We often speak with businesses who are considering running Google Adwords campaigns. For some businesses, they are perfectly suited. For others, not so much. It’s our belief that before your start considering campaign types, you need to know your tribes first. Once you know who they are and how they consume media, finding the right way of targeting them becomes a lot easier.
1. Know thy tribe
Your tribes are basically your ‘groups’ of customers (otherwise known as market segments). Get to know them intimately. It makes your life a LOT easier. Here’s what you need to know:
- Demographics (age, gender, income, education, location)
- Psychographics (attitudes, lifestyle choices, media habits)
2. Get an understanding of how they shop
Do your customers shop online? If they don’t then a Google Adwords campaign is not required. If they do, then it should be considered (if your customers use Google).
3. Develop a plan
While you can run ad-hoc campaigns and activity, you will get better traction from developing a marketing plan with clear goals and objectives. Google Adwords might be a tactic you employ as part of a larger plan, but it shouldn’t be your plan. Ensure that you understand clearly what the goals are from your Google Adwords activity and then develop your campaign so that it delivers on that.
Stay tuned for our forthcoming blog on: How to develop a Google Adwords campaign.