Google AdWords may look very complicated and time-consuming to many, but in fact anyone can set up good advertising with a few basic tips. After reading this you will have a good understanding of how to get started with AdWords so that your ads and keywords are optimised to reach your potential customers.
AdWords lets you write ads and enter keywords that you bid a chosen amount of money on in an automated auction. When a potential customer enters a search term in Google, relevant ads appear at the top of the page and are “auctioned”. The more you bid, the higher the likeliness that your ad will appear above and not a competitor’s. The strongest ad messages should include some important keywords and a call-to-action, and are linked to the relevant webpage.
Step 1: Get your Basics Straight
Your ads should be of high quality. Quality means i.e. that your potential customers should be able to be directed straight to the right product or service page. High-quality ads are rewarded by Google with a higher rank, but they also cost less. To get started with AdWords, look at how your web shop is structured and try mimicking this when adding campaigns and ad groups. The campaigns are in fact your product ranges or services, and ad groups are the sub-categories beneath. As an example, take a furniture shop. The three campaigns could be called: Wardrobes, Beds and Sofas and the ad group for Sofas could be i.e. leather sofas. Keeping a clear structure will make it easy for you to manage your ads.
Step 2: Adding Keywords
Keywords are the basics of your ad campaigns. By writing keywords with the customer in mind you increase the chance of your ad appearing in Google. Think about what your customer would search for if they wanted to find your products or services. What would YOU type into Google? AdWords offers a tool to find potential keywords to add to your list. It will also tell you if your bid is too low to appear on the first page, and you can play with the amounts to see what works best. Also, Google Trends gives you a good idea of what search terms are hot right now. Less keywords might be more in this case, so make sure that your keywords are strong and well-themed within the right campaign. You will want to add the most popular ones, but there is no lower or upper limit.
There are two ways to add keywords in Google AdWords. The first is Broad Match which means whenever someone types in leather sofa, any combination of these two words may appear. For example, black leather sofa might also trigger your ad appearing. The second is Negative Match which means you can enter keywords that shouldn’t make your ad appear. This is a good idea if your leather sofa’s are made of fake leather, you might want to add the word fake to the Negative Match words to avoid the “wrong” customer to click on your ad. If the person is not looking for real leather, they will probably not be interested in your product and these clicks will just mean extra costs for you.
Step 3: Writing High-Quality Ads
To be able to write high-quality ads you should start off by making a list of all relevant keywords for each ad group. Skip the too generic words like ‘furniture’ and make sure you are not using the same keywords in ad groups situated in the same campaign. Also make sure that your keywords describe the product in other ways than i.e. just ‘cheap‘ or too specific like ‘high-quality black stitched leather sofas’.
AdWords makes it possible for you to add more than one ad to each ad group without having to pay for all of them. Google will only display one of them at a time so that you can see which ones work the best and delete the ones that aren’t getting you customers. Try writing 3-4 different ads within an ad group and then check how many clicks each ad gets. The best ads include a headline that focuses on the product with a description that tells the viewer the benefits of buying it from you, and a call-to-action. Last but not least, make sure that the page URL is clean and short, and link your ad to the relevant webpage.
Step 4: Measuring your Success
By looking at the AdWords overview for each campaign and keyword you can find out which ones are successful and which ones are not. Here are two handy things to look at:
CTR stands for Clickthrough Rate and shows you how many people click on your ad after seeing it. The Average Position is the position your ad will normally appear on in the Google ranking. If the position is more than 11, you are probably not appearing on the first page and you should either change your ad or bid more on it. You can also see the CPC which is Cost Per Click for each ad, and the Cost Per Converted Click if someone has bought your product after clicking on your ad.
There is obviously a whole range of insight you will be able to get through Google Adwords. I encourage you to look into the different tools and settings and to play around with it. The key is to keep coming back to your AdWords account to check up on your ads’ progress and to delete keywords that are not delivering. By following the steps above you should now be able to set up a good base for your website. Download the complete E-book here.
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