Efficient Search Advertising On Google
Google Ads can be a powerful tool for businesses of all sizes. By creating targeted ads, you can reach new customers and grow your business. But it’s important to understand the basics of how Google Ads works before you start creating campaigns. Some popular services include how to create an ad campaign, target your audience, and measure your results.
Target customer search queries with accuracy and timing.
Allow potential leads to find you in the Google search results.
Create ads that generate high click-through-rates and relevancy.
Utilize lead magnets to trade customer info for your sales teams and CRMs.
Google Ads is an advertising program that lets businesses place ads on Google and its partner websites. When someone searches for a term related to your business on Google, they may see one of your ads and result in traffic to your business.
Google Ads works by matching relevant ads to people who are searching for specific terms on Google, this is called search marketing.
Google also offers display and video ads (also within their Google ads platform) but I won’t be focusing on those here as search marketing typically brings in a ‘warmer’ caliber of lead (more on those in another article).
In order for your text ad to show up, you need to create a campaign and choose specific keywords that you want your ad to show up for.
The goal of any Google Ads campaign is going to vary, some common goals include:
You can create a campaign in under an hour and start running ads right away, but it takes time and research to create an effective campaign that will reach your target audience and achieve your desired results.
One of the great things about Google Ads is that you can target your ads to people who are most likely to be interested in your product or service.
You can target by:
Once you’ve created your campaign and started running ads, it’s important to track your results to see if your campaign is achieving your desired goals.
Google Ads provides a number of tools to help you measure your results, including:
Keyword research is essential to a successful Google Ads campaign. You need to choose keywords that are relevant to your business but also have buying intent. Not all keywords are created equal and it takes time to find the right ones for your business. Sometimes this means starting a campaign and seeing which terms perform better by measuring the amount of time on site, number of pages visited and other key performance indicators.
Once you’ve done your research and chosen the right keywords, it’s time to create your ads. Google Ads allows you to create text, image, and video ads.
Your ad should be clear and concise, with a strong call to action. It’s also important to make sure your website is ready to convert traffic into customers. Your website should be easy to navigate, have clear and concise information about your business, and offer a way for people to purchase your product or service online.
If traffic is bouncing quickly from your website (landing on the site but not sticking around) it could be that there is not enough information or navigation within a website’s structure.
It’s best to compare what competitors are talking about and mentioning in their ads to get a sense of what dictates the local market. For example, if another business is talking about X,Y and Z on their google ads landing page, perhaps it makes sense to mention this as well but take it one step further.
The budget of any Google Ads campaign is going to vary but you have control over how much spends on a monthly basis. You can set your budget to pretty much anything you want but remember, you have to take into account what your competitors are bidding on specific keywords as well.
Depending on your targeting radius (all searchers within 50 miles, or roughly 80km for those of you not in the U.S.) your ad will compete against all other businesses bidding on those same keywords. This can all be measured and shown in a table format within the ‘Auction Insight’ report from your Google Ads dashboard.
Your cost per click is going to vary based on the competition but you can get an idea of a benchmark to compare your campaign against by using Google’s ‘Benchmark CPC’ feature.
To sum it up, the answer to how much Google Ads cost is: it depends. You have control over your budget but need to take into account what others are bidding on your keywords of choice. My recommendation? It’s best to start small (unless you have an unlimited budget and want answers fast) and incrementally up your budget over time — the answers are always in the data.
Google Ads, when used in tandem with Google Analytics, allows you to target people who have already visited your website. You can create a remarketing list by adding a tag to your website’s code. This tag will collect information about the people who visit your site.
You can then use this information to create targeted ads that will be shown to people who have already expressed interest in your product or service. Remarketing is a powerful way to convert website visitors into customers.
It’s important to keep in mind that Remarketing campaigns can’t always be used. In fact, Google has a minimum number of unique pixeled people that need to be on a remarketing list (within a given period of time) before Google will allow you to show your remarketing ads.
Remember, Google is in the business to make money off of advertisers and sometimes their recommendations aren’t always in-line with your business goals.
The method of installing the proper tracking code from Google is going to vary depending on the website’s platform. If you’re not sure how to do this, you can contact your website developer or Google for more information. Once the code is installed, it will take a few hours and sometimes up to a full day, for data to start appearing in your Google Ads account.
Your website visitors are not always going to tell you what exactly they are looking for. This is why sometimes it’s best to, in your research phase, take into account what the market and competitors are talking about to let you anticipate what your potential customers will be looking for.
We’ve been trained by Google…
So often, Google searchers will anticipate that the search engines already know what we want and it’s because the algorithms behind-the-scenes have come a long way. Because of this online searchers don’t spell out their every need. Take for example, someone who types in ‘[restaurant] near me’.
The searcher could be looking for a list of restaurants, the name of a specific restaurant, directions to a restaurant, or even just what time the restaurant closes. All of these potential needs can be met with effective Google Ads but it starts with understanding the searcher’s intent.
A Google Ads specialist is someone who understands the basics of how Google Ads works and can help you create effective campaigns that reach new customers and grow your business. They can help you target your audience, measure your results, and make sure your website is ready to convert traffic into customers.
Even if you are managing your own Google Ads campaigns, sometimes a second pair of eyes can be helpful. A Google Ads specialist can help you troubleshoot any problems you’re having and give you ideas for how to improve your campaigns.
If you’re thinking about hiring a Google Ads specialist, contact me and I’ll be happy to chat with you about your needs or how your data is currently performing.
Unlike an agency, I believe a Google Ads consultant should work hand-in-hand with the business to learn about the variables and different subsections of an audience. There are always going to be nuances that the business owner understands better than a consultant or agency, why? Because you have been in the trenches, day-in and out, marketing your product or service. Understanding the customer is half of the battle and if you can communicate with your Google Ads consultant then success (measured by leads, phone calls, chats, foot traffic, and sales) is more attainable.
We, as consultants, help bring the strategy and toolset. You as the business owner bring the industry expertise on level that we have never experienced before.
Questions and projects welcome.
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