Knowing your client as much as possible will have very positive effects on your Google AdWords campaigns. For this reason, it is essential before starting any campaign to ask a series of questions that will help us to get to know you much better, it will allow us to better reach our target audience and we will better understand the data that occurs in the campaigns and on your website.
We are going to divide this type of questions into 3 themes.
business questions
In this section we are going to try to get the client to offer us the details of what they do in their business and what their objectives are.
We have to know very well what our client is doing if we want the campaigns to work. With this, it is not only worth knowing if they sell shoes or bags, we must know their competition, what distinguishes them from the competition, why a user should buy from them, if their products have seasonality, if there are promotions or offers on certain days or times of the year. .
In addition, we must know what the different objectives of the company are, which do not have to be the same as Google AdWords campaigns. Example: the objective of my company is to get as many customers as possible to buy in my supermarkets, and the objective of my Google AdWords campaign is to publicize a new supermarket that we have recently opened.
- What does the company do?
- What are the competitive advantages?
- What is the objective of the company?
- Name the competition.
- Is there seasonality of the product/service?
- Are there offers or promotions of the service or product?
Questions about the target audience
We must know who the public we want to address is in order to reach it. If we define it from the beginning, our campaigns will be focused on a specific audience and will perform better than if we try without knowing who to target.
We will ask our client who their audience is, what type of user buys from them and we will create our file in which we will define the type of user we want to target.
We must know the age, gender, tastes and behavior of our users, etc…
We must also know what is the best way to address our audience to achieve better results.
- What is your audience? Are we targeting companies or individuals?
- What type of user buys you?
- Where you live?
- What age and gender is he?
- What is your social status?
- Hours and days when you connect to the Internet.
- What tastes do you have?
- What language do you use?
- Why do your users buy from you?
- Why don’t those who finally don’t buy from you? What other option do they choose?
- How would they search for or know your product/service?
Questions about the campaigns
Finally, we must know what the objective and micro-objectives that our client has in these campaigns to later consider how we are going to measure whether or not they are being fulfilled.
We will also have to know their expectations ahead of time to put them in a situation from the beginning and then there are no problems in the future because the client would have impossible expectations.
In the same sense, we must know all the details of investment, segmentation, days and hours in which the campaigns will be active, etc. to make estimates of what we can achieve.
We will establish the delivery deadlines that we have for each of the tasks that we have to carry out to avoid the “I want it for today” of all the clients.
- What is the campaign budget?
- What is the date with which we will start the campaign?
- Do you have an end date?
- What area are we heading to?
- What expectations do you have with the campaigns?
- Do you have a target CPA that we can meet?
- Have they carried out campaigns before? How did it go?
- Do you have specific promotions?
There are many more questions we can ask depending on the type of client we meet.
The important thing is to know as much as possible about our clients since creating good campaigns from the beginning will save us many hours of optimization in the future.
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