Google AdWords Campaign Planning Template, Worksheet
This is my 3-Minute One Product, One Solution AdWords™ Worksheet. There’s a link to the pdf at then end that contains a sample filled out worksheet.
I’m resurrecting this because I received a call from a client that I had designed a lead generation campaign for over three years ago. His niche is so specialized that we took a “set it and forget it” approach that used a little search engine optimization, a very focused couple of white papers, and a super specific AdWords™ campaign. In year one he collected email addresses, in year two he closed a few high-maintenance clients, and last week he brought on one of his biggest clients in years. Directly attributable to these AdWords™ campaigns. (in case you’re wondering, yes, I did just figure out the keyboard shortcut for ™)
The premise of this worksheet it simple. Buyers have a predictable process they go through when making a decision. Their process starts with identifying a gap between where they are and where they want to be. A problem possibly in need of a solution. (“problem” is a catch-all term – it can be “good” or “bad”)
This worksheet narrows the client’s focus to a specific problem/solution niche so the AdWords™ advertising platform can deliver immediate results by showing the ad to specific phrases that relate directly to the problem. This worksheet is one of a series of exercises used to bring the first campaigns to the surface.
I view Google search as a problem-solving tool. I know this because Google search queries that begin with “How do I…?” or “What are…?” are increasing, especially in complex B2B sales.
To use this worksheet, start with Question 1 and work quickly through to the end. Speed is more important than accuracy.
| 1. What are 4 problems that your company solves? (in any order – the list isn’t meant to be exhaustive) | 1.
2. 3. 4. |
| 2. Pick one of the 4 problems listed in #1 | *
|
| 3. What are 3 ways your company solves this problem? | 1.
2. 3. |
| 4. What are 4 phrases your Buyer might use to find out more about the Problem listed in Step 2. | 1.
2. 3. 4. |
| 5. Do a quick Google Search for the second phrase listed in step 4. Scroll to the bottom of the results and make a list of the “Searches Related to _____” suggestions that fit your company’s solutions. | *
* * *
|
The goal of the exercise is to narrow the client’s focus to a single Campaign and an Ad Group of keyword phrases and ads. Box 5 should hold a set of very specific search phrases that users are searching for right now. With this focus, you can design an ad group and a landing page with content valuable to that searcher, getting an email address in return. That’s how we started his campaign three years ago.
AdWords™ for complex B2B lead generation works best in niches. Asking AdWords™ to build your brand is too much to start with. Advertising a single product/offering that solves a single problem generates immediate results. It will steadily generate activity that will inform and fit your Cost Per Lead and Cost Per Acquisition targets.
Download the pdf with the sample that I filled out here.
Call with questions or set up 15 minutes to ask a question on my calendar.
MORE RESOURCES
The Anatomy of a Wildly Successful Adwords Campaign – a recording of a webinar I did with GoLeads covering a complex B2B lead generation program we did featuring Adwords
Mailbag: Questions About Tweaking Google Adwords
5 Tips for Starting a Google B2B Adwords Campaign
Facebook, Google Adwords, Analytics, and the Power of Impressions