Google AdWords- Online Advertising
Ask yourself this question: how easier has Google made your life? As soon as you start pondering how much it has impacted your life and ultimately allowed you to avoid a lot of the traditional problems that preceding generations have had to deal with, you’ll feel both awe and relief.
Google, in simple terms, is nothing short of a messiah for people today. Every problem that you might have or any worry that might be troubling you, the answer and the solution lie at the distance of a typed-in query. It’s still an extraordinary feeling to even consider the possibility of what we would do without Google. It becomes a centerpiece of the internet. Everything we do on the internet in one way or another depends on Google. We acknowledge this reliance and welcome it considering how easy it makes our everyday tasks.
No matter what industry or profession you may belong to, Google has something invaluable and truly extraordinary to offer you. One such feature that is rightfully acknowledged as pivotal is, Google AdWords.
It’s a simple tool that has transformed the meaning of digital marketing and made the lives of digital marketers and advertisers easier than they could’ve ever foreseen.
In simple terms, it made it easier for them to know exactly what their target audience is searching for online, how they respond to various campaigns, and most importantly, what specific words or “keywords” are more likely to draw out a positive response.
If you’re a marketer and you’re looking to get helpful insights into which strategies can help you get better results with your target audience, then there is no better or more comprehensive tool than Google AdWords. But what exactly is Google AdWords? What makes it so effective & efficient? What are these keywords exactly, and what makes them so special?
So here’s all you need to know about Google AdWords to make your next digital marketing effort a resounding
Using AdWords: Starting out
Having established that AdWords is the best option to opt for in terms of planning your next digital marketing campaign, how exactly do you start? Perhaps more importantly, how do you start?
What you’ll need to do is write the first ad that is specifically designed to capture the attention of your target audience. Despite what a lot of people may have led you to believe, it doesn’t take a genius to figure out how to design a tagline or even a title that is guaranteed to generate clicks and hits.
The trick is including your desired keyword in the headline as well as the URL. Yes, it does sound generic but you’ll find out that during the initial phase of using AdWords, it’s better to be on the safe side and stick with tried and tested methods. These methods are guaranteed to bring more users to your page and you can build your campaign on this.
Another reason why you should make it a top priority to have your primary keyword in the headline is that it increases the chances of the user landing on your page. It helps them identify content that they might be interested in. The number of users landing on your ad or page depends entirely on how many people you can convince through your ad. Google AdWords are your secret weapon, while these keywords are your ammunition.
What exactly is a CTR? It stands for Click-Through-Rate (CTR). What it means is the number of users who actually clicked on your ad after viewing it against the number of people that actually saw your ad. In pure marketing terms, it can be called the conversion rate of your ad.
If your brand is just starting out, then you might notice that your CTR might not be as high or anywhere near as high as you’d want it to be. There’s a good explanation for that i.e. either you’re targeting the wrong channels or there’s something wrong in the ad that you’ve written.
When you’re done writing your basic ad on AdWords, you cannot simply put it online and expect immediate results. There are certain “ad extensions” that you must use to maximize their CTR. Ad extensions are simple but effective tools that will extend the length of your ads as well as increase the likelihood of users clicking on that ad by adding useful information like contact information or a discount offer, for example, Google AdWords claims that these extensions can help boost your CTR by at least 10%. There are multiple extensions that marketers can use depending on their specific needs such as:
1. Location Extensions
Locations extensions include your location or physical address as well as a plug-in that connects you directly to Google Maps. This makes your location easy for the user to track. From a pure numbers conversion aspect, these are guaranteed to increase your CTR substantially.
2. Affiliate Location Extension
These extensions make it easy for users to find your product/service in local affiliate shops. It makes sense that users are more likely to view your ad if they know that getting your product/service won’t be a terrible hassle.
3. Callout Extensions
Callout extensions make it more lucrative and attractive for the users to click on your ad since you’ve included a special offer or discount if they call within a time frame. This option has been known to extend the results of the ad’s CTR.
4. Message Extensions
This is a great way to establish a repertoire with your clients as this allows your clients to directly message the brand and ask any questions that they might have. This communication can be carried out right from the ad which makes it even more convenient.
