Running an online business is not ridiculous, especially when you have to compete with giants like Amazon that have an endless marketing budget that fuels their advertising.
The race to reach the front page of Google search results is very competitive. Trying to get to the first page can easily take months or even a year, even with excellent SEO.Paid Advertising (PPC) comes right here.
What is Google AdWords?
Google Adwords is Google's advertising service that allows businesses to display their ads on Google's search results pages. Ads usually appear above or below Google SERPs.
The use of Google AdWords is a simple and effective marketing strategy in businesses that want to reach their first online customers. Today we will delve into some of the key principles of using Google AdWords for your business.
- Benefits of using Google AdWords
- PPC preparation
- Setting up a Google AdWords account
- Too many ads running
- Campaign evaluation
Benefits of using Google AdWords
Google AdWords is a powerful tool for advertising business online. What makes it so great? Below are some of the benefits that businesses do on the Google PaymentMarketing Platform:
Exact goal
With Google's multi-purpose options, business owners can ensure that their advertising is displayed only to potential customers.Business owners can filter their audience based on geographical location, age, keywords, and more. Additionally, they can also choose the time of day when they show their ads to their target audience.
A common example used by most businesses is advertising only from Monday to Friday - 8 am to 5 pm. Businesses are usually closed or slow on weekends. This will help increase the cost of advertising.
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Google Adwords Ad Schedule
This can be very beneficial for local businesses. Studies show that 50% of mobile users visit a store on the day they do local searches on their smartphones, which gives local businesses the upper hand in attracting audience attention at the top of SERPs.Target specific devices
After the 2013 update, Google AdWords allows businesses to choose which devices their ads should choose from. For search networks, you can choose between desktop, tablet, and mobile devices.
Display network businesses can be more perforated and target specific devices such as iPhones or Windows. Bid adjustments automatically allow you to bid more or less on devices that are more likely to change on your site.
Tip: Looking at conversion and e-commerce data in Analytics.
This is called the pay-per-click (PPC) advertising model. In this way, businesses save money by paying only when customers take action to view their website.
AdWords also allows you to track the number of users who take the desired action after viewing your website.
According to Google's Economic Impact Report, businesses earn an average of $2 for every dollar they spend on AdWords. This way, using Google AdWords as part of your online marketing strategy will bring positive results.
However, this is not always true for every industry. The best way to find out if AdWords is profitable for your business.
If you are confused about how to set up your account and use AdWords in a beneficial way, then this guide is going to help you.
While “over-selling” may seem like a great goal, online advertising should be more specific to you.
It is very rare for someone to buy your website for the first time. Online sales rely heavily on building and building a relationship of trust with its customer. For this reason, using AdWords for Business has multiple benefits.
Such as:
While it is best to have more than one goal, keep in mind that you will need to run different campaigns to achieve different goals (later). In addition to identifying your intent, advertising in AdWords with the landing page is another important condition.
The landing page is a standalone page, separate from your main website, designed to focus on a specific purpose.
A great landing page is key to the success of your AdWords campaign. A well-designed and optimized landing page can help turn visitors into leads or customers.
Keep the following in mind when designing your landing page:
Landing Page Focus: Create a personalized landing page for personalized offers. A landing page that focuses on multiple goals can confuse your visitors.
Call to action: Add the desired Call to Action button on your landing page and call correctly.
Mobile friendly: As the number of mobile users on the Internet is increasing, it is important to make sure that your landing page is mobile-friendly.
Deliver what you promise: Your landing page must fulfill any promise given in your ad. For example, if your ad is talking about discounts, make sure there is a discount feature on the landing page.
By now, you should have a list of set goals and dedicated landing pages to accomplish each of them. Now it's time to set up your Google AdWords account.
Once you have entered the required details, you will be taken to the following page to create your first campaign.
Here you can choose your budget, target audience(viewer), set your bids, and write your ad copy.
The best way to find out your daily budget is to understand the number of visitors who can turn your landing page into customers. If you are just starting out, it's best to work with the average.
According to Wordstream, the average exchange rate in industries is 2.35%. This means that, on average, only 2.35% of users take the desired action after clicking on the ad (advertising).
