SMEs
how to get started with AdWords
and what it takes to run successful
campaigns
Marina Obšivač
Software Startup Academy - 18.01.2014.
The typical scenario reads like this:
• Business has been good
• They've been using radio, banners,
newspapers
• They start to notice that sales have been
steadily dropping
• They ask around
Software Startup Academy - 18.01.2014.
The typical scenario reads like this:
• and then they realize there's something called
Google AdWords
• they decide to create their first campaign
> not getting the expected results
> getting disappointed
> thinking about giving up on
AdWords
Software Startup Academy - 18.01.2014.
Reasons why small businesses have a hard
time with AdWords
Software Startup Academy - 18.01.2014.
1. Starting with a very small budget
• running out of budget too quickly during the
day
• not generating enough traffic to make
campaign work
Software Startup Academy - 18.01.2014.
1. Starting with a very small budget
• Solution: taking into account factors such as
your industry, competition, products or
services, etc.
• Keyword planner, Google trends
Software Startup Academy - 18.01.2014.
2. Facing high levels of competition
(from bigger businesses)
• find long tail keywords (3+ worded keywords)
> less competition > highly specific and
relevant
• Google Instant + Google Suggest
• Keyword planner
• Search term report
Software Startup Academy - 18.01.2014.
3. Quality of the website
• not easy to navigate, confusing,
complicated ordering process, etc. >
potential clients get frustrated or bored >
high bounce rate
• affects the performance of your AdWords
campaigns
• Solution: improve the UX
Software Startup Academy - 18.01.2014.
4. No campaign tracking
• Very difficult to assess how effective the
campaign is
• Solution: Google Analytics
Software Startup Academy - 18.01.2014.
Adwords Strategies for Startups
Software Startup Academy - 18.01.2014.
AdWords campaigns can help startups:
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Assess demand for their new service
Maximize launch buzz
Get people coming back to their beta accounts
Help test new feature ideas
Grab investors attention (Gmail Sponspored
Promotions, Display)
• etc.
Software Startup Academy - 18.01.2014.
Pre-Launch
• Capturing investor attention (display, directly)
• Testing new feature ideas (test LP variants,
ads)
• Naming your product (multiple ads)
• Crafting your pitch
• Email list building
Software Startup Academy - 18.01.2014.
During Launch
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Launch buzz
Generate expanded visibility
Extend awareness and reach
„stalking” visitors (remarketing)
Bid on competitors brand name
Software Startup Academy - 18.01.2014.
Post-Launch
• Get new customers
• Optimization
• Regain initial subscribers to mailing
list/product/etc
Software Startup Academy - 18.01.2014.
Use PPC to validate a Startup Idea
Software Startup Academy - 18.01.2014.
Why?
•
•
•
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Fast feedback
Little effort
Measurable
Targeted
Software Startup Academy - 18.01.2014.
How?
• Identify potential customers by the searches
they make online
• Get in front of them, present your idea, look
for validation
Software Startup Academy - 18.01.2014.
How to meet your business goals
Software Startup Academy - 18.01.2014.
1. Create the Right Goals
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Who: Who is involved?
What: What do I want to accomplish?
Where: Identify a location.
When: Establish a time frame.
Which: Requirements and constraints.
Why: Purpose
Software Startup Academy - 18.01.2014.
Software principles
• designed to promote software downloads or
other applications
• content of the ad, the website it points to, the
download process, the application itself, and
the uninstall process.
• Ad disapproval > Domain disabling > Account
suspension
Software Startup Academy - 18.01.2014.
2. Plan and research
3. Manage your expectations
4. Setup campaign
5. Analyze
6. Track your conversions
7. Optimize
Software Startup Academy - 18.01.2014.
Make sure your product is ready before
you attract potential customers.
Do not pay money to leave a poor first
impression!
Software Startup Academy - 18.01.2014.
Questions?
marina@escapestudio.hr
@MarinaObsivac
Software Startup Academy - 18.01.2014.