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by Angel Smith Seo SpecialistWhile Google Ads make it simple to get started with Pay-Per-Click Marketing, failing to take the time to plan can result in a significant amount of money being wasted. Before you begin using Google Ads, have a strategy in place.
Here's a step-by-step guide to help you get started.
Identify and Set Objectives
Many teams enter Google
Ads without having a clear idea of what they want to achieve. If you want to
know how your campaign is doing, you need to set a goal for it. Ask yourself
these questions before you start creating your ads:
What is the demographic of your target audience?
Get into the headspace of the people you hope to influence
through your marketing efforts. Do your research and choose words and phrases
that your target audience would search for when creating keywords and ad copy.
Your ad copy should be tailored to meet those needs.
Keep in mind what your ad says and what the user searches
for before sending them to the wrong page. Google Ads will reward you for
providing the most relevant content possible, which will improve your metrics
and ROI. For the same amount of money, you'll get more clicks and impressions
and a lower CPC overall. A lot more to come on that in the future.
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What Qualities Make a Person a Success?
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What's the point of this campaign, exactly?
·
Are you merely attempting to raise your
company's profile?
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Do you need more customers?
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Are conversions the most important?
·
Setting a goal for the campaign influences the
advertising strategy you use.
·
How Do You Plan to Evaluate Your Success?
There is a "lack of accountability" when tracking
and measuring results that we see the most in client ad accounts.
Here are a few things to check:
Ensure that Google Analytics, Google Ads, and Google Search
Console tracking codes are installed on the website. Assuring that all of your
Google services are linked together is essential.
All of these elements work together to give you a complete
picture of your users' journey, allowing you to attribute sales and other
outcomes directly to your ads.
The success of your campaign hinges on knowing what terms
users are searching for, where they are coming from, and what they intend to do
when they arrive at your site.
The most important thing here is to use clean data.
Ongoing campaign metrics analysis will reveal ads and
keywords that you may want to pause, work on or promote with an additional
budget by their performance.
Secondly, you must design and implement a campaign.
Think outside the box when you're brainstorming for your
campaign.
The first step is to figure out how to organize your
campaign.
Please keep it simple, but make sure it's focused on
achieving the objectives above.
Ad Groups, the unit of measurement for each campaign, are
collections of related keywords.
These are the places where your advertisements will appear.
Ad groups consist of a collection of ads and the keywords
you want to show those ads.
For example, you'd want to create a separate ad group for
headphones and another for earbuds when you're running a marketing campaign.
This is a clear division into two distinct subgroups that
users can search, and each of these should receive separate bids.
There are three main types of keywords that you can use in
your ad groups:
All of your keywords are assigned to the broad match type,
the default match type.
This means your ads may show up for misspellings, synonyms,
related queries, and other variations of the keyword or phrase you're targeting
when you use broad match keywords.
Those looking to "buy ladies hats" could see an
advertisement for "women's hats" if that is your keyword.
Your ad will be shown to a broader range of users if you use
these broad terms because of the high volume of traffic they receive each
month.
As long as the phrase match keyword is included in your
search, you can include additional keywords before or after the keyword.
Your ad can appear when someone searches "buy red
women's hats" but not "buy red women's hats" because the phrase
is broken up by the word "red."
They are an excellent middle ground between broad match
keywords and narrow match keywords because they target a more specific, and
thus more qualified, audience.
For your ad to appear, the searcher's query must be nearly
identical to your keyword for an exact match to occur.
The click-through rates for these terms are typically the
lowest, but the volume of people searching for them is also the lowest.
You should only use these keywords if you have essential
data in your account.
This ensures that the most qualified users will only see
your ad.
A good rule of thumb for keyword targeting is to be as
specific as possible.
We typically advise our clients only to include keywords
that appear in their ads and on their landing pages in these lists.
What would you call my aphorism?
Relevance, relevancy, relevancy...
The higher your quality score, the more relevant your ads
and landing pages are to your list's keywords.
Keeping an eye on your campaign's quality score is the most
critical thing you can do.
The following factors determine your quality score:
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Your conversion rate (CTR)
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The ad group's keyword relevancy to each other.
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Quality and appropriateness of the landing page.
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What you write in your ad copy.
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Your AdWords account's previous results.
Overall, the more closely an ad group's keywords align with
the ad copy and the landing page, the more effective and less expensive your
campaign will be.