By looking at the average exchange rate for your industry, you can find out how much you are willing to spend for each visitor. Also known as Cost of Acquisition (CPA).
After selecting the currency and budget you want, click Save and proceed to the next step.
This feature ensures that your ad is only visible to users who search using the keywords you speak (later) and in the geographic location you specify.
By using the advanced search option, you gain access to the "radius target". Radius targeting allows you to target a specific radius from your zip code.
Depending on the nature of your business, if you sell anything locally, you can only target the entire country or city. You can also set different bid adjustments for the quarterly target.
For example, you might want to bid more on a 10-mile radius, but less on a 30-mile radius.
The Search Network places your ads in Google SERPs but displays your ads on any website that displays network ads.
Google AdWords Search Network vs. Display Network
For start-ups and small businesses, it is recommended to go with the search network as it shows your ads to customers who are searching for keywords specific to your business. Performance ads include branding, retargeting, and good CPC. But they are also not question-based.
Google lets you choose the 15-20 keywords that trigger your ad to appear in the SERP. Don't worry, you can add more keywords anytime later.
Google Adwords Keywords
Instead of choosing 20, it is recommended that you choose some keywords to make sure you can find some types of related words.
That being said, also pay attention to the keyword search versions you choose. While choosing a keyword with a search volume of 450,000 may seem exciting, doing so may not be the best idea.
AdWords works on the bidding system as mentioned earlier. Keywords with a high search volume are usually too expensive to bid on. Choosing more keywords or keywords with a higher search volume is an expensive affair.
Keep in mind your costs by selecting some keywords that are moderately search versions.
Determining the Keyword Type and Correct "Keyword Matching"
There are four keyword match types that will determine how your ad will look.
Display network businesses can be more perforated and target specific devices such as iPhones or Windows. Bid adjustments automatically allow you to bid more or less on devices that are more likely to change on your site.
Tip: Looking at conversion and e-commerce data in Analytics.
AdWords Device Target
Pay only for results
This is the most popular purpose of advertising on Google Adwords. With AdWords, businesses pay for clicks on their ads rather than just impressions.This is called the pay-per-click (PPC) advertising model. In this way, businesses save money by paying only when customers take action to view their website.
Performance tracking
Google AdWords allows a business to track the performance of its ads. This means you can track the number of users who view and click on your ad.AdWords also allows you to track the number of users who take the desired action after viewing your website.
According to Google's Economic Impact Report, businesses earn an average of $2 for every dollar they spend on AdWords. This way, using Google AdWords as part of your online marketing strategy will bring positive results.
However, this is not always true for every industry. The best way to find out if AdWords is profitable for your business.
If you are confused about how to set up your account and use AdWords in a beneficial way, then this guide is going to help you.
PPC preparation
Paying per click is a powerful tool, but only when it is used wisely. Before jumping into the process of creating your AdWords account, you need to know your goals.While “over-selling” may seem like a great goal, online advertising should be more specific to you.
It is very rare for someone to buy your website for the first time. Online sales rely heavily on building and building a relationship of trust with its customer. For this reason, using AdWords for Business has multiple benefits.
Such as:
- Create sales
- Registration
- Email sign-up
- Lead Generation
- Raising brand awareness and remembering value
While it is best to have more than one goal, keep in mind that you will need to run different campaigns to achieve different goals (later). In addition to identifying your intent, advertising in AdWords with the landing page is another important condition.
landing Page
The landing page is a URL or webpage that the user "lands" on when they click on your ad.The landing page is a standalone page, separate from your main website, designed to focus on a specific purpose.
A great landing page is key to the success of your AdWords campaign. A well-designed and optimized landing page can help turn visitors into leads or customers.
Landing page example
Keep the following in mind when designing your landing page:
Landing Page Focus: Create a personalized landing page for personalized offers. A landing page that focuses on multiple goals can confuse your visitors.
Call to action: Add the desired Call to Action button on your landing page and call correctly.
Mobile friendly: As the number of mobile users on the Internet is increasing, it is important to make sure that your landing page is mobile-friendly.
Deliver what you promise: Your landing page must fulfill any promise given in your ad. For example, if your ad is talking about discounts, make sure there is a discount feature on the landing page.
