By Phil Dunn, co-author of The 7 Essential Steps to
Successful eBay Marketing
A low-cost Google AdWords landing page methodology is one of the best ways to drive prospects to highly targeted promos, offers and downloads. Unlike direct mail, Google prospects are actively looking for products, services and supporting information. You can tell by their keyword choices.
Use AdWords to drive sales, educate the market and test promotions. You need to be methodical and measured in your approach, however. With a comprehensive plan, you can avoid mistakes and get results quickly. You don’t want to pad Google’s bank account, for example, by launching poorly optimized campaigns.
The following process guide helps you cast an AdWords net that’s porous enough to grab everyone looking for your solutions, yet tight enough to screen out lookie-loos and dead-end leads.
AdWords Methodology
1. Install Google Analytics – Place code in landing pages, index page, and any other pages linked to the landing page. (if necessary)
2. Preliminary Research – Evaluate keywords, the current market, existing competitive AdWords campaigns, and search traffic trends related to your keywords.
3. Goals and Current Performance Evaluation – Identify and prioritize specific goals for the company/website. Evaluate previous AdWords campaign experience (keywords used, highs, lows)
4. Keyword Research, Analysis and Testing – Use keyword tools to analyze traffic and effectiveness.
A. Tools available: Google,
Yahoo, Wordtracker, Overture, SEOBookA low-cost Google AdWords landing page methodology is one of the best ways to drive prospects to highly targeted promos, offers and downloads. Unlike direct mail, Google prospects are actively looking for products, services and supporting information. You can tell by their keyword choices.
Use AdWords to drive sales, educate the market and test promotions. You need to be methodical and measured in your approach, however. With a comprehensive plan, you can avoid mistakes and get results quickly. You don’t want to pad Google’s bank account, for example, by launching poorly optimized campaigns.
The following process guide helps you cast an AdWords net that’s porous enough to grab everyone looking for your solutions, yet tight enough to screen out lookie-loos and dead-end leads.
AdWords Methodology
1. Install Google Analytics – Place code in landing pages, index page, and any other pages linked to the landing page. (if necessary)
2. Preliminary Research – Evaluate keywords, the current market, existing competitive AdWords campaigns, and search traffic trends related to your keywords.
3. Goals and Current Performance Evaluation – Identify and prioritize specific goals for the company/website. Evaluate previous AdWords campaign experience (keywords used, highs, lows)
4. Keyword Research, Analysis and Testing – Use keyword tools to analyze traffic and effectiveness.
B. Locate keyword “sweet spots”
C. Determine the language that prospects/customers are using right now
D. Examine successful competitive campaigns and gather those keywords
E. Solicit input from sales teams
F. Build a list of keywords to begin campaign
G. Separate into distinct Ad Groups
5. AdWords ad copywriting – Write AdWords text ads using research (from steps B and C). Focus on emotional drivers like fears, dreams, challenges and pains. Use a professional marketing copywriter to save time.
6. Design custom landing pages for every Ad Group – Clicks should land on pages designed specifically for a keyword/ad combinations. Design each landing page with a specific, tightly-focused goal. Include incentives, promos, offers, demo downloads, white papers, brochures and immediate sales processes (choose one per test/Ad Group).
7. Track conversions with Google Analytics and Optimizer – AdWords and Analytics integration shows site visitor clicks – from their initial keyword search to “conversion” (or to their exit point without conversion). Analysis shows complete picture of successes and failures. Use information to identify the most productive “channels” (keyword groups, ads and landing pages). Eliminate poor performers.
8. Capture, analyze and learn from the wealth of information successful AdWords campaigns produce – As you refine your keywords, you’ll identify the optimal words for your Web site. Use these words for Search Engine Optimization (SEO): headlines, text, image descriptions, URLs and incoming links.
The keywords you identify and the ads you develop for AdWords may also be useful for complementary marketing collateral, including:
•
Brochures
• Direct mail
• White papers
• Advertising
• Event marketing
The combined effect
dramatically improves your direct marketing efforts plus your site’s ranking in
natural search results. Keep refining your AdWords efforts, and your overall
marketing return will get a huge boost.• Direct mail
• White papers
• Advertising
• Event marketing
Source: Phil Dunn writes marketing materials and provides strategic consulting for Fortune 500 companies. He is also co-author of The 7 Essential Steps to Successful eBay Marketing (McGraw-Hill, 2005). Visit his Web site at www.qualitywriter.com
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