Google Adwords Strategies For Start-Ups
How can a start up business succeed using Google paid search with a limited budget?
When you look at the goals of a paid search campaign, they can be boiled down into two different activities:
- Brand awareness and general traffic. Let’s call this the top of the funnel – people who are interested in what you offer or sell, but they’re not quite sure what they’re looking for, they don’t know the price, location, etc.
- Lead generation and sales. Let’s call this the middle and bottom of the funnel – these are people that know what they’re looking for but they’re shopping features, price, locations, and other factors.
If you are a startup business or an emerging small business, you need to bring in sales to keep the cash flowing but you also want to give yourself an opportunity to ‘go big’ if the right people see your product or service. When we build a client’s campaign, they always will include ad spend in both of these areas, the percentage breakout may differ, but let’s be honest, everyone needs to see sales, leads, etc and other track-able events happening to be happy!
An Adwords camping focusing on brand should always be present, it’s the easiest and most cost-effective way to own the experience and messaging that someone receives when they search for your brand in Google. Once you have your branded campaigns set up, start building out a campaign that is as tight as you can get with your keyword sets – we’re trying to achieve the highest conversion rate possible here with exact match keywords and wonderfully converting landing pages. Moving out another level, start targeting people that are shopping – literally shopping on price, color, timeline, location, and other factors.
Finally, the brand awareness campaign where the top of the funnel is targeted can be built out as a way to capture traffic that is relevant but still may not have a huge conversion rate. Target certain websites, demographics, locations, time of day, etc. All of these channel variances can affect how well a paid search campaign performs.
When you’re ready to start building your paid search campaign, start slow but be aggressive and give yourself an opportunity to capture enough data that you can use to make business decisions.