The Beginner’s Guide To Using Adwords In Your Kajabi Business
In this article:
In this article, you’re going to learn why Adwords can be an extremely helpful tool for your Kajabi business, as well as how to set-up and test a successful Adwords campaign.
Before we jump into the real tactics and techniques for a successful Adwords campaign, let’s start with a quick brush up on what Adwords is and why it’s important for your Kajabi business.
Adwords is Google’s Pay-per-click (PPC) system, which allows you to advertise to web searchers based on Google searches like this Ducks hat for example:
Adwords uses a mix of cookies, keywords and other tracking software to make sure that your ad displays only on relevant searches and holds on auction to see how much people will bid on search terms. The more popular the term, the more expensive it is to advertise on.
Now let’s discuss Adwords place in your Kajabi business
Here are 3 reasons why Google Adwords are extremely helpful for your Kajabi business:
- Adwords are trackable. The most valuable thing about Adwords as an advertising tool is that it allows you to track EVERY penny of your investment and see how many people are viewing and clicking on your campaigns. Try running a TV and radio ad and seeing what kind of tracking you get. This tracking allows you to analyze what is and is not working in your campaigns for maximum profitability.
- Adwords is scalable. Unlike other advertising platforms like TV, radio or print ads, you can start out on Google Adwords with as little as $10 a day. But once you have a winning campaign there is no limit to the amount of money you can pour back into it allowing you to profit with very little risk.
- Adwords campaigns have multiple uses. You can use Adwords for a variety of reasons from getting more views on a video to getting people to call you. In this article, we are going to focus on 2 specific types of Adwords campaigns for your Kajabi business, but there are many more ways to use Adwords to make more money in your business.
How To Setup Your Adwords Campaign in 6 Easy steps
Step # 1: Set up your Adwords account
You can go ahead and skip straight to step # 2 if you already have an account, but you will need a Google Adwords account with a valid Credit/Debit card or PayPal account attached to it. It’s easy to signup and takes less than 2 minutes.
Step # 2: Decide on what type of ad you’re going to run
As we mentioned earlier, there are numerous kinds of ads that you can run on Adwords, but in this article we’re going to be focusing on the 2 most important types of campaigns for your Kajabi business.
- Ads designed to get an email address
- Shopping ads designed to sell your products
If you’re going to sell your products directly you’ll need to have a website with a sales page or shopping functions already set up.
If you’re going to be gathering email addresses you need to have a relevant Landing Page with an Opt-in Form. You’ll also want to consider adding a free giveaway like a report or freemium to entice those who click on the ad to give you their email address and an Email Sequence to help sell your products.
There are pros and cons to both approaches, so don’t be afraid to experiment with both or test them against each other once we explain A/B testing later in this article.
Step # 3: Create your AdGroup and Ad:
Once you decide on the type of ad you’re going to create, its time to select the keywords for your campaigns, and create AdGroups and Ads. Many articles have been written on Keyword Tools and the keyword research process.
In general you’ll want to create at least 3 adgroups:
- Your “branded” terms. This includes your name, your businesses’ name and all your product names, process terms etc…
- Your most common searches. You can use Google Analytics to tell from your website where most of your traffic comes from, these are keywords you should be bidding on heavily as they are proven winners, you can also use the keyword research tool in Google Adwords to find the most heavily trafficked search terms.
- Competitor terms. These are the terms your competition is bidding on, if they are relevant to your product or landing pages these terms while a little more expensive can help establish you as an authority and yield a ton of buyers!
Once you’ve grouped your keywords into those 3 groups it’s time to write an ad
You don’t need to overthink your ad but you should follow some of these Copywriting tips, such as using the word "YOU" in your ad and punctuating properly based on Google’s rules around capitalizing and punctuation. Remember that you only get 30 characters for your 2 headlines and 80 characters for your description. You can make your ads a little bit longer with Ad Extensions and Customized Text, but that’s a bit more advanced.
Step # 4: A/B test your ad:
After you create your first ad, you’re not done! Now you’re going to create another ad in the exact same AdGroup with the exact same keywords only this time you’re going to write a completely different ad.
This is called “A/B Testing” and it’s one of the key practices that separate those who succeed with Adwords and those who don't. A/B testing allows you to split the traffic to 2 separate ads and see which one performs better. Generally you’ll want to A/B test your ads for at least 24 hours, but we recommend you test them for between 3-7 days for best results. Almost every time you A/B test two ads, one will significantly outperform the other.
