Online advertising with Google Ads, formerly known as Google AdWords , is one of the most effective ways to reach new customers and grow your business. It is also the largest and most widely used online advertising network in the world, and millions of businesses advertise online using Google advertising to reach new customers and grow their business.
Advertisers who choose to use Google Ads can target users across two main networks — the search network, and the Display network. The search network refers to pay-per-click advertising , in which advertisers bid on keywords that are relevant to their business and have a chance to display their advertisements to users who enter those keywords into Google as part of a search query.
Pay-per-click advertising is also known as paid search. The Display network offers advertisers the option of placing visual banner-style advertisements on websites that are part of the Display network. Digital marketers usually refer to the Display network by its own name. The below graphic outlines a proven roadmap to AdWords success in elevent steps. If you're new to Google advertising, follow these tips! Setting up a new AdWords account is easy, and takes just a few minutes.
You have the option of creating your account using an existing Google account, or you can create a new account specifically for use with Google AdWords. A logical account structure can have a dramatic impact on several crucial PPC metrics, such as Quality Score. Ensuring your AdWords account is structured properly has many benefits, including:.
However, if you intend to run multiple campaigns simultaneously, or plan to do so in the future, it pays to consider optimal account structure from the outset. The ideal AdWords account is structured into individual campaigns, each of which will have its own ad groups. In turn, each ad group will have its own keywords , unique ad text , and landing pages.
The figure below illustrates how an account should be set up for optimal performance:. There are several ways you can structure an AdWords account, depending on your needs. All of these factors so far deal with your actual AdWords account. But the other side of the coin is your landing page — or the place people will go once they click on your ad. It needs to be relevant to what someone just searched.
The landing page itself also needs to be user friendly. It means your page, for whatever reason, sucks. But sometimes, if you do it right, you can actually rank at the top while also paying the least out of the other advertisers. It often comes back to your Quality Score and your Ad Rank. Simple math, really. The cost per clicks in your own industry might vary wildly based on the 1 demand of people searching and 2 how much the competition is spending. For example, the automotive industry might only set you back a few bucks per click. Then, Google wants you to set up your first AdWords campaign.
You can leave the browser tab open in the background. That means you can expect better results than on the Display Network. Which is why I recommend starting here, first. Google Display Network typically shows up on other websites. These are banner ads that get sent out across their AdSense network on blogs of literally all sizes. But otherwise you lack that killer search intent to drive conversions. Instead, you want to use the Display Network to get your name out there. Reaching that many people can help your improve branding and visibility within an industry.
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A perfect example includes high priced services. And then we can dive into advanced bidding strategies. You can do this with fourth-grade math , really. You need two components to work this out: your profit per sale and your conversion rate.
Your conversion rate is the percentage of people who actually order when they arrive on your bricks sales page. Now, we can just scale our maximum CPC up, to determine our daily budget. One common misconception is that you need lots of clicks to be able to evaluate anything. Of course, the more data that you have, the more statistically significant it will be. But, this volume of data is something you will get over time. AdWords provides people with a few different ways to manage these bids to help you keep track of multiple campaigns at one time as they fluctuate.
Essentially, each keyword or Ad Group would have the same bid unless you go in manually, of course, to change it. First time doing this? On a shoestring budget? For example, bids can raise or lower on their own depending on different factors. If your impressions start dropping like a rock, bids can raise a little bit to make sure your ads will continue to show up and be seen. You end up trading off some of your budget control. Similarly, it will also drop bids if necessary to help you save on wasted ad spend if performance starts to slide.
In other words, Google will adjust bids in order to get you the best Cost Per Conversion possible on a campaign even if that means raising them in some cases. Here you pay a cost like a few cents or dollars per one thousand impressions. So your goals should be a little different, too. Those are the most popular bidding strategies. But then each one can be further optimized based on bid modifiers. For example, maybe people from California will spend more money. Or maybe conversions in Ohio tend to be more expensive on a Cost Per Lead basis.
More people are accessing the internet on their mobile devices than on Desktop. That means more people are searching on their mobile , too. Historically, conversion rates on desktop still tend to be higher than mobile. You might want to optimize mobile campaigns for driving new awareness or visibility. But focus conversion-driven ones for when people are back at the office. So you bid modifiers on devices will help you control how much of that spend is getting allocated and when to pull back.
One of the final most popular techniques is called dayparting. This simply refers to controlling days and times of the week when your ads show up. For example, if you want leads to call your office, you might use a bid modifier so that your campaigns are most aggressive during normal business hours. This is the precise time you want the phone ringing. Got your budget in order? Have at least a rough idea of what you can spend? You can even set your product category, if you can find it. For Google, only choose Google and exclude the network these are sites that show banners etc.
That could mean the name of your product or service. So you can go upstream a little bit by discovering relevant terms that already have huge search demand. But with an added bonus. You can use a tool like SEMrush to literally spy on the competition. The keywords you pick are important. But you also need to consider their match types , too. But more specifically, the match type you were using. Google Adwords has three primary match types :. So broad match will pull in the widest amount of people possible. While exact will pull in the smallest.
You typically need a balance of all three in order to get the best bang for your buck. Using a blend of the three match types will make sure that you get a good cross-section of search terms. All of these negative keywords get put on a list that builds up over time. That means your ads should only show up for the good stuff. And your campaign ROI should actually increase over time.
Selecting your own budget and keyphrases is half the battle. Remember how Google AdWords also considers quality? You want to know how good your ads have to be to win. This is also known as competitor intelligence. Go to Spyfu.
