"Ron has been working on my new website www.shoredrive.co.nz since it was launched a year ago. He wrote all the content and also runs my modest Adwords campaigns. The website is now generating a significant level of bookings for my driving school. It would have all been in the 'too hard' basket, if it was not for Ron."
Shore Driving School
Martin Albrecht, owner of the large website www.goodground.com who said: “I don’t know how we would have got our website together without the help of Ron. Not only did he write 40,000 words for our website but his wireframing ability and his expert Internet knowledge has proven invaluable to us ‘online beginners’. Thanks to Ron, goodGround Ltd has a great website – one that virtually sells real estate online!”
Ron has since developed a further four websites for goodGround and manages all their many Adwords campaigns
Superb - Ron knows all the latest website trends and provides a practical, applied approach to improving website outcomes.
CEO Orion Distributors Ltd
Checklist for Adwords campaigns
CAMPAIGN GOAL DEFINITION
Define your campaign goal and set an realistic metric to hit. Defining goals will help you to determine how successful your campaign was. Is your goal to increase your Leads, your Sales, or sign ups? It pays to be specific.
ANALYSE YOUR COMPETITORS
Analyse what your competitors do in terms of PPC for similar topics. Check out their ads in Google and look for keywords they are targeting. Think about what you could be doing differently to attract even more visitors. It’s essential that you don’t guess what your competitor’s strategies might be. Instead, thoroughly analyse your competitors’ PPC campaigns. For extra help, consider using competitive intelligence tools like SEMrush or SE Ranking. You can get a free trial for those programs.
AUDIENCE DEFINITION & CAMPAIGN SETTINGS
Make sure your location, device, and time targeting are set to reach the right people at the right time in the right place. Remember that you should target different audiences at each stage of the buyer’s journey. You can define your audience at both the campaign and ad group level. If your target market is in Auckland, you don't want to be wasting PPC spend attracting clicks from south of the Bombay Hills.
The success of any Google Adwords campaign depends on thorough keyword research. Start by searching for all relevant keywords using the Google Keyword Planner (see an article about Keyword Research here). Then choose the most relevant search terms with your ideal parameters (like volume, density, CPC, etc.). Make sure to include long-tail keywords in your list as well broader, short-tail keywords. Read about and understand the difference between exact match, phrase match and broad match.
SETTING THE BUDGET
Define your total and daily campaign budget. Keep in mind that you pay for all the clicks you get to your ads so budget accordingly.
SET UP CONVERSION TRACKING
Make sure you are tracking the conversions that are most relevant to the goals that you have set. Set up Adwords Conversion Pixels to place on your confirmation pages or import Goals from Google Analytics so you have full visibility into how your campaigns are converting once they launch. If you are targeting mobile users, then track the Call Now button clicks.
ORGANISING THE CAMPAIGN
CAMPAIGN ORGANISATION / NAMING
Separate campaigns should be built, based on a number of factors like: Region, Language, Goal, Product/Service, or Brand vs. NonBrand keywords. When in doubt, mirror the structure of your campaigns with the structure of your website.
GROUPING KEYWORDS IN AD GROUPS
Campaign structure should not have a one-size-fits-all solution. We suggest using AdGroups to organise your ads by a common theme. For example, try sorting ad groups by the type of product or service you offer. Limit the number of keywords you use in each ad group. As a trial, use only one keyword per ad group and see how the results compare to a multi-keyword group. In any case, never use more than 10 keywords per group.
MANAGING NEGATIVE KEYWORDS
Sometimes, you’ll notice that some of your ads might actually be competing with one another. This happens, but try to avoid it. To do so, add cross-group negative keywords to the appropriate ad groups to set parameters around which ads appear for specific search terms and which ones do not.
Writing compelling copy with a clear and prominent call-to-action is crucial to the success of your ads. Don’t forget to align with Google’s requirements for the number of characters you can use in each line.
AD EXTENSIONS [sitelink extensions]
Get the most out of your spend and include every ad extension that is relevant to your business (like location, telephone, address, etc.). Google can add up this information to each of your ads when showing them to users at no additional cost to you. It can add three additional lines to your advert - for free! Read the guide to Ad Extensions here
Bid more on keywords that you expect to have a higher CTR [click-through-rate], like branded and exact match terms. If you are not sure what results to expect from a keyword, allocate less spend when you’re starting out. Once you see how an ad performs, you can allocate more budget if you see fit.
SET UP A/B TESTING
If you’re testing multiple ads, set up your ad group accordingly and set an ad rotation that ensures that you will get sufficient data on each.
START YOUR CAMPAIGN!
Double check everything and launch your campaigns. From here on out, set a daily, weekly, and monthly schedule to monitor the progress of your adverts
MONITORING YOUR CAMPAIGN – DAILY
CHECK YOUR BUDGETS
Monitor the progress of your campaigns each day by checking your overall spend vs. conversions. Doing so will help you to see whether the campaign is performing as planned or if you need to make adjustments.
When you track the progress of your campaigns, make sure to adjust your bids for the top performing ads accordingly to get the most out of the campaign. You really need to be on the first page or your ads may not get traffic.
CHECKING SEARCH TERMS
Use the Search Terms Report in AdWords to monitor the actual search queries your ads are showing for. Sometimes, especially with Broad and Phrase Match keywords, Google will show your ads to similar but irrelevant search queries. If you see any of these in your Search Terms Report, add them as negative keywords to make sure it doesn’t happen again.
MONITORING YOUR CAMPAIGN – WEEKLY
CHECKING AND RESEARCHING KEYWORDS
Monitor which keywords are still performing well and which should be replaced with new ones. If a campaign, ad group, or keyword doesn’t perform, don’t waste money waiting for it to work. Instead, adjust your campaigns for new keywords that perform better.
CREATING NEW ADS/REPLACING POOR PERFORMERS
Analyse campaign performance and replace poor-performing ads with new ones. Learn from your top-performing ads and incorporate what worked well into your adjusted ad campaigns.
MONITORING YOUR CAMPAIGN – MONTHLY
REVIEW THE PERFORMANCE DATA
Analyse how well your ad campaigns performed. Did they hit or miss goal? What did you learn? What were your wins, missed opportunities and continuing experiments? In the future, use your learnings to revise future campaign parameters and determine trends to create performance reporting.
REFINE YOUR LANDING PAGES
Do you have some ad campaigns with high click-through-rates and low conversion rates? Analyse what might be creating low conversion rates on your landing pages and make amendments to improve your ad strategy with better content. A good tool is the Home Page of your Google Analytics Account.
ADJUST AUDIENCE AND GEO TARGETS
Analyse the performance of your target audience, location, and device settings. If you experience low click-through rates, for example, try adjusting your target audience, location, and other audience targeting settings. An ad that works well in one region might not work well in another. Get specific before going broad so you can analyse different audiences most effectively.
Read more on our Google Adwords website www.google-adwords.tech
Call Ron on 0274 777753 to discuss a Google Adwords Campaign