A successful AdWords campaign lives and dies with your choice of keywords.
To get a healthy stream of leads/customers coming to your website, you need to keep your AdWords campaigns laser focused. You wouldn’t set up shop in the Sahara desert selling sand, so don’t target search users who aren’t searching for your solution.
“Selling to people who actually want to hear from you is more effective than interrupting strangers who don’t.” – Seth Godin
Remember, the person using Google is in ‘research-mode’. They’re looking for an answer to their query – if you try and interrupt them with something irrelevant, they’re going to ignore you. They’re not watching TV or listening to the radio, so randomly flashing ads at them is not going to work (UNLESS they are an answer to what he/she’s searching for).
Imagine you run a Steiner school (an alternative education method), and you’re looking to attract new students. These kind of schools attract a very specific subset of adults (most adults would assume you’d have to be crazy to enroll your kid at a Steiner school).
What keywords should someone at a Steiner school go after? Well, good keywords might be ‘alternative to public schools’, ‘steiner schools’ or ‘transfer child to steiner’ – these are searches where people obviously have the potential to enroll their kids at your school. They have an itch that you can scratch.
On the other hand, running ads for keywords such as ‘private schools’, ‘top academic schools’ or ‘christian schools’ are BAD keywords to target. People searching for those terms are unlikely to have any interest in Steiner methodology and you’d just be wasting money sending irrelevant traffic to your website who’ll never become your customers. If they have an itch, but your product/service is unable to scratch it – they are not your target market.
“BUT my product/solution IS what they want, they just don’t know it yet!!!”
Then unfortunately you’re going to face an uphill battle my friend. When you go to Google you’re after quick results and instant solutions. Just think about what happens when you search from something on Google..if a product/solution isn’t EXACTLY what you’re looking for you’ll ignore the ad without even stopping to think.
Having said this THERE IS a way to get people to “turn the corner” and we’ll cover this strategy another day. For now, stick with being laser focused, and only go after your perfect customers – these are people who already know about your product/service (not necessarily your company). In fact, they are almost at the stage of pulling out their credit card or picking up their phone.
E.g. the perfect customer for Steiner schools is a parent that already knows about the Steiner methodology and is proactively looking to enroll their child at a Steiner school. Targeting these kinds of parents with AdWords ads is going to bring in the most rewards.
Imagine yourself in this parent’s shoes. What search terms would they use? Try out Google’s keyword tool (https://adwords.google.co.nz/o/KeywordTool) to find out how many people actually search for those terms in NZ each month (or internationally).
Finding your money keywords
Once you’ve identified some search terms that get enough traffic (ideally at least 500-1,000 searches a month) you can then write some ads that target these keywords.
‘Money keywords’ are ones which not only indicate the search user is highly interested in your product, but is also highly likely to buy your product. We can’t deduce this just from looking at Google’s keyword tool though, we’ll need to actually run ads and bring the keyword traffic to your website. Then you can set up conversion tracking to find out which keywords bring in qualified leads and which just bringing you the tire kickers.