Дізнайтеся, як за допомогою Google Ads досягати поставлених цілей – Google Ads
Remember SEMrush? You can use it to find what the average, estimated costs are for specific keywords. You can look up an individual competitor. Now you know how AdWords works. You understand the fundamentals of how the ad-based auction determines your pricing. Selecting keywords and their match types.
Refining those based on the search terms you get and excluding bad stuff with negative keyphrases. Of course you would! If done right, Google AdWords has a positive reinforcement effect, but your landing page needs to convert. They offer some kind of bank account. But, it has no obvious benefits over, well, any other bank account. Wordstream has come up with a good article on improving your landing page. Want an example of a job well done? Check out Lyft. Another good example is Codecademy. Both Lyft and Codecademy are perfect examples of conversion-centered design.
It makes readers stick to your page like glue. And entices them so they have to click to find out more. Meaning they feel the most comfortable moving forward with you. Otherwise, get that mix wrong and the result is often intimidated, discouraged, or distracted visitors. None of which will buy. Their study pointed to Zendesk as one of the bad examples.
Data Analysis is Key for Determining Spending
Check out how cluttered and confusing the information on this page is:. The big difference, though, is in how they showcase the information. Which all comes back to page design. It would require way too much information to cover here in a post about AdWords. They have a template library with designs you can simply pull off the shelf. Then their website builder is a simple drag-and-drop customizer so you can edit or change almost anything about the page without touching a line of code. They also have an advanced featured called Dynamic Keyword Replacement.
Using this, you can create just a single landing page and it will automatically pull in the keyphrase someone searched for. Both offer beautiful templates that you can select with a click. And both provide limited customizations so you can get a new landing page up within minutes.
Unfortunately, getting your landing page live is only half the battle. You pick a beautiful template. Push it live. Flip the switch on your ad campaigns, and then… nothing. One way to find out is to use CrazyEgg. Leads have started rolling in. You need one final thing until your AdWords strategy is complete.
Google Analytics is great. But it only will show you a raw number of conversions.
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Your landing page is designed to convert. It gives people all the information they need. Under networks, uncheck the display network. You only want your ad to show up in the Google desktop search results, not on other websites in your industry. You might just want to start off with a single campaign for now. Under each campaign, there might be a ton of Ad Groups. And then even more keywords and ads. Then another for Phrase match.
And finally another for Exact match. So you can adjust a smaller budget quickly based on results. The downside is that it often becomes big and complex over time. Instead, you might want to setup campaigns around your own product, brands , etc. Last but not least, are single keyword ad groups SKAG. But that also provides a few benefits down the line. But each person is looking for something different. For example, someone looking for the first phrase might just be generally interested in the city.
The second phrase means that person is traveling, but still evaluating their options. Each of these three is important. But the keywords you pick to attract each will be different. Once again, it all goes back to your own business. You might have a limited budget and want to aggressively go after paying customers. Image source: ConversionXL. In other words, there are patterns to follow. Formulas to emulate. Including a call-to-action is also tremendously important, too.
Without a clear call-to-action, your click-through rate will suffer. They play on our psychology whether we like it or not. And sometimes it backfires. The trick is knowing when to use it correctly. Another key factor is your display URL. This is the green link displayed beneath the title. It can be anything you want it to be, but the domain has to match the domain of your landing page. Of course, cheap is always relative, but it sounds good enough to the searcher. Delivering within 2 days is definitely a bonus that most other brick stores might not offer let alone mention in their ads.
But, when you start running a larger AdWords campaign with multiple keywords, dividing them into ad groups makes your ads management much simpler. Initially, Google sets this to broad match. It means that users can type in your keywords anywhere in the query. Usually, phrase match is a good option, since it must contain your keyword as a fixed phrase, but can have other terms around it. You put a bit of code on the page users reach, after successfully buying from you, which will let. Google AdWords know that there was a purchase every time that a user reaches the page after clicking on an ad.
Just copy the code snippet and add it to the HTML code of your thank you page the one people see right after making a purchase. Phone calls also convert better, too.
Створіть оголошення за кілька простих кроків
The first is setting up the AdWords call extension. This will add a phone number or call button to the ad itself. So when someone calls, it will record new rings as conversions inside AdWords so you can see what campaign or even ad delivered each phone call. But not everyone will call the number on that ad.
They might click through to the website and browse around a bit before calling. All you have to do is copy and paste a script on your website similar to the AdWords one above. Now, a brand new phone number will be assigned to each visitor, following them from page to page. That way when someone does call, you instantly know what ad campaign sent them to you in the first place. Google will first review your ad, before it starts showing it to people. But… there is one last thing to put on your radar before you get too comfortable counting all those new sales.
Smaller accounts can wait every month or so. The goal is to check the health of your campaigns. The goal here is to move bad spend to good. Restricting any wasted piece of your budget and instead putting it behind the stuff you can already see is performing well. So this time, raise your keyword bids bit by bit in order to slowly creep up into positions again, without overspending. Next step is to create more ads. In the meantime, feel free to drop or pause the underperformers. You can also experiment with new ad extensions during this time, too. What locations are under-performing?
Pull budget away and put it behind those that are producing. Check back in a day. Then, create more ads and start building your first ad groups. Start tweaking.
Розкажіть про свою ціль
Read the data. And, remember: Nothing matters without conversions. Once you start going deeper, be sure to check out the great videos we have on Google AdWords, over at Quicksprout University.