Get started with Google Ads Part 3
How to succeed with Google Ads
Now you know some of the basics of Google Ads. But what does it take to succeed with advertising on Google? The most important thing is to monitor your AdWords dashboard after launch and use that information to make adjustments that will improve your overall performance. Here are some tips to help you succeed with your advertising.
Define your marketing goals
Before you set up your first campaign in Google Ads it is important to define what you want to achieve. Do you want higher turnover for your online store? Or are you a carpenter business looking for customers to call you? Whatever it is you do you need to know the goal with your campaign.
Take advantage of different ad formats and features to customize your ads to your different business goals, like adding a clickable "Call" button to your ads to get more phone calls, or using video ads to showcase your brand. Here are some common marketing goals that could work for you:
Take action on your website
Visit your shop
Call your business
Install your app
Decide where your ads will appear
Google have two Adwords networks where your ads can be shown:
Search Network: your text ads will be shown to users searching on Google and on external websites that is a part of Googles search partners.
Display Network: Your ad (text, video or banner ads) is shown on other websites with content like your advertising.
Use keywords to target your ads
Next step is to decide which keywords you want to bid on. When you show your ad with search results in Googles search network, you chose keywords to target your ads towards people searching on related terms. One keyword can be «boots» if you have an online store selling shoes.
Define your target group
You can add audience targeting to ad groups and reach people based on who they are, their interests and habits, what they’re actively researching, or how they have interacted with your business. Audience targeting can boost your campaign's performance by reaching people browsing websites, using apps, or watching videos.
Add demographic targeting to your ad
With demographic targeting in Google Ads, you can reach customers who are likely to be within the demographic groups that you choose. For example, if your business caters to a specific set of customers within a particular group, you can show your ads to customers according to their gender, age group, parental status, or household income range.
Keep in mind that demographic targeting is an option to narrow your targeting. In other words, it helps prevent people outside of your chosen demographics from seeing your ads.
Decide budget and bidding strategy
Your budget amount is for a single campaign and it represents the average amount you're willing to spend per day in that campaign.
Chose bidding strategy based on your business marketing goals. If you are new to Google Ads most people chose to bid per click (CPC). In that way you only pay if someone actually clicks on your ad.
Organize your account
Relevance is important to Google. That is why it is important that you spend some time to organize your account. Organizing your account allows you to better serve the right ads to the right customers, and it allows you to better track the effectiveness of your advertising efforts. When people are searching online and they type a word or phrase, they're looking for information that's closely tied to those words. For example, if Eric types digital cameras and he sees an ad for film reels, he probably won't click the ad.
To show ads that are relevant to the searches of people you're trying to reach, bundle related ads together with related keywords into an ad group. That way, all of your related ads can be shown to customers searching for similar things.
Write effective ad copy
It doesn’t matter how much work you spent on your ad if no one clicks it. You should write effective ad copy that’s interesting for your target group. Here are some tips to make a great ad:
- Write a short text for every ad
- Use emotional triggers in your ad copy
- Emphasis what makes you different from your competitors
- Have a clear message and a call to action
Make sure you have a great landing page
Have a look at the page that you're linking to from your ad (the landing page), and make sure that the promotions or products in your ad are included there. People might leave your website if they don’t find what they expect. Here are some tips to make a great landing page:
- Offer relevant, useful and original content - Easy for visitors to find your contact information - Make mobile and computer navigation easy - Decrease your landing page loading time - Make your site fast
Evaluating ad performance
You've created your ad, and it's up and running. Your next step is to find out how it's performing. Tracking statistics like clicks and impressions is a great way to start. It's also important to think about what you're trying to accomplish with your campaign, so you can focus on the statistics that can help you achieve your goals.
Sources:
https://www.upwork.com/hiring/marketing/search-engine-marketing/