by Guest Author on February 22, 2013
While Throwing Your Ad Budget Against The Wall And Seeing What Sticks has often been the “preferred method” for business owners in times past, Google Adwords offers an almost scary level of transparency that makes smart business owners in 2013 a bit more reluctant to resort to such recklessness.
However, with that being said, even the most insane tracking tools on the planet can’t guarantee your campaign will be profitable.
So what’s the “secret sauce” to getting your Adwords campaign to profitability faster, leaner, and with less stress?
Flip your Adwords campaign upside down.
Don’t worry; by the end of this article you’ll have a rock solid plan for generating more leads, more sales, and reducing your wasted ad spend.
So let’s get started…at the end.
5. Get Conversions First, Then Traffic – “But don’t you need traffic before it can convert?” you might be asking.
If that seems counterintuitive, or even confusing, consider the second principle in Stephen Covey’s, 7 Habits of Highly Effective People, “Start with the end in mind.”
Or more recently, Dave Lavinsky, in his best-selling book, Start At The End, said, “to create a winning business plan, you need to start at the end and reverse engineer the success you’ve envisioned from that end point.”
Because Google is extremely smart, and a little wicked, they’ve invested a ton of time and energy into programming us to associate Google Adwords with conversions.
When in reality, your conversions actually take place 100% outside of the realm of Google Adwords.
So before we get into the mechanics of how Google Adwords works, let’s figure out first how to get your traffic to convert.
4. Establish Your Unique Selling Proposition – If you want your traffic to convert, the first thing you do is establish a strong USP.
With Google Adwords, not only are you competing against 10 other advertisers for the same keyword, but almost every ad looks and smells the same.
So how do you separate yourself from the competition and make your offer stand out from the crowd? Here are a few questions to get you started:
- What makes you unique?
- Why should I click on your ad?
- Why should I buy from you?
If you can answer those questions with conviction and power, you’re well on your way to crafting a message that matters to your market.
But if you can’t answer those questions, prepare for a long night.
Although your USP has “nothing to do” with Google Adwords, it has everything to do with your traffic converting into leads and sales. You’d do well to figure out your USP before you ever spend a dime on buying traffic.
3. Develop Your Customer Persona – If you’re the type that likes to take action now and ask questions later, you may be tempted to skip this step.
And if you’ve got a huge budget and lots of time to waste, then by all means, don’t let me get in your way.
But if you’re like most startup entrepreneurs, bootstrapping their way to success, then this is a crucial ingredient you can’t afford to leave out.
Don’t believe me?
2. Craft Your Compelling Offer – Lyman Wood, one of the greatest direct response marketers in our history said, “You can have the best copy in the world, about a proposition that people don’t want, and it won’t work.”
On that same token, you can have the best Adwords campaign, the best landing page, and even the best copywriting in the world, but if your offer doesn’t resonate with your market, your whole campaign will be broken.
Before your traffic will convert, you’ve got to have a compelling offer.
1. Optimize Your Landing Page – I’m sure you’ve heard it a million times, but what does “optimize your landing page” actually mean?
While there are countless landing page best practices, until you actually apply them, test them, measure them, and experience some measure of failure, optimization is just a fluffy word that makes you feel good.
“Results,” Thomas Edison said, “Why, man, I have gotten a lot of results. I know several thousand things that won’t work.”
When you hear the word “optimization,” what do you think of?
Success, progress, and moving forward, right?
Well, if you want to know the truth, your road to landing page glory is going to be riddled with things that won’t work.
Follow the rules, listen to the experts, apply the landing page best practices, but just be prepared; none of those things guarantee your success.
Real optimization is a process, not a result.
With these 5 core principles as your Google Adwords foundation, you’re sure to be light years ahead of your competition and well on your way to a leaner, smarter, more profitable Adwords campaign.
I guarantee it.
About the Author
Justin Eckrich is the Founder of Inspyre Marketing, a full-service Adwords Agency. For a limited time, he is offering a complimentary 30-minute Adwords Strategy Session exclusively for Entrepreneur Unpluggd readers. Contact him at Justin@justineckrich.com.