Launching an AdWords campaign is a simple process. You create an account, set up a campaign, target an audience, publish some ads, and watch the clicks rise (along with your bill). However, at which point can you ensure your campaign delivers on your objectives? Here are 10 things to consider before launching your AdWords campaign…

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10 THINGS
ADWORDS
CAMPAIGN.
TO CONSIDER BEFORE LAUNCHING YOUR

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#1 IDENTIFY THE AIM
OF YOUR CAMPAIGN
ASK YOURSELF:
What do I want to promote?
Why would people be interested in my product or service?
What can you do to entice my target audience to use
(or purchase) my product or service?

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#2 SEE WHAT YOUR
COMPETITORS ARE DOING
FIND OUT WHAT’S WORKING FOR
YOUR COMPETITORS - AND WHAT
ISN’T. VISIT COMPETITORS’ PAID
LANDING PAGES FOR INSPIRATION
WITH YOUR OWN LANDING PAGE
AND AD CONTENT.

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#3 DEVELOP YOUR KEYWORD
LIST BASED ON WHAT USERS
ARE SEARCHING FOR
WHILE TIME CONSUMING, KEYWORD RESEARCH
IS DEFINITELY WORTH THE TIME AND EFFORT.
GOOD PLACES TO START:
AdWords’ own Keyword Planner
Soovle
SEMRUSH

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#4 IDENTIFY THE ‘SEARCH
INTENT’ FOR EACH KEYWORD
YOU WISH TO TARGET
Once you have your list of keywords, Google each keyword to get a clear understanding of
the ‘search intent’ behind it: what users want to achieve by searching for this term.
If you think a keyword has the correct search intent, add it to your ad group.
IDENTIFYING SEARCH INTENT IS ESSENTIAL FOR:
Improving spend efficiency
Ad targeting
Ad and landing page quality

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#5 CREATE A NEGATIVE
KEYWORD LIST
ARE THERE ANY SEARCH TERMS THAT
YOU DON’T WANT TO RANK FOR?
ADD THEM TO YOUR NEGATIVE KEYWORD
LIST SO THAT YOU DON’T WASTE YOUR
BUDGET AND IMPRESSIONS ON
IRRELEVANT SEARCH TERMS.

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#6 MAKE SURE YOUR
LANDING PAGE REFLECTS
YOUR KEYWORDS AND ADS
IF YOU HAVE MULTIPLE AD GROUPS
LEADING TO ONE LANDING PAGE,
YOU CAN USE DYNAMIC TEXT
REPLACEMENT ON THESE PAGES
BASED ON THE RIGHT KEYWORDS.
THIS WILL HELP IMPROVE YOUR
QUALITY SCORE AND CAN
IMPROVE CONVERSION RATES.

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#7 ADD THE REMARKETING
TRACKING CODE TO YOUR
LANDING PAGE / WEBSITE
Not everyone who goes to your landing pages will convert –
but you can still engage with users who have been to your
landing page and serve them ads either on the Google Display
Network or through remarketing lists for search ads (RLSAs).
When remarketing, don’t send users back to the same page
with the same content – new content or offers can help
improve conversion rates.

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#8 ENSURE CONVERSIONS
ARE BEING TRACKED BY
GOOGLE ADWORDS AND
GOOGLE ANALYTICS
TO TRACK YOUR CAMPAIGN’S SUCCESS,
YOU NEED TO BE ABLE TO SEE THE NUMBER
OF CONVERSIONS OR SALES IT HAS ACHIEVED.
To do this, you need to make sure Google AdWords and
Google Analytics conversion tracking is implemented –
as AdWords will only track conversions that come from PPC.
Google Analytics monitors the entire user journey though
all tracked channels. It is a great way to assess how your
AdWords campaigns integrate with all your other
marketing channels.

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#9 KEYWORD MATCH TYPES
ARE IMPORTANT – LEARN
HOW YOU CAN USE THEM
KEYWORD MATCH TYPES HELP CONTROL WHAT SEARCHES YOUR
ADS WILL SHOW UP FOR. THERE ARE FIVE MATCH TYPES:
Broad match – ads show on searches that include synonyms, related searches,
misspellings, and other relevant variations
Broad match modifier – ads show on searches that contain a modified term –
not including synonyms
Phrase match – ads show on searches that contain the phrase in the same order,
including close variations
Exact match – ads show for searches that include the exact term and close variants
Negative match – shows for searches without that term (as part of a negative keyword list)

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#10 WRITE EFFECTIVE ADS
WELL-THOUGHT OUT ADS WILL IMPROVE
THE CLICK-THROUGH RATES AND
PERFORMANCE, SO MAKE SURE YOU:
Include keywords in ad titles, this will make them stand out on the result page
Inform searchers of your USPs
Address the issues your clients are facing and indicate how you can help
Provide a clear, strong call to action

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We’re a creative communications agency.