Google AdWords Methodology

How to Guarantee a Successful Google AdWords Program!

More than 60% of all B2B searches are done on Google, and Google offers a tremendous opportunity to easily increase your flow of quality leads if done correctly! Many of our clients learned this the hard way before asking iNeoMarketing for help when either using in-house resources or asking their agency to handle it. Since 2003, iNeoMarketing has managed Google AdWords efforts from the Fortune 500 to small businesses, and we want to share the steps to Google AdWords success with you. Please take advantage of our track record and learn the most effective way to launch and manage your Google AdWords program:

Market Assessment

Your complete Google program cascades directly from an in-depth understanding of you and your market: without this, your program rests on a weak foundation: absolutely everything flows from this! But what exactly does this mean, and what do you need to pinpoint that leads to a successful Google AdWords program? This in-depth understanding covers four main areas:

1. Your Business Model and your Sales Cycle: We need to understand the products/services you offer, your markets, and how you market and deliver your offerings. Without a core understanding of your business, we cannot effectively create and manage your AdWords program to its greatest potential. So we will need to spend a bit of time to gain this understanding.
2. Your Target's Personas, and your value propositions: If you've done persona work around your market, we will need to be briefed on the results so that we can create the right AdGroups and corresponding keywords, ads, and landing pages for each persona. And as a corollary, we'll need to understand your value props as it relates to each persona. Now suppose you have not conducted any persona work: not to worry, as we will work with you on the appropriate targeting and segmentation as the basis for your program.
3. Competitive Analysis: There are a variety of tools available today that can provide you with an understanding as to what your competitors are doing in the Search marketplace. With that information, we can effectively position and bid so that you are given a competitive advantage.
4. Internal Systems: In order to integrate your AdWords results, we will need to delve a bit into your internal systems, especially CRM. In some cases, we will be able to integrate results without any additional work, and in other cases, we may need to write a bit of code to insert your conversions into your system.

Keyword Identification

The core component to your program is the selection of keywords, and if not selected carefully, it can drag down your program. To prevent this, and to maximize performance, we approach keyword selection in a thoughtful, strategic manner.

Based on the Market Assessment phase, we will create keywords that are persona-based, market-based or (and most likely) both. But to accomplish this, we will rely on a bevy of third party tools to identify these keywords based on search history performance and the level of competitive activity. Although we prefer long-tail keywords, we will explore any and all options to create the right set of competitive keywords for your program.

Setup

Once we've completed the Market Assessment, and have carefully selected your keywords, we will then proceed to setup your complete AdWords program, ranging from Campaign setup all the way to Optimization and Reporting. See Google AdWords Services for details.

Analysis

With the program up and running, results start to flow in, which begs the question "Now what?" Here's where we dig into the data and circle back with you on recommendations.

The first step is to establish daily or weekly reporting on all the basics: impressions, clicks, conversions, etc. But we (you and us) need to go further, which takes us back to Google Analytics where we have established your account and setup the reports. Google Analytics will not only tell us what, but whom, where and when so that we can begin to make recommendations on improving performance.

Optimization

The last phase to our methodology is Optimization, where we continually improve on all aspects of the program: from the ads all the way to the landing page headline. Some of the program areas that we will continually optimize include:

• Your ads: be it text or banner, we will constantly test and modify so that you arrive at the highest click-through rate (CTR).
• Your keywords will be constantly reviewed, as well as your keyword position, bid, and CPC. We strive to incorporate only the most effective, highest producing keywords in your program, and we will continually optimize your keywords relative to performance, competition and new, emerging keywords.
• And as described in Google Website Optimizer, we will use the Optimizer to fine tune all aspects of your landing page so that you can receive the highest potential conversion rate.