Google Marketing Podcast – Return on ROI Ep 01 CONTINUED
So one of the first steps as you break down your campaign has to do with understanding your customer, and what this means is, before you even create your first ad campaign, take the time to build a mental profile of the customers you’re trying to reach; consider their preferences, their habits, their traits which can help you choose the right setting for your campaign. Some important areas to consider about your customers’ preference and behavior include words and phrases they use to search online. We’ll jump it from a furniture store. Think about the key words that your potential customers might use to search for furniture. Would they use general search terms like “furniture” or “furniture store”?I It’s more likely that a customer would use specific terms based on what they’re looking for, such as “sectional sofa” or “dining room chairs.” What are the types of websites that they visit?
There are many kinds of websites that the customers might be interested in. Will they be looking for furniture and also visit the Home Improvement websites, websites related to interior design, websites tailored to new parents.? Consider what types of web content would be a good match for your furniture ad. Remember that you’re not limited strictly to the Google Search platform itself, but you can actually go to a public display network. You can get some of your ads related to content on someone else’s website, and there are actually millions available, so that they see your ad whenever they’re searching for something of a similar topic, and Google is very good about making sure that your ads are not only on a particular website that’s relevant, but a page on that website which is relevant.
Next is the geographical location. Think about where your potential customers are; if you only offer furniture delivery to customers in your city, then you should limit the campaigns only to your city, and within maybe a certain mileage of your particular location. If you have multiple locations, multiple stores, or multiple practices, then consider doing multiple campaigns related around each one, if they don’t overlap. What this does is it helps make sure that you only pay per click on your ads from people who live in the delivery area that can purchase your furniture. This is really important if you think about it. If one of your selling points is your delivery, then you want to make sure that you’re paying for people who are interested in free-delivery and have the ability to actually avail themselves of this offer from you.
How do they contact you? Consider how you want your customers to get in touch with you. If you want them to come to your store in person, you’re going to highlight the location information in your ad. If you’d like them to call you or fill out a contact form online, you can add these and other options to your ad with what are called “ad extensions,” and we’ll get into that a little bit more when we talk about ads in that particular podcast in the future. The customer profile that you build up gives you some insight into the campaign settings you will want to consider. Some of these campaign settings include the key words that will trigger your ad to link the websites where you might want your ads to appear. If you’re going to branch off with the Google Search network, the geographic locations where your ad should display is calculated via the IP address, and that’s a particular number that sometimes like 220.127.116.11.
What happens is, whenever you use your computer, your phone routes to your provider; it is given an IP address, and that IP address is actually searchable and is attributed to particular location in the United States. Most of the time, this is a good estimate. Occasionally, especially if you’re using something like VPN, it’s actually completely wrong, but that’s so rare that it’s not something that’s worth focusing on. So geographic locations would be something you might want to consider. Also, additional information that you might want to include is a phone number or lead to the contact page in your website. You’re always thinking about, “Where am I taking them from this search query to this ad to this call of action to this landing page to this next step? What is it that I want them to do?” Finally, once you understand who your customers are, think about how much you want to spend to reach them with your ad and what results are you expecting for your campaign in order to be a success.
And this is where we’re going to be talking about your return on your investment, or the fact that you need to dial in your campaign and your ad and your key words and your negative key words, so that you understand that you’re making money from advertising; that’s always the goal of what we’re trying to do. Grow your business. We’re not planning on being the kind of podcast that suggests that you get a lot of clients and then try to figure out how to monetize. We’re interested in you monetizing them from the very beginning. It’s no secret whatsoever that organization is an essential ingredient for your success, and AdWords is no exception to this. Before you begin creating your campaigns and ads, it’s really important to learn how AdWords is structured to help you create effective campaigns that target your right audience. AdWords is created in three layers: the account, the campaign, and