AdWords paid search advertising is a fantastic way of getting your product or service in front of perspective buyers. Whilst the system in its most basic form is designed for relative easy of use it does not necessarily lead one to creating profitable campaigns. The main problem here is that AdWords has made a complex task (online marketing) look easy. This leads many to think that ‘there is nothing to it‘ – ‘don’t see what all the fuss is about‘. However creating and managing profitable campaigns is often a challenge, even for the most experienced AdWords PPC Management team.
There are some key elements in this ‘profitable campaigns’ statement. Many businesses do not actually try to run profitable campaigns. They just allocate a budget and then give someone the task of setting up and running AdWords campaigns. When the budget is spent they assess how well the campaign has performed based on the current number of orders (or how busy they are). Often they do not have the expertise in house to plan and implement a good campaign – let alone have time to manage it on a daily/weekly basis.
Google AdWords Camapign Managers
This is where an AdWords Management Agency can provide so much benefit. They should be able to plan, implement and manage campaigns to meet real ‘bottom line’ business objectives. Why not take a look at Rich Sale Ltd UK AdWords Consultant on LinkedIn.
Campaign Objectives
The key prerequisite to a good campaign is a real, well defined objective. Understanding exactly what is to be achieved by the marketing campaign sounds like an obvious requirement. However, experience shows that often it is completely overlooked or just really vague – get more traffic, make more sales.
Performance Indicators
Once the objective has been determined it is logical to agree what metrics will be used to monitor success. Be precise about this as it is important to understand what you are trying to achieve. Go for real numbers rather than percentages when dealing with traffic and sales. Increasing traffic to a webpage by 50% is a very different game if you currently have 100 visits/day or just 1 visit/day!
Agree a meaningful performance baseline – quite often we see variations in stats month on month. So agree an average from the past 3 months. But remember to consider the impact of public holidays etc on your results.
The main thing here is to be realistic. There is no point in setting un-achievable goals.
Plan of Attack
Once you have agreed the objectives then your AdWords manager can devise a marketing strategy to achieve it. At this stage it is useful to have some idea of the proposed budget. However it is always best to work to the desired outcome rather than a fixed budget. The best plan to achieve the desired result will usually have a caveat that it must be the cheapest!
If the plan does not fit the budget then now is a good time to shout about it. Nothing worse than having to report that you failed to meed the main objective after spending the budget.
Implementation Plan
Your AdWords manager should provide or have a plan for implementing the strategy.
We will cover the remaining parts of the AdWords campaign delivery notes in a later post.
Adwords Management Services 