Post on 17-Dec-2015
SMEs how to get started with AdWords
and what it takes to run successful campaigns
Marina Obšivač
Software Startup Academy - 18.01.2014.
The typical scenario reads like this:
• Business has been good• They've been using radio, banners,
newspapers• They start to notice that sales have been
steadily dropping• They ask around
Software Startup Academy - 18.01.2014.
The typical scenario reads like this:
• and then they realize there's something called Google AdWords
• they decide to create their first campaign > not getting the expected results > getting disappointed > thinking about giving up on
AdWords
Software Startup Academy - 18.01.2014.
Reasons why small businesses have a hard time with AdWords
Software Startup Academy - 18.01.2014.
1. Starting with a very small budget
• running out of budget too quickly during the day
• not generating enough traffic to make campaign work
Software Startup Academy - 18.01.2014.
1. Starting with a very small budget
• Solution: taking into account factors such as your industry, competition, products or services, etc.
• Keyword planner, Google trends
Software Startup Academy - 18.01.2014.
2. Facing high levels of competition (from bigger businesses)
• find long tail keywords (3+ worded keywords) > less competition > highly specific and relevant
• Google Instant + Google Suggest• Keyword planner• Search term report
Software Startup Academy - 18.01.2014.
3. Quality of the website
• not easy to navigate, confusing, complicated ordering process, etc. > potential clients get frustrated or bored > high bounce rate
• affects the performance of your AdWords campaigns
• Solution: improve the UX
Software Startup Academy - 18.01.2014.
4. No campaign tracking
• Very difficult to assess how effective the campaign is
• Solution: Google Analytics
Software Startup Academy - 18.01.2014.
Adwords Strategies for Startups
Software Startup Academy - 18.01.2014.
AdWords campaigns can help startups:
• Assess demand for their new service• Maximize launch buzz• Get people coming back to their beta
accounts• Help test new feature ideas• Grab investors attention (Gmail Sponspored
Promotions, Display)• etc.
Software Startup Academy - 18.01.2014.
Pre-Launch
• Capturing investor attention (display, directly)• Testing new feature ideas (test LP variants,
ads)• Naming your product (multiple ads)• Crafting your pitch • Email list building
Software Startup Academy - 18.01.2014.
During Launch
• Launch buzz• Generate expanded visibility• Extend awareness and reach• „stalking” visitors (remarketing)• Bid on competitors brand name
Software Startup Academy - 18.01.2014.
Post-Launch
• Get new customers• Optimization• Regain initial subscribers to mailing
list/product/etc
Software Startup Academy - 18.01.2014.
Use PPC to validate a Startup Idea
Software Startup Academy - 18.01.2014.
Why?
• Fast feedback• Little effort• Measurable• Targeted
Software Startup Academy - 18.01.2014.
How?
• Identify potential customers by the searches they make online
• Get in front of them, present your idea, look for validation
Software Startup Academy - 18.01.2014.
How to meet your business goals
Software Startup Academy - 18.01.2014.
1. Create the Right Goals
• Who: Who is involved?• What: What do I want to accomplish?• Where: Identify a location.• When: Establish a time frame.• Which: Requirements and constraints.• Why: Purpose
Software Startup Academy - 18.01.2014.
Software principles
• designed to promote software downloads or other applications
• content of the ad, the website it points to, the download process, the application itself, and the uninstall process.
• Ad disapproval > Domain disabling > Account suspension
Software Startup Academy - 18.01.2014.
2. Plan and research3. Manage your expectations4. Setup campaign5. Analyze6. Track your conversions7. Optimize
Software Startup Academy - 18.01.2014.
Make sure your product is ready before you attract potential customers.
Do not pay money to leave a poor first impression!
Software Startup Academy - 18.01.2014.
Questions?
marina@escapestudio.hr@MarinaObsivac
Software Startup Academy - 18.01.2014.