Google AdWords has played a crucial role in the advancement of the digital marketing industry. AdWords has become a huge part of the startups and small-scale business marketing projects. Digital advertising is the newfound way to reach out to the target audience and in the US itself, of every dollar spent on marketing; 42 cents is availed by Google.
Google AdWords follows the pay-per-click (PPC) approach where products and services are advertised in the listings of Google search engine. PPC is not precisely created by Google, they just developed and refined its proposition into a multi-billion dollar industry.
It works in a way that the advertisers or the business owners bid on certain keywords to make their clickable advertisements appear in the search results. However, the advertisers have to pay for every click.
There is no certainty on whether AdWords will work or not. It all depends on the keyword’s competitiveness that you are bidding for. On the other hand, the keywords’ relevancy will also decide whether or not your ads will get the clicks. For the most part, AdWords is extremely beneficial for different kinds of business, given that they are not creating low, weak CTR ads or are not spending on wrong keywords.
A successful PPC campaign includes a perfect blend of technology and art. It is necessary to get the basics right if you want to experience a profitable venture.
In this post, we will guide you on how to use AdWords for your business growth.
Before you set up your AdWords campaign, there are certain factors that you should focus on. A blindly created campaign will not earn you any profit.
Start by Researching the Keywords and the Target Audience
Every successful ad campaign is placed on the foundation of how better it understands the customer. In simple words, if you are advertising a service or product that is of no interest to your consumer, then your campaign will fail no matter how good it is and how much money you have spent on it.
So, the goal is to understand your target audience’s psychology and your service or product’s desirability before you create your campaign.
As a startup, you will have to keep in mind that you can’t spend much on AdWords as they can be quite expensive. So you have to invest wisely. When you are looking for keywords specific to your services or products, you have to keep in mind the following aspects;
- Invest in such keywords that have high search volumes
- Invest in those keywords which indicates an intention of purchase rather than just displaying information
- Never go above your decided budget. Look for the keywords which can be afforded easily
You can also avail the help of Google Keyword Planner. It is an effective tool but is recommended not to use it for audience research.
Choosing the Keywords
Now, you will have to put up an initial list of keywords. This is necessary because not everybody searches a particular product in the same manner. Different users will use different keywords to search the same product.
Consider this example: If a user is looking for industry boots, he/she may search like this – where can I buy industry boots, or industry boots online or a simply industry boots.
So, there are different ways to search for the similar product or service. Therefore, as a business owner, your objective should not be limited to only a few of these variations. If you want to sell the same product more and more, then keyword match types will come in handy.
It works in a way that it can allow and restrict the visibility of the keyword according to which it will display relevant keywords for the ads.
What are your match type options?
It is a default option and allows the users to reach the largest numbers of audience. However, it offers the least control when the ads are displayed.
For example: if you someone search the keyword ‘industrial boots’, the ad will display options like industrial boots, industrial boots for men, and potentially some irrelevant search queries like industrial boot polish and like that.
Phrase match has more control over broad match but is limited to a smaller audience. For example: if you someone search the keyword ‘industrial boots’, the ad will display options like industrial boots, cheap industrial boots for men, industrial boots Sydney, and like that.
Exact match is the most accurate and targeted match type and only reaches a smallest yet targeted group of people.
Creating Pay-Per-Click Ads
Once you have understood how to use the keywords for a specific set of audience, it is time to create the ad copy. The ad copy is an essential element of AdWords and an effective ad copy will certainly improve the CTR of your ads.
Your ad copy will consist of –
Headline: two headline fields (maximum 30 characters)
Description: a character field where you will provide a small description of your product or service (maximum 80 characters)
Destination URL: when the user clicks the URL, he/she will be sent to your company’s landing page
Setting up the campaigns and ad groups
Now you will have to categorize your keywords and ads into an ad group. For this, you will have to separate the services from the products.
For your ad group, you can create at least 2-3 variations.
Strong Unique Selling Proportion
To remain competitive, you will require a strong USP as it will;
- generate more traffic
- boost the conversion rate
- eliminate the things like price comparison
Bidding and Budget
Bidding is carried out in two possible ways – automatic setting and manual setting. Bidding gives you a control over how you are spending on AdWords. For new advertisers, they are rerecommended to use manual settings.
Budget is what how much you are willing to spend on ads. Thus, it is totally based on your affordability.
Optimizing the campaign
Once you have created your campaign, you are required to monitor three important factors;
- Keyword Bids
- Click Through Rate (CTR)
- Landing Page Conversion Rate
Keeping these tips in mind, you will find it easier to boost the efficiency and productivity of your AdWords campaign. Moreover, keep in mind that everything starts with