Do You Need a Google AdWords Campaign?

It might be helpful to learn some of Google’s terminology before getting started with a campaign.

In order to set up a Google Adwords campaign…

Setup for one campaign includes:

1. Campaign strategy

  • Determine your key audience and the service you want to promote (start-ups, mature companies, private equity firms/venture capital firms)
  • Identify the services that you want to attract target audience to (interim financial management, liquidations, HR, etc)
  • Determine measurable goals

2. Creative messaging strategy

  • Structure the campaign and tests (how many key word campaigns and how many different offers)
  • Refine goals

3. Website development & graphics for Landing Page to encourage visitors to take action, such as:

  • Click (to go to another page on your site or someone else’s)
  • Make a purchase
  • Give permission for you to follow up (by email, phone, etc.).
  • Tell a friend
  • Gain valuable information
  • Post a comment, other information or provide some sort of feedback

Setup for Google Adwords campaign includes:

  • Keyword Strategy
  • Ad Copy Writing
  • Google Ad Words Account Setup
  • Google AdWords Campaing Setup
  • Google Analytics Integration

Ongoing Contract:

  • Web analytics: user engagement, conversion analytics, measuring things like time on site, pageviews per visitors, landing page conversion radio, clickthrough ratio.etc.
  • A/B Testing and ad copy optimization
  • Landing page tweaking, if necessary
  • Adding additional parameters such as geo-targeting, adding or removing keywords.

Setup for Google AdWords campaign includes:

  • Keyword Strategy
  • Identify key words (we have already identified a number terms for a variety of       services promoted on the GCG website.)
  • Ad Copy Writing
  • Google Ad Words Account Setup
  • Google AdWords Campaign Setup
  • Google Analytics integration

Management of Google Adwords campaign includes:

  • Web analytics: user engagement, conversion analytics, measuring things like time on site, page views per visitors, landing page conversion ratio, click-through ratio, etc.
  • A/B Testing and ad copy optimization
  • Landing page tweaking, if necessary
  • Adding additional parameters geo-targeting, adding or removing keywords, etc.

Many firms that specialize in search engine marketing manage only very large online advertising budgets (thousands of dollars/month) and take a percentage (usually 5%) of the total PPC budget as their fee. To meet the needs of GCG and maximize your online advertising budget, Sharp&Bond has put together a team of online marketing professionals that will develop, implement and manage your Google Adwords campaign.

PPC campaigns requires strategy, planning, and development

To implement a campaign with sustained ROI, specific campaigns must be optimized on an ongoing basis using A/B testing, web analytics and conversion tracking.

A successful PPC campaign includes:

  • Measurable goals
  • Test of specific keywords
  • Test of compelling offers (ie free consult, presentation, white paper, book, tip       sheet, discount coupon, etc.). The advertised offer links to an optimized landing       page.
  • The ability to track responses and conversions
  • An analysis of visitor behavior
  • The application of ‘keywords that convert’ into other marketing communications