Google Ads basics
Google is basically synonymous with the Internet, Google Ads worth befriending. Not only will they get their business, product or offers in front of many more of eyeballs correct , They can also help you build good credit within the Google ecosystem to bolster your organic ranking efforts..
But you must crawl before you can walk, so i put together a step-by-step guide to creating and configuring your first google ads. Full disclosure: I'm pretty new to Google Ads settings myself, in the interest of adopting a genuine and straightforward beginner approach . I've also included all the amazing resources I used in my research at the end of the post, so you can explore advanced strategies as you like. Now let's tackle this bunny hill together.
Why should I use Google Ads?
Google Ads presents its offers in front of a super specific audience that, in many cases, actively searching for exactly what you are offering. Beyond the paid power of advertising your business on the world's most widely used search engine, Google Ads can be your portal to build a high Quality Level that reflects your business in general.
Quality level is a measure of relevance through an evaluation of the click rate, ad relevance and landing page experience. It's a way for Google to figure out which advertisers are creating honest ads, well oriented and useful compared to those that are not …
Do you know those clickbaity ads, Dense with keywords that send you to a mysterious site or page with a million different products? Your quality levels are probably in the party pooper, and that shit has consequences , how:
- Which ads are eligible for posting
- How eligible ads are ranked in search results
- CPC (cost per click) who will pay as an advertiser
What keywords should I bid on?
You can use Google Keyword Planner to search for keywords, discover new and get estimated deals you plan to search for. Although you will need a Google Ads account to access the Keyword Planner, you don't need to have any ad running yet. Signing up is totally free.
SEO expert Brian Dean has a great beginner's guide to using the keyword planner . See step-by-step instructions to get the most out of your keywords.. But some things to keep in mind when choosing:
- Think about the intention search , not just in descriptions . Put yourself in the mind of your client: What terms would you look for so that your product or service could be the solution? For example, if you are selling cat grass skirts, you may want to explore terms like “funny cat outfits” O “novelty cat clothes”
- The more specific your offer and the more specific your customer is, the more specific your keywords should be. Let's say you have a surplus of Nike running shoes for women in size eight that you need to sell. Your ad is likely what someone looking for is looking for. “Nike size eight for women” O “Nike women's shoes on sale”. Note that being too specific can reduce your search opportunities, so you'll have to find the right balance between being super specific and using terms with enough search volume to put yourself in front of people.
Set up your first ad
Once you have sorted your keywords, you will be ready to configure your ad.
Fortunately, Google makes it a pretty straightforward process. You may have already completed some of these steps when you signed up to access the Keyword Planner.
Optimizing your Google Ads
Marketing never sleeps: there are always ways to tweak and experiment with ads to get the most conversions. Be sure to check out your campaigns and look for ways to optimize both your ads and their respective PPC landing pages to cover any conversion losses and get the most out of your ad spend..
Test A / B , which involves running multiple pages within the same campaign to test different messages, design and calls to action, it's one of the most effective ways to see what's resonating with your audience (And why not).
If you are creating Unbounce landing pages, Smart Traffic can also run these experiments for you, using machine learning to send visitors to the most relevant page variant based on individual attributes. Learn how to use Smart Traffic to convert more clicks with the almighty power of robots.
Sign in to Google Ads to enter your business name and landing page to which you want to send your ad visitors. For example, I have chosen to create an ad for the video summary page of our most recent Call to Action Conference for this example. (Cheeky plug alert: The videos are free and have tons of expert marketing tips!!)
The reason why Google (y Unbounce, of course) emphasizes using a landing page as the destination for your PPC ad rather than your landing page or website is because they are inherently more specific. They can be fully customized to match each ad, providing a more focused and relevant experience for the visitor with a solo call to action. Y, in essence, what makes google happy, and increase the Quality Scores and ROI of ads, is the relevance.
If you don't have a landing page yet, we are offering free use of the Unbounce platform to those in critical services like healthcare, education, non-profit organizations and government for three months from your initial registration date. Learn here how to get a professional landing page built, designed and published in no time. For more tips.
Select your conversion goal based on the call to action you've added to your landing page. In this case, we ask people to register to access the CTAConf videos 2019. The conversion goal is how you can measure Really the success of your ad.
Choose the locations where you want your ad to appear. The audience account in the right corner will automatically adjust as you add and remove placement options so you can assess if your audience size is too small to disturb or too large to allow impact.
The landing page I'm promoting is applicable to more than just British Colombians and Albertans, but for this particular ad I want to keep the audience in a manageable size and not so wide that it shows up to 50 millions of people at once and gobble up my budget like a Big Mac of 2 a.m.
If you are interested in taking your geographic strategy one step further, Erin Bell from WordStream has written a comprehensive guide to geo-targeting Google AdWords .
It's keyword time. Add the keywords and terms you want to target. As with the size of the audience location, Google will adjust your monthly reach potential as you add and subtract keywords. It will also suggest related keywords to increase your efforts, if required.
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