Google AdWords can be such an important part of a successful marketing strategy. When it comes to boosting a business, online advertising is one of the easiest ways to do it.
Even though it is widely adopted as part of a well-built lead generation campaign, you might be surprised by how many people know very little about Google AdWords and how it really works.
If this is the case for you, this simple guide will help you understand the basics and possibly get your company some much needed traffic and lead results.
Should You Choose Google AdWords For Your Business?
Before you start trying to figure out how Google AdWords actually works, take a minute to think about whether it will be the best option for your business.
For example, if you own an online store and you wish to offer your services to a bigger group of people, then Google AdWords will definitely help you achieve those goals.
In order to be successful with AdWords, you’ll want to take caution to keep it profitable for your business, and not setting you back financially.
Keep in mind that you might not be able to see results from the first few days.
Statistics have shown that most of the people who are losing money on Google AdWords are those who give up quickly, without allowing the campaign to pick up momentum and show its full potential.
How Does Google AdWords Work?
To put it in the simplest way possible, Google AdWords is a service that allows you to place your website at the top of the search results page, based on what a person is searching for.
Even if you do not own a big business, you can still find your website at the top of the search results. Google AdWords is a real-time auction.
In order to get more publicity, you will definitely need to bid money for clicks. But that’s not all…you will also need to offer high quality services to your potential customers.
This way, even businesses with lower bids can get their websites promoted.
Google AdWords is set up to charge you for each click that people make on your ads, and is sometimes referred to a CPC (Cost-per-click) model.
It also shows you your count impressions, which shows how often your ad is shown on a Google search engine results page (SERP) or any other SERP within Google’s Network.
Know Your Target Audience
Google AdWords offers a range of options for targeting specific audiences. The simplest option is people who have searched for, bought products, or used services similar to yours.
You can also opt to target your ads based on device being used for the search itself. This can help you target audiences that use very specific devices.
If for example you are promoting a new app for your website, you can choose to make it appear only on mobile devices that can support it.
Last but not least, you can target based on language or location of the customer searching. This is an option that can prove to be quite useful.
If you own a smaller business and cannot yet dive into services like international shipping, or operate a brick and mortar storefront serving only local customers, you can limit your spend and reach to only the areas you wish to target.
Choose the Right Keywords
Keywords are one of the most important things to get right when you start to build out a PPC campaign on Google AdWords.
Most advertisers take advantage of the free Google Keyword Planner, which offers a range of filtering options for you to find the best available keywords for your own needs.
Keywords are very important. Users will search for keyword and you can bid to show up atop the SERPs when it loads for them.
Keywords can be either a single word or a phrase, and you can target more broadly or very tightly.
Take a moment to read about Keyword Match Types for Google AdWords before starting your own keyword research – it’s an important and often overlooked topic in this area.
When you are just starting out with Google AdWords, you can easily outspend your budget by overdoing it with keywords. How is this possible?
One way is to choose too many keywords that have very high search volumes. Another is to target all broad match (a rookie mistake that nearly everyone makes the first time they try to DIY Google AdWords).
Ideally, you will start out a smaller number of keywords that are relevant to your business. Also start out by targeting more tightly.
This way, you will be able to get to know what keywords work best and you can expand from there.
Of course, you’d be well served to have a PPC Agency help you set up and run the campaign at first if you are unsure of how to make this work.
All About PPC Ads
PPC, aka Pay per Click, is different from typical “old school” advertising models. With other types of ads, you pay based on how many people saw your ad.
However with PPC, you only pay when someone clicks on the link to your website.
With PPC, you can tightly target people that are actually interested in viewing your product. It is much more likely that these people will buy your products or use your services.
Why? Because they were already looking for it before your ad came up!
When it comes to PPC ads, there is another term you need to know: Extended Text Ads. These can be broken down to three parts:
- The Headline, which needs to be limited to two 30-character fields
- The Description, which consists of a one 80 character field that explains how your services can help the person interested
- The Destination URL, which is where the users will end up to after clicking on your link
In order to use these elements to your benefit, make sure the Headline and the Description are to the point and engaging.
And include the keyword in both areas, because they’ll be bolded when the ad shows up. This will increase click through rate on the ad itself.
When it comes to the Destination URL, try testing a few different versions of your website.
This way, you can determine whether or not the landing page is easy to navigate and interesting.
Increase the Quality of Your Website
If you want to succeed with any type of search marketing, your website must be of the highest quality. Many business owners see a direct correlation between the user experience on the website and the results of their PPC campaign efforts.
Making your website mobile-friendly should be one of your top priorities, because Google has moved to a Mobile First Index in the past year.
As mentioned previously, start by ensuring your landing page is accessible by all devices.
A well-presented website says a lot about your business subconsciously.
If you want to make sure that your website is of best quality and without any grammar or spelling mistakes, consider using a content service.
There are plenty of services online offering copywriting and editing services. These vendors can really help you with the tedious tasks of wordsmithing and proofreading.
Patience is Key
Google AdWords can be a little tricky when you first get started.
Like everything else, it will take you some time to get used to it and learn the different ways you can make PPCs work for your company.
Keep in mind that the simpler you keep things, the easier it will be for you to learn and keep improving.
Start slowly and build your way up.
Google AdWords is bound to help you reach your company’s goals.
Feature Image Credit: CC 0; Public Domain. View original feature image on Wikimedia Commons.
Disclaimer: The views and opinions stated in this post are that of the author, and Return On Now may or may not agree with any or all of the commentary.
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