As David Allen, author of the well-known productivity resource “Getting Things Done” asks of his readers:
“At the 40,000 feet level – what do you see for your 3 to 5 year vision strategy?…
at the 30,000 feet level “what are your 1 to 2 year goals and direction”,…and then, all the way down to the runway level…
what are your current actions?”
View your AdWords Campaign from a few Different Levels
Using this approach, a Google advertising campaign can be viewed from a few different levels…let’s take it from a few different vantage points…at the “helicopter” view you can look out the window to survey the scenario around you for your business and its industry and market, and the “at the helm” view – driving the helicopter – running the operations of a business.
Survey Your Business Environment
You can take a look at your surroundings, consider the external factors that are impacting your business and in the pilot’s seat ie. managing the controls of the helicopter, checking to make sure that there is enough fuel to get you to your destination, taking off at the scheduled time, and accelerating and braking during the journey where appropriate.
What ROI am I getting from my AdWords campaign?
The Helicopter View
As a business owner, the key question to ask about your AdWords campaign is whether you are achieving a return on investment on your marketing dollars from your AdWords spend.
When we first launch an AdWords campaign for a client, we may start off with half a dozen to a dozen search terms, depending on the industry that the business is operating in, and the market for its services.
Initially, it’s a process of sifting the wheat from the chaff to find the money keywords or the keywords that generate a profitable return for the business owner.
It’s take a certain amount of time to gather the necessary data from the AdWords campaign so that meaningful analysis can be undertaken for the campaign. It is important to test individual parameters of a campaign at a time so that you can see the impact of changes to the campaign that have been made, and revise it accordingly, based on the results achieved.
The use of statistical tools available to assess probabilities and confidence levels are also another important aspect of managing a campaign properly.
Testing is applied to different elements of a campaign…the keywords, the text ad copy, the landing pages, and so forth.
At the helicopter view, it is important to set goals using Google Analytics and Google AdWords, so that there is a yardstick to measure against, ie. the number of conversions, which keywords are resulting in conversions, the cost per conversion, and the keywords or money terms that are getting the most clicks and impressions, and traction.
At the Helm View
Understand your AdWords Campaign at a Granular Level
And “at the helm” view, it is important to view the more granular progress of an AdWords campaign and to drill down into the details of each campaign, at an Ad Group level. You will get your winners and losers within each Ad Group across similar keywords, and across Ad Groups, with different keywords that reflect the range of products and services that a company offers.
Switching back to the helicopter view, it is important to know the profit margins of the products and services of the business for which the AdWords campaign is being run, in order to capitalise on the search terms specific to that particular product, with a strategy of selling more of the products with higher profit margins that are costing reasonable cost per conversions, thus resulting in greater net profits for the business.
Google AdWords Strategy for Business
One final word on developing a sound Google AdWords strategy for business. It takes the correct mindset and strategy to achieve good results. Consider it a balancing act to manage the AdWords campaign at both levels. It is important to keep an eye on the Google AdWords campaign both from the strategic helicopter view and the at the helm view, so that you can understand what is happening in the industry for the business, and strive to get the best ROI for that business for its advertising dollars.