How to Use Google AdWords
Google AdWords is one of the biggest advertising platforms on the internet. Businesses big and small use it to boost their sales, and the service gives you access to some incredible analytics that can help you learn how to advertise more effectively in the future. With Google AdWords, however, there’s a lot to learn. Luckily, we’ve broken down everything you need to know about Google AdWords into easy-to-follow steps and tips that can help you learn how to use Google AdWords for your business or nonprofit organization in no time at all!
Keywords & Match Types
The Match Types you use in your ad group determine how much your ad will cost and which search queries will trigger it. There are four match types: Broad, Phrase, Exact, and Negative. For example, if you write cheap digital cameras in your keyword field but create a Broad Match type campaign, your ads might appear for searches like Canon EOS Rebel DSLR Camera or digital camera review 2012 because all of these phrases contain one or more of your keywords. On the other hand, if you create an Exact Match type campaign and enter only Canon EOS Digital Rebel, then only searches containing exactly that phrase (and no additional words) will trigger your ads.
Why Google AdWords?
Google is one of the most popular search engines in existence, with billions of searches conducted every day. As a result, Google AdWords is arguably one of – if not THE most – effective forms of advertising today. And as long as Google remains at or near the top of search engine rankings, you can expect Google AdWords campaigns to be an important marketing tool for years to come. These tips and tricks will give you a good basic idea on how to use Google’s advertising platform effectively.
Getting Started With Google Ads
Google AdWords is a fantastic marketing tool, but how do you get started? Follow these five steps. There are many platforms where you can advertise your business - from print ads in magazines to television commercials and radio spots. These platforms are effective when it comes to putting your business directly in front of potential customers, which is important for brick-and-mortar businesses looking for an influx of foot traffic and for ecommerce brands who want more sales. However, it’s hard to beat search engine marketing (SEM) when it comes to targeting specific audiences at a very low cost. One SEM platform that has received attention from small businesses across the globe is Google AdWords.
Campaign Structure
Let’s start with strategy. Before diving into keyword research, it’s important to understand how an AdWords campaign is structured. As with any marketing plan, a good structure will make your ad campaign more effective. The basic AdWords structure can be broken down into three main components: account, campaign and ad group. At its most basic level, your account represents all of your campaigns and ad groups for one client/project; for example, if you are working on ads for SEOmoz (and only SEOmoz), that would be one account. Within that account, there can be multiple campaigns (or projects) each with their own target URL and daily budget amount.
Managing Your Account
When you create an account, you'll need to choose a campaign goal and whether you want a standard CPC (cost per click) or CPM (cost per thousand impressions). Think carefully about your choices here. You can change them later, but it's often worth taking some time in your initial setup phase to think about what kind of ROI and conversions you'd like for your ads. You'll also need to set up billing information before launching your first ad. All campaigns are set up on a 30-day cycle, but it doesn't hurt to begin with a 90-day plan so that you have time to experiment without worrying about hitting your budget too quickly.
Writing Ads That Work!
It's All About Quality Score: In PPC, quality score is based on a number of factors such as historical click-through rates and keyword relevancy. It's generally thought that higher quality scores result in lower costs per click (CPC). What exactly affects quality score isn't well understood, which means it's hard to improve over time. The good news is there are a few small things you can do that might improve your results right away without affecting your keyword rankings. There's no guarantee they'll work for you, but they're easy enough to try. (For more on PPC ads and keywords, check out our SEO vs PPC page.)
Landing Pages and Conversions
The page a user lands on after clicking an ad is called a landing page. In general, it's best for that landing page to give potential customers exactly what they expect from your ads. For example, if you're advertising a pair of running shoes, your landing page should be about those running shoes and not about B2B software. That will increase your chance of converting visitors into paying customers.
Tracking & Optimizing
How do you know if your ad campaign is a success? Like any other marketing effort, it’s a good idea to track and measure your efforts—particularly given that advertising can be quite costly. On that note, even if you decide to take advantage of a free tool like Google Analytics, it’s important to always keep an eye on return on investment (ROI). You may find out quickly that a large portion of your traffic never converts into leads or sales, meaning that whatever you’re paying for ads isn't worth it. Make sure you know what metrics matter most for your business; in many cases, page views don't tell the whole story.
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