To be successful using Google Adwords advertising requires careful keyword selection and advanced campaign planning. Designing appropriate landing pages is also an essential.
Pay Per Click Campaign Preparation Framework
It is extremely important that you prepare your self before launching your AdWords campaign.Taking advance steps will make sure you have a better chance of being successful.
Before you start any PPC campaign, you’ll need to answer the following questions:
- What is the overall motivation for the campaign? Do you want more sales, subscriptions, traffic, publicity, or lead generation.
- What is the time frame for the campaign?
- What is the budget for the campaign?
- Who is responsible for the campaign? Will it be an individual or a joint effort? Will it be run in-house or outsourced?
- Will other advertising channels beside AdWords be used? Such as Bing Ads or Facebook Ads. Or, a combination of different mediums.
Establish Campaign Requirements
The next item you need to do is establish your project requirements . This will mold your PPC campaign to your exact needs. If you’re outsourcing a PPC service, this information is crucial to provide the ad agency.
To determine project requirements, you need to answer the following questions:
- Establish conversion goals or targets. How is a successful conversion going to be defined? How will such conversions be tracked? Will a conversion tag need to be implemented?
- What is the daily or monthly budget set for the campaign? Is it flexible?
- What is the maximum cost-per-click will to be set at?
- Is there a preferred ad position or bidding strategy for the course of the campaign?
- Are there any particular time/date restrictions? Are there any ads that need to be created to target a specific time or event?
- What is the desired target geographic market? Country, state, town, zip code?
- Will there be a need for more than one campaign?
- What is the site’s demographic target market? Will there be a need to create ads that appeal to specific demographics?
- Will you need to target certain languages?
- What keyword terms will be targeted?
- How many ads are going to be required to cover all keywords adequately?
- How many landing pages will be required to cover the keywords and phrases being targeted?
- Does the text on the landing page need to change text to encourage visitors to take action?
- Is there a limit to the number of keywords that the campaign will use?
- How often will the campaign require monitoring and changing? Who will have permission to directly alter the campaign?
- What pages on the website will be used for destination URL’s?
- Will A/B testing be used for ads and landing pages?
- What type of information will be included in the campaign performance reports? How often will reports be generated?
- Do you or your client (if you’re an agency) have the ability to service business if and when traffic is increased as a result of the campaign?
- What are the expectations of the campaign? Are these expectations realistic?
- Is there a plan to extend or limit the PPC campaign based on results?
Answering these questions will help determine the complexity of the campaign and to make sure everyone involved is on the same page in order to create a logical campaign.
So you’re now clear about what the PPC strategies or motivations are for creating the campaign. You know more about the target markets, editing requirements and how much work is involved in setting up the campaign. Now go tackle the job!