You have competition online, no doubt about that. So, if you are planning on putting up a fight, you are going to need to know how to spend your time and money wisely. How about some place with 3.5 billion interactions a day and with a 700 percent return on investment?
Right, we’re talking about Google. When you start an ad campaign with Google Ads, you are getting exposed to over 230 million visitors a year and billions of chances to be seen. While the advertising platform has changed throughout the years, the basis remains the same: the you can create an ad campaign to bring more potential customers to your page.
But how do you use Google Ads (formerly AdWords) correctly? How do you get the most out of your campaigns? In this article, we’re going to cover some key features of the Google Ads platform to help you understand the ins and outs, so you can achieve amazing results in less time.
What is Google AdWords?
Call it Google AdWords or Google Ads, the platform has been around since October 2000 (meaning it is going to be 20 years old soon); it is now one of the biggest marketing tools in the world. Millions of businesses have used Google AdWords to promote and expand their business.
That is because Google AdWords uses two kinds of networks: a “search network” and a “display network.”
A search network involves pay-per-click (PPC) advertising, where a business bids for keywords that are relevant to a product and service. When users enter that particular keyword in the search box, the advertiser gets a dice roll for a chance to display their PPC ad to the user. Sometimes, you hear PPC advertising referred to as “paid searches.”
A display network, on the other hand, is when the advertising party places banners that provides details about a specific business or product. This refers to Google’s Display Network (GDN). Display networks have a wider reach than the search network, but the returns are slightly less.
However, if you use both of these networks wisely, you can maximize the benefit of Google Ads rapidly.
Google Ads Terms To Know
Before we go anything further with explaining how to use Google AdWords for your business, let’s first explain some terms. These words are going to pop up frequently from here on out:
Your ad placement is determined by AdRank. The higher your AdRank, the more people will see your ad. Also, this heightens the chance of more people clicking on your add. AdRank is calculated by the amount of your bid multiplied by the Quality Score (QS).
How much are you willing to pay per click on an ad? That monetary amount is your bid. The higher the bid, the better the placement. There are three kinds of bids: cost-per-click (CPC); cost-per-mille (CPM); and cost-per-engagement (CPE).
CPC is as it sounds. Meanwhile, CPM deals with the amount paid per one thousand ad impressions (1,000 people see your ad). Lastly, CPE refers to the amount paid when someone follows the call-to-action (CTA), such as clicking on the ad.
There are three kinds of campaigns you can run: search, display, and video. We already talked about search and display networks. Video ads most often appear on YouTube and run anywhere between 0:06 and 0:15 in length.
The number of clicks your ad receives per view. A higher CTR means the ad is quality and is targeting the right demographics.
Conversion Rate (CVR)
A high CVR shows that the landing pace offers a great user experience and is generating interest.
Quality Score (QS)
Quality Score is linked to your click-through-rate, keyword relevance, and landing page quality. Past performance on search engine results pages (SERPs) is also considered.
How To Use Google AdWords Effectively
Now, you do you use your keywords, your AdRank, QS, campaigns, and website to your advantage? Assuming you already have created your Google AdWords account, the next step is to choose your budget, your keywords, and your campaign style. The AdWords platform leads you through the whole process, but there are some things to consider.
Your budget will generally dictate which keywords you select, since the most popular keywords are going to be more expensive (and also far more competitive). Choose something targeted to your audience specifically. From there, consider the ads you are going to run and create a landing page.
The landing page is going to connect directly to the ad, so make sure it is as streamlined to the content presented in the ad as possible. This increases the quality of the ad and the user experience—which heightens your rank. Make sure your landing page has a call to action (CTA), is mobile-friendly, and also delivers exactly what was promised in the ad.
Use the best practices when writing your ads. This is the most critical part of the whole process. Give your ad thought. Make it compelling. The message should connect immediately with your target audience and convince the viewer to click.
Use the best writing practices of brevity (keep it short and simple); focus on a powerful headline; and have a clear CTA. You only get 80 characters in the description, so make it irresistible. What are you selling? How can it help? What are you offering? What’s the deal?
Once you’re done, hit the save button to create your ad. Then, follow the directions for launch.
Why Your Google Ads Are Failing
Okay, so you launched the ad. Now what? Instead of focusing on all the things you should do to fine tune ad performance, let’s look at common mistakes.
- Your keywords are too broad. Did you do keyword research? If your keywords are too broad, the wrong people will see the ad, and your campaign won’t live up to expectations. Test and tweak continuously.
- Your ads are irrelevant. If an ad doesn’t match what the user is looking for, you won’t generate enough interest. Try split testing to see which ads get you the results you want and how people react to different designs.
- Your landing page is terrible. Remember, the experience after the click on the ad is also important. If your landing page is not optimized, your visitors won’t hang around long enough for a conversion.
Google Ads is a powerful tool that you shouldn’t underestimate; but you also need to know how to use it correctly. By learning how to fine tune your target audience, select the right keywords, and create compelling ads and landing pages, you can make Google AdWords work for your business.