Running an online business is no joke, especially when you have to compete with giants like Amazon that have an endless marketing budget fuelling their advertising. The race to reach the first page of Google search results is highly competitive. Trying to reach the first page, even with excellent SEO may easily take months or even a year.
Using Google AdWords is a common and effective marketing strategy among businesses looking to get their first online customers. Today we’ll dive into some of the basics on how to use Google AdWords for your business.
- Advantages of Using Google AdWords
- Preparing for PPC
- Setting up Google AdWords Account
- Running Multiple Ads
- Campaign Evaluation
- Google’s Quality Score
Advantages of Using Google AdWords
Google AdWords is a powerful tool when it comes to advertising a business online. What makes it so great? Below are few of the advantages that businesses enjoy on Google’s paid marketing platform:
With Google’s many targeting options, business owners are able to ensure their ad is only displayed to potential customers. Business owners can filter their audience on the basis of geographical location, age, keywords and more. Additionally, they can also choose the time of day when their ads will be displayed to their targeted audience. A common example that a lot of businesses use is running ads only from Monday – Friday from 8 AM to 5 PM. This is due typically due to the fact that businesses are closed or are slower on the weekends. This can help maximize ad spend.
This is especially advantageous for local businesses. Studies show, 50% of mobile users that conducted a local search on their smartphone ended up visiting a store within a day, which gives local businesses an upper hand on catching the crowd’s attention by being on the top of SERPs.
Target Specific Devices
After a 2013 update, Google AdWords allows businesses choose the kind of devices their ads will be displayed on. For the search network, you can choose between desktops, tablets, and mobile devices. On the display network businesses can even drill down even further and target specific devices like iPhones or Windows. Bid adjustments allow automatically bidding higher or lower on devices that are more likely to convert on your site. Tip: Looking at conversion and ecommerce data in Analytics.
Pay Only For Results
This is arguably the most popular advantage of advertising on Google AdWords. With AdWords, businesses only pay for the clicks on their ads, instead of impressions. This is called a pay-per-click (PPC) advertising model. This way, businesses save money by only paying when a user has taken action to view their website.
Google AdWords allows businesses to track the performance of their ads. This means you can track the number of users that view and click your ad. Adwords also allows you to track the number of users that take the desired action after viewing your website.
According to Google’s Economic Impact report, businesses make an average of $2 for every dollar spend on AdWords. At a time like this, using Google AdWords as part of your online marketing strategy is bound to bring about positive results. However, that isn’t always true of every industry. The best way to discover if AdWords will be profitable for your business it to give it a try.
If you’re confused about how to go about setting up your account and how to use AdWords profitably, this guide is going to help you do just that. Read on.
Preparing for PPC
Pay Per Click advertising is a powerful tool, but only when it is used smartly. Before you can jump into the process of making your AdWords account, you must figure out your objectives. While “more sales” might sound like a great objective, online advertising will require you to be more specific.
It is highly unlikely that someone visiting your website for the first time will make a purchase. Online sales are more dependent on making and nurturing a relationship of trust with your consumer. For this reason, there can be a number of objectives for a business to use AdWords. Such as:
- Generating sales
- Email sign-ups
- Lead Generation
- Enhancing brand awareness and recall value
While it is perfectly fine to have more than one objective, keep in mind that you will have to run different campaigns to achieve different objectives (More on this later). Apart from identifying your objective, there is another very important prerequisite for advertising on AdWords, having a landing page.
A landing page is a URL or a webpage on which, a user “lands” when they click on your advertisement. A landing page is a standalone page, distinct from your main website, designed to focus on a specific objective. A great landing page is crucial to the success of your AdWords campaign. A well designed and optimized landing page will help convert visitors into leads, or even customers.
Keep the following things in mind while designing your landing page:
- Focused landing pages: Design individual landing pages for individual offers. A landing page that focuses on multiple objectives might end up confusing your visitors.
- Call to action: Do not forget to include and properly highlight the desired call to action button on your landing page.
- Mobile friendly: With the ever-increasing number of mobile users on the internet, it is crucial to ensure your landing page is mobile friendly.
- Deliver what you promise: Your landing page should deliver any promises made in your ad. For instance, if your ad talks about a discount, make sure the landing page features the said discount.
Check out more information on how to design high-converting landing pages.
By now, you must have a list of set objectives, and dedicated landing pages that serve to accomplish each one of them. It is now time to set up your Google AdWords account.
Setting up Google AdWords Account
Step 1: Sign Up
Simply go to the Google AdWords website and sign up with your Google account. If you do not have a Google account, you will have to create one. Worry not, it shouldn’t take more than a couple of minutes.
Once you have entered the necessary details, you will land on the following page to create your first campaign. Here you can choose your budget, target audience, set your bids, and write your ad copy.
Step 2: Set Your Budget
As you can see, defining a budget is the foremost task on the list. Defining the daily budget will ensure you never cross your expenditure limits. The best way to figure your daily budget is to first understand the number of visitors that your landing page can convert into customers. If you’re just starting out, it’s OK to work with averages.
According to WordStream, the average rate of conversion across industries is 2.35%. This means, on an average, only 2.35% of users take the desired action after clicking on an advertisement. Taking in account the average conversion rate for your industry, you can figure out how much you are willing to spend for each visitor. This is also referred to as cost per acquisition (CPA).
After you have chosen your desired currency and budget, click on save and move on to the next step.
Step 3: Select Your Target Audience
In this step, you get to specify the geographical location of your target audience. This feature ensures your ad is shown only to users that conduct a search using the keywords you’re bidding for (more on this later) and are present in the geographical location specified by you.
By using the advanced search option, you gain access to “radius targeting”. Radius targeting allows you to target a certain radius from your zip code. Depending upon the nature of your business, you might want to target entire countries, or only cities if you sell something locally. You can even set different bid adjustments per radius targets. For example, perhaps you want to bid higher within a 10-mile radius, but lower within a 30-mile radius.
Step 4: Choose A Network
The next step is to choose between Google’s Search Network and Display Network. The Search Network puts your ads on the Google SERPs, while the Display Network will display your ad on any website that shows ads.
For beginners and small businesses, it is recommended to go with the Search Network as it shows your ads to users that are specifically searching for keywords relevant to your business. Display ads can be great for branding, retargeting, and generally have a lot lower CPC. But they are also not as query-oriented.
Step 5: Choose Your Keywords
Keywords are the search terms or phrases a user enters into Google’s search box when they are conducting a search. Google lets you choose about 15-20 keywords that may trigger your ad to appear on the SERP. Don’t worry, you can always add more keywords later on.