Note Number 1

Before setting up an ad campaign, it’s important to define what specifically you hope to achieve with your efforts. What are your goals? It’s true that in general, the goal is to increase revenue, but for the purposes of an ad campaign, we need to get more specific than that. Are you trying to increase more traffic to your website, or get your brand more exposure? If you clearly define your goals, you’ll have an easier time coming up with a strategy to achieve them.

The most successful ad campaigns are very specific, which is why having clearly defined goals is important, and you want to set up a different campaign for each of your goals. It’s equally as important to define your products and services.

If the type of business you’re trying to attract does not exist in your current customer base, or if you’re just starting out, then a bit of research is in order to determine their characteristics. You may need to make some educated assumptions, but either way, knowing your customer is key to creating meaningful ads that target them.

Note Number 2

A typical successful Google ad campaign starts to produce after 3 months or so.

Month one, all we can do is make educated guesses and collect data.

Month two, you should be seeing some improvements. More clicks. You have several weeks of data, and you may have run couple tests.

Task Number 1

As we talked about in this lesson sketch out a Persona for your business, there are plenty of resources online on how to do this but how I would start is think of an actual customer of yours that you would like to target. What are their general characteristics - their age, location, gender, maybe education level, or profession. Then, think about how they have come to interact with your product or service, is it from a web search, referral from a friend.