10 things to consider before launching your AdWords campaign

We’re a creative communications agency.

10 THINGSADWORDSCAMPAIGN.

TO CONSIDER BEFORE LAUNCHING YOUR

Creative. Strategic. Responsive. somethingbig.co.uk

#1 IDENTIFY THE AIM OF YOUR CAMPAIGN

ASK YOURSELF:What do I want to promote?

Why would people be interested in my product or service?

What can you do to entice my target audience to use (or purchase) my product or service?


#2 SEE WHAT YOUR COMPETITORS ARE DOINGFIND OUT WHAT’S WORKING FOR YOUR COMPETITORS - AND WHAT ISN’T. VISIT COMPETITORS’ PAIDLANDING PAGES FOR INSPIRATION WITH YOUR OWN LANDING PAGE AND AD CONTENT.


#3 DEVELOP YOUR KEYWORD LIST BASED ON WHAT USERS

ARE SEARCHING FORWHILE TIME CONSUMING, KEYWORD RESEARCH

IS DEFINITELY WORTH THE TIME AND EFFORT.

GOOD PLACES TO START:

AdWords’ own Keyword Planner

Soovle

SEMRUSH


#4 IDENTIFY THE ‘SEARCH INTENT’ FOR EACH KEYWORD YOU WISH TO TARGETOnce you have your list of keywords, Google each keyword to get a clear understanding of the ‘search intent’ behind it: what users want to achieve by searching for this term.

If you think a keyword has the correct search intent, add it to your ad group.

IDENTIFYING SEARCH INTENT IS ESSENTIAL FOR:

Improving spend efficiency

Ad targeting

Ad and landing page quality


#5 CREATE A NEGATIVE KEYWORD LISTARE THERE ANY SEARCH TERMS THAT YOU DON’T WANT TO RANK FOR?

ADD THEM TO YOUR NEGATIVE KEYWORD LIST SO THAT YOU DON’T WASTE YOUR BUDGET AND IMPRESSIONS ON IRRELEVANT SEARCH TERMS.


#6 MAKE SURE YOUR LANDING PAGE REFLECTS YOUR KEYWORDS AND ADSIF YOU HAVE MULTIPLE AD GROUPSLEADING TO ONE LANDING PAGE, YOU CAN USE DYNAMIC TEXT REPLACEMENT ON THESE PAGES BASED ON THE RIGHT KEYWORDS. THIS WILL HELP IMPROVE YOUR QUALITY SCORE AND CAN IMPROVE CONVERSION RATES.


#7 ADD THE REMARKETING TRACKING CODE TO YOUR LANDING PAGE / WEBSITE

Not everyone who goes to your landing pages will convert – but you can still engage with users who have been to your

landing page and serve them ads either on the Google Display Network or through remarketing lists for search ads (RLSAs).

When remarketing, don’t send users back to the same page with the same content – new content or offers can help

improve conversion rates.


#8 ENSURE CONVERSIONS ARE BEING TRACKED BY GOOGLE ADWORDS AND GOOGLE ANALYTICSTO TRACK YOUR CAMPAIGN’S SUCCESS, YOU NEED TO BE ABLE TO SEE THE NUMBER OF CONVERSIONS OR SALES IT HAS ACHIEVED.

To do this, you need to make sure Google AdWords and Google Analytics conversion tracking is implemented – as AdWords will only track conversions that come from PPC.

Google Analytics monitors the entire user journey though all tracked channels. It is a great way to assess how your AdWords campaigns integrate with all your other marketing channels.


#9 KEYWORD MATCH TYPES ARE IMPORTANT – LEARN HOW YOU CAN USE THEMKEYWORD MATCH TYPES HELP CONTROL WHAT SEARCHES YOUR ADS WILL SHOW UP FOR. THERE ARE FIVE MATCH TYPES:Broad match – ads show on searches that include synonyms, related searches, misspellings, and other relevant variations Broad match modifier – ads show on searches that contain a modified term – not including synonyms

Phrase match – ads show on searches that contain the phrase in the same order, including close variations

Exact match – ads show for searches that include the exact term and close variants

Negative match – shows for searches without that term (as part of a negative keyword list)


#10 WRITE EFFECTIVE ADSWELL-THOUGHT OUT ADS WILL IMPROVE THE CLICK-THROUGH RATES AND PERFORMANCE, SO MAKE SURE YOU:Include keywords in ad titles, this will make them stand out on the result page

Inform searchers of your USPs

Address the issues your clients are facing and indicate how you can help

Provide a clear, strong call to action

3 Wells Court, Albert Drive, Woking, Surrey, GU21 5UBT: 01483 746650 | www.somethingbig.co.uk

We’re a creative communications agency.

Data & Analytics

10 things to consider before launching your AdWords campaign