How To Strategically Manage Your PPC Campaigns In Adwords With Rachel Wiinanen From CoSchedule [AMP 046]
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- Rachel’s job description and mission at CoSchedule.
- Rachel’s strategy for attracting the right audience through AdWords.
- Thoughts on writing great ad copy that gets clicks, as well as why testing is so important.
- How Rachel works with landing pages to boost the conversion rate.
- What Rachel measures when analyzing campaigns: trial acquisition cost, click-through rate, and more. She also talks about how she monitors various metrics.
- How to determine a budget when it comes to ads.
- Rachel’s best advice for someone who is new to AdWords and is just getting started.
- “Nothing is perfect, just test away. Test, test, test. There have been tons of times where I didn’t think an ad would perform very well and then outperforms other comparable ads by double.”
- “Things are always going to change. You’re always going to want to get more specific, more focused, more precise.”
- “My best advice for someone who’s new to AdWords would be don’t be afraid to test new things.”
How To Strategically Manage Your PPC Campaigns In Adwords With Rachel Wiinanen
Click To TweetTranscript:
Nathan: Your audience isn’t looking for your product or your service. How do you think they find it? They search with Google. It’s extremely important to make sure you show up in those search results so you can sell more. That’s why you and I are chatting with Rachel Wiinanen today on the Actionable Marketing Podcast. Rachel is our inbound marketer here at CoSchedule and one of her ongoing projects involves AdWords. Great ads capture impressions that lead to click-throughs that ultimately result in conversions. You’re going to learn all about targeting the right keywords, writing, engaging, messaging, and optimizing your landing pages to top it off. Rachel’s going to teach you what metrics to measure, how to measure them, and give you a pretty unique take on budgeting and goal setting. I’m Nathan from CoSchedule and I’m really excited for you to learn all about AdWords with Rachel. Let’s check this out. Hey Rachel, thanks alot for being on the podcast today. Rachel: Hey Nathan! Thanks for having me. Nathan: Well Rachel, obviously you and I know each other but no one else does. Rachel, why don’t you start us off by telling me about CoSchedule and what it is that you do here? Rachel: Sure. CoSchedule is a content marketing calendar software. We are based out of North Dakota with offices in Bismarck and Fargo. Our software helps marketing professionals get organized and believe that we are the tool that marketing professionals can use to get organized in one place. I am on the demand gen team and I am an inbound marketer based out of Fargo. My target customers are marketing teams that need help managing their various content or working more efficiently. Our tools help reinforce deadlines, plan ahead, make sure things don’t fall through the cracks which can definitely be a common problem for busy teams out there. My mission is to attract those right kinds of marketing professionals through paid advertising. My goal is to bring in top of the funnel potential leads to our site through paid ads. Nathan: Nice. One of the things that you’ve been mastering over the past few months is AdWords. I was kind of wondering, if we focus on AdWords, can you tell me about your strategy, how you attract that right audience through AdWords. Rachel: Sure. The number one thing with AdWords is the keywords that you use to target the right audience. I start with keyword research surrounding our product, the different features CoSchedule offers, and pretty much do just a mass collection of every potential keyword out there. I like to think about the kinds of questions users currently have, what kind of issues do they look to solve by using a tool like CoSchedule, and how can we solve it. I use Google keyword planner, LSI Graph or LSI related terms, Moz or Ahrefs and just like I said, do a mass collection of information just for a starting point. This isn’t a perfect process to start, it can be messy, there can be a lot of information, but I think it’s important to get all that information so that you can narrow it down from there on. How I narrow that down, I guess, is by focusing on search intent and making sure that the terms are all related to the product. Is the searcher looking for a tool that can help solve their issues? Are they needing to get organized? Are they needing everything in one place? As long as they’re aware that they have a problem that can be solved by CoSchedule, we know that they’re more likely to convert. Ideally, they will find our tool when they’re searching for these kinds of terms. From there, I look to organize keywords into very specific groups. The more focused each ad group is, the better your ad will perform for its audience, breaking it down by each individual feature and really honing in on what that searcher is looking for. Finally, I add in some negative keywords. For example, a lot of people are looking for free tools out there and CoSchedule isn’t free, just removing that from the mix. Then, holiday calendars are pretty common especially in regards to social media. A lot of people are looking for different holidays by the day and that’s not what CoSchedule is used for so why get those needless clicks if we don’t need to spend there? Nathan: That makes sense. We kind of found these keywords, these are the opportunities for us to basically be in front of people who are searching for a solution like CoSchedule. I think the next step is probably writing really great ad copy that gets those clicks. How do you focus on that? Rachel: Like I said, I like to really granularly break down our ad groups to be very focused. It seems obvious but then using those very focused keywords in the ad copy—if somebody is searching for an exact term, having that term in the ad copy, just to help convert at a higher rate. For the language for the ad copy, I like to do another bit of research. You just go out and figure out the audience’s voice. If you need to look in surveys, online forums, LinkedIn groups, there are tons of places where people are giving feedback in regards to what they need. People will go online and complain about almost anything so just finding those places where they talk about their issues, their pain points, why they need a tool like CoSchedule and using their voice directly in the ad copy will really help you connect to customers better. Then, because nothing is perfect, just test away. Test, test, test. Always AB test different ad copy. There’s been tons of times where I didn’t think an ad would perform very well and then it all performs other comparative ads by double. That’s great. I wouldn’t have known that if I haven’t tested the copy.![](https://media.coschedule.com/uploads/Podcast_Rachel-1-770x436.png?w=3840&q=75)
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