By now, you should have a list of set goals and dedicated landing pages to accomplish each of them. Now it's time to set up your Google AdWords account.
Setting up a Google AdWords account
Step 1: Sign up
Go to the Google AdWords website and sign up with Google Account. If you do not have a Google Account, you must create one. Don't worry, it won't take extra than a few minutes.Once you have entered the required details, you will be taken to the following page to create your first campaign.
Here you can choose your budget, target audience(viewer), set your bids, and write your ad copy.
Step 2: Set your budget
As you can see, defining a budget is one of the most important tasks on the list. Defining a daily budget will ensure that you never exceed your spending limit.The best way to find out your daily budget is to understand the number of visitors who can turn your landing page into customers. If you are just starting out, it's best to work with the average.
According to Wordstream, the average exchange rate in industries is 2.35%. This means that, on average, only 2.35% of users take the desired action after clicking on the ad (advertising).
By looking at the average exchange rate for your industry, you can find out how much you are willing to spend for each visitor. Also known as Cost of Acquisition (CPA).
After selecting the currency and budget you want, click Save and proceed to the next step.
Step 3: Select your target audience
At this stage, you must specify the geographical location of your target audience.This feature ensures that your ad is only visible to users who search using the keywords you speak (later) and in the geographic location you specify.
Google AdWords location
By using the advanced search option, you gain access to the "radius target". Radius targeting allows you to target a specific radius from your zip code.
Depending on the nature of your business, if you sell anything locally, you can only target the entire country or city. You can also set different bid adjustments for the quarterly target.
For example, you might want to bid more on a 10-mile radius, but less on a 30-mile radius.
Step 4: Select the network
The next step is to choose between Google's search network and display network.The Search Network places your ads in Google SERPs but displays your ads on any website that displays network ads.
Google AdWords Search Network vs. Display Network
For start-ups and small businesses, it is recommended to go with the search network as it shows your ads to customers who are searching for keywords specific to your business. Performance ads include branding, retargeting, and good CPC. But they are also not question-based.
Step 5: Choose your keywords
Keywords are the search terms or phrases that the user enters in the Google search box when performing searches.Google lets you choose the 15-20 keywords that trigger your ad to appear in the SERP. Don't worry, you can add more keywords anytime later.
Google Adwords Keywords
Instead of choosing 20, it is recommended that you choose some keywords to make sure you can find some types of related words.
That being said, also pay attention to the keyword search versions you choose. While choosing a keyword with a search volume of 450,000 may seem exciting, doing so may not be the best idea.
AdWords works on the bidding system as mentioned earlier. Keywords with a high search volume are usually too expensive to bid on. Choosing more keywords or keywords with a higher search volume is an expensive affair.
Keep in mind your costs by selecting some keywords that are moderately search versions.
Determining the Keyword Type and Correct "Keyword Matching"
There are four keyword match types that will determine how your ad will look.
Broad Match: Broad Match is the default setting in AdWords. A wider audience allows you to reach a wider audience. However, since the wider match shows your ads for your synonyms and some of your keywords, your ad will appear in the most inconsistent search results.
For example, you can target "fine dining restaurant Manchester", using a wider match, your ad will also appear in the "Pizza in Manchester" results.
Broad Match Modifier: The Broad Match Modifier gives you more monitoring. You can lock it by adding a + 'before a word. Your ad will appear in the results only when the search term contains phrases or words + 'with words.
For example, if you bid for "good food Manchester", your result will not appear for search terms like "Pizza in Manchester".
Phrase Match: Phrase match gives business owners more control. When you compare a phrase, your ad will only appear in search terms that match the keyword you selected.
That is, if you select "Great Food Manchester", your ad will not be shown for "Manchester Great Food". To specify a phrase match, place your keywords between the quotes.
Exact Match: As the name implies, this option only displays your ad when someone searches for it with the same search term as your chosen keyword.
If you choose the perfect match and your keyword is "Fine Dining Manchester", your ad will not even appear for search terms such as "Best Dining Restaurant in Manchester".
