Founding father, inventor and all around renaissance man Benjamin Franklin once remarked, “By Failing to prepare, you are preparing to fail.”
To get the most out of your Google AdWords investment, it’s important to learn how to plan your campaign with AdWords. Before starting your next campaign, here are three basic questions to ask:
- What is my campaign’s goal?
- What is my advertising budget?
- How will I measure campaign success?
Let’s examine each of these three questions in more detail to learn how to plan your campaign with AdWords.
What is My Campaign’s Goal?
As mentioned in a previous article, the first step to any successful AdWords campaign is figuring out what you would like it to achieve. Do you want to increase your sales online or get more customers to call your business? Even something as seemingly benign as increased traffic to your website can have a positive impact on your business. Therefore, defining your goal is a crucial component of planning your campaign.
In general, you’ll want to limit yourself to one goal per AdWords campaign. The tools and practices best for driving up brand awareness usually aren’t the same ones you’d use if you were looking to increase sales. By keeping with the “one goal, one campaign” rule, you’ll be able to specialize your campaigns and increase their overall performance.
Your choice in a campaign objective will drive you toward certain decisions when it comes to which types of ads you’ll create and run during the course of your campaigns. If you want to increase sales, you might focus on text ads which appear when potential customers are actively searching for your product. Alternatively, if you want to increase brand awareness, you might choose to pool your resources and budget on video and display ads to play in the background of popular websites, thereby increasing your exposure to more users.
Whatever your goal, AdWords has the tools and interface to help you achieve it.
What is My Advertising Budget?
As mentioned before on this blog, AdWords grants advertisers tremendous control over the amount of money they spend on their campaign. This happens through the setting of an average daily budget and for further control, by setting a max cost-per-click (CPC) for use during the ad auction.
The max CPC entered tells Google how much you’re willing to spend, at most, for a single click and will influence your ads’ ad rank.
A rule of thumb offered by Google is to start each of your campaigns with a budget you’re comfortable with. If the campaign could perform better with a higher budget, Google will let you know that in your reports. If you find that the campaign is providing more value to your business than expected, you can up your budget and vice versa. By enabling you to change your budget at any time, AdWords relinquishes control of your money and lets you, the advertiser, do what you think is best with it.
How Will I Measure Campaign Success?
Keeping an eye on the various analytics and reports AdWords offers is crucial to maintaining and increasing the success of your campaign after its launch. Just as you’ll want to clearly define your objective at the start of your campaign, you also should utilize all of the tools available to you to maximize its effectiveness.
If your campaign is designed to increase sales or sign ups to your website, use conversion tracking. If you want to raise brand awareness, make sure your ads are showing at the times you think your customer base would be likely to see them, and on the websites you expect them to frequent. By taking thirty minutes each week to look over your campaign and things like analytics and your keywords report, advertisers are able to better understand their campaign’s performance, maximize its efficiency, and ultimately, score more bang for their buck.
Overview Video – Plan Your Campaign with AdWords
Plan your campaign with AdWords by examining these 3 questions and position yourself for success.