Hitting The AdWords Profit Bullseye.

How do you normally go about creating your campaigns?

Do you sit down and just put down anything that comes to mind?

Or, do you ask the tough questions needed to get results?   Questions, such as:

• Which keywords are going to attract buying customers?
• Which words are most effective to use in your ads?
• Which words are most effective in your landing page?
• How much copy do you need in your landing page?
• How are you unique from your competition?
• And much more

If you don't have answers for these questions, it's like throwing a dart in the dark.

Your chances of hitting the profit bullseye are minimal.

To up your chances and turn the light on, you've got to come-up with the right answers.

There are 3 ways to do this:

1.  Guess based on opinion.  This is what most advertisers do. They make these decisions based on what they think they would do themselves.

There's just one huge problem with this... You're NOT your customer.  What you like may not be the same as your customers.  For instance, you may not like video salespages, but that doesn't mean your customers don't respond to it. 

2.  Attempt to research what's really going on in the market.  You might do this with surveys, customer interviews, and spying on what your competitors are doing effectively.  

Who are the dominant players in your market and why are they at the top?  What are your customers having a hard time with?  What do they appear to be buying the most of?

This is better than guessing and should be done, but it's not perfect.

3.  Put your best answers from research to the test.  Finally, listening to what your customers say is great.  But, far more revealing than what your customers say is what they end-up doing when all of the cards are on the table.

For instance, you may do a survey and customers say they like one website design over others.  Yet, when you do a split test to see which one produces the best results, you often find that what people say they liked isn't what they buy from.

In other words, it often pays to force yourself to be a contrarian... and then putting your differing ideas to the test.

This can be scary because we all want to be right all of the time.  However, would you rather have a hurt ego or a fatter wallet?  Looking bad (if you really do) is temporary.  But, moving forward with something that is ineffective causes a lot of long-term financial pain.

Simply put, testing and failing quickly can be great.  It tells you a certain approach is not effective that you may have otherwise used for a long period of time.  Instead, you find-out what really works.