Google AdWords advertising allows you to show your ads to people who are
most likely to be interested in your products or services, while filtering out
those who aren’t.
You can track how many people your ad were shown to, how many of those
people clicked your ad and more if you integrate your account with Google
Analytics. By measuring your ads, you’ll quickly see where to invest your
budget and boost the return on your investment.
AdWords is most commonly based on a cost per click system, where the cost
per click is the minimum amount required to outrank a competitor
advertiser. Using a very simple example, if a competing advertisers budget
per click is $ 1 and yours is $ 5, you’ll only pay $ 1.01 for that click.
When you’re first starting out with AdWords, it can be a little
overwhelming. Google AdWords itself is massive, and every slip-up can
blow out your budget. I know quite a few people that have been burnt by
trying AdWords without really understanding it.
To help you get started, I’ve created some helpful tips that I’ve learned over
the years. Google AdWords advertising[ad_2]
Create Your Google AdWords Account
Google has prepared a 7 step starter guide for creating an account which
covers the basic such as creating a login, setting up billing information and a daily budget. Google AdWords advertising
Resist the Impulse to Activate Your Ads Just Yet
Google’s goal at this point is to then encourage you to maximise the amount
you’re spending on your advertising. This is the first trap for beginners.
You’ll enter some keywords, Google will suggest many more keywords which are mostly helpful, but next thing you know you’ve spent $ 150 in one day with no sales or leads gained.
Research Your Keywords
Thorough keyword research is so important to the success of your AdWords
advertising – if you focus on the wrong keywords you can be almost certain
that your advertising won’t be profitable. Start with your website to build a list of relevant keywords, look for the main words that describe what you do, your products and your services. Align your AdWords account structure with your website. Google AdWords advertising
Use the Google Keyword Tool
Once you’ve got your list of keywords, you can use the Google Keyword Tool
to find related words and phrases for a complete list of possible keywords. People may use different words or phrases when looking for your products or services.
The tool will then show you the average search volume per keyword
(there’s no point is bidding on keywords that no one searches for) and the
average cost per click so that you have a better understanding of the budget required and what you can afford.
From my experience, the lowest cost per click I’ve seen is around $ 0.80c
and the highest was $ 16. So, choose wisely. Choose general and specific keywords, and group similar keywords into ad groups (aim for 5-20 keywords per ad group).
Choose Keyword Match Types
This is another trap for beginners. Google’s default setting is ‘broad match’,
which allows you to reach the largest number of people, but provides the
least control over when your ads are shown. Google AdWords advertising
For example, if I was a personal trainer and I bid on ‘personal training’ to
attract new clients using broad match, my ad would be shown to people
also searching for ‘personal training certification’, ‘personal training
certification’ and ‘personal training salary. ‘ Clearly, none of these people
are looking to hire a personal trainer. I would either receive many
irrelevant clicks wasting my budget, or no clicks, which is just as bad
because Google will punish me with a low-quality score and I’ll have to pay
more. Google AdWords advertising
Essentially, the higher your Quality Score (on a scale of 1 to 10), the less
you’ll have to pay per click. Pics is the key. New keywords will be assigned a
quality score within a day or so.
Keyword Match Type Options
Broad Match: The widest possible search that includes a number of
keywords that may not be relevant to your business at all eg ‘Women’s hats’
can match searches for ‘buy ladies hat’.
Phrase Match: A more targeted option that will match to people searching
for the keywords you have specified eg ‘Women’s hats’ can match searches
for ‘buy women’s hats’. Google AdWords advertising
Exact Match: The most targeted option that will match to people that are
searching for your keyword, exactly as you have typed it eg ‘Women’s hats’
can only match searches for ‘women’s hats’.
Negative Match: Using negative keywords can greatly reduce wasted clicks by excluding keywords that don’t relate to your business eg If you sell reading glasses and use ‘glasses’ as your keyword, your ad would be displayed to people also searching for’ wine glasses ‘, adding’ wine ‘as a negative keyword would eliminate this problem.
It’s important to understand the differences because they function very differently.
Search Network Only: Target people that are actively searching for your products or services. This is recommended for beginners.
Display Network Only: Target people who are browsing websites that
contain content that is in some way related to your products or services.
From my experience, this is effective for short term campaigns for specific
promotions eg an online pet store’s ad for free shipping for the next 7 days can appear alongside an article on how to manage aggression in puppies.
Search & Display Networks: Is a combination of the two, personally I prefer to keep the campaigns separate for more effective performance monitoring.
Shopping: Is a must if you sell products online and requires the creation of a Google Merchant account and some set-up to create a product feed. This allows your products to be featured visually with the text search results.
Writing Your Ads
Explain why a potential customer should buy your products or use your
service instead of a competitor. Include your keyword so that it attracts
attention. The character limit is tight, but try your best to differentiate
yourself from other ads. Google AdWords advertising
Google has strict advertising guidelines to ensure ads are of good quality, but I have seen dodgy grammar slip through. ‘I will provide you with the best advise’, will deter people who know the difference between advice and advise.
A call to action is also important to for potential customers to understand
what action you want them to take and to filter out people that aren’t ready
to take the desired action, eg buy now, call today, request a quote, learn
more, browse now.
The page you link to on your website is also important, create a custom
page if necessary to match your ad. If your ad is promoting 20% off toasters,
ensure that your ad points to the toasters category with a banner
highlighting 20% off. Make it easy for people to take the action you
promised in your ad.
Link to Google Analytics for Conversion Tracking
Access to analytics is essential to managing your AdWords efficiently –
without it there is no way of knowing if you are achieving your goals, or
which campaigns, ad groups and keywords are successful and which are
not. When you create a Google Analytics account, you’ll need to add a short
piece of tracking code to your website and then you can link the accounts
Conversion tracking provides important data relating to what a person does
after clicking on your ad. Do they purchase, submit an inquiry, download
your app? This information helps you to determine your success.
AdWords is not a “set and forget” platform, and it needs to be carefully
monitored and managed, particularly when you first begin.
Typically, I recommend running AdWords for at least 2 months and commit
to weekly monitoring to determine if it’s right for your business. You need
time to give it the best chance for success.
Where to Learn More
It’s not possible for me to cover everything about AdWords. I spent 3 weeks
studying around my full-time job for the Google AdWords Fundamentals,
Google Search and Google Display certification exams to ensure my
knowledge is the most up to date.
I highly recommend that you at least read the Google AdWords
Fundamentals study guide to understand more about structuring your
account, bidding strategies, quality score, location targeting.
Once you’ve activated your ads I recommend checking on the progress
every day for the first week to get an understanding of how fast your
budget is being spent and what the bounce rate is for your keywords. A
high bounce rate generally indicates that your web page is not relevant to
the search, try adjusting the keyword, match type or simply pause it.