The 4 phases on which to set up your AdWords strategy

[arafatenzo]

The only input I have from the client is: “I have a hotel, it is near Florence, it is historic and beautiful, it has a swimming pool and a conference room”. And he continues by giving me a list of keywords he would like to use for the ads on AdWords: “hotel in Florence, hotel near Florence, hotel with swimming pool in Florence, hotel for conferences in Florence” etc. A bit like if he were at the supermarket!

Wow, how many hotels match this search? Too many.

Let's stop, the keywords are part of step 2. I have to know you first so I want to understand much more about you. By doing some research on the internet and "stressing" the owner a little, I can get out many things, which will be fundamental to correctly set up my advertising campaign on Google AdWords:

the hotel… it's not really a hotel, but we can define it more as a Relais or an Estate in the open countryside;

it is not in Florence, but about 40km from Florence which is very different, but it is also close to the Chianti area and other important areas of Tuscany;

it is surrounded by nature, there are no morocco phone number houses around, it is not in a city centre or near industrial/commercial areas;

it does not offer rooms but independent apartments;

it is built on a former castle or convent, with some panoramic towers;
it has quite high costs, but in line with what it offers;

It has an outdoor swimming pool, surrounded by greenery.

If I think back to what the client told me at the beginning and the keywords he suggested for the AdWords ads, I understand that there is nothing related between them . The product he presented to me now needs to be completely re-evaluated.