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Implementation of a Google Adwords campaign
The implementation of a Google Adwords campaign is in substance rather complex and can be divided into three phases. The first part is planning and conception of the whole campaign. The second part enfolds the implementation of the SEM strategy and, lastly, the third part entails the continuous control of success and optimization of the campaign.
Planning and conception of the Adwords campaign
During the first phase, precise targets of the marketing campaign, such as (e.g.) the development of an international business market in Asia, have to be defined. Furthermore, the planning phase is divided into three parts: The development of the keyword-concept, the offering strategy, and regional and temporal controlling.
First a comprehensive and time-consuming research of the most relevant keywords for the upcoming advert has to be done. Selection of keywords defines, which search requests the advert is to be found under, for Google users. It, thus, defines the receiver of the search advertisement. An optimal strategic selection of keywords adjudicates on if the Google Adwords campaign reaches the wanted success and generates the necessary, high-quality traffic or if it causes high costs without getting the necessary results. Consequently, the process of choosing keywords is of high significance during the concept phase and the research be done very thoroughly, before rendering a decision.
Relevant criteria, when deciding on keywords, are the relevance for the own product, the search frequency and the keyword competition. Besides, it‘s important to consider exclusive keywords. An exclusive keyword can be (e.g.) „free“, because you can suppose that the searcher has no real interest to buy. The exclusion of such keywords reduces the cost caused by spreading loss, because paying is based on a cost-per-click principal.
Different strategies can be used when selecting relevant keywords. The usage of longtail keywords is a valuable option for B2B companies that have a specific product portfolio in order to generate relevant traffic. Longtail keywords combinations of search terms like “stainless, high pressure, heavy-duty drill”.
These keyword combinations are specific and have a smaller search frequency but push the number of visitors of actual interested buyers. And they have less competition with other words. Thus, B2B companies, especially, can advertise their specific products through longtail keywords and generate high quality traffic, which is traffic with a high conversion rate.
Furthermore, the maximum amount you are willing to pay per on an advert has to be set during the concept phase. The maximum amount, in combination with the user relevance of the advert, decides the ranking for every search. The positioning of an advert depends on the relevance Google gives your advert and on the company’s – which wants to book the keyword – willingness to pay. It can be described by the following formula:
Moreover, there is the possibility to create a maximum budget per day or per month. This guarantees that the marketing action won’t pass the respective limit. If the limit is reached, the advert isn’t shown anymore and additional costs are prevented.
Regional and temporal limits
A Google Adwords campaign can be limited even regionally or temporally. This can be wise for companies, which see potential customers in a special market or want to develop a new market. Depending on what kind of conception the campaign has, an advert can be, for example, be shown only to Google users in the Southern German area. If the target of the campaign is to develop new global markets, you can address to international markets like the South Korean market.
Implementation of the campaign in Google Adwords
Google Adwords accounts enable the realization of planned campaigns. Selected keywords can be booked and offers for the respective keyword per day or per month can be defined. Beyond that a good text for the advert has to be written. The formulation decides if the advert is graded as relevant for the Google user and if it gets a click or not.
Every advert is combined with a landing page. This is the page where one lands on after searching. To get a high conversion rate and to give your potential new customer enough information and a short way to get in contact, the site has to be optimally created. In order to measure the success of the Google Adwords campaign in the best possible way, it is advisable to use conversion tracking tools. They enable success measures in real-time.
Measure of success
After the start of the Google Adwords campaign, success can not only be analysed but also be controlled directly and promptly. A measure of success is made possible through Google search reports, logfile-analyses or special tracking-software like Google analytics. With this tool, relevant factors can be measured and the efficiency as well as the success of the marketing strategy can be rated. After a comprehensive analysis of the data, possible optimization measures can be made. If necessary the adverts can be optimized every time and the budget and offers can be adapted. As a result SEA (search engine advertisement) is rather flexible and offers continuous controlling and optimizing possibilities even after the start of the campaign. This needs to be utilized in order to secure a best-possible ROI (return of investment) of the marketing campaign.