Any AdWords Campaign can be successful as long as the fundamental principles are followed.
1. Do your homework.
Do research on keywords, competition, your target market, factors like seasonality, geographic location, etc. Walk in the shoes of the consumer. Ask basic questions like, “If I were searching for this product, what would I type in to Google?” “What would my mom or grandma type in?” – these search queries can differ substanially. Along with research, develop goals for your campaign. Consider questions like, “what are we trying to accomplish?” “How much are we looking to spend?” “What is the projected ROI we are looking for? Over what period of time?”
2. Be as specific as possible.
If there is one word to describe success with AdWords, it is “Relevancy.” Ensure that keywords are broken down into tightly themed ad groups that have highly relevant ad copy. Then point these ads to the most relevant landing page – one that includes the keywords you are targeting.
3. Create amazing Ad Copy.
Ad copy can make or break your campaign. It can be as small as one word in your ad copy that makes or breaks it. Be specific as possible and try keyword insertion. If used correctly, ads with keyword insertion have been shown to have higher CTR’s. As well, make sure the ad contains a clear call-to-action. The ultimate goal is to get users to click and convert; this can be accomplished with a well written descriptive ad with a clear call-to-action.
4. Analyze Data & Reports.
AdWords is not a “set it and forget it” deal. Data and Reports need to be evaluated and ran on a regular basis. The technical allotted time is 14 days before you evaluate a campaigns performance, however this can be done on a weekly basis.
5. Be proactive.
While you are waiting for your weekly reports, be proactive in PPC advertising. Subscribe to the Inside AdWords Blog, AdWords Twitter, and weekly newsletters. Google is constantly making changes to AdWords, AdWords Tools, and the AdWords User Interface. If you don’t “Keep up with the Kardashians” of advertising – you might get left behind and your PPC Campaign will suffer.