In a world where digital marketing determines the success or failure of a new business, it’s vital that business owners understand the basics of Google Ads.
Google ads, or pay-per-click advertising as it’s known, is the process of paying to promote your website to the top of search results, thus resulting in more people visiting your website. It’s a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked on. Essentially, it’s a way of buying visits to your site, rather than attempting to “earn” those visits organically.
Your website is your strongest tool for attracting new business and websites which appear higher in search results are considered to be more credible, in fact 98% of all searchers choose a business that is listed on Page 1 of the results! This is because people assume the sites at the top of search results are the best businesses.
If you’ve heard a little about Google ads and you’re curious to learn more, or you aren’t sure where to start, then you’ve come to the right place! This is the first lesson, a beginner’s guide that will teach you everything you need to know about understanding Google Ads, and how to make it work for your business.
Choose your keywords
Keywords are search terms used by your clients in search engines and are the exact terms that you need to optimise your website for, thus boosting your online presence. Understanding what your audience is looking for helps you to deliver the results that they want. Once you understand your ideal customer, make a list of the keywords/search terms that you think they might be looking for on Google, this list should contain at least 15 keywords, but it can be as long as you like. Getting this part right ensures that the right people are being directed to your website and more importantly, that your spending your investment wisely.
Set up your Google Ad account
Google Ads is the single most popular PPC advertising system in the world. Every time a search is initiated, Google delves deep into the pool of advertisers and chooses a set of winners to appear in the valuable ad space on its search results page. The “winners” are chosen based on a combination of factors, including the quality and relevance of their keywords and ad campaigns, as well the monetary value of their keyword bids.
Visit www.ads.google.com to set up an account. You’ll be asked to fill in your usual details, such as email etc. It’s also important to make sure that you set your time zone and currency correctly.
You’ll then be asked to create your ads and add your keywords, then you can set your monetary budget and ad schedule.
Understanding the click-through rate
Now this part is really important, because you need to recognise the Google ads that are working well for you and the ones that aren’t. The click-through rate is determined by dividing the ‘clicks’ by the ‘impressions’. Once you’ve worked this out, you should stop the ads that aren’t performing well and invest more money into the ones that are. This is the first step to optimizing your Google ad spend.
Understanding the keyword score
Succeeding with Google ads isn’t simply a case of becoming the highest bidder on a keyword. Google will score your keyword based on a balance between the amount you bid and the relevancy of your content to that keyword. Creating a successful Google ad campaign is just as much about delivering relevant, quality content, as it is about money. So, if you want buyers searching for ‘unique hand-crafted jewelry’ to find your website, then you need a landing page which delivers exactly what they’re searching for, with plenty of relevant content about unique hand-crafted jewelry.
Managing your PPC advertising campaign
The art of PPC management is to continually re-adjust and re-measure your campaign. This allows you to test alternative variations in the campaign strategy and constantly refine the advert and your content so that you achieve the very best results for your business.
A joint venture from continual research, creative content writers and experienced web developers will bring your online Google ads and landing pages to life.
Navigating the constantly changing world of Google ads and PPC Advertising can be a full-time job in itself, leaving many businesses struggling to keep up to date with new advances in paid search. This is where a PPC Management team comes in.
A great marketing strategy should deliver you a fantastic return on your investment, which is why, at DM Design and Marketing we like to continue working with our clients long after we’ve built their website or created their brand identity. Once brand and website have been established its time to begin generating sales and establishing a return on your investment.
Contact us today to find out more about using Google ads to maximise your online advertising spend.