Here are the various parts of your ad copy that you need to
come up with:
Headline
Thirty characters or less per line is permitted.
Headline
A maximum of 2 to 30 characters may be used.
Headline
3 - 30 characters maximum
A maximum of 90 characters may be used in the first
description.
A maximum of 90 characters may be used in this section.
Fifteen characters maximum for Path 1.
Path 2 - no more than 15 character
Google-Ad-Creation
We like to create a "bank" of keywords, headlines,
and descriptions as a starting point for future campaigns.
After you've written your ad copy, it's time to map out your
campaign's overall framework.
I prefer to use LucidChart to outline topics because I'm a
visual learner.
Our friends at Ground Up Construction have provided us with
the following sample campaign structure:
Google-Ads-Structure-Ground-Up-Construct
It's their job to link construction employees and firms with
well-defined career pathways.
The green boxes represent campaigns, whereas the yellow
boxes represent ad groups.
We have a list of precise keywords for each ad group we want
to show ads for.
Avoid Using Google's Default
With Google Adwords, the tools are designed to be
straightforward and navigate, with clear explanations and default settings for
most features.
Outside, it appears to be a straightforward operation.
All that's left is to create your advertising, pick your
audience, and decide how much money you're willing to spend.
Not really.
To get the most out of your money, you'll need to make some adjustments
to your account.
Google, for example, wants you to make use of all the
services they have to offer.
AOL, Ask.com, and the entire GDN are included.
Ads on GDN should be avoided until you have a substantial
amount of data on your account.
Why?
You'll get a lot of impressions via GDN, but your results
will be skewed, and your CTR will be low.
Aim for tremendous success.
Spend your budget on Google.
It's as simple as doing a Google search.
To begin with, at any rate,
In addition, Google will make "Enhanced CPC" your
campaign's default bidding method by default.
Your maximum bid is automatically adjusted based on the
area, time of day, and audience you are targeting.
A big issue with Enhanced CPC is that it doesn't know
anything about your account. Thus, it can waste a lot of money initially.
What would be my recommendation?
When setting up a new campaign or ad account, choose Manual
CPC.
Other Considerations to Keep in Mind
Your campaign's quality score isn't the only thing to keep
an eye on.
There are a few that we keep an eye on:
Relativity... Once more
It's important enough to mention one more time.
Maintain the relevance of your keywords, ad copy, and
landing page.
For your ad campaigns to be successful, there must be a
relationship between each one.
The first page you see when you arrive at a website.
Your landing page needs to be optimized for conversions in
addition to relevance.
It doesn't matter how great your ad campaign is if you're
sending people to the wrong landing page.
If you're using mobile-first indexing, ensure the page is
optimized for all devices.
Estimates and Budgets
Be aware that you will be competing with other bidders.
The more popular a keyword becomes, the more money it will
cost to rank for it.
Similarly, their ad will be shown if your rival has a larger
budget or a higher quality score.
The fact that small budgets might perform well with Google
Ads doesn't mean that you don't need to be more intelligent and detailed in how
you use your budget.
What Is the Typical Outcome?
When utilized correctly, PPC advertising can be a powerful
tool for expanding your customer base and attracting new visitors.
According to Unbounce, visitors who arrive via PPC are 50%
more likely than those who arrive via organic means to make a purchase.
As a result, predicting the performance of your efforts is
impossible without first putting them to the test and collecting your data.
According to data from Google, Google Ads has proven to be
an overall success.
According to Google, using Google Ads, businesses can expect
to earn $2 in revenue for every $1 they spend, on average.
Additionally, they claim that a business receives five extra
organic clicks for every ad click.
According to Google's Economic Report, the corporation makes
an average of $8 for every dollar spent on advertising over the long run.
Before you cancel your Google Ads or terminate the person in
charge of your account because you're not seeing an 8x return on your ad
expenditure, keep in mind that this varies widely depending on your company's
region, industry, and age.
Similarly, this is an average of long-term ad campaigns for
companies.
The 8x return on your $1 investment may not be felt for
years.
If done correctly, PPC advertisements may be utilized by any
business to improve their marketing ROI.
After learning the fundamentals of AdWords and PPC, you're
ready to get your brand's paid online presence off to a great start!
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Created on Feb 4th 2022 07:13. Viewed 203 times.