How many times have we been hired to create a Google Ads campaign and when we start to structure it we realise that the client has never considered a digital marketing strategy for their company? Sometimes I feel that digital marketing, due to its immediate nature and its communicative capacity, has become a “speedy and time-trial” discipline in which the objective is to sell quickly to people who we myanmar b2b leads see might be interested in something we offer, instead of in-depth study, analysis and strategy that has always marked the lines of thought and action of offline marketing. And well, it’s not that it’s bad that we all want to sell, more and faster.
In this post I want to analyze the methodology that we should consider before starting a Google Ads Campaign and demonstrate the usefulness and efficiency that we will have by doing so.
“Running Google Ads campaigns is not the same as selling products or services, nor does it guarantee that this will happen”
When we set up a SEM campaign, what we are hiring is nothing more than a fast track of paid traffic to your website. If we want this traffic to convert, we have to do important marketing work that takes time . If your website doesn't sell, no matter how much traffic there is, no one will ever want to buy, regardless of the quality of the traffic you get.
For all these reasons, I recommend that as an entrepreneur or businessman you consider these steps when setting up your search campaigns to optimize your efforts and ensure their success.
Know your audience well, but know your market even better
Keywords
Let's not get confused, doing keyword research and analysis is not a market study at all. At no point will it give us information about consumer habits, nor will we be able to create a consumer profile, or positioning (offline, in the consumer's mind) or anything. What it will tell us is how our products or services are searched for and what is most sought after and perhaps even information about what type of keywords we should consider when creating content for our website. The latter is very important because we must have congruence between the words for which we want to appear in searches and the content that users will find when they arrive at it.
Think about the power of words. Just like the word “Free” can bring in a lot of people, making it clear that it is a fine but expensive product can reduce your traffic but improve the quality of your traffic by making only people who are truly interested in your services and willing to pay for them click through.
Know your audience to better segment
When you are going to set up an SEM campaign , try to find out what type of consumer profile you are going to target . Who is your audience? Research the market and do not make decisions based on intuition or personal opinions, this is one of the most common mistakes. Believe me, by doing this, any type of action you want to carry out will have a greater chance of success.
Also investigate the environment , take advantage of the work that your competition has already done and the research that they have already done, how? Well, ask yourself the following questions: Who are your competitors? What do they offer? At what price? What words does the competition use for their SEO? What words do they use to write their ads and to whom do they direct them? How do they offer their services?
You already know who they are and how they search, it's time to make a STRATEGY
Once you have researched your environment, you know how users search for your products or services, you know what the competition is doing, and above all you are very clear about who the clients are that you are going to present your value proposition to, it is time to define your marketing strategy . Now ask yourself and decide.
-Could I compete on price? Is this a differential value that I should communicate?
Do I have any other differential value that makes me stand out from the competition?
Do I have something that addresses the specific needs of a specific group or segment?
What do I want to communicate that would make users choose me over the competition?
Let's get to work.
Once we have a perfect understanding of all the variables that interest us and have decided on our strategy, we are ready to move on to the operational phase. The time has come to give value to the research we have carried out, to decide on pricing, location and communication policies.
Make sure your product/service is exactly what your target is looking for
You already know what your audience wants, now respond to their needs, seduce them, charm them, make them fall in love and if possible exceed their expectations. Make it something that will make them want to repeat the experience of purchasing your products/services.
Congruence PLEASE!
Once you have found any competitive advantage you have that your competitors don't have and you decide to go for it, you should convey it in your landing page and in your ads. Make sure that whatever your users ask Google is answered in your ads and is always reflected in your landing pages, both in content and style.
If you sell party services and appear in search results for birthday parties for young people and when clicking on your ad the user finds information about corporate parties, weddings and baptisms, this user is most likely a bounce because that was not what they were looking for. Even if at the bottom of your page the information about birthday parties appears.
Present the best showcase and position it as well as possible on Google
Think about the experience and usability of your website. This means having a website made by and for your target audience. It must be completely accessible to anyone and stand out for its usability. You must anticipate what they will need at any given time, and strive to make its functionality and design stand out. It is your showcase and therefore it must be a place where users want to stay, feel comfortable, not get disoriented, find what they are looking for easily and enjoy the browsing experience.
Let's go for it!!! It's time to promote, let's do SEM
We will always have to use a mix of channels to promote our products/services, such as social networks, email marketing or traditional communication channels, but for the purposes of this post we are going to focus on Google Ads.
We've done a great job, we're ready to succeed, now we're going to communicate our strategy and the differentials that will make our target audience interested in us. Let's make them find what they expect to find.
It's time to work on search engine positioning, with a good long-term SEO strategy and a SEM strategy . As we already said, we must be CONGRUENT, so yes, even though we're talking about Google Ads, we must not neglect the SEM strategy and ensure that there is quality content on our site to have the chance to be at the top of the search engine. On the other hand, we must guarantee quality traffic with our SEM campaigns, because as we already know, it's no use having the perfect store if it's in the middle of the Sahara. We can achieve this through Google Google Ads.
Applying marketing to your Google Ads strategy will not only make it possible to create much more effective advertising, but your website will be exactly what your target is looking for, the landing pages of your ads will more than meet the expectations of users because you will already know what they are like, what they like, what prices they are willing to pay, you will create content based on their preferences, you will design the website adapted to them, they will want to stay browsing and interact longer... etc.
If we do not follow all these previous steps , we will simply know that there is an X amount of users looking for something and that we are not able to win them over.
For all these reasons, it is extremely important to have and apply marketing knowledge not only to create good campaigns, but also to achieve long-term success, effective communication, create relationships, build customer loyalty, and finally get prescribers who speak well of you and improve your reputation to the point of becoming a reference company in your sector with an excellent brand image.
