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Get Started With Google AdWords
Google AdWords advertising allows you to show your ads to people who are most likely to be interested in your products or services, while filtering out those who are not.
By integrating your account with Google Analytics, you can track how many people your ad was shown to, how many of those people clicked on your ad, and more. By measuring your ads, you can quickly see where to invest your budget and increase your ROI.
AdWords is mostly based on a cost-per-click system, where the cost-per-click is the minimum amount needed to rank higher than a competing advertiser. Using a very simple example, if a competing advertiser’s budget per click is $1 and yours is $5, you will only pay $1.01 per click.
When you’re first starting out with AdWords, it can be a little overwhelming. Google AdWords itself is huge and any slip up can blow your budget. I know quite a few people who have tried AdWords without really understanding it.
To help you get started, I’ve put together some helpful tips I’ve learned over the years.
Create your Google AdWords account
Google has created a 7-step getting started guide for creating an account, covering the basics like creating a login, setting up billing information, and a daily budget.
Resist the impulse to activate your ads
Google’s current goal is to encourage you to maximize your ad spend. This is the first trap for beginners. You type in a few keywords, Google suggests many more keywords that are mostly useful, but the next thing you know, you’ve spent $150 in one day with no sales or leads.
Research your keywords
Thorough keyword research is so important to the success of your AdWords advertising – if you focus on the wrong keywords, you can almost guarantee that your advertising will not generate revenue. Start with your website to create a list of relevant keywords, look for key words that describe your business, products and services. Align your AdWords account structure with your website.
Use the Google Keyword Tool
Once you’ve created your keyword list, you can use the Google Keyword Tool to find related words and phrases for a complete list of potential keywords. People may use different words or phrases when searching for your products or services.
The tool will then show you the average search volume per keyword (there’s no point in bidding on keywords no one is searching for) and the average cost per click, so you can better understand the budget required and what you can afford.
In my experience, the lowest CPC is around $0.80 and the highest is $16. So choose wisely. Choose general and specific keywords and group similar keywords into ad groups (aim for 5-20 keywords per ad group).
Select keyword match types
This is another trap for beginners. Google’s default setting is a partial match, which allows you to reach the largest number of people but gives you the least control over when your ads are shown.
For example, if I were a personal trainer and used a partial match to offer personal training to attract new clients, my ad would be shown to people who also search for the terms “personal training courses”, “personal training certification” and “personal training”. salary.’ Clearly, none of these people want to hire a personal trainer. I either get a lot of irrelevant clicks that waste my budget, or no clicks at all, which is just as bad because Google penalizes me with a low quality score and I have to pay more.
Basically, the higher your Quality Score (on a scale of 1-10), the less you have to pay per click. Relevance is the key. New keywords are assigned a Quality Score within a day or so.
Keyword match type options
Partial Match: The broadest possible search that includes several keywords that may not be relevant to your business at all, eg “Women’s Hats” may match searches for “buy women’s hat”.
Phrase Match: A more targeted option that matches people searching for keywords you’ve specified, eg “Women’s hats” might match searches for “buy women’s hats”.
Exact Match: The most targeted option, suitable for people searching for your keyword exactly as you entered it, eg “Women’s hats” can only match searches for “women’s hats”.
Negative Match: Using negative keywords can significantly reduce wasted clicks by excluding keywords that are not relevant to your business, for example if you sell reading glasses and use “eyeglasses” as a keyword, your ad will show to people who also search for “wine glasses”. “, adding “wine” as a negative keyword would eliminate this problem.
It is important to understand the differences because they work very differently.
Search Only: Target people who are actively searching for your products or services. It is recommended for beginners.
Display Network Only: Target people browsing websites that contain content related in some way to your products or services. In my experience, this is effective for short-term campaigns for specific campaigns, eg an online pet store ad for free shipping for the next 7 days might appear alongside an article on puppy aggression management.
Search and Display networks: is a combination of the two, personally I prefer to keep campaigns separate for better performance tracking.
Shopping: This is a must if you sell products online and a Google Merchant account must be created and set up to create a product feed. This allows you to visually highlight your products with text search results.
Writing your ads
Explain why the prospect should buy your products or use your service over a competitor. Add your keyword to get attention. The character limit is tight, but try to stand out from other ads.
Google has strict ad guidelines to ensure good quality ads, but I’ve seen the grammar being unclear. “I’ll give you the best advice” discourages people who know the difference between advice and counsel.
A call to action is also important to help potential customers understand what actions you want them to take and to filter out people who aren’t ready to take the desired action, such as buy now, call today, request a quote, learn more, browse now.
The page to link to on your website is also important. If necessary, create a custom page to match your ad. If your ad is promoting 20% off toasters, make sure your ad points to the toasters category with a banner highlighting the 20% discount. Make it easy for people to take the action promised in your ad.
Link to Google Analytics to track conversions
Access to analytics is essential to effectively managing your AdWords — without it, you won’t know if you’re hitting your goals or which campaigns, ad groups, and keywords are succeeding and which aren’t. When you create a Google Analytics account, you need to add a short tracking code to your website and then you can link the accounts together.
Conversion tracking provides important data about what a person does after clicking on your ad. Do they make a purchase, make an inquiry, or download your app? This information will help you determine success.
AdWords is not a set-it-and-forget-it platform and needs to be carefully monitored and managed, especially when starting out.
I usually recommend running AdWords for at least 2 months and doing weekly monitoring to determine if it’s right for your business. You need time to give him the best chance to succeed.
Where to get more information
I can’t describe everything about AdWords. I spent three weeks at my full-time job studying for the Google AdWords Fundamentals, Google Search, and Google Display Network certification exams to ensure my knowledge was up to date.
I highly recommend reading at least the Google AdWords Basics tutorial to learn more about structuring your account, bidding strategies, quality score, and location targeting.
Once you’ve activated your ads, I recommend checking your progress daily for the first week to see how quickly your budget is being spent and what your keyword bounce rate is. A high bounce rate generally indicates that your web page is not relevant to the search, try adjusting the keyword, match type or simply stop.
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