Google AdWords Campaign Management should reflect
your marketing strategy… sounds natural but because everyone gets so caught
up in the mechanics of the AdWords platform they lose sight of marketing
fundamentals. So this post is to clarify the structure of an AdWords campaign
in terms of your marketing strategy:
- Which Product/Service? CMO's should have already
articulated their marketing strategy in terms of the portfolio of products
and services they will bet marketing dollars on-in their marketing plan. Channels could include
traditional media (magazines,TV,radio) as applicable. AdWords applies only for those products/services that the CMO
believes that there is a significant Internet search component as
discussed in an earlier post . Do give
priority to mobile searches if you think your prospects might search on
mobile.- Surprisingly a lot of stuff on the web suggests that you should
decide products, keywords and Ads based on your website. This probably
follows from the significant disconnect between marketing folks who are
trying to do the marketing and the IT folks who are trying to do the
website and the digital agency who just want to stay out of the
drama of the organization and do their own thing! A case of the cart
driving the horse if you think about it- because it should be
marketing objectives—->marketing strategy
—>website—->AdWords campaign.
- Surprisingly a lot of stuff on the web suggests that you should
- Get those product web pages done – should be the CMO's
mantra no matter how difficult it is in your organization to move things
internally. The pages should have useful information for prospects, easy
sign-up or buy options- more information the merrier. Remember that the key to PPC or
AdWords success is great alignment between the search terms,what you are
saying in your Ads and website landing page. Those who click on your ads should feel
delighted on your landing page and spend time there and not bounce off.
Such engagement will eventually result in conversions and this high
quality of the web visit is what is quality score in Google AdWords.
Just these two steps can help your AdWords Campaign
Management get off to a good start. Contact StratoServe.