This time of year you might be expecting your business to be generating more revenue that it actually is. With the recession now having been formally declared, what can you do to leverage this holiday season to your best advantage?
How about a Quick and Dirty Google Adwords campaign? Ok I like the term “short term Google Adwords campaign” a bit better. You may want to only do an Adwords campaign for the last few weeks leading into the holiday. Here are some tips for creating a short term Adwords campaign to pump up your revenues right at the end of the year. Disclaimer: the advice I am about to give is bad advice for long term Google Adwords campaigns and should only be taken in the context of a short term revenue generator.
Forget massive keyword lists – Here is a piece of conventional Adwords wisdom you have to throw out the window because you just don’t have the time. You need to get a campaign up and running fast (quick and dirty – remember?). Use the Adwords keyword tool but focus on your keywords that will bring in the most traffic. The keyword tool will tell you approximately how much monthly traffic each keyword gets. Look for 3 or 4 word variations that bring in a good amount of traffic and have lower levels of competition (the Adwords tool will also show you the competition level graphically).
Forget split testing – Perry Marshall would kill me if he reads this, but for a short term Adwords campaign you just don’t have time for split testing ad groups. Split testing is useful when you have a lot of time to make observations and tweaks, but you don’t have that kind of time when you need quick results.
Use the scheduling features – Google Adwords lets you control the times and days when your ad will run. This is very useful if you’re on a budget and know the buying habits of your target audience. If you are just serving a North American audience for example, you may not want your ad running between midnight and 8 am. Or you may want to exclude weekends (remember people shop the web differently than they shop offline sources).
Use the Quotes and Brackets – for every keyword there are 3 variations in Adwords. Home Based Business, “Home Based Business” and [Home Based Business] mean 3 different things in Adwords. Use all 3 for the maximum effect and don’t be afraid to delete one if it’s not working. Actually Google will disable it for you after a while if it doesn’t perform. But using the options will let you get the biggest bang for your bucks in what might be a short keyword list.
If you have the time, also don’t forget to use conversion tracking – then you’ll know if your efforts are working or not. How about you? Do you have any tips for a short term, quickie, Google Adwords campaign?