When it comes to search engines Google reigns supreme with 3.5 billion interactions per day. Google has several free tools to help you measure your online success and plan your digital strategies, like Google Analytics and Google Trends. Where Google can really help you grow your business is with their pay-per-click (PPC) Google AdWords. Here’s a quick beginners guide.
Your Ad Must Have A Measurable Strategy
Let’s first discuss why you are creating your ad. Yes, you want to get your ad in front of new and existing consumers, but in the online world your strategy should be a bit more robust. There is certainly a time and place to have an ad that simply clicks back to a product or service page, but the goal of most ads is to capture leads. This is achieved by routing to a landing page and opting-in by entering an email address—possibly in exchange for a free gift, such as a free eBook. This way you can add them to a targeted marketing funnel and keep in touch. If you link to a sales page, ensure there is an opt-in option so that you can stay in touch after they place their order. Primary ad goals include:
- Website traffic
- Product & brand consideration
- Brand Awareness & reach
- App promotion
All ads must be from one campaign category, including
- Search Network
- Display Network
Hyper-Target Your Audience
Not to worry as your ad won’t just populate as a random shot in the dark. Google continues to improve their targeting features with a variety of options to choose from, including:
Demographic—age, gender, geographic location, device type, and more.
Affinity—this likely won’t be relevant to your small business as you must also have TV campaigns running.
In-Market—populate your ad to users searching for similar products or who have recently purchased similar products.
Custom Intent—this goes beyond general keywords to the intention behind the phrasing of your ad. For example, someone Googling “diet books” is likely trying to lose weight so they may have sugar alternative ads populate as well as weight loss supplements, local gyms, or health food stores.
Similar Audiences—if you are familiar with Facebook lookalike audiences this is the same concept. It takes an existing audience of yours (maybe one of your email marketing lists or recent website visitors) and populates your ad to new but similar people.
Remarketing—this strategy positions your ad to those who have recently interacted with your brand. For example, someone who has recently visited your website or clicked on your ad, but has not yet converted.
Google Ad Terminology
Now let’s take a look at a few of the new terms you need to learn before you place your first ad. These terms help you in determining your budget and return on investment.
- CPC is the cost-per-click, how much you pay each time your ad is clicked on.
- CPM is the cost per mille, how much you pay per every thousand ad impressions. Impressions are how many people view your ad, even if they don’t click on it.
- CPE is the cost per engagement, how much you pay when the predetermined ad action is achieved—such as opting in to your email list.
- Quality Score is a score offered up by Google to let you know if your ad is sufficient in quality. Don’t place ads with a low QS.
- Ad Rank estimates the impact of how well your ad will perform. The QS is one of many determining factors for ad rank.
Don’t Place Ads With A Low Quality Score
We mentioned this briefly above but let’s dig in a bit deeper. An ad with a low QS is not going to deliver the maximum ROI, so it’s not worth posting. As a beginner, it is likely that your QS will be low as you are learning—but follow the suggestions to improve your score. A “good” score is between 8 and 10, and 10 can be difficult to achieve. It is not suggested to activate ads with a QS lower than 7, as it is not the best use of your marketing budget. Below are the primary factors for determining your QS:
- The relevance of your keywords
- If the ad copy and call to action are aligned with consumer intent
- The quality of your landing page in terms of value and visual appeal
Keywords And Phrasing
The keywords and phrasing you use for your ad must be spot on. Where most users go wrong is in using a generic or broad keyword. This only works if you have a small niche audience, which most businesses do not. For example, if you own a local food tour company you may only have a handful of competitors so you may use “food tour” or “walking tour” in your ad. However, “excursions”, “tours”, or “activities” is too broad. Or “women’s fashion boutique” is far too broad of a keyword so you will need to find keywords or phrases that speak to your demographic. This might include specific articles of clothing, such as ties or dresses. Or the design style, like minimalistic or boho.
Need Help With Your Google Ads?
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