You’re intelligent enough to know that creating demand in a marketplace for a product where none currently exists is extremely difficult. And your AdWords marketplace is no different to any other.
Don’t spend hours creating huge keyword lists, writing creative and imaginative ads and linking them to perfectly matched landing pages without testing your marketplace first.Wise words from one of America’s foremost combat generals of World War II.
The harsh reality is that if there are very few people who are actively searching online for your product or service, then AdWords probably is not for you.
And it’s better to learn this at the start of your advertising campaign before you’ve even opened an AdWords account rather than after days, even months of hard work, not to mention heaps of money in wasted advertising.
Here are 5 steps you should take to evaluate your AdWords market before starting your next campaign:)
- Use a keyword selection tool to find about 10 very popular keywords for your offering. Perform a search on Google using each keyword and count the number of sponsored ads at the top and down the side of the page. If there are no ads or only two or three for each keyword, then the chances are that your niche is not going to be very profitable.
- Using the same keywords, note the websites and ads that are shown most often. These are your main online competitors. Visit each website and review their offering. Take notes on the quality of their offering, the price, and how easy it is to make a purchase. Also look at their trading policies like returns and delivery charges. Can you compete? Do you have a competitive advantage that you can use?
As you begin to research your keyword list, don’t spend weeks or months finding every single phrase. Keep everything simple, start with a small list of keywords that are often searched on and see how you get on.
When creating a keyword list ignore any keyword phrases that have less than a few hundred impressions. They’re not worth the effort.
If your small keyword list starts to work, then gradually expand it to include more keywords. If it fails, then try to understand why.
In recent years, I’ve looked at a number of campaigns for clients where the products great, the ads are well written, landing pages are good, and the keywords are a good match, but the demand has not been there. See also this article about CRM systems that really work.
It’s hard to tell someone who’s been spent hours and hours banging their heads against the wall to try and make their AdWords campaign work that they never stood a chance. Just look back at how big companies thought about online marketing a few decades ago…
Don’t let this happen to you. Make sure you check the AdWords Market for your product or service, and launch your advertising slowly, a little bit at a time. If the response is good, then move forward. But if nobody bites, don’t be afraid to get out!