Convince Your Boss: How to Create a Business Case for Google Adwords
by Laura Morris-Richardson on 24-Oct-2013 20:51:00
You have a good understanding of Google Adwords itself, and have a clear vision of how it will benefit your business. But how are you going to ensure Adwords is added to your targeted marketing schedule? The hurdle you will need to successfully overcome is to convince your boss why your business needs Adwords. You may be thinking, where do I start? What are the best methods I can use to present my case? What crucial elements should I explain to my boss to ensure Adwords becomes part of my marketing plan?
Here are the key elements you should be looking for, to persuade your boss that Adwords is the right direction for your business.
1) Create your Adwords Strategy
There are many marketing strategies you can use within the business arena to gain more customers and sales. A key question you must keep asking yourself is, why is Adwords the right strategy for our company? Why will this be the right marketing direction for our company? You need to do further background research and form a detailed Adwords proposal, which you then present to your boss.
You should initially decide how you will present your proposal to your boss. You want your proposal to look professional and be easy to digest. Therefore you may decide that a presentation is most appropriate. Additionally you could create a Proposal document presenting your case for Adwords under a range of subheadings.
So where should you start?
Start off with a brief explanation showcasing what Adwords actually is. Explain that it is an online advertising platform, which targets many new potential customers through search engines. You should then mention a few of the most significant Adwords benefits. Your boss will expect to be shown how Adwords will benefit the business. With every operation strategy they approve they are always looking to gain additional customers for the business. Which then leads to higher sales order intakes and profits. Basically your boss is looking at the bottom line! You will need to demonstrate a return on investment.
Then you must delve into the explanation of your Adwords Proposal itself. You don’t want to miss any of the key elements out, so ensure you invest the time to make your proposal accurate.
How will you schedule your campaigns?
Start off by explaining how many months you want your campaigns to run for. Additionally how many campaigns you will want to run every month. Specifying the month you want to start the campaigns, will also show your boss that you are truly determined to run with your Adwords strategy! Make sure you also give a clear indication of the exact people who will be running this project internally. It may be your whole marketing team, it may just be you, but this is an important element not to be missed.
Determine your Business Goals, Key Performance Indicators and Keywords
Crucial elements to include in your proposal are your Business Goals and Key Performance Indicators for your campaigns. What is it that your business needs to achieve to increase your customers, sales and gain a return on your investment? Here is a useful video about establishing your KPI’s for your business. Additionally ensure that you mention the goals you want to achieve at the start of your meeting. You are then showing your boss that your Adwords strategies are clearly focused on increasing your success.
Additionally the Google Adwords Keywords Planner will initially help you establish suitable keywords to include in your Google advert titles and copy. You can look at the average monthly searches, meaning you can select some possible keywords for your adverts. You can then present these to your boss as examples of potential search traffic.
Contact PPC Agencies for Proposals
You should aim to get three or four Adwords proposals, including quotes from possible PPC Agencies who will set up your Adwords Campaigns. This will give you a clearer indication of the possible costs involved, the range of services they offer and their capabilities to help your business. You can then take a few copies to your meeting with your boss, so they can understand the different proposals. During the meeting you should indicate which PPC Agencies you would prefer to work with. Let your recommendations be known to your boss.
Measuring your Adwords Success
Make a point of emphasising how your Adwords success will be measured. Your boss will want to know how Adwords will impact on the business, if they are to agree to invest in an Adwords Campaign. Here you can communicate on the reporting you will receive, the number of advert views, clicks and website conversions. Not forgetting advert click through rate, average cost per click and the budget used. Your boss will want to know about potential new customers and you will be able to provide figures for how many website visitors you have each month. Additionally how long they are staying on the site and much more. State that you propose to have monthly meetings with your boss to explain the analysis of your Adwords reports.
The Financials
You should also explain to your boss the proposed financial budget you will require, such as how much your PPC Agency are likely to charge as a management fee, and what starting budget you would like for the campaign. Having control of the budget you spend per advert click, allows you to start off with a small budget and then increase this as the campaign becomes more successful.
Adwords will be part of your wider strategy to promote your business diversely through online channels. There are many ways you can generate increased website traffic. Make sure you get this message across to your boss.
2) Review Your Completed Adwords Proposal Before Your Important Meeting
As soon as you have completed your proposal, your next step is to completely familiarise yourself with all aspects of the Proposal and Adwords itself. This will ensure you are fully prepared for your important Adwords Meeting with your boss.
Your meeting is most likely to be with your Managing Director and Finance Director and you want to impress them. You want to readily know the answers to all their questions. Ensure that you justify why you will need the proposed budget to drive forward your Adwords success.
Additionally ensure you have readily prepared the key benefits of Adwords. Here are some of the key benefits you should not miss out in your proposal meeting…
- Adwords is a quick process and can gain quick results for your business.
- Adwords is highly measurable and scalable, allowing you to increase your budget as soon as you gain impressions and website traffic.
Remember to remain confident and focused during your meeting and provide those all-important explanations when presenting your proposal. Show that you are personally enthusiastic about Adwords, to show that you will make a direct effort in ensuring the campaign is a success.
Clearly explain the goals you want to achieve for your business and how you expect to get there. Additionally remember to explain that the campaigns are extremely measurable and that you are determined to get a Return on your Investment, in terms of the initial budget you spend.
