Map Out Your Campaign Goal

"Make sales" is too broad a goal. Create a clear objective and map it out from presentation of the ad right through each step of the process that ultimately results in the sale. By clearly identifying each step you make it easier to track what is working and what isn't. You can then make the appropriate adjustment to fix the problem area without affecting what is working well.

Do Your Keyword Research

Don't guess what your target audience groups are using to search. Find out. Hire a professional if need be because using the right keywords and phrases is critical to the success of your campaign. The obvious choices shouldn't be left out but keep in mind that they will be your most expensive options because they will be your most competitive.

Be creative but be accurate. Your tracking and analysis reports should reveal the terms that are serving you best as well as those you should perhaps retire from the campaign.

Identify What Makes You Competitive

Make a list of what you can concretely offer a buyer such as JIT (just in time) delivery, VMI (vendor managed inventory), short production runs, kitting, that you are a local provider, emergency 24 hour service, 20 years experience providing customers like (recognized or well-established company name) with solutions, and so forth.

It is all well and good that you state that your customers come first, or that you pride yourselves in producing quality products, but the more effective way to make that impression is by stating what you give and then let them know how long you've been giving it and to whom. Present the 5 - 10 things that make you competitive as bullet points on the targeted landing page that links from your targeted text ad.

Create Text Ad with Clear CTA

Make it known what you want your reader to do: Buy Machine Screws Online. Now that's clear. And it contains the keyword that will attract the target audience. It is not a good idea to use your company name to attract buyers even if what you are offering is contained within the name because it fails to tell the reader what you expect of them. 'Machine Screws Company' is just too passive. Even though you get typically three lines of ad text, your readers will respond to the first line and most likely won't read the other lines at all so you want your motivating phrase within that first line.

Link to Clear & Concise Landing Page

Link each targeted ad you are running to a designated landing page that accurately reflects what is offered in the ad. Identify on that page both visually and with accompanying text and titles what you are offering. Clearly guide the respondent through the purchase or request for quote process with instructive links that lead neatly to the next step. If there is a lot of information to be presented that serves to influence a purchasing professional's decision then organize the page with clean pockets of information or links that lead to that information should they decide they would like to know more. Provide your web developer with the map of your campaign goal so that each step of the conversion process will be accommodated with clarity, precision and analytics tracking code for future reporting and analysis.

Track, Report and Analyze

Have your web developer implement tracking code so that you can accurately measure the success or problem areas of each aspect of the campaign from ad creative to webpage creative and conversion process. Make changes as needed but be careful not to upset what is in fact working well. If web analysis is not your thing then it is worth hiring a professional to manage the ad campaign for you.

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