Google Ads (formerly AdWords) has grown to become big business in the world of digital advertising.
Owning 71% of the market share as well as being seen by 95% of all internet users means that any company with serious plans to advertise digitally should consider Google Ads.
However, just because it is so popular and so many businesses have seen massive success because of it doesn’t mean you’ll be successful, too. Here are some of the key elements you need to understand to put together a strong Google Ads campaign.
As a start, let’s talk about choosing the right keywords for your campaigns. Depending on the type of ad campaign that you select, you need to bid on certain search terms, or keywords, to start your campaign. If you win a bid, your ad will either be placed at the top of search results for that keyword, on relevant YouTube videos for that keyword, or on certain websites.
As you can imagine, some of the most popular keywords out there can be extremely expensive, which is exactly why you want to avoid them early on. Instead, focus on putting together a keyword research to find less expensive alternatives that are also more specific to your niche. The more specific your
keywords are, the more likely your ad is to get in front of people who are more likely to convert.
Ad Rank, a metric Google assigns to an ad to determine if it will show up for a keyword, isn’t entirely based on the bid. Other important elements include whether or not your ad copy accurately reflects what the keyword searcher would be looking for, as well as the quality of your landing page (where the user goes when they click on your ad).
In addition, you can also implement negative keywords to help refine your potential customer base. A negative keyword is something that you use to show what keywords are not a good fit for your product or service.
Testing and Measuring
Even after you’ve initially put together your ad campaign, you want to have a system in place to look at essential metrics and also be able to test things. The reason testing is so important is that different keywords may be a better match at different times due to outside trends, but there’s no way to know this unless you take the time to test things out.
Note that when you are testing, you want to make sure that you are only implementing one change at a time. The reason for this is that if you put in several changes and see a pronounced result, it can become difficult to know what the defining factor is.
Finally, when it comes to working on your Google Ads, you don’t want to lose sight of the importance of strong ad copy. We mentioned before how it affects your Ad Rank, but your copy and images are ultimately what is going to sell your product or service, even with proper keyword placement. Be ready to have access to your ad data to see how things are performing. If you are happy with your keywords but seeing poor results, it may be your ad copy that needs tweaking.
When it comes to Google Ads campaigns, heavy ad spending won’t do any good for a poor strategy. If you are ready to see results online from your business, contact One Orange Cow today to help in crafting your online marketing campaign and to refine your existing Google ad strategy. Attract the customers you need that are most likely to convert.