Article by Laura Morris-Richardson
photo credit: cambodia4kidsorg via photopin cc
- Inbound Marketing (SEO, PPC, Social Media, Video) (807)
- Strategy (350)
- Marketing Automation & Email Marketing (180)
- Sales & CRM (176)
- Website Design (157)
- Business Growth (145)
- Hubspot (123)
- Lead Generation (109)
- Google Adwords (97)
- Content Marketing (91)
- News (46)
- Case Studies (43)
- Conversion (43)
- Ecommerce (36)
- Webinars (30)
- SEO (22)
- Events (19)
- Video (17)
- LinkedIn Advertising (15)
- Video Selling (15)
- AI (13)
- Software training (13)
- Niche business marketing (11)
- The Digital Prosperity Podcast (10)
- Facebook Advertising (6)
- August 2025 (14)
- July 2025 (14)
- June 2025 (5)
- May 2025 (19)
- April 2025 (15)
- March 2025 (13)
- February 2025 (13)
- January 2025 (8)
- December 2024 (2)
- November 2024 (4)
- October 2024 (21)
- September 2024 (4)
- August 2024 (8)
- July 2024 (14)
- June 2024 (16)
- May 2024 (25)
- April 2024 (15)
- March 2024 (18)
- February 2024 (5)
- January 2024 (10)
- December 2023 (6)
- November 2023 (10)
- October 2023 (13)
- September 2023 (12)
- August 2023 (14)
- July 2023 (13)
- June 2023 (14)
- May 2023 (15)
- April 2023 (13)
- March 2023 (14)
- February 2023 (13)
- January 2023 (15)
- December 2022 (13)
- November 2022 (6)
- October 2022 (8)
- September 2022 (22)
- August 2022 (15)
- July 2022 (13)
- June 2022 (16)
- May 2022 (14)
- April 2022 (16)
- March 2022 (17)
- February 2022 (11)
- January 2022 (8)
- December 2021 (6)
- November 2021 (7)
- October 2021 (11)
- September 2021 (10)
- August 2021 (7)
- July 2021 (7)
- June 2021 (4)
- May 2021 (4)
- April 2021 (1)
- March 2021 (3)
- February 2021 (5)
- January 2021 (4)
- December 2020 (7)
- November 2020 (6)
- October 2020 (5)
- September 2020 (9)
- August 2020 (18)
- July 2020 (17)
- June 2020 (17)
- May 2020 (10)
- April 2020 (21)
- March 2020 (24)
- February 2020 (21)
- January 2020 (12)
- December 2019 (23)
- November 2019 (12)
- October 2019 (14)
- September 2019 (16)
- August 2019 (15)
- July 2019 (13)
- June 2019 (6)
- May 2019 (8)
- April 2019 (4)
- March 2019 (2)
- February 2019 (2)
- January 2019 (2)
- December 2018 (3)
- November 2018 (24)
- September 2018 (11)
- August 2018 (9)
- June 2018 (3)
- May 2018 (6)
- April 2018 (14)
- March 2018 (12)
- February 2018 (16)
- January 2018 (15)
- December 2017 (15)
- November 2017 (18)
- October 2017 (23)
- September 2017 (19)
- August 2017 (28)
- July 2017 (27)
- June 2017 (25)
- May 2017 (18)
- April 2017 (17)
- March 2017 (16)
- February 2017 (17)
- January 2017 (14)
- December 2016 (21)
- November 2016 (27)
- October 2016 (25)
- September 2016 (16)
- August 2016 (20)
- July 2016 (19)
- June 2016 (14)
- May 2016 (20)
- April 2016 (24)
- March 2016 (22)
- February 2016 (28)
- January 2016 (27)
- December 2015 (28)
- November 2015 (19)
- October 2015 (9)
- September 2015 (12)
- August 2015 (5)
- July 2015 (1)
- June 2015 (10)
- May 2015 (3)
- April 2015 (11)
- March 2015 (14)
- February 2015 (15)
- January 2015 (12)
- December 2014 (2)
- November 2014 (23)
- October 2014 (2)
- September 2014 (2)
- August 2014 (2)
- July 2014 (2)
- June 2014 (7)
- May 2014 (14)
- April 2014 (14)
- March 2014 (7)
- February 2014 (2)
- January 2014 (7)
- December 2013 (9)
- November 2013 (14)
- October 2013 (17)
- September 2013 (3)
- August 2013 (6)
- July 2013 (8)
- June 2013 (4)
- May 2013 (3)
- April 2013 (6)
- March 2013 (6)
- February 2013 (7)
- January 2013 (5)
- December 2012 (3)
- November 2012 (2)
- September 2012 (1)
Subscribe by email
You May Also Like
These Related Blogs

Google PPC: ‘Enhanced’ Adwords Campaigns – What It Means To You
As of the middle of 2013 all Google Adwords Campaigns will be ‘upgraded’ to ‘Enhanced Campaigns’, and for early adopters it is possible to get started …

5 Questions To Ask Before Choosing A Google Ads Management Company
Google Ads (or Google AdWords, as it was previously known) is the famous search engine company's pay-per-click (PPC) advertising platform. It is a hig …
How Can You Measure Your Marketing Campaigns?
You may have just started a brand new hobby with one of your best friends or you always go to the gym before work, but what do you want to achieve out …