1. Google ads and their basics
Google Ads is the umbrella term for Google’s advertising services, available on Google.com and Google’s other domains, partner sites, and apps. These services are intended to help businesses and marketers interact with billions of individuals searching for answers on Google, YouTube, Google Maps, reading content throughout the web, and more.
The new Google Advertisements brand and solution will assist businesses of all sizes to select the best solutions for their needs, making it even easier to deliver valuable, trustworthy ads and provide the best experiences for current and potential customers.
PPC and networking
PPC (pay-per-click) advertising is the type of advertising in which the advertiser pays for every click of the ad. Though PPC is not exclusive to Google Ads, it is the most frequently used paid advertisement. Before you begin to create your first Google Ads campaign, it’s important to understand PPC basics.
Types of ads
1. Search ads
Search ads are those that appear on the Google result pages. A search for “pocket squares,” for example, yields sponsored results.
2. Display ads
The Google Display Network is a cluster of websites from different industries. It has a wide range of audiences that have agreed to display Google Ads. The website owner benefits from this as they are paid per click or impression on the adverts. Advertisers profit from getting their content in front of consumers who are similar to their personas.
3. Video ads
Video commercials appear before, after, and even in the middle of YouTube videos. Remember that YouTube is also a search engine. With the right keywords, you may put yourself in front of a video, disturbing users’ behavior just enough to get their attention.
4. App ads
Google App Campaigns advertise your mobile application on other sites. You can use advertising to persuade your audience to download your application, or if they already have it, you can entice them to do a certain activity within it. You don’t design an App ad campaign with other ad formats. Instead, provide Google with the information about your app and its target demographic, and put in a bid. Google will get your app in front of the correct people.
5. Shopping ads
Google Shopping Ad Campaigns are another type of Google Ad. Like these other sorts of ads, shopping campaigns appear on search engine results pages, including extensive information about the product such as price and image. You can build a Shopping campaign using Google Merchant Center, which allows you to enter precise product information that Google uses to construct your shopping advertising.
The mechanism behind Google ads
Your ad has shown potential leads or customers interested in your product or service through Google Ads. Advertisers bid on search phrases or keywords. Depending on the ad campaign chosen, the winning bids appear at the top of search results pages, on YouTube videos, or relevant websites.
Below are some techniques to optimize your account:
The Query Report for Search
Search query reports are used to determine which search phrases are causing your adverts to appear. It can be beneficial in several ways:
- You can ensure that only relevant traffic comes in by using negative keywords.
- To find new keywords to include in your account.
Download search queries into an Excel file to evaluate them. Then sort or filter by cost, conversions, and impressions to find the search queries that bring in traffic, convert, and raise brand awareness.
Bids and Budgets
Weekly adjustments are made to bids and budgets. Campaign budgets are used to assign overall monthly budgets, whereas bids are utilized to spend your budget more efficiently at the keyword level. However, many marketers are now using Google’s automated bid strategies, which need little to no-bid modifications at the keyword level.
Google Ads provides audience insights to help brands determine the best use of ad budget.
Advertisers can review how all of the different audience list types are performing within the Audiences tab across all campaigns and ad groups. Consider using bid adjustments to bid higher on that campaign for audiences with great conversion rates. Consider adding negative bid adjustments for audiences with high costs and low conversion rates.
Apart from audience lists, factors like location, device, time of day (ad schedule), age, gender, parental status, and household income likely define your target audience’s characteristics.
2. Focal points in Google Ads
Several factors influence your ability to create a successful and high-performing Google Ad. Keywords in ad copy to mimic the searcher’s question is a standard best practice in ad copywriting. We’re informing them they’re in the right spot by repeating phrases similar to what they were looking at earlier.
The use of search terms in headlines and text at the top of a landing page shows the visitor that they’ve arrived at the proper spot.
Cater to the user’s query
A person’s query has a degree of specificity every time they search. It would help if you mirrored their uniqueness as closely as possible. In other words, if they’re not being detailed, you can keep your ad wording wide and cover the basics. You should try to match their question if they are more detailed. The initial headline is the only thing that’s changed, but it creates a more cohesive theme with the question and lets them know they’re in the correct place.
The landing page follows the same approach, which may be even more significant than the copy itself. Giving your prospects what they need is one of the secrets to conversion rate optimization.
