Google makes it really, really easy to start a Google AdWords account and give them money in exchange for clicks. To see true Google AdWords success in the hyper-competitive marketplace that we’re in today, you’ll need to have a clear and logical structure. Not only to your account itself, but also how you approach tracking, setup, budgets & so much more.
Specificity Layers is our Marketing Framework that (for the first time) explains how to actually deploy successful paid search campaigns and produce the printing press effect. Namely, you spend $1, you get $2 (or more) back in profit.
General Queries Burn Cash
Starting a new campaign with Google AdWords is easy! Just click “New Campaign”, enter your website and Google will suggest thousands of keywords that get millions of searches per month.
Is that a good idea?
No, of course not! If you’ve ever thought of bidding on the name of your broadly defined destination in Google AdWords, it may be more fun to light up a pile of cash and burn it with gasoline. At least you’ll get entertained by that.
Super-broad topics are the enemy of a high-performance Google AdWords account. Instead, we want to narrow down and find targeted layers of intent that drive results.
Specific Terms & Network Effects
You may be thinking “duh, I know not to bid on just the name of my destination!” — that’s good. But there’s more to how a paid click from Google turns into a real, paying guest.
Getting To The Long Tail
Finding a true long-tail keyword isn’t always easy and straightforward. A good long-tail keyword:
- Is specific: describes a selection of your destination that you can unique offer and service
- Has a very strong Message Match: respect the click of your potential guest — don’t send them to your homepage for a search about `pet friendly cabins for rent in Chattanooga`.
- Has a solid amount of related keywords that fit under the same topic: finding 20 or more closely related keywords means that the layers are deep and profitable.
Creating The Layers Of Specificity
- Understand the final layer: subareas and highly specific rental requirements. For example, a search for `oceanfront condos in downtown Miami Beach` is a deep search that’ll convert far better than `miami beach places to stay`.
- Respect the needs of your guest and speak/communicate to them in the way that matches their needs. You won’t have success by bidding on pet friendly rental terms if you don’t actually have a pet friendly landing page.
- Don’t be afraid to aggressively attack your final layer: even the best paid search ads get a 20% click-through-rate. Don’t let 80% of your ideal guests miss you! For example, if bidding on the name of a building drives a high click-through-rate and solid conversions, start another campaign with a mini-site to drive even more traffic.
