How to Use Google AdWords for Your Business

Being an online business owner isn’t easy, especially when you’re competing with giants such as Amazon which have an inexhaustible marketing budget to fuel their marketing. The race to get on the top of Google results is extremely competitive. In order to get to the top page even with great SEO, could take months, or even a whole year.

Here is the place where pay per click advertising (PPC) are a part of. Google AdWords is Google’s advertising program which allows companies to place their advertisements across the Google search page results. They are usually displayed in the upper or lower part of Google SERPs ( search engine result pages).

Making use of Google AdWords can be a well-known and efficient marketing strategy for businesses trying to attract their first customers online. Today , we’ll go over some of the basics of how to make use of Google AdWords for your business.

Advantages of Using Google AdWords

Google AdWords is a powerful tool for advertising your business online. What is it that makes it so effective? Here are some of the benefits businesses get from Google’s paid-for marketing platform:

Precise Targeting

With Google’s numerous targeting options businesses are able to ensure that their ads are only shown to potential customers. The business owner can choose to filter their audiences based on age, geographical location keywords, and so on. Furthermore, they are able to decide the day of the week in which their ads will be shown to their target audience. One example that many companies employ is to display ads only from Monday to Friday, from 8 AM until 5 pm. This is usually because businesses are closed or slow on weekends. This helps to maximize advertising expenditure.

This is particularly beneficial to local companies. Research shows that half of the smartphone users who did local searches using their smartphones were able to visit a shop within the same day. This provides businesses that are local an advantage in getting the attention of customers because they are at the top of search results.

Target Specific Devices

Following an update in 2013, Google AdWords allows businesses to select the type of device the ads will appear on. On Google’s search platform, users can select between tablets, desktops and mobile devices. Businesses using the display network can drill down more and specifically target devices like iPhones and Windows. Bid adjustments can automatically bid higher or lower on the devices that are more likely to convert on your website. Tips: Examine the conversion and eCommerce statistics in Analytics.

Pay Only For Results

It is perhaps the most well-known benefit of advertising through Google AdWords. With AdWords businesses pay for clicks on their advertisements, not impressions. This is referred to as a pay-per-click (PPC) marketing model. In this way, companies reduce costs by only paying for each action of visiting their site.

Performance Tracking

Google AdWords lets companies analyze the performance of their advertisements. It allows you to track the number of people who visit your site and click on the ads. Adwords can also monitor the number of people who take the desired action after visiting your site.

In Google’s Economic Impact study that businesses earn an average of 2 dollars for every dollar spent on AdWords. In a situation like this when you’re using Google AdWords as part of your marketing plan online will surely bring positive outcomes. However, that’s not always the case for all industries. The best method to determine whether AdWords is profitable for your business is to try it.

If you’re unsure of how to set up the account you want and how to utilize AdWords efficiently this guide is designed aid you with that. Continue reading.

Preparing for PPC

Paid Per Click marketing can be an effective tool but only if it is utilized in a smart manner. Before you start the process of creating an AdWords account, it is important to have to determine your goals. Although “more sales” might sound like a good goal, however, online advertising will require you to specify your goals.

It is extremely likely that a person who visits your website for the very first time will buy. Sales on the internet are more dependent on establishing and maintaining the trust of your customers. Because of this, there are a variety of reasons for businesses to make use of AdWords. Like:

Generating sales
Registrations
Email sign-ups
Lead Generation
Brand awareness and recall can be improved. the value of your brand

While it’s fine to achieve more than one goal be aware that you’ll have to manage different campaigns in order to accomplish different goals (More on this in the future). Beyond identifying the goal it is also a crucial requirement to advertise on AdWords that is having an online landing page.

Landing Page

A landing page can be described as a URL or a page where a user “lands” when they click on the advertisement. It is an independent page that is separate from your main site, designed to focus on a specific goal. A landing page that is well designed is essential to the performance of any AdWords campaign. A well-designed as well-optimized landing page can aid in the conversion of visitors into leads or even buyers.

Keep these things in mind when designing your page’s landing area:

Specific landing pages: Design individual landing pages for offers that are unique to you. A landing page that is focused on multiple purposes could cause confusion for your visitors.
call to action Don’t overlook to highlight the desired call-to-action button on your page of landing.
Mobile-friendly: With the ever-increasing amount of mobile users using the internet, it’s important to make sure your website’s mobile-friendly.
Give what you promise: Your landing page should fulfill the promises you made in the ad. For example, if your advertisement mentions discounts, ensure that your landing page includes the discount.

At this point, you should already have an outline of your set goals and landing pages to achieve each of them. Now is the time to get an account with Google AdWords. Google AdWords Account.

Setting up Google AdWords Account

Go on the Google AdWords site and sign up using the details of your Google account. If you don’t have an existing Google account, you’ll need to sign up for one. Be assured that it shouldn’t take more than a few minutes.

