Last week I walked a Dallas business owner through the process of setting up some Adwords ads to advertise his company’s services. Having set up many other Adwords campaigns I realized that I’ve learned to take a lot of things for granted. As I was preparing to walk him through setting up his campaign and his ad groups, here is the list of questions that came to mind.
- What keywords do you plan to target?
- What is your advertising budget?
- Who are your competitors?
- What are the demographics of your customers?
- What time of the day should your ads display?
- What day of the week should your ads display?
- Do you have an optimized landing page?
- What do you want people to do when they visit your landing page?
- Does your landing page do any lead capture?
- How do you plan to measure effectiveness of your ad?
- How will you track conversions?
- Do you have a list of negative keywords?
- Do you have a list of negative qualifiers?
- Do you have a plan for formatting your ads?
- Do you plan to split test your ads?
Of course, each of these questions has a lot more behind them, so before we could actually get down to setting up the ads we had to spend time covering what each of these questions meant.
So after we spent about an hour going over these concepts, and he spent several more hours thinking about the information I gave him, we were ready to actually place the ads. Setting up Adwords ads is fairly easy, if you have all of these questions answered before you start. Having your ad text ready and knowing which keyword you want to use saves you a lot of time.
Next, I’ll be working with the business owner to help him come up with a list of keywords that he can target with different ads to bring more traffic to his website. That part takes a good bit of analysis both on my part and his. I’ll come up with a list of keywords that have high search volume and low competition, and he will have to determine which of those keywords are relevant to his business.
It really is as much of an art as a science.
Charles McKeever
OpenSourceMarketer.com
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