5. Sitelink Extensions
This extension makes it easier for users online to visit specific pages on your website regarding special offers that you might have for them. For example, if you’re a telecommunication company, then you might have different pages for different cities that would make the process of landing on your ad a lot easier for clients leading to better CTR.
Another important question that a lot of marketers want answer is; how to properly schedule their ad? Ideally, each brand wants their ad to appear during the peak performance hours or hours when their target audience is usually online. Considering the recent privacy revisions, this has become a lot tougher to figure out but can still be performed.
Appearing at the right time can also be crucial if you’re selling a product or service that depends on users visiting them during these peak hours. Places like a clinic or a service center only cater during specific hours hence it is important that their ads should also be running during this time.
If you want to know what can happen if you don’t schedule your ads properly then you might actually get a CTR where a potential customer calls up your office only to receive no answer. They will not call again and you will have lost a potential customer.
However, don’t be worried about how you’re going to schedule your ads. It’s a very simple procedure and its implications can be incredibly useful for your ad.
Simply head over to the dashboard of Google AdWords and then select the “Ad Schedule” option and select the time that best fits your needs. You can additionally, add specific hours and days that you want your ad to be published as well as customize schedules to only appear if your client has visited a specific set of pages.
Setting up landing pages
When everything is said and done about using Google AdWords, the only thing that remains is the Landing page. That’s what the entire ads are for. Don’t forget that even when you convert a customer and land him on your page, you still need to convince them that your product is the best one for them. A good way to ensure that you don’t fail in achieving a positive result is to make it just right.
When it comes to landing pages, you need to ensure that there is no comprise on quality. No matter how good your ad is, or how persuasive you are with your ad, it’s ultimately the landing page that decides the fate of every ad.
Landing pages are supposed to be specific to each campaign. When a user searches for a specific term and your ad comes up, you must have all the necessary information that they might require as well as the correct information.
It is important that you create new landing pages for every new campaign that you run. A lot of brands make the mistake of simply recycling old landing pages and then present them in front of users. If there are any errors on that page then you will lose potential customers and gain negative impressions.
When you have a landing page ready and up to the standard required then you can add that to your ad. To do that, simply go to the dashboard and then add it to your “Final URL” section.
Here you can further edit some of the other dynamics that you want to change and then set your ad into motion. Customize the metrics as much as you want until you’re satisfied. If you feel that there are some minor edits to be made later on, then you can simply head over to this option and make them whenever you want.
Setup conversion tracking
Once you’ve set up your ad, you’ll also want to keep an eye on how well your ad is doing and how many actual conversions are taking place as a result of it.
To view these conversions, simply head over to your main dashboard and then select “Conversions”. At this point, you can simply create a new Website conversion. From here you can select any website where you’ve placed your ad and monitor each site individually. This will let you have access to information like when is your ad being seen the most, which demographic most engages with your ad, which sites are delivering the best results, and most importantly, whether you’re getting the conversions that you hoped for.
In order to finalize your conversion tracking, you’ll need to install a few simple codes.
The Global Site Tag: helps you see the customers from all over the world that are landing on your page.
The Event Snippet Tag: makes it easy for you to track how many people landed on your page via an events or discount page.
Google AdWords will keep real-time data of all this and make it easier for you to see which locations and pages are most successful with your customers and help you focus your marketing efforts on them more effectively.
Creating mobile specific ads
This is a step that a lot of companies avoid and this can lead to major disaster on their part. It’s worth mentioning here that more than half of the millennial generation is no longer using their laptops. They rely solely on their smartphones to surf through the web and if you don’t have your ad optimized for reviewing on mobile then they’re going to come across your ad and won’t be able to land on your page. The reason for that is because you didn’t optimize the page for their phones.
AdWords makes it easier for people to do this by letting you setup:
• Search network mobile-only ads
• Display network mobile-only ads
• Mobile app ads
• Call-only ads
Each of these ads is optimized to run only when the user viewing your ad is viewing it through their smartphone. The whole thing makes sense and lets you easily view the results of these conversions.
Using Mobile-specific ads makes it easy to capitalize on the traffic that is only increasing on the internet and increase your chances of conversion.
Visit Stealth Agents today and let us help you with Google Adwords!