Starting with Google AdWords Ads – 10 things to Consider


Are you planning to start your first AdWords campaign for your business? Consider these 10 factors before you start your first campaign. AdWords is a powerful platform to drive potential customers to your website. But driving targeted web traffic to your business website alone will not be enough to produce great results that will transform your business. You should consider some of these important factors before starting your AdWords campaign.

  1. Suitability of AdWords as a marketing channel for your business – Check the policies first

AdWords is governed by very strict Google advertising policies. Based on the nature of business Google has banned certain business types and business practices from the AdWords platform. For example the sale of e-cigarettes – this is not allowed in AdWords under present policies. So check the AdWords policies first and make sure your business or business practice is allowed under the present policies, and you are eligible to advertise your business with AdWords.

AdWords also has some of the stringent data collection policies, so make sure your website or landing page has the required privacy policy, terms and conditions, and disclaimer information. Otherwise your site will be suspended during the review process.

  1. Your target audience

Another thing to consider is your target audience. Do a thorough market research and try to understand your customer behaviour. Evaluate how many of your potential customers search online for the product or service that you are planning to advertise. Check the search volume of your main keywords in your targeted geographic area (city, state or country).  Make sure AdWords ads will be a suitable channel to reach your potential customers.

  1. Your advertising budget

AdWords traffic is not free. You will have to pay for each click that your ad receives with this advertising model. Your advertising budget is going to play a very crucial part in deciding the success of your AdWords campaign. There are two common ‘budgeting’ mistakes that can happen during the initial AdWords campaign launch. One mistake is spending huge amount of money on a non optimized campaign (without any doubt the results will be disasterous) and the second is starting with a non realistic very low budget, which will not be enough to produce any significant results.

If you are completely new to AdWords, start with a low test campaign budget. But this ‘low’ budget must be good enough to produce statistically significant results to evaluate the suitability of AdWords for your business. Consider the average cost per click of your keywords and the search volume in your targeted area before deciding your AdWords budget.

  1. Is your website good enough?

You should have clear marketing goals when you start your Google Ads campaign. And your website must be suitable to achieve your marketing goals. Your site should have enough quality content to help a potential customer to make a buying decision. The navigation of your site should help visitors to find the content they are looking for. And the site should be without distractions to improve conversion rates.

Most of the websites are not designed from a marketing point of view and not suitable for producing good results from targeted website traffic like AdWords traffic. So what will you do, if your website is not suitable to produce good results from targeted AdWords traffic, and you pay for each click?

You don’t have to redesign your entire website here. A stand alone landing page designed with a strategic conversion funnel, with minimum distraction is the solution. The landing page should have genuine helpful content helping the visitor to make a purchase decision.

  1. Be careful – Mistakes can waste a lot of money in AdWords

Mistakes during the planning, set-up and execution stages of an AdWords campaign can be very costly. Mistakes in any part of the campaign (keyword selection, match types, ads, landing pages and campaign targeting and settings) will result in non-profitable ad spend. This can be devastating for your business. Start your campaigns with a clear, long term strategic plan.

  1. Do you have the expertise to manage your AdWords account?

AdWords is a complex advertising platform and it is highly competitive. You must be an expert in AdWords if you want to produce good results with it. As you are spending money on each click to bring a visitor to your website, make those visits count. Make sure a lot of those visitors are turning to loyal customers. Without expertise on AdWords you will be wasting money with each click. So if you want to run a profitable AdWords campaign for your business, learn more and more about the platform before you start advertising. And if you don’t have the time or expertise in AdWords, hire someone knowledgeable to run your campaigns. The money you will spend on hiring an AdWords expert will be much lesser than the amount that you will be wasting if you don’t. And with an expert managing your AdWords account you can expect decent result from the beginning.

  1. Respect your competition

AdWords gives every advertiser equal opportunity. But still it will be difficult for small advertisers to out muscle established big advertisers. Most of these bid advertising campaigns will be managed by either dedicated in-house teams or big advertising agencies. So you or the team managing your campaigns must be well versed in the most advanced features and changes in AdWords to run your campaigns profitably. Always analyze your competition and learn from them.

  1. Don’t expect magical results from day one

While starting with AdWords, a lot of new advertisers expect magical results from day one. That may not be the case in reality. AdWords is highly competitive and a lot of internal and external factors are involved in deciding the success of an AdWords campaign. You can achieve amazing results with AdWords, but don’t expect it to happen overnight.

  1. Long term commitment is needed

Each campaign needs time and optimization to produce the desired results. And meaningful optimization can be done only after getting statistically significant data points and trends. So start your AdWords campaign with all the required caution and planning, and give it enough time to succeed with proper optimization.

  1. Tracking results

Not accurately tracking the campaign results can be the biggest mistake you can make. You must track your AdWords campaign results (it can be leads, sales, sign-up, subscription or something else) from the beginning. Use AdWords conversion tracking tool to track conversions. This will help you to accurately measure the success of you campaigns and optimize it for better results.

Give enough thought to all these factors and start your AdWords campaigns with a long term plan.

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