While thinking of Google AdWords Campaign, you might be bombarded with a set of questions such as:-
- What is the purpose of Google AdWords Campaign?
- How Do Google AdWords Work?
- How Do I Create an Ad on Google?
- How Do I Set Up Google Ads? And so on….
In this article, we are going to discuss all in detail. Google AdWords users and experts share hands-on advice on how you can improve the ROI on your AdWords campaigns.
What is the purpose of an AdWords campaign?
An AdWords campaign is an ad campaign within an AdWords account. An AdWords campaign is usually composed of several ad groups. Each ad group serves different ad texts based on the type of keyword a user may type into Google’s search engine.
How Do Google AdWords Work?
Google AdWords is Google’s advertising system in which advertisers bid on certain keywords in order for their clickable ads to appear in Google’s search results. Since advertisers have to pay for these clicks, this is how Google makes money from search.
How Do I Create an Ad on Google?
Sign in to your AdWords account at https://adwords.google.com.
- Click the Campaigns tab, and then click the name of the display campaign you want to work on.
- On the “+ AD” menu”, click Image ad.
- In the “Choose how to create your image ad” dialog, click Upload an ad.
How Do I Set Up Google Ads?
- Select your campaign type and name
- Choose the geographic location where you’d like ads to show.
- Choose your “bid strategy,” and set your daily budget.
- Ignore the “Ad Extensions” section for now.
- Create your first ad group, and write your first ad.
- Insert your keywords into the keyword field in your account.
- Set your maximum cost-per-click.
- Review everything
- Enter your billing information.
- Confirm your payment information. Now you’re set.
Read More: What Targeting Options Are Available On The Google Display Network?
10 Tips for Creating a Successful Google AdWords Campaign
A highly targeted, well planned and tightly controlled AdWords campaign can help generate website traffic and leads for your business – and is a great place to start whilst you are waiting for other long-term strategies.
Here are 10 simple questions that will make your PPC advertising a success.
Who’s Your Target Market?
It kind of goes without saying, but if you’re running highly targeted ad campaigns you need to know the customers you’re trying to reach.
List out a few demographics of your customers such as:
- Are they a local market?
- Are they businesses, individuals or families?
- Would they be searching for you on mobile, or from a laptop?
- What level of knowledge do they have about your products?
- What do they want right now, when they are searching for you?
For example, let’s say you’re running a restaurant:
- Customer is local
- For this ad campaign – reach the business lunch crowd
- They are searching using their work computer
- They’ve likely seen our restaurant but never been a customer
- They want to find a great new place for lunch
What’s Your Offer?
Like any good marketing campaign, you need to create or solve a problem. You also need to show why your business is the best at getting the desired results for your customer.
Answer these questions about your campaign:
- What makes your business unique, and different than your competitors?
- What are your key unique selling points (USP)?
- What are you offering right now to get your customer to click your ad?
For example, for the family-run Italian restaurant:
The Offers Should Be:-
- We’re local (on your block) with great authentic home-made Italian food
- We get your food fast (for the business lunch crowd), we cater, and we deliver
- We’re offering free delivery on catered lunches in the area, and a one-time 25% off deal on purchases over 50%
Of course, you can run multiple campaigns to market different offers and selling features.
What Are Your Customers Searching For?
Google AdWords is intent on marketing. You are getting seen by potential customers exactly when they are searching for your offer, product or service.
Think like your customer. List out what you think they would be typing into Google when they want what you’ve got.
For the Italian restaurant, a few of your keyword phrases might be:
- pizza deals
- lunch catering in [location]
- pizza near me
What Do You Want Out Of Your Ad Campaigns?
Think about the results you need to achieve from your campaigns. List out your campaign objectives as:-
- Increased foot traffic
- Increased website traffic
- Online sales conversions
- Lead generation
- More coupon participants
What Do You Want Your Customers To Do?
Determine what it is you want your potential buyer to do when they see your ad. This will be based on what your business objectives are for your campaigns, but specifically what actions you want your customer to take when they see your ad.
Do you want interested consumers to?
- Click through to your coupon landing page
- Phone you
- Make a reservation online
- Like your Facebook Page
- Buy a specific product
How Will You Get Your Customer To Take Action?
So, how are you going to motivate your customer to take the action that you want? Before you write your ad copy, list out a number of results-oriented Call-to-Actions (CTA’s) like Give Us a Call, Dial Now, Click Here Now and So on… A good CTA is short, actionable, and simple. The clearer your ask, the higher your conversions will be.
What Are Your Competitors Doing?
It’s always wise to keep attuned to the choices your customers have. Check out what your competition is doing with Google ads or other advertising strategies too.
Research your competition by searching for the keywords you’ve chosen, or search for your competitor names directly in Google.
Do you offer better service? Are you more value oriented? If they are in Google Places, are you? Are there different keywords you could be using? Can you make a clearer CTA? Do you have a phone number for increased mobile optimization? By checking out your rivals, you gain a better understanding of what your business is up against – and you can act to optimize your campaigns.
