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Want to show ads for your business on Google? Google Adwords is how you do it.
AdWords enables businesses to set a budget for advertising and only pay when people click on their ads. This ad service is largely dependant on using searched keywords to place ads in front of those performing a topic search.
Adwords Management is the game of trying to gets calls, form submissions, or product sales for your business for the lowest cost possible.
It’s very common to see businesses spend 2x, 3x, or far more to get the same amount of leads that our well-managed campaigns get.
You can show your ads to searchers by bidding on keywords. If you’re a local mechanic bidding on a keyword like “mechanic near me”, anyone searching for a mechanic will see your ad (and ABOVE the regular search results too).
The only way to tell the difference between an ad or a search result is that little “ad” tag. When your ad is clicked, you’re charged. That’s why it’s called “pay-per-click” because you only pay when someone actually clicks through to your site.
Match types greatly impact the profitability of an Adwords campaign:
Even related terms will trigger your ad. So if you’re bidding on “blue shoes”, a broad match will show your ad even for “blue boots”. We don’t recommend broad keywords as they tend to be money-wasters (not always, but often).
Your ad only shows if your keyword is searched, not including related terms. “where to buy blue shoes” will trigger your ad, but “blue boots” will not.
Your ad is only shown if your exact phrase is searched, with no extra words. “Blue boots” will trigger your ad, but “where do I buy blue boots” will not.
Your secret Adwords weapon. Broad match keywords are extremely broad, meaning your ads aren’t as targeted. A modified-broad match is the middle balance between broad and phrase match keywords – perfect for getting targeted traffic in a limited geography.
You might sell showers, but you don’t want to show for the term “meteor shower”. Negative keywords exclude the term “meteor”. Does your industry have common synonyms that might be wasting money? Negative keywords let us keep irrelevant searches from stealing our ad dollars.
Each AdWord keyword will have a cost-per-click (CPC) bid amount.
You’re not in this alone – you know that, right? Your competitors are bidding for that 1st place position too.
So how does Google decide who gets to go first?
There are many different factors, but a big one is CPC. If you spend more money per click, Google is going to prioritize your ad.
If you choose a popular keyword, you may have to pay more per click than if you choose an unpopular keyword to have your ad displayed similarly ranked.
Using ‘Shoes’ as a keyword may result in a lower ranked display than using ‘Clown Shoes’ given an equal CPC bid, since ‘Shoes’ will be much more popular.
Target specific geographies.
AdWords location targeting allows your ads to appear in the geographic locations that you choose: countries, areas within a country, a radius around a location, or location groups.
Location targeting helps to focus your advertising on the areas where you’ll find the right customers and prevent it in areas where you want.
If you only sell shoes in Iceland, there’s no point in having your ads displayed anywhere else. This makes your ads more cost-effective and efficient.
There are different types of Google ads.
You can simply have your ‘Sponsored Ad’ listing appear at the top of a standard Google search list or you can have ‘Display Ads’ appear on relevant websites.
These Display Ads can contain; text, image, interactivity, and video. For example, your shoe business Display Ad may appear on the webpage of a popular shoe blogger. Anywhere shoe aficionados congregate is a suitable place for your shoe ad to appear.
- Search ads: the basic type of Adwords ad.
- My Business ads: prioritize your listing on Google’s map of local businesses.
- Display ads: those “Ads by Google” graphic ads that you see when you’re reading Forbes or other content sites)
- YouTube ads: show a video before someone watches something on YouTube
- Shopping Network ads: perfect for eCommerce or retail stores that have an online database of their products
- More: the list goes on and on.
Re-marketing campaigns are used to show ads to people who have visited your website or used your app.
On average it takes 7 exposures to your business to make a sale – and more than that if you have a long customer lifecycle.
Imagine someone is looking to buy shoes. They visit your website, examine a particular shoe for sale but doesn’t buy anything. Later, as that person continues to browse the Web visiting various websites, your ad showing the shoe style examined appears on websites visited reminding that person of a product they had previously pondered.
This may be enough of a prompt to encourage them to click on the ad to go back and order the shoes that had piqued their interest earlier.
Call tracking helps us determine how many people followed through. Stop guessing whether your advertising is making you money – with Call Tracking data, you can KNOW.
Call Tracking is a way to confirm that someone has called you on the telephone as a direct response to seeing an AdWords ad.
It helps you understand how well your:
- geographical targeting
- days of the week
- hours of the day
- landing pages
- match types
- ad extension
…are working for your business thereby, allowing you to invest more wisely and boost your return on investment (ROI). When you’re tracking calls at the keyword level, you can finally say “I spent X dollars on this campaign, and received Y in return”. When you can listen to specific calls, you can even track the total revenue that customer brought you.
Stop guessing whether your advertising is making you money – with Call Tracking data, you can KNOW.
Conversion Tracking also allows you to take advantage of automated bid strategies such as Target cost-per-acquisition (CPA) and Target return on ad spend (ROAS).
These are tools that help you automatically optimize your campaigns according to your business goals. You can use AdWords to enable call-only ads exclusively from mobile phones.
For example, you have a pizzeria and you want a telephone call-only ad to appear when someone in the area searches ‘pizza’ on their cellphone. Or, you can have an AdWords ad appear on a desktop computer with a choice of ‘Click for Re-direction to your website’ or a Google-registered phone number to call.
The phone call will be tracked as AdWords ad-induced-call and reported separately from a click-through response.
Google AdWords allows you to help customers find you and then track which campaigns and keywords performed best.
But AdWords can’t tell you what the visitor did on your website before they became a customer.
Here, Google Analytics fills in the blanks. It shows the path that visitors take when they navigate your website. It shows whether they’re engaging or not engaging with your content along the way. By linking AdWords and Analytics, you can see which keywords triggered which browsing behaviour on your website.
For example, you can categorize website engagement of visitors based on which keywords, campaign, ad groups and ad texts they used to get to the site. Some ad campaigns may result in better engagement than others, allowing you to fine-tune your AdWords campaigns for best results.
Conversion Tracking is an example of how AdWords and Analytics work together to reveal website visitor behaviour. Conversion Tracking helps you see how effectively AdWords ad clicks lead to valuable customer activity on your website, such as purchases, sign-ups and form submissions.
By adding AdWords code ’tags’ to your website pages, you will cause website action triggers that track customer actions on your website and assign them to the AdWords ad that lead them to your website in the first place.
You can even track how much customers spend depending on the keyword they used to get to your website.