Before you dive in and try to setup a Google Adwords campaign, you will need to understand the basics and the amount of time you will need to invest into making your newly setup Google Adwords run efficiently. So, let’s get started
How to define your Google Adwords campaign
A Google Adwords campaign compliments the main goal for your Adwords objective. You might find that a series of campaigns (or ad groups) follow your list of services. To best define your campaign goal, sit down and think about what you hope to achieve. Is it foot traffic to your store? Are you trying to sell products? Maybe you want to book free estimates.
For example, a company that specialized in electrical work may breakdown campaigns between Commercial or Residential electrical work. The campaign should be built around the company’s end goal.
Once the campaigns are structured, it is time to break it down into ad groups.
What is an ad group?
Think of ad groups as subcategories or small segments of a campaign. The ad groups are separated into subcategories that fall under the main category. Using the example above, an electrical contractor might break down their residential campaign into lighting, wiring, and ceiling fans. We don’t recommend breaking down by target area as this can be achieved by using your campaign location settings. Essentially, breaking ad groups into “by area” will cause more work for your to build ads specific to the service area.
Understanding your ad groups will help you build stronger ad copy
How to select keywords
Selecting keywords is important to both Google Adwords and content marketing. The Google Keyword Planner will help you select popular keywords or ad group samples based on proximity and date. Each keyword has an independent cost that changes on a regular basis. This is why we provide daily maintenance on all of our accounts. If a keyword costs $5 today and $25 the next, a daily budget of $20 will likely not yield a click as the keyword cost exceeds your daily budget.
However, there are various types of keywords.
Broad Match: This will pull in related terms and synonyms in a search.
Example Keyword: women’s hats
Example Search: buy ladies hats
Phrase Match: Ads may show on searches that are a phrase, and close variations of that phrase.
Example Keyword: ” women’s hats”
Example Search: buy women’s hats
Exact Match: Ads may show on searches that are an exact term and close variations of that exact term.
Example Keyword: [women’s hats]
Example Search: women’s hats
As you develop a stronger understanding of how users are searching, begin adding negative keywords or (undesirable search terms) and include common terms are exact matches to lower cost per click.
Proper Google ads
Google Adwords now offers a variety of opportunity to drive keyword rich text into your ad. The Keyword Planner tool located on the Adwords platform is a great resource for generating a list of desired keywords that receive the most activity. Now, you just need to make the ad copy appealing, just like you would do with your website meta descriptions.
If you do not stay on top of developing trends, your ads can pay the price with poor rank and higher cost-per-click. We suggest the following:
- Use both expanded headline sections
- Point to a landing page specific to the ad group/campaign
- Include important details and use all characters available
However, you may notice other companies leveraging more real-estate on their ads. What does this mean? Using all available ad extensions will allow you to provide more opportunity and information to your end-user.
What are ad extensions and when to use them
Ad extensions are ways for you to add more useful content to your site without diluting your ad copy. This can be done through sitelinks, call extensions, review snippets, and much more. Let’s get started.
Use these when you want to provide users the opportunity to click from your ad to other pages aside from your main landing page. In order to make sure this is built properly, sitelinks should be placed specific to the ad group. For example, residential ads should include other residential services.
These are non-clickable words that you can use to build value and trust with the user. Use terms like “Trusted experts”, “Quality Customer Service”, and any terms that would boast your service.
Provide users the ability to find a phone number and click to call from the ad on mobile devices. I recommend mobile device preference.
Include reviews extensions from Google to add value as to why users should choose your company.
When users are searching from mobile phones (and sometimes desktops), location extensions are great for showing proximity or making it easy for users to grab your location and go.
If you need to showcase your prices, you can add services with pricing to promote on your ad.
Selling you products through retailers or chains? Use affiliate extensions to show where users can grab your product nearby.
To learn more about Google Adwords Ad extensions click here. https://support.google.com/adwords/answer/7175034
Now, that we have the ads built and ready to go, where are you pointing them?
Building landing pages
When a user searches Google for a specific product, they expect to land on a page specific to that search. Landing pages are a great way to create the funnel for a potential customer. Tweaking the layout and language to be geared toward specific keywords in your ad groups will help keep users happy and decrease the potential cost per click.
We are suggesting building a landing page template that includes keyword-specific content and a conversion form and phone for Google Adwords tracking.
The forms that exist on your standard web pages differ from conversion forms on landing pages as they are dedicated to your Google Adwords efforts. At the end of each month, you will be able to determine the success of your campaign and on-site conversions.
You can also use Google Callout Tracking. This will only live on the landing pages and allow you to track actual calls from Google Adwords. This is a forwarding number. We suggesting using all available methods of tracking in order to validate future advertising initiatives and increases in budget spend.
How to determine your Google Adwords budget
Ultimately it comes down to how much money you are willing to allocate to monthly marketing. Most of our clients start with an initial $1,000 investment and increase as they see success. Putting forth too little of funds can limit your ability to be seen. It comes down to simple math and planning.
Calculating the potential of a Google Adwords budget
- Determine your monthly budget for Google Adwords
- Divide by 31 (most number of days in a month)This will give you a daily budget
- Determine the average cost per keyword using the keyword planner
- Divide the daily budget by the average cost per keyword. This will give you an idea of how many clicks you can yield per day.
Though this is not an exact determination of the potential success of a campaign, it will help you understand what it means when you are limited by budget.