SMEs how to get started with AdWords and what it takes to run successful campaigns Marina Obšivač Software Startup Academy

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

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

Reasons why small businesses have a hard time with AdWords Software Startup Academy

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

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

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

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

4. No campaign tracking Very difficult to assess how effective the campaign is Solution: Google Analytics Software Startup Academy

Adwords Strategies for Startups Software Startup Academy

AdWords campaigns can help startups: 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

Pre-Launch Capturing investor attention (display, directly) Testing new feature ideas (test LP variants, ads) Naming your product (multiple ads) Crafting your pitch list building Software Startup Academy

During Launch Launch buzz Generate expanded visibility Extend awareness and reach „stalking” visitors (remarketing) Bid on competitors brand name Software Startup Academy

Post-Launch Get new customers Optimization Regain initial subscribers to mailing list/product/etc Software Startup Academy

Use PPC to validate a Startup Idea Software Startup Academy

Why? Fast feedback Little effort Measurable Targeted Software Startup Academy

How? Identify potential customers by the searches they make online Get in front of them, present your idea, look for validation Software Startup Academy

How to meet your business goals Software Startup Academy

1. Create the Right Goals 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

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

2. Plan and research 3. Manage your expectations 4. Setup campaign 5. Analyze 6. Track your conversions 7. Optimize Software Startup Academy

Make sure your product is ready before you attract potential customers. Do not pay money to leave a poor first impression! Software Startup Academy

Software Startup Academy