First you need to open a Google AdWords account. To do this visit: adwords.google.com
It’s fairly simple to open an account and use. One thing you can always be assured of with Google and that is useability. It’s very easy to get your adverts on to Google.
I see plenty of badly worded adverts which I am sure never get clicked. If these idiots can use Google AdWords I’m quite sure you can!The difficult bit is getting them aired enough and getting them clicked enough. This is what I want to focus on because this is the difficult bit.
Once you have filled this in you can move on to constructing the ads.
Know Your Customers
In this part forget about me, me, me, it’s you, you, you! Or to rephrase correctly it’s less about you, you, you and more about them, them, them! Them being your customers.
Who are the type of people who are willing to buy off you? You really need to understand them. It’s them who pay your bills so had you better get to know them. The way to identify them is to know who would want your product or service. If you’re selling a property refurbishment service then you can be assured that the following traits exist in a potential customer:
You can also make some wilder judgements like:
This is a small list. The idea is just to sit back and think about who would actually purchase your product or service. Don’t have blind belief that your product is so great that everyone would as the truth is that the majority won’t!
Steve clearly understood the customer for two large pizzas!
Here’s a checklist of prompters that will help you establish some of the traits of your typical customer.
You can find this worksheet at: www.MassiveAndPassive.co.uk/ worksheets.html.
Based on the answers to these questions and more you should be able to create a pool of traits of your typical customer. I’m sorry if this sounds like a marketing diploma, but the diploma is there for a reason (I’ve never studied for one but they make excellent points!). Once you have a pool of traits we can start building real people out of these and start segregating the customers.