Google AdWords: 5 Secrets for a Successful Campaign

Many users of Google AdWords become shortsighted and use
the system to drive traffic to their site for instant
sales. This leaves those companies who sell through other
outlets, such as retail, confused as to where their
opportunities lie with Google AdWords.

Google AdWords can help with 3 possible marketing
objectives:

1. Direct Sales

If you simply wish to sell a product "off-the-shelf" then
Google AdWords is perfect for you.

Drive traffic instantly to your web page and hey presto!
Well, that's the theory.

2. Brand Awareness

Even if you're unlikely to achieve a sale on the internet,
Google AdWords offers a unique and cost-effective
opportunity for raising awareness of new products.

Take my example:

I was delivering some marketing training recently to a
multinational dairy produce company and they happened to
mention a new cheese product.

We discussed using Google AdWords and at first they
couldn't see the opportunity. That was until we calculated
how many searches are conducted each month for cheese. Some
20,000 if I recall correctly!

Do you know how much these companies spend on advertsising
to raise awareness? Hundreds of thousands of pounds,
dollars or whatever currency.

Yet here are 20,000 interested buyers searching for
"cheese" where a minimum bid would succeed in getting the
company infront of almost 1/4 million potential buyers each
year! How great would that be.

Then by having these potential buyers sign up to some form
of opt-in a long-term relationship can begin to develop.

3. Educational

Our local and central governments spend fortunes on raising
awareness of social issues in an attempt to change
behaviours.

Yet a search for "stop smoking", for example, provides us
with a collection of private companies only. That's an
opportunity wasted.

Step 2 - Analysis

Many new users to Google AdWords hit what is now known as
the 'learning curve'.

Enthusiastically, marketers jump in to this new arena full
of hope and excitement only to be disappointed. Campaigns
cost too much and deliver too little.

The desired level of return can be achieved through
effective analysis and planning.

For instance, you should use a service such as
goodkeywords.com to understand EXACTLY how many searches
are conducted for your keywords.

Also, wise marketers assess the level of competition for
their main keywords to understand where they are likely to
be effective and where they are not.

Step 3 - Create Campaign

When you know your strategy, A Google AdWords campaign can
be created simply but effectively using your chosen
keywords.

AdGroups should be grouped in a way which allows for ease
of management.

Keywords ahould be selected in a way which provides for the
most optimal return on investment.

Step 4 - Communicate

The most value you will gain from a customer is in the
future not in the now.

Successful companies understand the rewards that can be
gained by developing and nurturing a successful long-term
relationship with a customer.

This can be done by online methods of e-mail newsletters or
blog feeds plus traditional offline methods such as direct
mail.

Step 5 - Monitor and Modify

All campaigns can be improved. Try split-testing with
different headlines and ad text. A continuous improvement
approach will lead to consistently higher click through
rates and lower costs.

So there you have it - 5 Secrets of a Successful Google
AdWords Campaign

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Carl Duncker is a Google AdWords consultant specialising in
the delivery of Google pay per click campaigns and ppc
advertizing services. Discover more about his pay per click
services at
http://www.thepayperclickfirm.com