an MAA alumni like Patrick!