How To Use Google Adwords Effectively
Google has undergone a number of changes in the last year or so, including the shift away from Google Adwords to an all-inclusive Google Ads. You no longer have to go to a number of Google accounts to manage your pay-per-click, video or display ads, IT’S ALL IN ONE PLACE! There are a number of people who are disappointed or aggravated with this shift, but we love it. One place to manage your YouTube video ads, as well as your search & display ads. Now that there are so many options in one place, we thought it best to outline how to maximize your use of Google Ads. Trying to determine how to use Google more effectively can be difficult. We want to help with a step-by-step guide, so, here you go!
How To Use Google Search Effectively
Pay-Per-Click & Search AdsGoogle Search advertising is exactly what it sounds like, it’s how businesses get to the top of Google with an advertisement. Essentially, Google offers you the top positioning if you pay for that space. Similar to a billboard, but instead, it’s on the world’s most popular search engine, with people looking for exactly what your business offers. For businesses who come in to speak with us about their need for instant lead generation, my first statement is “Google Ads.” If you know what you’re doing and understand the fundamental elements in creating an Adwords campaign, it’s the fastest way to get on the top of Google. I’m sure a lot of you are thinking “well, I don’t know the elements of creating an Adwords campaign.” Don’t worry, I’m going to outline a step-by-step process to help you create a successful campaign on your own.
Campaign GoalsThe first step to any successful campaign is to determine your goals. It sounds easy, right? Google offers a number of different options, based off of your goal. The first step is to determine your goals. Are you an E-Commerce store looking to generate more sales? Are you trying to build your brand awareness, or increase traffic to your website? Google offers us a detailed analysis of each goal and will adjust your campaign based off of your goal as your campaign generates more insight. Setting up a campaign goal in Google Adwords search network is as easy as 1-2-3. Determine what type of campaign you would like to create.
- Website Traffic
- Product and Brand Consideration
- Brand Awareness and Reach
- App Promotion
Audience & LocationWe speak about it in all of our videos and most of our blogs and I’m sure you’re sick of it, but it is VITAL to determine your audience & target personas. Without being able to understand your customer, how are you supposed to target them? Put some serious thought into your customer. What are they searching for? Yes, a phrase-match keyword or broad-match will reach your target, but if you can hone in on exactly what they’re searching for, you can eliminate a significant amount of wasted budget. Determining location should be easy if you’re a local business. There are a few different options to selecting your location. You can choose the following…
- Zip Code
- Location Radius
- Country (although, not recommended)
Keyword PlannerGoogle offers advertiser an amazing tool to help you determine which keywords are the most popular for your industry. We all believe that we know the perfect keyword for our business, and sometimes we do, but the planner is essential for any campaign. The Google Keyword Planner will help you determine which keywords have high competition. This is important as you will have to determine a certain bidding strategy to place higher than your competition, but also determine which keywords hold the most value to your business. Once you’ve identified your keywords, begin looking at relevant keywords that might bring you more business. It’s easy to say “Digital Marketing Company” is our most important keywords, but there are a number of other keywords that will most certainly help us drive business to our door. Thankfully, there are many tools out there that will provide you with keyword suggestions that you can use to help drive traffic to your products or services.
Budget & Bidding StrategySo, you’re ALMOST half way there. You’ve determined your goals, the audience & location as well as the keyword research. Now it’s time to create your budget & bidding strategy. Luckily for you, Google only charges you per click on your ad. With that being said, if you have a small budget, you don’t want to move forward trying to cover an entire state, but instead get very specific about where your target audience is located. Select specific bidding strategies to target more important keywords. Bidding strategies will help identify the match types of your keywords. You can select..
- Let’s say we’re targeting “Digital Marketing Company,” Broad match will be shown in cases such as these…
- Digital Marketing Company in Florida that’s good at SEO
- The phrase has to include all of the keywords that you’ve identified, in any order. ie Florida Digital Marketing Company or digital marketing company near me
- These ads will only show up if the person types EXACTLY as you have it entered on Google. ie. Digital Marketing Company
- These match types will allow Google to identify when to show your ad based off of the keyword.