Riddle me this: When businesses start doing well, why do they suddenly drop most of their online advertising and marketing efforts? They get hit by Google algorithm changes, lose their site rankings, and then haphazardly push their online efforts only to be in the back of Bourke!
Why not, from the beginning, double up what’s already working, instead of waiting for something to massively impact your online placement? There are many ways to accomplish the consistent movement of your online brand in the right direction. And one of the most effective ones is – Google Ads!
What is Google Ads?
Simply put, Google Ads is Google’s online platform for advertising. It makes it very simple and easy for companies and brands to advertise to their users and prospects that are and might be interested in their products and services. Google advertising came around in October 2000 and was known as Google Adwords, but in 2018, it was rebranded to Google Ads. Just like affiliate marketing, Google ads advertisers pay per result. These ads could be text-based, video-based, graphic display ads, or in-app mobile ads. Advertisers on Google bid on different criteria to be able to have their ads placed at the top of search results.
With the help of Google ads, advertisers can not only choose their budget to spend on these ads, but they can also pick the locations and web pages where the ads will be displayed.
But Again, Why Bother With Google Ads?
Ace question! Let’s understand some of the known facts about Google Ads before we decide if they are worth it.
According to HubSpot, Google Ads gives a click-through rate of about 8%. Display ads churn out 180 million impressions every month, and for users who are ready to make a purchase, Google paid ads to get 65% of the clicks. Another compelling fact is that 43% of customers buy something they have seen on a YouTube ad. This is some good oil! And makes you think about all the possibilities you can offer your business if you opted for Google ads.
With over 3.5 billion search queries every day, Google is one of the most used search engines. And according to Google itself, for every $1 advertisers spend on Google ads, they make $8. Not to mention, all your competitors are using Google ads, along with thousands of other companies that are successfully promoting their business to their target audience. This also means that even if you are ranking higher in the search results organically, you are still getting pushed down by your competitors and that’s not good.
How to Set Up Google Adwords for Your Business
Now that you are convinced that Google ads are here to stay and that you should be using them too, here’s a quick step-by-step process on setting them up:
Google Analytics Linking
If you are already using Google Analytics, it’s likely that you have it set up on your website. Now, what you need to do is link your analytics account to Google ads. This will ensure you can conveniently track, analyze, and report on all channels and campaigns you currently have, all in one place.
Conversion Tracking Set Up
How do you know how many customers or leads you have gained from your campaigns? Conversion tracking helps you with that. Many businesses miss out on setting this up but in that scenario, they are not able to analyze the ROI of their ads. It simply allows you to keep track of sales and other activities on your website, apps, or calls that are being generated from your ads.
UTM Codes Addition
Urchin Tracking Modules are Google’s activity trackers! They help Google track any and every activity related to a specific link on the search engine. Ever noticed the question mark (?) towards the end of a URL? That’s what it is. UTMs make it easier for you to analyze which parts of your campaigns are working well, thereby helping you optimize them.
You can either add them manually with Google’s UTM builder or add them at the campaign level while setting up Google ads so you don’t have to do it manually for each and every ad URL.
You must already be using CRM to track and manage your leads, reckon? So, when you integrate Google ads with CRM, it gives you the ability to track and identify which ad campaigns are working for your target audience and which are not. This way, you can continue to appeal to your audience with different offers they might find relevant.
Tips For Successful Google Adwords Campaigns
Now that you have seen for yourself what Google ads are and why they are relevant today, even after two decades of existence, it’s time to get your hands on some of the tips that you can implement in your next Google ad campaign.
Selecting Highly Relevant Keywords
If you advertised beer to an audience that likes bananas, Google can really send you in the back of beyond. It’s all about targeting the right and highly relevant keywords to the right audience. It is probably one of the most important factors that determine the success or failure of your Google ad campaign. So, how do you make sure you are using the right keywords? Here are some thoughts:
- Figuring out the demand among your target audience: Using tools such as Keyword Planner you can come up with an exhaustive list of most popular keywords in demand related to your business offerings.
- Relating your products and services with your target audience: Remember booze and nana? You don’t want to do that! The keywords you end up selecting must be relevant to not just your product and service offerings but also to your target audience. If they are not searching for it, they are not going to get you any results.
- Dig into competitor’s keywords: After you churn out all the keywords you are going to be using in your campaign, compare those with what your competitors are using. Since they are selling similar products and services like yours, chances are that your keyword spying could really bring you some rewards.
Writing Compelling Ad Copies
This is a no brainer – the simpler, the better! As long as the ad is specific, clear, and makes the user curious enough to click on it, your campaign is already half successful. Keep in mind these points that can help you write creative and concise ad copies:
- What’s Your USP: Sure, you can do much more than keyword spying! Think about your brand’s unique selling point and put it right in front of the users’ eyes. If they think you are just like anyone else in the market, they will hardly pay heed to your ads.
- Appropriate and Clear CTAs: The user arrived at your ad and don’t know what to do. This situation could be a real downer. Your ad needs to have a clear CTA, placed appropriately so your user knows how to reach where you want them to. Isn’t that the whole point of the ad after all?
- Using Some Negative Keywords: This might come as a surprise but as opposed to the widespread notion that negative keywords are harmful, they might just do your advertising right. These are the keywords that are not directly related to what you are selling but do the trick anyway.
Targeting Your Ads
When you are targeting the ads, you need to make sure you are including all kinds of keywords such as
1. Exact match
2. Phrase match
3. Broad match
These help immensely in your bidding strategy. Where you need to be using the most exact match keywords, sometimes even broad match and phrase match keywords can get you results. However, the primary focus needs to be on the exact match keywords. Use them as much as you can.
Monitoring and Optimising Your Campaign
One ad copy or one type of keyword might not always work for you and so, you need to come up with at least three to four variations to be able to monitor which one is yielding better results. Regularly monitoring and tweaking is the key to a successful Google ad campaign as eliminating ineffective keywords help you keep your performance high and costs low.
You know the wide reach of Google and yet, you may not have included this in your paid strategy. This is the time to do so. With constant Google algorithm changes, Google is changing the game where literally anyone could be a winner. Having said that, make sure the ads are not misleading the audience. They need to state exactly what’s on offer in one way or another. In the end, like Hubspot says, ‘there is no such thing as a Google ads campaign that wouldn’t work.’ Paid advertising with Google is one of the sure hot ways of getting a high ROI. If you incorporate all the suggestions and tips stated above, you’ll be able to generate quite a number of leads and conversions through your Google Ads campaign.
Ready to get started with your first Google ad campaign? Talk to the best Google partner agency today to bag a winning Google ad campaign strategy.
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