After you’ve entered all the information required after which you’ll land on the next page where you can create your very first campaign. There you can pick your budget, the target group, determine your bids, and create the ad’s text.

Step 2: Set Your Budget

You can clearly see that creating an appropriate budget is the first task to be completed. Determining your daily budget will make sure you do not exceed your budget boundaries. The best method of calculating the daily cost is to be aware of the number of visitors to your landing page that it will turn into customers. If you’re only starting out it’s fine to start with typical numbers.

According to WordStream, according to WordStream WordStream, the average conversion rate across different industries is 2.35 percent. This means, on the basis, just 2.35% of visitors decide to take the desired decision following the click of an advertisement. When you consider the conversion rate average for your particular industry and your industry, you can determine what you’re willing to spend per customer. This is also known by the term Cost per Acquisition (CPA).

Once you’ve chosen the currency you want to use and your budget, click save and proceed into the following step.

Step 3: Select Your Target Audience

In this stage, you’ll need to indicate the area of your audience. This ensures that your advertisement is only shown to people who search for your bid keywords (more details on that later) and who are located in the location you have that you have specified.

With the advanced search option, you will be able to access “radius targeting”. Radius targeting lets you select a radius within your zip number. Based on the type of business you run, you might want to target whole countries or just cities in the event that you sell locally. You can even set different bid adjustments per radius targets. For instance, you might would like to bid more for the 10-mile range, and less within a 30-mile radius.

Step 4: Choose A Network

It is the next thing to do to select the the Google Search Network and Display Network. It is the Search Network puts your ads in the Google SERPs, in contrast, Display Network will display your ads on the internet. Display Network will display your advert on any website which displays ads.

For small and new businesses it is suggested to choose Search Network. Search Network as it shows your ads to people who are specifically looking for keywords that are relevant to your company. Display ads are great to promote marketing, and retargeting as well, but generally, they have a less CPC. However, they aren’t as search-oriented.

Step 5: Choose Your Keywords

Keywords are the phrases or terms that a user types into Google’s search bar when conducting the search. Google lets you select about 15 keywords that could cause your advertisement to show up at the top of the page. You don’t have to worry about it you can add additional keywords later.

It is advised to pick a few terms that are assured will bring results instead of picking 20 keywords that are to be relevant. But, do take note of the search volume of the keywords you select. While it could be tempting to pick a term with a popularity of 450,000 but doing this is not the best choice.

As we mentioned previously, AdWords works on a bidding system. Keywords that have a high volume of searches tend to be extremely costly to bid on. Making a choice of more keywords or keywords with a high search volume can be a costly affair.

Reduce your expenses by choosing only a handful of relevant keywords that have moderately high search volume.

Keywords Types and Determining the Right “Keyword Match”

There are four keyword match types that determine the way you would like your advertisement to be displayed.

Broad match will be the standard-setting in AdWords. According to Google the setting “allows your ad to show for searches on similar phrases and relevant variations, including synonyms, singular and plural forms, possible misspellings, stemming.”

Broad match enables allow you to reach the largest portion of your target market. But, because broad match also displays your ads with synonyms as well as some of your keywords the ad might be displayed in a number of search results that are not relevant to you.

For instance, you may be looking for “fine dining restaurants Manchester” with broad match, your advertisement could also appear as a result when you search for “pizza in Manchester”.

Broad match modifier allows you to have greater control. Simply by adding a “+” to an expression, you can secure it in place. Only if a search term is composed of the words or phrases following the ‘+’, your advertisement show up in the search results.

For example, if you make a bid for “+fine dining Manchester”, your results will not appear for terms such as “pizza in Manchester”.

phrase match gives even more control to business owners. If you select phrases that match yours, the advertisement will only be displayed in search results for terms that are the same as the keyword you select.

So, If you select “fine dining Manchester”, your ad won’t show the phrase “Manchester fine dining”. To specify a phrase match, simply place your keywords within quotation marks.

The exact match Like the title implies this feature will guarantee that your advertisement only is displayed when someone searches using an exact match search term to the keywords you’ve chosen.

If you’ve chosen exactly what you want and your keyword will be “fine dining Manchester”, your advertisement will not be displayed for search terms such as “best fine dining restaurants in Manchester”.

For a precise match, use brackets around the keywords you want to target. (Example for example: [fine dining Manchester[fine dining Manchester) Tips: Using an exact match is an efficient and secure method to increase the size of your campaigns as you are just beginning to get started.

Keywords with negative meaning: Negative keywords are they help ensure that your ads are not displayed to people who are not relevant. This function of AdWords is useful if you are selling a product or service that shares keywords with something else that isn’t connected to it.

