I was recently asked a simple but great question: What is the secret to success in AdWords?
Surprisingly, even though I talk about AdWords all the time, I don’t think anybody has ever asked me that one. I thought for a minute and gave an answer that’s perhaps a bit disappointing, despite it being the truest answer I could think of:
It’s all about developing a great management methodology and sticking to it rigorously.
So if you were hoping to get the one key to success, I’ll have to disappoint with this month’s article. But if you’re curious about what my methodology entails and you want a copy of my checklist, read on….
What Is A Successful AdWords Campaign?
Before we get into the methodology and my checklist for success, there’s a fundamental question that needs an answer first:
How do you know when you’re successful at AdWords?
That may sound like an overly simple question to most readers, but it’s still worth pondering it for a moment because other people in your organization may not give you the answer you’re expecting.
Just like a football team needs to know where the goal line is so that they can all move in the same direction when trying to score a touchdown, the search marketing team and the rest of your organization need to know their goal so that they can work together effectively. (At Google, we used OKRs [Objectives and Key Results] to align a company of 40,000+, but that’s for another article.)
Your goal should be the one key performance indicator (KPI) that matters most to the business. It must be tracked, and the data has to be integrated with AdWords where it can be used for optimizations.
The goal must also be reasonable. For example, hitting a target cost-per-acquisition below $25 while at the same …read more