How To Build A Great Google Adwords Campaign

So you’ve built a great brand page with engaging content, fantastic design and a solid user interface. Your product has officially launched and has a ton of potential. Your social media accounts are buzzing and you are starting to interact with your target audience. You have everything in place to start a successful Google Adwords campaign!

What is Google AdWords?

AdWords are small, pay-per-click ads that work in conjunction with the Google search engine. The ads are displayed on the right hand side every time that someone searches for something. They are highly targeted ads that are displayed based on the words that someone enters into the search engine, and the words that are most commonly used to search for your product.

How To Make The Most of AdWords

While AdWords are highly targeted ads that have to potential to really pay off for your brand, there are several key steps that you must take to make sure that you are getting the most out of your ad campaign. In order to make the most of your investment in AdWords, it is important to have a smartly designed and well-thought-out campaign to ensure that your ads pay off. Like any targeted ads, the more effort you put into deploying them properly, the more work they will do for you!

Six Key Steps to a Successful AdWords Campaign

  1. Use the resources that are available to you! Google AdWords provides many training materials and analytical resources, such as the ad word suggestion tool, to help you make the most of your campaign. Make sure you go over everything thoroughly and take advantage of all of the information that they provide. You can also look into a third party assistant like Wordtracker.

  2. Research! Make sure that you put the time in to research your keywords properly. Make sure that the keywords you target are both popular and easily associated with your product. Review keyword search results and investigate alternative or related keywords that might be more popular. Also, keep an eye on which keywords have fewer ad campaigns already running – these are more likely to be successful, as there are fewer competing ads.

  3. Know your audience! If you have a solid grasp of who your target audience is, who your products should be marketed to and what their needs are, then you can use this information to support your Adwords campaign. This can include their search habits, what devices they use to surf the internet, their geographical location and their preferred method of contact.

  4. Group your ads! Make a different group of ads for every major keyword. Keep an eye on other keywords related to your main keyword as well, so that you are targeting people who are searching for a product or brand just like yours.

  5. Design a great ad! With everything else, this can get left by the wayside, but make sure that your ad is the best it can possibly be. You want sharp, engaging text that contains a call to action. Your main keyword or key phrase should also appear in the ad copy, along with any and all relevant contact information. Vary the content slightly for each of your ad groups as well.

  6. Monitor your ads! Once your ad is up, it is important to monitor it closely to see which ads are the most effective. Make sure you attack a unique tracking url to each ad to make sure that you know which ads are performing the best. You can use this information to vary your phrasing, keywords or bid prices during the campaign to improve your click-through rate, and you can also use it to design an even better campaign next time around!

About the Author

Matthew Goulart

Matthew Goulart is the founder of Ignite Digital, a Canadian digital marketing agency. Through Ignite Digital, Goulart works with Fortune 500 companies and advertising agencies from around the world and has helped launch profitable and highly successful digital marketing initiatives for his clients.