My Highest-Performing Adwords Campaign To Date (Plus the Surprisingly Effective Way I Organize My Ad Groups)

Here are the results from my all-time best Adwords campaign:

Campaign Report - From Adwords Account

Or, if you prefer, here is a screenshot of the data in Excel:

Campaign Report - Excel - Screenshot

If you would prefer to play in Excel then download the spreadsheet by clicking this link:

http://www.danhodgins.com/wp-content/uploads/2014/10/Campaign-Report-Excel-.xls

The Surprisingly Effective Way I Organize My Adwords Campaigns

Instead of using one campaign for everything I prefer to have 19 separate campaigns for all possible campaign types, ad types and targeting types.

See the above screenshots for proof that I am actually running 19 separate campaigns inside this particular Adwords account.

Using proper campaign names is the easiest way to organize your ad groups.

I prefer to include the campaign type, ad type and targeting type directly in the name of the campaign. This enables me to effectively move between campaigns without wondering what their settings are.

The Exact Naming Method I Use For My 19 Different Adwords Campaigns

Here is the naming method I use for each of my campaigns:

Campaign type (search or display) – ad type (banner or text) – targeting type (keyword, topic, interest)

Here is an example:

Display – Banner – Keywords

You can see more examples for campaign names by looking at the screenshots or spreadsheet above.

What This Means

The business owners and agencies who are able make Adwords work are the ones who run the tightest ship.

Each ad is designed to repel unqualified prospects, and attract only the most qualified prospects in a tightly defined geographic area.

Using this method, every campaign will use a single network type (e.g. search vs. display), targeting method (keywords vs. topics vs. interests) and ad type (banner vs. text) to enable complete control of the budget for all campaigns throughout the day.

Adwords is built for razor-sharp targeting.

If you can learn how to ‘play the game the Adwords way’ you can harness its potential to grow your business by increasing: attention, awareness, interest, desire and action – AAIDA – for your target customer base.

Don’t give up on Adwords as a marketing tool until you’ve worked with someone good who understands how to properly plan, organize and execute highly targeted campaigns that produce results.

Adwords can sometimes have secondary effects that are worth paying for e.g. increasing referrals from existing customers because they see your ad, so be patient and invest for the long term!

The “Eager To Pay” Test

Customers in both B2B and B2C are eager to pay for certain things.

For other things you almost have to pull their teeth out to get them to pay.

An easy way to analyze whether people want to pay for something or not is something I call the “Eager To Pay Test”.

The Eager To Pay Test

The fact that your target customers are able and willing to pay for your offerings is implied.

If people aren’t able and/or willing to pay for your products or services then your offer isn’t providing enough of the right type of value (monetary or otherwise).

If they are able and willing to pay then it all comes down to how eager they are to pay.

Are They Fired Up?

If they’re fired up about your offer and thinking: “yeah, let’s do this” with their credit card in hand then you may have a winner.

Is It Something Legal That Will Make Them Money in the Short Term?

If your offer isn’t immediately perceived to be something that will make them money in the short term then you’ll have to work 2-3X as hard on your sales and marketing sequences to convince people to pay.

Most people have their defenses up against most offers most of the time. To break through that wall you have make a really great offer that will benefit them – ideally in the short term.

B2B is easier in some ways than B2C. If you can make a strong business case that you’ll make someone lots of money in the short term you’ll almost always find someone who will listen to your pitch either online and offline.

Great businesses are built by making strong offers to targeted customers who are able, willing, and eager to pay.

If your customers are not able, willing and eager to pay then try formulating a new offer that benefits them in the short term money-wise.

If you can make people eager to pay for your offerings then the sales and cashflow will eventually come.

 

 

 

 

 

Google Adwords: Search & Display Network Shenanigans

Google Adwords is a universe unto itself.

One could spend an entire career learning all of its intricacies and keeping up with its interface changes. I don’t think that’s necessary though.

As long as you understand the core principles of copywriting and human psychology you’ll be able to drive strong direct marketing results on any platform (assuming you’re a good marketer, and you have a great product in a high-demand category that isn’t sketchy).

Here are some recent results from an array of campaigns I’ve been running on Google Adwords (both search and display).

Note the separate campaigns for display and search, and also for the various targeting methods.

Adwords PPC Results: Part A

Adwords Results A

The number of impressions and the click-through rate (CTR) are healthy for both search and display campaigns.

The high CTR for the GDN campaigns (0.33% and 0.44%) was a surprise – I would have been happy with a 0.1% CTR (GDN click through rates are often 0.1%).

The search network campaigns have a very respectable CTR of 2.77% and 3.5%.

I’d also like to show you some campaigns that are currently running but need more optimization and split testing:

Adwords PPC Results: Part B

Adwords B

The bottom two campaigns need more optimization to increase both impressions and CTR.

Note, however, the curious case of the top campaign. It has a massive number of impressions, but it’s getting zero clicks. The ads are strong and are targeted using topic-based targeting on the Display Network, and yet they are getting zero clicks. This isn’t a problem though – I’m getting tens of thousands of impressions for zero cost.

It’s a counter-intuitive but effective strategy for brand and product awareness  – run a campaign that gets massive impressions but no clicks. It would be hard to do this intentionally from the start, but since this is how that particular campaign evolved I’m going to run with it.

The campaigns you’ve seen in these screenshots are going to be scaled up as soon as I finish the printable PDF ebook product that is being advertised. At that point, the campaigns will have been running for a while and will have been optimized and tested, so all I have to do is ratchet up the ad spend with the flick of a switch.

Assuming the CPC and conversion rate remain consistent I’ll be looking to buy as much traffic as I can through Adwords to scale up and automate revenue.

Thanks for reading about these Adwords shenanigans. I hope you’ve gained some insights you can use in your own campaigns. Have fun!