What’s Your Budget?
You need your PPC ads to give your business profits. So, plan out your Google Ad budget, before you dive right in. Google AdWords are priced on a per day basis. If you’ve never run online advertising, this could be something new to you, so make sure you understand how the pricing system works.
Pay-Per-Click (PPC) allows you to set your ad spend based on the number of clicks your ad. It’s the default costing you see when you make an ad campaign. Calculate a daily budget that works for your business needs. If you’re new, I’d suggest starting in the $20 – $50/ day range. You can monitor your ads, and adjust your budget as you go. So, if you’re getting great results – increase your ad spend!
What’s Your Time Frame?
How long are your ads going to run? The answer to this question may vary from one of your campaigns to the next. But you need to plan this out before you start your ads.
How to Measure Your Campaign Results?
With Google AdWords, there’s almost a limitless number of ways to track and measure your campaign metrics.
What you measure will depend largely on what you want out of your campaigns. List out the metrics you need to watch such as:
- Number of clicks to your contest landing page
- No. of email leads
- Number of sales
- Value of sales
- Return on Investment (ROI)
Then set up your results tracking system before your campaign starts. You might link up your Google AdWords account to your Google Analytics.
Read More: Which Ad Format is Recommended for Driving Action
Monitoring Your Google AdWords Campaign Success
It is important to constantly monitor your account, checking that you are getting a good return on investment. If a campaign is not converting well you’re going to need to look into this further – are you bidding on the wrong keywords? Are there any user experience issues with your website which may be hindering conversions?
Also, keep an eye on the quality scores of your keywords – if these are low you may end up paying more per click than you should. A misleading ad or unclear ad may result in a click which does then not convert, driving up your costs. Also, making sure your landing pages are relevant to your ads will improve your quality scores and so your cost per conversion as well.
Achieving success for your company with a small AdWords budget, of course, depends on a lot on your industry, the competition for your target keywords, and your average conversion value in comparison to the average cost per click. But by following the tips above you will be giving yourself the best chance of success!
Tips to Launch a Successful Google AdWords Campaign in 2018
Tip 1: An Excellent Account Structure
A well-structured AdWords account is a must if you want your ad spend to turn a profit. The foundation of a well-structured account is all about relevancy. We’ve seen Cost-Per-Acquisitions (CPAs) fall by as much as 60% simply by improving the structure of an AdWords account. Keywords, ads and ad groups in each campaign should be tightly related. In turn, Google will reward you by lowering advertising costs. Here is an example of a well-structured AdWords account with two different campaigns that are segmented by niche. Notice how each campaign’s ad group, keywords, and ads have a consistent theme.
Tip 2: Start With Search Network Campaigns
The Search network is the bulls-eye when it comes to targeting the hottest potential customers for your products and services. So, without a doubt, Search network campaigns should be your first port of call. Unlike marketing on the Display network, which interrupts your prospects as they browse the web, prospects on the Search network have actually taken an action by searching for a solution to their problem — already qualifying them as a lead. They are closer to the bottom of your marketing funnel, making them the most likely to convert to a lead or customer. Launching on the Search network also gives you a good idea of contextual keywords that can be carried over to the Display network.
Tip 3: Low Daily Budgets and Cost-Per-Clicks (CPC)
When launching new AdWords campaigns, it’s hard to determine how much traffic your ads will get and how fast you’ll spend your budget. The last thing you want to do is blow a few thousand dollars in the first few hours or days without many conversions to show for your ad spend. I’ve seen it happen! To avoid this, I recommend setting your daily budget to half or even a quarter of the actual daily budget that you have in mind, especially when you are new to the game. This will allow you to ease into the campaign while monitoring how the traffic performs based on your targeting. For campaigns where you select manual CPC bidding, I would also recommend starting with lower CPCs and increase your bids as needed based on the results the keywords produce.
Read More: Ways to Improve Your AdWords CTR
Tip 4: Ad Copy & Images Matter
Ad copy is arguably the most important part of your AdWords campaign. It’s responsible for attracting the right prospects while repelling those who won’t convert to customers. For ads that run on the display network, images are just as important as ad copy. The images you choose for your ads need to grab the attention of prospective customers to make them want to click on your ad. Bottom line: Your ad image must set you aside from the rest of all the millions of campaigns out there.
Tip 5: Accurate Testing & Tracking
Testing and tracking is not an option if your AdWords campaigns are going to be successful. In most cases when launching a campaign, your initial CPAs are going to be higher than your desired CPAs. Testing different keywords, ads, and bid strategies will help you find the best option to meet your CPA goals. In order for Google to properly track conversions, the AdWords conversion tags must be properly placed on the thank-you pages your prospective customers land on, after taking the desired conversion action on your website.
At the end day, you should create a Google AdWords campaign that is worth your money. If used smartly and tactfully Google AdWords can help your business grow leaps and bounds in a cost-effective manner.
Stay tuned with Kranthi to stay up-to-date with Google AdWords marketing strategies!