Google Ads Guide:
Today, marketers know that inbound marketing is the key to staying competitive. Outbound marketing techniques of generic blast emails, billboards, and pop-ups, are more costly and generate lower ROI. Investing in Google ads or PPC (pay per click) is one of the proven and most efficient inbound marketing strategies that businesses need to do, especially if they are serious about growth and building their online presence. It complements the other inbound marketing methods such as blogging, driving leads, backlinking, and search engine optimisation.
But where to start with PPC? Confused as to which online ads will generate the widest reach and provide the maximum ROI?
Google search gets a whopping 3.5 billion search queries a day! So, if you are seeking an online ad platform, look no further than Google Ads.
Google Ads or Google Adwords, is an online paid advertising platform that was launched in 2000. It is a form of PPC channel where you (the advertiser) pay a certain amount per click on an ad. According to the American Economic Association, you get $2 return on every $1 spent on Google Ads (double the returns!).
We know Google Ads works, but how?
Let’s say you run a Google search for wireless headphones. The top search results usually come with the word “Ad” next to it. Most people click on the top search results because it offers the highest visibility. Investing in Google Ads not only drives you to the top of the results where people are MOST likely to click, but they also generate 50% more conversion than organic traffic.
All-Aboard the Ad Train? What’s Next?
Setting up a successful ad campaign on Google Ads is easy, but requires you to follow a few steps.
Choose Your Target Audience
It is important you know what sort of ad campaign you are seeking to run. Typically, when we think of PPC, we refer to ads that show up after running a Google search, which is the search network. However, you can also opt for your ad to be displayed in Google’s Display Network (other partner websites) or videos (YouTube).
Tip: Know the purpose behind your Google Ad campaigns; ask yourself, “is it to build awareness or get the audience to interact with your content by visiting your website or filling out a form?” Select your ad display preferences accordingly.
Nail your Keywords
The success of your Google Ad campaign depends on how accurate and relevant your keywords are. You want Google algorithms to highlight your product ad in front of the target audience. Keywords also impact the quality score, impressions, and click-through rate (CTR) of your ads. Higher quality scores and CTR show that your ad has the relevant keywords and this drives up your AdRank (you want that).
There is an infinite number of ways people can search for something. You can provide Google with more specific instructions on when to display your ads. You can opt for keywords to be an exact match, phrase match, or board match.
For example, if you have set “red tennis shoes” as an exact match, and a user searches for “tennis shoes with laces,” your ad will not be displayed. Your product ad will only be shown when the google search query is “red tennis shoes.”
Tip: Stay away from just using generic and broad keywords. Put yourself in your customers' shoes and use a combination of three types of match keywords. Keep tweaking them to ensure that your ads are being displayed in front of the right audience.
Bid-Well, My Friend
Bidding lets Google know how much you are willing to pay for the keywords associated with your ad. Here is how it works. A local coffee shop might have the highest bid on the keywords “coffee shop Bangalore.” When a user searches for the exact or similar keywords, Google algorithms place this coffee shop’s ad above the result of the search results.
Google offers two options for bidding on keywords: manual and automated. Manual is when you set the budget manually for each keyword. And automatic is when you hand over the reins after setting a total budget, for Google to decide and adjust your bids based on competitors’ behavior.
How does bidding make a difference to your search results? The amount you bid determines your AdRank and which ad spot you will receive.
Source: HubSpot Ultimate Guide to Google Ads for 2019 EBook
In the scenario presented above, the company which bid $5.00 for top “pet food” keywords is most likely to appear at the premium spot of search results.
It is important to emphasise that businesses only pay for the ad when someone actually clicks on it. The price per click is usually decided by the lowest bid for the least visible spot (bottom right in the example above), with an additional incremental amount charged for each “higher, more visible” spot.
Optimise Your Ad
The success of a Google Ad campaign not only depends on keywords but also on how effective your ad is. Google limits the characters you can use for the headline, description, and display URL. You want to get clicks to drive growth and visibility. So, you’ll need to utilise the characters well and make your ad impactful.
|
Example |
Character Limit |
|
|
Headline |
Wireless Headphones |
25 characters |
|
Description of Line 1 |
Shop for wireless headphones |
35 characters |
|
Description of Line 2 |
Save 25% & Free Shipping |
35 characters |
|
Display URL |
www.jbl.com/headphones |
225 characters (35 shown) |
Tip: Research shows that using a number into the headline increases CTR by 217%.
Optimise your Google ads by incorporating ad extensions because not only are they free (yay!) but they allow you to give additional information and reason to customers to engage with your ad. Google algorithms account for extensions while calculating your AdRank, and this could make all the difference if you and a competitor have the same bid for keywords and similar CTR. You can choose from Sitelink, Call, Location, or Offer extensions.
Sitelinks, as shown in the example below, extend your ad by including additional links that can entice the audience. Call and location extensions make it easier for customers to call and locate your services.
Track Conversions & Link with CRM
Nothing matters if you are not getting conversions. Link your Google Ads with your CRM so you can track and analyse your conversions and campaigns. Conversion tracking enables you to track sales on your website, app installations, or calls. Integrating Google Ads with your marketing automation system stores all data in one place and simplifies the ROI analysis of campaigns. Continue leading customers through the buyer journey by consistency presenting relevant information with marketing automation.
Tip: Link your Google Analytics account with Google Ads, and use this intelligence to drive campaigns.
Quick Refresher
The Google Ads platform is an invaluable weapon to have in your inbound marketing playbook. There are a plethora of online ads, but designing the right one can make all the difference. Investing in Google Ads is a solid way to build robust ROIs, stand apart from the competition, and drive growth.
