Google AdWords Search Campaign

  • If you choose to set your project up as if you are a paid search  marketing consulting firm, here is the place to introduce your  consulting firm, and describe your relationship to the client (the  company you will be developing an Adwords Strategy for).
  • Introduce the Client/Company
    • Provide an overview of the company you’ll be developing and AdWords campaign for and their website
    • Tell us about the product or service this company provides; what are some of the unique selling points
  • Explain why the company should invest in an AdWords campaign and its importance
    • Why does a PPC strategy make sense for this company
    •  How can it be leveraged to promote their unique product or service
    • Define the company’s online advertising objectives
    • What does the company hope to accomplish through their online  presence? Enhance brand awareness? Entice users to take an action like  sign up for a newsletter, make an online purchase, submit their  information, or download a form? Encourage users to physically come into  the business? Improve online sales? Improve offline sales? Generate  leads? Cultivate support? Make a donation?
  • Define what success looks like for this company?
    • Success will be based uniquely on the company’s online advertising  objectives. To measure success, set SMART (Specific, Measurable,  Achievable, Results-focused, and Time-bound) goals for the campaign. For  example, if my goal is to generate leads for my business, one of my  goals might be “To generate 50 qualified leads per month for our  Computer Science degree program, at a cost of less than $100 per lead,  from now until the end of December 2015 through a highly targeted,  Google Adwords campaign.” 
  • Define the client/company’s target audience
    • Who is interested in this product or service, both primary and secondary audiences?
    • What are the demographics of your target audience?
    • What are the psychographics of your target audience?
  • Suggest appropriate geographic target for the business you selected
    • What geographic locations are ideal and why?
    • What geographic locations should be excluded and why?
    • Provide data/statistics to back your claims (e.g. census data)