Google AdWords is a pay per click advertising platform that allows businesses to advertise their website on Google search results and target audience based on their search intent. PPC (or pay per click) advertising means that the advertiser only pays when someone clicks on the ad. There are over 1 billion Google searches every day and Google search has become the primary entry point for users to access the Internet. This means that if your business isn’t present in Google Search, you’re missing out on potential customers. And if you do appear in Google Search but not as prominently as your competitors, that also means you’re missing out on potential customers. This Complete Guide to Google Adwords and PPC Management will help you get started with setting up an effective campaign, targeting ideal customers, measuring performance, monitoring competitors, and much more!
Google Adwords and PPC Basics
Let’s start with the basics. What are Google Adwords and PPC? Google Adwords is a paid search advertising service offered by Google. It is an online advertising service that enables companies to place paid advertisements adjacent to Google search results and/or as a sponsored link at the top or at the bottom of the search result page, or related search pages, through a bidding system. PPC stands for “pay per click,” which means that advertisers only pay when a user clicks on the advertisement. Google’s service is a real-time auction, where advertisers bid on the right to show advertisements based on keyword relevance and the user’s current geography.
Learning about your Audience
Before you dive into setting up your Google AdWords campaign, it’s important to understand your audience and their search intent. What kind of keywords are they using to search for your product or service? This can help you decide on the best keywords to include in your ad copy. You can find this information by doing some keyword research. There are a number of tools you can use for keyword research such as Google’s Keyword Planner, SEMrush’s AdWords tool, Keyword Discovery, and more. You can also do an analysis of your site’s organic search traffic to get an idea of what your audience is using to find you.
Understanding AdWords and PPC Bid Strategies
There are two main types of AdWords campaigns you can set up: - Display Network campaigns - Google Search campaigns Display Network campaigns: These campaigns show your ads outside of Google’s search results on partner sites like YouTube, Gmail, and more. Google Search campaigns: These campaigns show your ads in Google’s search results. You can choose to show your ads on Google Search and the Search Partners network. It’s important to note that Search campaigns have a bid strategy. Each campaign has an initial “floor” starting bid that you can manually adjust or let Google automatically optimize. Your bid will then be used to determine your position on the search results page. Google’s algorithm takes into account bid amount, click-through rate (CTR), search result position, relevance, and quality score to determine which ad gets shown and where it’s placed. There are two bid strategies you can use in your Google Search AdWords campaign: - Maximize clicks - Target search position These are two of the most widely used bid strategies in Google AdWords. Maximize clicks is the more straightforward of the two. Your goal is to get as many clicks on your ad as possible, even if it means a lower position. Target search position is a more strategic bid strategy. You want to get a high position without sacrificing clicks. This is useful if you want to appear at the top of the search results but don’t want to spend as much as you would with a maximize clicks strategy.
Selecting the Right Keywords
Now that you know what your audience is searching for, it’s time to select the right keywords. Your goal is to put your ad in front of people who are actively looking for your product or service. To do this, you have to find the right keywords to target. There are a few things to keep in mind when selecting keywords: - Volume - Relevance - Competition - Cost per click Volume: How many times a month/year are people searching for that keyword? If it’s too low, it won’t be useful for your ad. If it’s too high, you’ll end up bidding against yourself and you won’t show up anywhere. Ideally, you want to target high volume keywords. Relevance: Is your product or service relevant to the keyword? If not, then the ad won’t be any good. If so, then your ad may be useful to users. Competition: How many other advertisers are bidding on this keyword? If there are too many, you’ll end up with a high cost per click (CPC) and you’ll lose money. If there are too few, you’ll have to compete for the top ad position and you’ll end up with a low CPC. Cost per click: How much are other advertisers bidding on this keyword? If other advertisers are bidding high, your ad may not show up at all. If other advertisers are bidding low, you may end up spending too much on every click. Instead of adding keywords one at a time, you can choose to add a group of keywords at once. This is called a “phrase group.” You can combine up to five keywords in one phrase group. You’ll also have the option to add “negative keywords” to your phrase group.
Choosing an ad format
Now that you know what your audience is looking for and how much they’re willing to pay for it, it’s time to pick the ad format that’s right for you. You have three options when it comes to ad formats: - Text ad - Display ad - Native ad Text ad: This is a great option if your product or service is information-based or something that benefits the reader. You have the opportunity to include a link to your website and a call-to-action (CTA) such as “click here.” Display ad: This is a great option if you have products or services that benefit the user. You have the opportunity to feature a product image and a CTA such as “buy now”. Native ad: This is a great option if you have products or services that benefit both you and the user. A native ad offers the most creative freedom and can be used to highlight a product and encourage the user to click.
Writing the ad copy
Now that you know what your keywords are and how you want to show up in the search results, it’s time to write the ad copy that will bring people to your website. The ad copy is the “teaser” that people see when they’re looking for your product or service online. It’s important that your ad copy is compelling and relevant to the user so they click on it. Your ad copy should be between 50-75 characters long. There are a few things to keep in mind when writing your ad copy: - Use compelling headlines - Be relevant to the user - Be accurate - Be clickable Be compelling: Your ad headline should grab the reader’s attention and make them want to click on it. Use keywords: Your ad headline should contain one or two keywords. Be relevant: The headline should be relevant to the rest of your ad. Be accurate: Your ad headline should be truthful and not misleading. Be clickable: Your headline should contain a compelling call-to-action that compels the reader to click on your ad.
Decide on a PPC Strategy
Now that you know what keywords to target, how to write the ad copy, and where to show up in the search results, it’s time to decide on a PPC strategy. You have a few different options when it comes to setting up your PPC strategy. You can set up a campaign that runs continuously, set up a campaign that runs on a fixed schedule, or set up a campaign that runs on a fixed budget. Continuous campaign: This is the best option if you want to get more new customers. You can set up the campaign to start immediately and run continuously until you decide to pause it. You can pause the campaign whenever you want.
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