Google AdWords may seem very complicated and time-consuming to many, (and let's face it, the interface filled with tables, numbers and graphs isn't the most exciting-looking) but in fact anyone can set up a good advertising basis with a few 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. Capture them while they're actively looking for your product or service.
AdWords lets you display ads for your business which you bid a chosen amount of money on in an automated online auction.
When a potential customer enters a search term in Google, relevant ads appear at the top, and bottom of the page and are “auctioned” against each other.
Depending on the bid and the quality of your content and website, the higher the likeliness that your ad will appear on top instead of your competitor’s.
The strongest ad messages include highly relevant keywords and a call-to-action, and is linked to a relevant landing page with high-quality content.
Step 1: Get your Basics Straight
As mentioned, your ads should be of high quality.
Quality means i.e. that your potential customers should be directed straight to the right landing page where you're offer is displayed.
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 creating 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 customers intention and word synonyms 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 search terms would YOU use at what stage of the buying process? Then, what are synonyms for these words. (Are you targeting different markets i.e. UK and U.S.? Remember the differences in the spelling & wording.)
AdWords offers a keyword planner for AdWords account holders which enables you to find potential keywords, the amount of searches per day/month, the avg. price per click and the difficulty to rank based on competition.
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.
Less keywords might be more in this case, so make sure that your keywords are strong and placed within the right campaign and ad group to make it easier for yourself to keep track. You will want to add the most popular ones, but there is no lower or upper limit.
There are many types of keywords possible in Google AdWords. One of them is Broad Match which means whenever someone types in leather sofa, any close combination of these two words may appear. For example, 'black leather sofa' might also trigger your ad appearing.
The others are Broad Match Modifier, Phrase Match and Exact Match. These all cater to different types of keyword combinations.
Another feature that might be less known to beginners is ¨negative keywords¨ 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 words "real" and "authentic" to the Negative Match words to avoid the “wrong” customer clicking 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 (that get noticed) you should start off by making a list of all
relevant keywords for each ad group. Skip too generic words. In our example, ‘furniture’ is most probably going to get you a lot of meaningless clicks. Make sure you are not using the same keywords in ad groups situated in the same campaign.
AdWords makes it possible for you to add more than one ad to each ad group. Google will only display one of them at a time (ad rotation) so that you can see which ones work 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 most relevant landing page.
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 some 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, the 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, or excluding search terms that are not relevant.
By following the steps above you should now be able to set up a good base for your website.
Download the complete Google AdWords E-book here.
Too time consuming to figure out yourself? Let me help you set up your account for a small fee.