Mandatory call to action
It would help if you mentioned the action in your ad copy regardless of the activity you want your viewers to take. It would help if you made an effort to clarify what you want them to accomplish to your audience. You may best refine your advertisement’s audience by letting them know what you want them to do. By doing so, you’ll typically deter individuals from clicking on your link, especially those who have no interest in doing the action you want them to take. It will save you a significant amount of money in the long term.
The landing page of your advertisement must direct the ‘clicker’ to the exact location where they need to be to execute the action you desire.
Use relevant ad extensions and features.
Ad extensions are what they sound like: they’re additional areas of text that can be used to enlarge the size of an ad. There are many several kinds of ad extensions at our disposal.
Sitelinks are added text and links that can appear with ad copy. Ideally, it would help to leverage them to add supporting information to the primary ad copy in the ad group. These are essentially functioning as in-site navigation but directly in the SERPs.
Callout extensions are simpler than Sitelinks. They are a line of text, no longer than 25 characters.
Lastly, Structured Snippet lets you create a list within a given ad extension. Choose the Header you want to start the list with, then add values below with 25 characters each.
A variety of additional ad extensions can be applied to any campaign. It’s always better to have as many ad extension types as possible so that any of them may be called up at any time. There is, however, one limitation to this. Remember why you’re running the ad in the first place. One ad extension may be throttled while another will be shown more frequently, lowering performance. When creating ad extensions, keep this in mind.
3. Connecting with the audience
Determine prospective/remarketing audience
Google uses search history to determine whether users are looking for specific items or services or planning a major life event. Display, Search, and Video ads can all benefit from in-market audiences. Only Display campaigns can employ life event targeting.
Advertisers can create custom audiences by combining keywords, URLs, and apps to characterize their target demographic. Google then interprets the selected data points to create a new bespoke audience.
Businesses can use remarketing to keep in touch with visitors who have already visited their websites. It indicates that the person has not only been more familiar with the brand but has also begun the process of determining whether or not your product or service meets their needs. Remarketing campaigns tend to produce cheaper cost-per-clicks and higher conversion rates due to the specificity of the targeting.
Usage of triggers
One of the most effective strategies to elicit a response is to include emotional triggers in your ad language. When it comes to leveraging emotional triggers to elicit a response from your advertisements, you must remain unfazed. The great majority of clicks will always come from emotional responses. Hence, it would help your venture if you successfully learned how to use them in your advertisement copy.
Maintain quality score (QS)
Your Quality Score depends on your click-through rate (CTR), keyword relevancy, landing page quality, and prior SERP performance. QS influences AdRank.
The CTR of your ad is the number of clicks divided by the number of views. If the CTR is high, it implies a high-quality ad targeting relevant keywords and fitting the search intent.
Clever and clear phrasing
There’s indeed a tight line to walk when it comes to making sure your ad language is clear while also witty and interesting. Making sure your visitors understand what your product/service is, is one of the mantras repeated repeatedly in advertising circles.
As a result, the language in your advertisement should not be dull, formal, or overly descriptive. It’s critical not to let opportunities pass you. Set your company and its services apart from the competition. Otherwise, your products will blend in with the mass of what your competitors have to offer. Adding a bit of flair to your ad copy is one method to achieve this distinctiveness.
4. Strategies and key terms
Metrics and features
You should be aware of the following search metrics:
- Clicks: When a user clicks on your ad, regardless of whether or not they visit your website.
- Impressions: The number of times your ad appears on the search results page.
- Conversions occur when someone makes an action that you specify as a conversion. Goal
- Value of Conversion: A fixed value connected with the conversions you’ve chosen (usually used by eCommerce companies tracking revenue associated with a sale)
When dealing with accounts with thousands of moving elements, efficiency is critical. As you grow more familiar with the inner workings of your PPC account, you may notice processes or optimizations that could be automated just as effectively.
If you regularly perform the same account optimizations, it might be time to write a rule to automate the process. The benefit of employing automatic rules in your Google Ads account is delegating the daily, weekly, or monthly chores you perform to the interface. This move saves you time while still producing the same result.
It’s really simple to set up automated reporting. Choose a Predefined Report or create a customized report in Google Ads’ Reports area. Use the Schedule option to create repeating reports once the report is finished.
After setting up your ad campaigns and having your tracking in place, it’s time to begin bidding.
You have two choices at bidding on your keywords — automated and manual. Their working is as follows:
Automated Bidding puts Google in charge and allows the platform to adjust your bid depending on your competitors. You can set an upper end for the budget, and Google will work within the given range to provide you with the best chance at winning the bid within those constraints.
