Deciding to run an online advertising campaign online is not a decision that should be taken lightly. There are 3 fundamental considerations. Are your customers online? Are they using Google as their search engine? (Okay, the answer to the second question is yes because everybody uses Google)
Next, you have to determine if your website is ready to for you to run an online Adwords campaign. Is your website mobile responsive? (we will discuss why mobile responsive is now imperative in future blogs). Is your website, and more specifically your landing pages, optimized for the campaign(s) you want to run?
And finally, do you have the advertising budget to support a viable Google Adwords campaign?
I'm breaking this down into 3 separate blogs so that I can really drill down why 3 questions have to be answered before you give your credit card to the all mighty Google.
Are you customers online?
This questions may seem a bit silly, especially if you are a 20-something. Believe it or not, there is still a population of non-online consumers. Some research suggests the percent may be as high as 15%. Even if you subscribe to that notion, that number is on the decline.
There are a number of ways to determine if your customers are searching for products like yours online. You can take the shortest and most direct route, simply ask your customers as you come into contact with them. Most customer will be honest about how they found you and what medium they used. (mobile vs. laptop)
Another great approach is to use Google Analytics to track the amount of traffic coming to your site, where their geographical location is and what medium is most popular among your website audience. This information is useful to identify how your customers are using your website and how they are navigating through it.
But Im getting ahead of myself. Next time I will address how you can evaluate you website to determine if it is capable of supporting a Google Adword campaign.