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The Ultimate Guide To Google AdWords Campaign Management

May 10, 2016
Aaron Polmeer

By Today’s Industry Insider


“No plan survives contact with the enemy” – Helmuth von Moltke

Moltke, a German military strategist, was of course referring to battle plans, but the same is true with Google AdWords campaigns. The best planned ad campaign will not survive contact with your competitors…

In other words, planning and setting up your AdWords campaign is only half the battle. The other half is optimizing your campaign once it’s live. Even the best, most perfectly set up campaign will ultimately fail if it’s not managed properly.

What does it mean to optimize your campaign?

Once a Google AdWords campaign is live, then there will be 3 core areas that must be continually monitored and improved. These 3 areas, which we refer to as the “3 Ingredients,” are where virtually all of your testing and optimization efforts should be focused.

Ingredient #1. Ad Targeting

If your ads are not targeting your ideal customers then your campaign doesn’t have a shot at success. During the initial campaign setup, you found all the relevant keywords you think your ideal customers are searching, but you never know for sure until your ads go live.

In addition to keywords, other targeting factors include geographic location, device, and time of day. All of these factors must be analyzed to determine the ideal targeting for your campaign.

Ingredient #2. Ad Copy

Assuming your ads are targeting the right audience, then the next critical factor is your ad copy. Again, a lot of work goes into ad copywriting before your ads go live, but there’s a good chance the first drafts of your ads will not survive long. You’ll need to continually test new ad copy to determine what works best for your ideal customers.

Ingredient #3. Landing Pages

Once a prospective customer clicks on your ad, then it’s up to your landing page to convert the website visitor into a lead or sale. It’s important to note that the landing page performance depends greatly on the targeting and ad copy discussed above.

These are numbered in order on purpose. A perfectly designed landing page will fail miserably if you’re not using the right ad targeting and ad copy. Focus on your targeting, then your ad copy, and then make sure your landing page is congruent.

Within each of these 3 ingredients there are dozens of elements that can be enhanced through testing, which can maximize the performance and ROI of an AdWords campaign.

And the key to success is to make sure that you’re following a checklist. It’s like cooking using one of those recipe and instruction cards from Blue Apron. On the card you see all the key ingredients and a step-by-step process for how you’ll carefully mix those ingredients to create a delicious meal. I’m sure you know what happens if you’re not an experienced chef and you try to wing it while cooking. Well, the same is true with AdWords.

Now, let’s dive into each ingredient to take a closer look at what needs to be …read more

Source:: Kiss Metrics Blog