SMEs how to get started with AdWords and what it takes to run successful campaigns Marina Obšivač Software Startup Academy - 18.01.2014

SMEs how to get started with AdWords

and what it takes to run successful campaigns

Marina Obšivač

Software Startup Academy - 18.01.2014.

The typical scenario reads like this:

• Business has been good• They've been using radio, banners,

newspapers• They start to notice that sales have been

steadily dropping• They ask around


The typical scenario reads like this:

• and then they realize there's something called Google AdWords

• they decide to create their first campaign > not getting the expected results > getting disappointed > thinking about giving up on

AdWords


Reasons why small businesses have a hard time with AdWords


1. Starting with a very small budget

• running out of budget too quickly during the day

• not generating enough traffic to make campaign work


1. Starting with a very small budget

• Solution: taking into account factors such as your industry, competition, products or services, etc.

• Keyword planner, Google trends


2. Facing high levels of competition (from bigger businesses)

• find long tail keywords (3+ worded keywords) > less competition > highly specific and relevant

• Google Instant + Google Suggest• Keyword planner• Search term report


3. Quality of the website

• not easy to navigate, confusing, complicated ordering process, etc. > potential clients get frustrated or bored > high bounce rate

• affects the performance of your AdWords campaigns

• Solution: improve the UX


4. No campaign tracking

• Very difficult to assess how effective the campaign is

• Solution: Google Analytics


Adwords Strategies for Startups


AdWords campaigns can help startups:

• Assess demand for their new service• Maximize launch buzz• Get people coming back to their beta

accounts• Help test new feature ideas• Grab investors attention (Gmail Sponspored

Promotions, Display)• etc.


Pre-Launch

• Capturing investor attention (display, directly)• Testing new feature ideas (test LP variants,

ads)• Naming your product (multiple ads)• Crafting your pitch • Email list building


During Launch

• Launch buzz• Generate expanded visibility• Extend awareness and reach• „stalking” visitors (remarketing)• Bid on competitors brand name


Post-Launch

• Get new customers• Optimization• Regain initial subscribers to mailing

list/product/etc


Use PPC to validate a Startup Idea


Why?

• Fast feedback• Little effort• Measurable• Targeted


How?

• Identify potential customers by the searches they make online

• Get in front of them, present your idea, look for validation


How to meet your business goals


1. Create the Right Goals

• Who: Who is involved?• What: What do I want to accomplish?• Where: Identify a location.• When: Establish a time frame.• Which: Requirements and constraints.• Why: Purpose


Software principles

• designed to promote software downloads or other applications

• content of the ad, the website it points to, the download process, the application itself, and the uninstall process.

• Ad disapproval > Domain disabling > Account suspension


2. Plan and research3. Manage your expectations4. Setup campaign5. Analyze6. Track your conversions7. Optimize


Make sure your product is ready before you attract potential customers.

Do not pay money to leave a poor first impression!


Questions?

[email protected]@MarinaObsivac


Documents

SMEs how to get started with AdWords and what it takes to run successful campaigns Marina Obšivač Software Startup Academy - 18.01.2014