Too many businesses activate their Adwords campaigns before checking whether their website is fit for purpose. Quite simply does your website convert visitors into prospects and customers? Are you currently receiving organic traffic from Google that converts into customers and clients?
If the answer is yes, that’s great, let’s start driving Adwords traffic to your website. On the other hand if you are currently struggling to convert this traffic I would advise you to resolve this problem before running an Adwords campaign.2>
Are Your Calls To Action Working?
I would first suggest you start by checking all of your main calls to actions on your website are working properly. For example have you have tested your main method of lead capture and the subsequent follow up emails your audience will automatically receive over the following weeks and months.
If you’re struggling to implement such a system I can highly recommend a company called Aweber.com. I have used them for well over 10 years and they have always provided excellent service.
Local businesses like restaurants should particularly check that their websites are readable on a mobile. If you are asking visitors to sign up for discount vouchers or a prize draw, make sure your email forms display correctly.
First impressions count and it’s worthless turning on your account if your pages aren’t set up correctly. Too many business owners employ the services of a fancy website designer to create their website and quickly come to regret it. Their website may look aesthetically pleasing but with poorly written copy, it fails to convert visitors into customers.
Design Around A Marketing Funnel
Unfortunately I talk to far too many business owners who are suffering from this problem. The reality is no one has previously sat down with them and explained that a website should work 24 hours a day like a trojan to bring in new business. No amount of traffic will turn clicks into customers if you haven’t carefully designed the site around a marketing funnel that converts for you.
Whilst I’m not here to suggest you totally redesign your website, far from it, it is important to consider the key actions you want people to take on your site and whether your design is helping or hindering this.
What Is Your Most Wanted Response?
In marketing circles we like to ask business owners what is the “most wanted response” you want from a visitor on your website. Thus it could be a request for a white paper, to watch your introduction video, a phone call, to join your mailing list, amongst many other things. Whatever it is, make sure this is obvious and you don’t confuse your own marketing by offering too many options. A confused visitor will never make a decision.
Assuming your website is successfully converting traffic into prospects and customers, it’s time to consider your budget.
Whilst working with a new client we make a commitment to run the campaign for a minimum of three months. I would advise you agree your own budget internally before turning on your Adwords account. Only by setting out a three month plan will you be able to see your conversions improving month to month.
I would never personally start an Adwords campaign without having your goals written down. As you set goals, determine what you consider a good return on investment. How much are you willing to spend to acquire a customer? What’s the lifetime value of your customers? These are just some of the questions you need to be able to answer before you go live.
If you have a limited budget I recommend you start advertising products where you have the highest profit margin. Focus your campaigns on these products and make a profit before considering other products.