1. Conduct qualitative market research
Every marketing campaign, regardless of scale, should always be based on the target market. As a marketer, you come up with strategies to bridge the gap between your consumers and your brand. Communication should always be two-way.
Market research tells you what your niche considers important, relevant, and valuable. Find out what they think is worthy of their time and money.
Remember that your AdWords and your web content work hand in hand. AdWords arouse curiosity while web content creates relationships by showing your niche the value of your brand.
Before spending money and effort on AdWords and optimizing your website, make sure that you understand your market enough to come up with a niche keyword list. This will serve as your guide towards successful optimization.
2. Generate website content
After coming up with your niche keyword list, refer again to your market research analysis. Keep your eyes open for consumer issues, questions, and misconceptions—not just about your brand in particular, but about your category as a whole.
Use the information you get to generate content that will be relevant to your consumers. Give them a reason to read what you have to say and to come back. Make sure that they know you understand them and that you sincerely want to be of service—to keep them informed and help them any way you can.
Employ a conversational tone so that your web content doesn’t sound like an annoying sales pitch. Keep in mind that everything you write should add value to your brand. Feed the relationship that you already have with your niche.
3. Roll out AdWords ads
When you’re confident about your niche keyword list and your relevant website content, then it’s time to consider AdWords ads.
AdWords work with a bipolar business model—either you save a lot, or you waste an insane amount of money. How well you get your ROI (and profit) largely depends on which keywords you optimize for and who gets to see your ads.
This is another valuable application of your research. Carefully consider how your niche writes down their responses. Keep an eye out for commonly misspelled terms and consider optimizing for these words—misspelled.
Think about how you’re going to write your AdWords copy. You have very limited space and attention. Your AdWords copy should include at least a keyword integrated into your brand’s unique selling proposition. The idea is to make sense while being able to set yourself apart from your competition.
4. Determine landing pages
When people click on your AdWords, they expect to be led to a page with the information they’re looking for. This is your window of opportunity, so don’t blow it. Landing pages are just as important as your AdWords.
Make sure that you don’t have a generic landing page for all your AdWords. Unique AdWords ads should have different landing pages, depending on your AdWords copy.
Constant market shifts affect the way people search for information online. Make sure that you’re able to keep up—regularly conduct market researches. Update your niche keyword list and re-optimize your web content and your AdWords ads accordingly.