CUSTOM JAVASCRIPT / HTML
Get Your Cool Back Marketing Series
MARKETING PLAN 103
HOW TO CONTROL YOUR OUTCOME 
WITH GOOGLE ADWORDS
Are you sick of letting fate determine your business’ success? Do you want to get back in the driver’s seat when it comes to your advertising and actually determine your results? If so, it’s time to move over to Google AdWords, one of the only advertising platforms that shows you your progress and setbacks in a way that allows you to make changes that can control your outcome.

Watch Steve’s AdWords tutorial to hear about all the manageable factors that will help you succeed.
 
Watch The Video Below and Learn
About the controllable factors as well as the five M Approach- Match, Message, Mechanics, Measurements & Mistakes. 
The Mistakes will be sprinkled in throughout the explanation of each.
 
  •  Match - This references the keywords that you choose or don’t choose when constructing your advertisements. When building your ad’s keyword profile, it is important to zone in on the intent of the potential search. 
  • Message - You want your message to be extremely specific so that it is matching as closely as possible with the keywords that the prospective client will type in. 
  •  Mechanics - These are the main factors that you’ll be constantly reviewing to ensure that the ad is running at its peak performance. (Landing Page Message, Position of your Ad, Timing, Device, Audience Restriction, Locations)
  •  Measurements - It’s important to always take a look at your Google Analytics conversion tracking system to make sure that you aren’t wasting money in any area of your ad campaign. (Landing Page Conversions, Click Thru Rates, Cost Per Lead, Position)
1
Google Adwords Recap
The main goal for your ads is to get as much value out of them as possible. Google AdWords is one of the only advertising platforms that allows you to make investments and changes that can ultimately control your outcome. When scratching the surface of the elements that AdWords gives you control over, we can name a few:
  •  How Much You Spend
  •  The Rate of Your Spend
  •  The Time You Run Your Ads
  •  Your Message
  •  Your Position
  •  Keyword Selection
  •  Which Keywords Deliver a Result
  •  Negative Keywords
  •  Device Management
  •  Audience Selection
  •  Network that the Ads are Run On
  •  Location
  •  Phone Lines
Using AdMachines’ 5 M Approach (Match, Message, Mechanics, Measurements, & Mistakes – falls into all of the 4 other categories), you’ll be able to really zone in and get the biggest bang for your buck when it comes to the Ads you’re producing.
Match – This references the keywords that you choose or don’t choose. 
When building your ad’s keyword profile, it is important to hoan in on the intent of the potential search.
  •  Sales Ready Intent (Bulk of your traffic)
  •  Buying Intent
  •  Location Intent (fastest growing) – “near me”
  •  Interest Intent (Looking for options)
  •  Application Intent (Any “How-To” phrases you’ll want to eliminate because clearly they’re trying to do the project themselves)
  •  Product Intention
  •  Weighing Options Intent
  •  Non-Relevant Intent (If you’re replacing home A/Cs you’ll want to eliminate anyone searching for car A/C replacements from coming across your ads)
Message – You want your message to be extremely specific so that it is matching as closely as possible with the keywords 
that the prospective client is typing in. Linking your Google My Business Account to your Ads will just add even more value as it displays your ratings to all prospective clients right in the description.
Mechanics – These are the main factors that you’ll be constantly reviewing to ensure that the ad is running at its peak performance.
  •  You want your Landing Page Message to be unified with the ad. If your ad performing correctly it will get the prospective client to the Landing Page which will have more of a presentation and other tools to keep them engaged and encourage them to take that next step.
  •  Position of your Ad: If your Ad is specific and effective, you can run it at a 3 or 4 spot for a cheaper cost while you let the other guys bleed their budget with an ineffective ad.
  •  Timing: Replacement ads should be run all the time whereas repair ads can be turned on and off depending on your availability.  
  •  Device: Desktops vs Mobile. When repair campaigns are being run, you will most likely spend more money on the mobile ads. The replace campaigns are a pretty even split when it comes to devices because many people will find you on their phone and do even more research when switching to another device.
  •  Audience Restriction: You want to use this to feature on Google AdWords so that you are able to attract your ideal customers. Block out age groups you don’t want or focus more on the ones you do.
  •  Locations: Maybe you don’t want your team servicing a certain neighborhood, or maybe the big money spenders are located in another – target these areas by using the features Google sets in place for you to do so.
Measurements - It’s important to always take a look at your Google Analytics Conversion Tracking system to make sure that you aren’t wasting money in any area of your ad campaign. Look at your invoice and match your results up with your Google Account because Dashboards can sometimes be skewed depending on the companies that are working with them. AdMachines gives over the shoulder access to ensure full transparency with clients. It is important that you review these factors to be sure your ads campaigns 
effectiveness is cohesive throughout.
  •  Landing Page Conversions
  •  Click Thru Rates
  •  Cost Per Lead
  •  Position