The penetration of the Internet in all aspects of life and the daily use of mobile devices is generating permanent changes in the way of advertising. Buying decision making begins with the search for information, and for a brand or its products to be first in Google you need to have two things: a well-structured website and an effective Adwords campaign.
Google Ads is a advertising tool to serve ads on your search engine. When a person residing, for example, in Flores, Buenos Aires, Argentina, is interested in buying a bicycle and searches for “bicycles in flowers”, the results first show ads that have keywords matching the search terms.
More than 80% of users click on the first 3 links, so being there can exponentially multiply the sales of any company. This is one of the most competitive fields in digital marketing, so below we detail the 7 keys to making an effective Google Ads campaign.
1. Specify your goal in Google Ads
The main mistake when you start working with advertising in AdWords is running without planning. Jumping into the ring without first analyzing what we want to do and how we are going to achieve it could mean an irreparable loss of money.
So, the first step before starting an Adwords campaign is to define the objective very well, exactly what you want to achieve, how we will do it and how the results will be measured. Some goals to achieve through search engine marketing could be to increase the sales of a product line, generate brand awareness by increasing traffic to the website, achieve subscriptions to a newsletter, promote the download of a mobile application or increase the number of inquiries around a certain service. The possibilities are almost endless.
2. Meet the audience
If you already know what you want to achieve, you must be very clear about what characteristics your target audience has. And this implies building a more or less defined idea of their tastes, consumption habits or even geographical location and even the times when it is most important to connect with them.
3. Optimize your website
To achieve a successful Adwords campaign, it is essential that your website is well organized, that the relevant information is easy to find, graphically pleasing and with an adaptable or “responsive” web design, which is equally usable on personal computers, tablets or devices mobiles.
With these characteristics we are not talking about expensive or cheap websites, but rather that they are made with the use of the appropriate techniques to achieve the objectives of the brand.
4. Define the structure
At this stage the “skeleton” of the campaign is built and it is the essence when it comes to advertising in Adwords. If you achieve an orderly, coherent and relevant structure, you increase the possibility of success. To do this you will have to work at different levels.
A user can have multiple accounts, such as an advertising agency that manages multiple clients. Each account is associated with billing information that, once created, cannot be modified. That is why it is very important to pay attention when registering them. However, it will always be possible to create new accounts.
The campaign is a collection of Ad Groups that share a common goal, budget, and geographic targeting. A brand can develop multiple campaigns, for example, for each product line or for each marketing objective.
At the campaign level, you define the language, the geographic segmentation, the daily budget and the hours in which you want to publish, if you are going to pay per click or per conversion, among others. In this part, the key is to know well who we are addressing to guide the budget in the best possible way.
b. Ad Groups
Within the Campaigns, Ad Groups are created related to each other (such as types of products or services) and associated with keywords or common Keywords. Therefore, in each ad group you can define the maximum amount that we are willing to pay for each click on those keywords.
For the Adwords campaign to be effective, the ad group should be associated with the structure of the website, which in turn, should more or less reflect the classification of products or services to be promoted.
It is the text that will be activated when the user uses a search term related to our product or service.
We recommend creating at least 3 different ads for each Ad Group, to test which one works best and optimize based on their performance. The title, offer, product features, or call to action can vary from ad to ad.
The Keywords are the words programmed to trigger your ad when the user performs a search. If a person searches for “ice cream parlours in Belgrano”, the ads with those keywords will “compete” to appear in the top positions.
Each Ad Group should have at least 5 Keywords and a maximum of 20. It is not an absolute law, but too many keywords mean that the Ad Group is too broad and could be targeted. The intention is that the user who clicks on our ad, finds exactly what they are looking for and not something different. Or put another way, that the ads that are printed are directly related to the user’s need.
5. Create attractive ads
If you want your adwords advertising to be successful, you must ensure that the ads are attractive, generate interest, activate a desire and call to action.
This is achieved by thinking about the problem or need that the potential client presents, associating it with a solution that we offer, highlighting the advantages of that solution and, finally, inviting the user to buy, fill out a registration or make a call (depending on of the proposed objective).
No lying, abusing or breaking the law to get attention. In fact, keep in mind that Google rejects ads that violate its Policies.
6. Connect Adwords with your website
Many beginners do not take into account codes generated by Google Adwords that, when inserted on the website, allow us to measure when a conversion is made or to track the users who visit us.
It is essential that before activating a campaign we generate these codes and insert them on the website to which the traffic will be directed. There are several types of tracking, but the most important and essential ones are conversions and remarketing.
7. Evaluate and optimize your Adwords campaign
After properly building an Adwords campaign, its growth will depend on how disciplined we are in its evaluation and optimization. Control how your budget is being spent, the efficiency of keywords and ad groups, the relationship between impressions and clicks, the conversion rate and the cost of each.
As metrics are generated, you will be able to know which ads work better and replicate them, which ones do not work and should be paused, or which search terms are generating clicks that do not convert, and then add them as negative keywords. The permanent optimization of a campaign will guarantee the return on the investment, that is, that every dollar invested in digital marketing translates into profits for the company. If you have any queries please let us know in the comment section.