Step # 5: Set your daily budget.**
When you’re A/B testing your ads, we recommend setting a small budget of $20-50 a day to see which ad performs better. Once you’re done split testing you’re going to need to know 2 very important numbers in order to set an appropriate budget.
The first number is your lifetime customer value or how much money a customer will spend with you on average after they have bought from you the first time. You can find this by dividing your revenue from products and service by the amount of customers you have. This number is important because you can determine how much you can spend per lead based on it. If your average CLTV is $450 you can spend up to $449 to get them and make a profit.
The second number is your ROI. You find your ROI by subtracting your Adwords costs from your Adwords revenue. If you spent $500 on Adwords and the campaigns brought in $1000 you profited $500 or 50% ROI.
Based on whether you are using a campaign to get email addresses or a direct sales ad you’ll want to set your budget based on either LCTV for a lead or ROI for a direct sale. Nine time of of ten, when someone has an Adwords horror story, the problem is because they didn’t set their budget correctly based on their ROI and Lifetime Customer Value.
Step # 6: Monitor your campaign DAILY
The last step to setting up a successful Adwords campaign is to monitor it every day. Because Adwords works like an auction your cost per click can change in an instant. Campaigns also have a tendency to age out if they’ve been running for a while.
While you don’t need to spend hours a day scourging the Internet to find 1 new search term, you do need to check on your campaigns and ads daily to make sure everything is performing as expected.
Those are the 6 steps to creating a successful Adwords campaign but in addition to those 6 steps, we also want to share with you the 3 most common mistakes beginners make when they get started with Adwords.
- Not monitoring their campaign enough. This is so important I have to continue to point it out. There is no “set it and forget it “when it comes to Adwords, it is a dynamic marketplace and needs to be monitored at least once a day. Expect to change your ads entirely every 3-4 weeks as well.
- Not making the ad relevant enough. Google judges your ads for relevance both to your keywords and to your landing page, so you want to make sure that everything matches throughout your entire campaign. You don’t want to advertise a course on writing and send visitors to an email signup or vice versa because it will hurt the performance and display of your ads.
- Focusing on too many campaigns. Your goal after reading this article should be to create 1 successful Adwords campaign that either gets email addresses or sells your product at a good ROI or below your lifetime customer value respectively. Once you’ve done that you should put as much money into it as you can and count your profits. You don’t need a million ads or campaigns to be successful.
Let’s quickly re-cap everything you learned in this article to make sure you don’t forget any vital information as you set up your Adwords campaign.
We started out by talking about the 3 reasons why Google Adwords are an important part of your Kajabi business which are that Google Adwords is easy, super trackable and allows you to create different types of campaigns for multiples uses.
After that, you learned our 6 steps to setting up a Google Adwords Campaign, which are:
Set up your Adwords account and add a credit card. Obviously you must have an Adwords account to run Adwords ads.
Decide on what type of ad you’re going to run: Email address, or straight to sales page. After you have your account you need to decide what type of ads you’re going to run. In this article we discussed to examples the email funnel ad and the direct sales ad.
Create your ad. Once you have the type of ad decided you need to create your ad, using the right copywriting techniques and accounting for Google’s weird rules about punctuation. Be sure that you fill out the expanded text format and use add-ons where applicable.
A/B test your ad over a 3 or 7-day period. After you create your first ad you’ll want to create an alternative ad to split test for 3-7 days to ensure that you have the best performing ad possible.
Set your daily budget. Be sure to set your daily budget to something you can comfortably afford to lose for a few weeks to get the campaign rolling.
Monitor your campaign DAILY. Lastly and most importantly remember to monitor your campaign every single day, things change fast and you want to make sure that you can add to your profit or stop your losses quickly.
Lastly, you'll want to make sure that you avoid the 3 most common mistakes beginner’s make when it comes to Adwords which are:
- Not monitoring your campaign enough
- Failing to make your ad relevant enough to your landing page and your keyword search terms
- Running too many campaigns. Remember that your goal as a beginner is to find one winning campaign with great ROI and ride it.
That’s it! You now know everything you need to know about Google Adwords, let's get started!
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