03/06/11

By Chris Ward, UK Managing Director of Kenshoo

1.Determine your goal(s) and KPIs — brand awareness, engagement, traffic, or sales. Impressions, clicks, time on site, revenue, CPA, ROI, etc.

2.Pick a platform — tools like Kenshoo can help automate many of these 10 steps and make the overall campaign perform better through advanced algorithms. Also, platforms like Kenshoo can help you track the delivery of your ads and what people do after clicking on them.

3.Set a budget — benchmark is 50% of online advertising spend. If new to online advertising, use a tool like Kenshoo to determine costs associated to keywords in your category.

4.Choose your keywords and ad groups — what would people interested in your products or service type into Google? Bucket all the variations into ad groups based on similar themes.

5.Write your ad copy — create unique copy for each ad group that specifically speaks to what the consumer is looking for and what you offer that meets the need

6.Set your bids/budget caps — tools like Kenshoo can help you create rules or portfolios to automatically change bids based on your goals and metrics.

7.Choose your landing pages — select a unique URL for each ad group that sends people to the most qualified page on your website

8.Measure traffic and conversions — run reports and analyse performance. What keywords are driving the best consumers? What ads get the highest click rates? Are people buying? Or downloading? Or viewing? Or whatever your key performance indicator is?

9.Optimise — act on the data. Tweak all the variables.

10.Repeat! Test, test, test. The market is dynamic and the only way to get and stay ahead is to continue trying new strategies and tactics.