Google AdWords now Google Ads after a recent rebrand is used by businesses all over the world, and there is a good reason for that. It is an easily accessible, self-service platform for online advertising that can be used with any size of marketing budget.
Billions of searches take place in Google every day and with Google Ads your business can appear for those search results to help customers find your website.
AdWords works on a cost per click (CPC) model using an auction, whereby you pay for each click on an ad that lands on your website. You can control the CPC with the maximum bid you set for your keywords and your ads can appear online instantly.
Top 10 hints and tips for getting started:
Set your objective; knowing what you want to achieve helps set the goal of the campaign; sales, leads or purely website traffic. This also dictates the best networks to advertise on e.g. Google Search, Google Shopping or the Google Display Network.
Set your budget, although there is no minimum be realistic by getting an expert to do some forecasts on the keywords you can target and the expected traffic volume and costs.
Ensure you implement conversion tracking which is a Google tag that goes on your website for tracking sales and enquiries. Without this you will never be able to measure the ROI of your online campaigns.
Structure your campaigns well; think of your website structure and create campaigns according to product lines and services you offer. Then theme ad groups based on collective themed keywords pertaining to each campaign.
Write strong ad copy that will stand out amongst competitors and be sure to use keywords you are targeting in the ad, clearly highlight the product and USP’s along with a clear call to action.
Landing page, this can often be left behind but having a good PPC landing page is key. Optimise your page with content that matches the keywords you are bidding on and make sue it is rrelevant and most of all user friendly!
Use ad extensions, these will help you increase the health score in your Google AdWords account by improving CTR% it also gives your ad more inventory on the search results page.
Optimise campaigns on a regular basis; negative keywords, bid management, bid adjustments, keyword expansion and ad copy testing are just some of the optimisations that can be made to improve campaign performance.
Set up Remarketing audience lists so that you can use these later on to remarket to customers who hit your site.
Think mobile! for most advertisers now 60% or more of their traffic comes from mobile devices vs. desktop and tablets so it is important to have a mobile optimised website and bid for positions 1-2 on mobile devices.
If you have an accountant, they should be your first stop for business advice. If you don’t have an accountant or they can’t help, BuBul has a wide range of experts available. For more advice on Google Ads, contact our expert* Richard on LinkedIn.
*We’ve picked experts we know and trust who are good at what they do. All of them will give you at least an extra 30 minutes free advice if you contact them and would then charge their normal prices. They don’t pay to be on BuBul and don’t give us any money from anything they earn as an expert.
Richard Michie Digital Marketing Expert Richard is our digital and SEO expert. With over 20 years experience, he has worked with some of the best known, international blue chip companies (but prefers working with SMEs!).