To specify the exact match, place the brackets around the keyword you selected. (Example: [Fine Eating Manchester]) Tip: The safest and slowest way to scale your campaign when you start using the perfect match.
Negative Keywords: Negative keywords are words that help ensure that your ad is not shown to irrelevant viewers. This feature of AdWords is useful if you have a product/service that shares keywords with relevant content.
Step 6: Set your bid
As mentioned earlier, AdWords uses a dialect model. The total bid you are willing to pay for each person who clicks on your ad. If you and your competitor are bidding for the same keyword, and you're willing to pay more per click, your ad will appear higher than theirs.Google AdWords bid
As you can see, you have two options. This allows Google to set your bid amount to maximize your budget revenue for the first time. If you set your bid manually, we suggest doing some research using Google's Keyword Planner.
If you are just starting out, you may want to start with automatic bids until you are familiar with the AdWords system. However, setting bids manually is usually more costly. However, sometimes it requires extra maintenance.
Step 7: Write your ad
Writing your own statement is a very important part of this process. We suggest you give it a real idea and really force it.Your message should clearly state your offer, which guarantees the customer to click on your ad and visit your website. Here are some tips to get you started:
Copywriting is the best practice
Keep it short: There is not much space for text. So put your message in the issue.
Title Important: The title of your ad is the first thing the user encounters. Make sure it calls them and convinces them to click on the ad.
Make a clear call to action: A clear call to action tells the user what you want to do.
The anatomy of the statement:
Highlights: AdWords allows you to include two headlines in an ad, which can contain up to 30 characters. Make sure you use this limited space wisely. Additionally, it is recommended that you include one of your selected keywords in your headlines.
Description: Description space 80 characters. Use it to convey your message clearly to the user. If possible, include any offers or discounts in this section to confirm user clicks on your ad. Additionally, triple checks for spelling and grammar errors.
Google AdWords ad copy
Step 8: Create your ad
After writing your ad, click the "Save" button and proceed to the final step of the process in this part, Google will ask about your business and payment information. You will be charged when your scheduled budget runs out or after 30 days, whichever comes first.Too many ads running
As mentioned earlier, it is better to run multiple ads to focus on different benefits. This can be easily achieved by running multiple campaigns at once. You can find out what works best for your business.
Each campaign has multiple ad groups. Each ad group has similar keywords and landing pages have a similar theme. For example, for electronics stores, one advertising group may be dedicated to TV, the other to refrigerators.
However, both ad groups can be included in the same campaign. Ad groups in the same campaign share the same budget and location and device target settings. If you want to target multiple locations or devices, you need to create special campaigns.
Campaign evaluation
As mentioned earlier, the biggest advantage of using AdWords is its tracking capabilities. Using these, you can determine if the ad you just created is working well.
To do this, the first step is to select the conversion source. Two common exchange areas for small businesses:
Website: When the customer clicks on your ad, they will visit your landing page and take the desired action.
Phone: When a mobile user calls you by the phone number mentioned in your ad or by clicking on the call button on your website or landing page.
The first thing to do is set a Google Analytics target on your website and then follow these additional instructions to install Google Adwords conversion tracking (WordPress, WooCommerce, and Easy Digital Downloads).
You can also track phone conversations in your ads. Tip: If your business relies heavily on phone calls, it also recommends signing up for third-party call reporting software such as Call-Roll. It includes easy integration of WordPress and Google AdWords.
Call reporting
Google's quality score
Google also tracks how your ads work and use this information to sort out where your ad appears on the search results page. Google assigns a Quality Score (QS) to each of your keywords, with reference to the following:Landing page lev image: Ance image of the keyword to the content on your landing page.
Click-by-click ratio: The chance that a user will click on your ad after searching for a keyword.
Ad lev image: ance image of your ad to the keyword.
Check your keyword quality score by adding the "Quality Score" column under the Keywords tab of your AdWords account.
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Summary
Google AdWords is a very powerful tool for small businesses when it comes to gaining new customers. However, if not used wisely, the platform will spend real advertising money without bringing you to a respectable ROI.What is Google AdWords?
In addition to using intelligence, you have achieved success through this blog post, constantly testing your ads and optimizing them for better performance is key to success.
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