Step 6: Set Your Bid

As previously mentioned, AdWords uses a bidding model. Bids are the quantity you’re willing to spend for each person who clicks your ad. In the event that you and your competition are bidding for the exact keywords, and you’re ready to make a higher payment for each click your ad will appear more than theirs.

As you will see, you are offered two choices. The first allows Google decide the bid amount to maximize the return on your budget. If you’d prefer to make your bid by hand we recommend doing some investigation using the Google Keyword Planner.

If you’re only beginning your journey, you may want to begin with automated bids until you are familiar with the AdWords platform. But, manually setting bids is usually more economical. However, sometimes this may require an ongoing, additional maintenance.

Step 7: Write Your Ad

Your ad’s writing is the most important aspect of the process. It is recommended that you think about it and craft it to be compelling. Your message must clearly convey your message in an approach that makes a person click through your ad and go to your site. Here are some tips to help you get off to a good start:

Copywriting Best Practices

Be concise: There’s not a large amount of text space. Keep your message concise and to the main point.
A headline can be essential: The headline of your advertisement is the first item a user sees. It should be clear at them, and makes them click the advertisement.
Create an explicit call to action: A clear call to action informs the user of what you would like them to accomplish.

Anatomy of an advertisement:

headlines: Google allows two headlines be used in an advertisement with each headline containing 30 characters. Use the space you have. It is also recommended to include at minimum one of your words in headlines.
Description Its description area is 80 characters. Make use of it to communicate your message effectively. If you can, include discounts or offers in this section so that users click on your advertisement. In addition, make sure to double-check for spelling and grammar errors.

Step 8: Create your Ad

When you’re done creating your ad After you have completed your ad, click”Save” once you have finished writing your ad “save” button and continue with the next section of the procedure. Within this area, Google is going to ask about your company and the details of your payment. The charges will be incurred when you’ve reached the end of your budget or 30 days later, whichever occurs first.

Running Multiple Ads

As mentioned previously it is recommended to have multiple ads in order to target different goals. This is easily accomplished by running several campaigns simultaneously. It is then possible to determine the ones that work most effectively for your company.

Each campaign will be comprised of multiple ads groups. Each ad group will comprise of the same keywords and landing pages will feature the same theme. For example, in the case of an electronic appliance store, one advertisement group might be devoted to televisions, while another to refrigerators.

However, both ads groups may be used together in the exact same campaign. The ad group in the same campaign will share the same budget as well as the device and location targeting settings. If you want to target different devices or locations it is necessary to make separate campaigns.

Campaign Evaluation

As we mentioned before one of the major advantages of using AdWords is its ability to track. By using these features, you’ll be able to determine whether your ad is working well.

To do this the first step is to select a source for conversion. For small-sized businesses, the two most commonly used conversion sources are:

Sites that use HTML0: When a customer clicks your ad or goes to your landing page and takes the action they want to perform.
phones: If a user on mobile calls your phone number you have listed in your advertisement or by clicking”call” on your site or the landing page.

The first thing you’ll need to accomplish is to create the Google Analytics objective on your site. You can follow these additional steps to set the Google AdWords to track conversions (WordPress, Woocommerce, and Easy Digital Downloads).

You can also monitor the phone conversions for your ads. A tip: If your business is heavily dependent in a phone call, then it’s advised to sign up with external call-reporting software like the CallRail. This is a simple integration into WordPress or Google AdWords.

Google’s Quality Score

Google also monitors the effectiveness of your advertisements using this information to determine the location where your advertisement will appear in the search results page. By using the following variables as a reference, Google assigns a Quality Score (QS) to every keyword you have:

Relevance of your landing page: The relevance of the keyword to the information displayed on your page of landing.
Expected click-through-ratio The likelihood of a person clicking your advertisement after searching for the term.
Relevance of your ad: The relevance of your ad’s relevance to the keywords.

You can check the quality score of those keywords, using to the “quality score” column under the tab for keywords of the AdWords account.

The quality score is not just what determines the position of your advertisement, but it can also influence the bidding process as well as what you will pay per click. In order to determine the placement of your ad Google will multiply the bid amount by the quality score. For example when you bid on a specific keyword when the quality score you are obtaining is 0.7 If you submit an offer of $1 your ad will be placed lower than your competition who’s quality score is 0.4 and the bid is $2.

A Quality Score of 7/10 is the most recommended score and is enough. A score of 7 or more is excellent but isn’t always achievable and might make it unwise to invest the time. Anything lower than 7 indicates that something isn’t right and needs to be addressed. – Tenscores

Summary

Google AdWords is an extremely effective tool for finding new customers for small-sized businesses. If it is not used correctly, the system could result in a significant loss of advertising and not yield an impressive return on investment.

In addition to the knowledge that you’ve gained from this blog, the secret to success is constantly checking your ads and adjusting the performance of your ads.