How to Plan an AdWords Campaign

To start, you can establish the answers for these three questions: what’s my campaign’s goal? How much do I want to spend on it? How will I measure its success? Answering these questions will help you get a better understanding of what you should do and how to organize your campaign. 

What is your campaigns goal?

You should first decide the goal you want for your campaign. Do you want more phone calls to your business? More traffic to your website? More social followers? Usually the goal for most companies is to maximize sales, but sometimes it is hard to decide what goal you want for your campaign. You should try to create campaigns with individual goals that will lead to the ultimate achievement of maximizing sales. So in this case, create a few campaigns. One for maximizing sales, another one for brand awareness, etc. Having definite campaign goals makes it easier to decide what kind of advertisements you should produce.

How much should you spend?

If you are interested in handling your own account, you control your daily spending and budget for each ad campaign. Start with a budget that you are comfortable with.  You can always increase your budget if your campaign is successful. If you decide to work with an adwords partner like Wisdek, we’ll do the daily monitoring for you. We’ll tweak and adjust your campaigns and keep you in the loop about your traffic improvements. Your budget will stay the same, but your traffic will improve as we learn what your ideal customers respond to.

How will you measure its success?

There are several tools for measuring the success of your campaign. If you are focused on increasing and receiving contact information/sign ups, you can use conversion tracking to witness if a click on of your advertisement leads to a sale or sign up. If your campaign is committed to raising brand awareness, you could measure the success of this by viewing the clickthrough rate or the amount of impressions.  There are also other tools that can be used to predict the success of your keywords before you start your campaign, such as the AdWords traffic estimator. This tool gives you information on the success of keywords that are used, in order for you to know which ones are the best ones to utilize. There are a ton of tools online, many that are not part of Google, that can help you measure its success and understand what needs to be done in order to improve your ad campaign and business.

Adwords campaigns are highly useful in bringing more revenue. Here is some data to support this:

  • Companies make an average of $2 for every $1 they spend of AdWords.
  • Google revenue from AdWords rose from $66.9 million in 2001 to $22.8 billion in 2009, thus proving the widespread and effectiveness of AdWords.
  • Google has almost the entire market for mobile search advertising, holding 97% of the industry.
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