Manual Bidding allows you to set bid levels for your ad groups and keywords, allowing you to save money on advertisements that aren’t performing well.
Setting a CPA
If paying money to convert prospects into leads makes you uncomfortable, you can instead set a CPA and only pay when a user becomes a customer. While this bidding technique may be more expensive, you can rest assured that you will only be charged once you have acquired a paying customer. This method makes tracking and justifying your ad spend a breeze.
Identifying and testing variables
To avoid losing track of your tests, make sure you don’t change too many variables between them.
Now is the time to put the three ads you created earlier into action. Remember that the initial test advertisement should explain why a customer should choose your product/service over a competitor’s. The second test advertisement should address your target audience’s pain points and explain why your product is the solution that they need. The third test advert must be a wild card where you can experiment with various ideas and check if they prove effective.
5. Conversion settings and attribution models
It’s critical to have proper tracking inside Google Ads to report correctly. If you go to Measurement -> Conversions -> +Conversion, you’ll get a code and be able to start tagging your website to ensure accurate conversion tracking and reporting. Here are a few of the definitions to know;
The conversion value might be an arbitrary number counted each time a conversion takes place, or it can be a number linked to the price of the things purchased.
It’s critical to double-check that the count on each conversion value is correct. The Count parameter would be set to “Every” conversion for ECommerce brands who wish to value each sale.
3. Conversion window
The conversion window is commonly set to 30 days, but 60- or 90-day windows are not unusual for products or services with a lengthier decision-making process.
Choosing an attribution model is one of the most important aspects of reporting and tracking success. Google’s attribution models decide how much credit each campaign gets for conversions. The advantage of a more convoluted model, in which numerous efforts are given credit for a conversion, is that marketers can determine which campaigns are responsible for the conversion and budget appropriately.
6. Create your own Google Ad!
Link analytics account to Google Ads
Google Analytics is almost certainly installed on your website, allowing you to track traffic, conversions, goals, and other unique information. You must also link your Google Ads account to your Analytics account. Because you can examine these occurrences in one location after linking these accounts, tracking, analyzing, and reporting between channels and campaigns will be much easier.
UTM codes to track
Google uses Urchin Tracking Module (UTM) codes to track any activity related to a certain link. It’s the section of a URL that comes after a question mark (“?”) that you’ve probably seen before. UTM codes will inform you about which offer or ad resulted in a conversion, allowing you to track which portions of your campaign are the most effective aspects of your marketing campaign. Because you know what’s working, UTM codes make it easy to optimize your Google Ads.
The trick is to include your UTM codes at the campaign level when you set up your Google Ads, rather than manually for each ad URL. Otherwise, you can use Google’s UTM builder to add them manually.
Conversion tracking shows how many customers or leads your ad campaigns have generated. It’s not required to set up, but if you don’t, you’ll be guessing at your ad’s return on investment. You can use conversion tracking to track sales (or other activity) on your website, app installs, or phone calls generated by your adverts.
Combine Google ads and CRM
You already keep track of contact information and lead flows in your CRM. Integrating Google Ads with your CRM allows you to track which ad campaigns are performing well for your target demographic, allowing you to continue marketing to them with relevant offers.
Your ad wording and headline aren’t the only factors that will determine the success of your paid campaign. Getting visitors to click is only the beginning. They should be routed to a conversion-optimized landing page and a Thank You page that provides the users with instructions on what to do next.
Check out these extra resources and use them as guidelines when you set up your Google Ads campaign if you want to generate quality leads and clients.
Landing Page Best Practices will show you how to create a conversion-optimized landing page, so you don’t squander your valuable clicks.
Google Ads Copywriting will show you how to craft a compelling ad copy with the help of artificial intelligence.
Optimized “Thank You” Pages explains what to do with your new lead after they’ve converted, how to keep them on your site, and how to keep them interested.
Mobile Advice Google Advertisements teaches you how to optimize both desktop and mobile ads, as well as the fundamental distinctions between them.
Optimizing Google Ads Costs will show how HubSpot makes the most of their Google Ads expenditure to maximize their return on investment.
Quality Google Ads Examples That Convert provides examples of successful Google advertising campaigns.
Google Ads should be an ingredient in your sponsored campaign because of its reach and authority. Please start with the suggestions we’ve listed, and remember to improvise on the go.
Google Ad campaigns are set to work to your whims if given more attention. Thanks to the tips mentioned earlier; you now have everything you need to construct a successful Google Ad campaign that generates clicks and converts leads.