Step By Step Guide To Google Ads

If you’re a marketer or just someone trying to build your business or website you know that SEO takes time, patience, and effort before you begin to see results. So what if you needs results fast?

Well, that’s when you turn to Google Adwords. It takes less than an hour to set it up and the best thing is it’s results based. In other words you if you don’t have results, no clicks, leads, or sales. You don’t pay. Simple as that.

But that’s not the only benefit…

When people go to Google, they’re looking for something specific. That means they have intent. They’re actively looking for something to buy. They’re literally telling you what they want to buy by typing out words around your products and services.

That’s why Google AdWords is so powerful (and profitable). There’s no better form of SEM (search engine marketing) out there.

Say someone was to search pizza, if you weren’t a well known brand, no matter how good your pizza was, it’d be pretty hard to outrank Dominoes. But with Google ads you can quickly jump up to that top spot on Google.

AdWords also gives you a little extra bonus, too. It can help you reveal the ‘money making’ keywords in your industry. So just by spending a few bucks, you will discover which keywords convert the best so you can take them back to your content and SEO strategy.

The Adwords marketplace works as an auction. People bid money for clicks. But, the highest bid doesn’t always win. Google combines the money factor with a quality factor (which we’ll dive into shortly), in order to create the best experience for the user.

Quality ads + solid bid = win!

Step #1: Establish Account Goals

What are you using AdWords for? Lead generation? E-commerce? Brand building? How you structure your account and the features you take advantage of will hinge on your response.

To learn more about establishing realistic goals for your AdWords account, check out these resources:

5 Questions AdWords Advertisers Should Ask Themselves Every Quarter3 Ways a Small Business Can Compete with the Big Guys in PPC

Step #2: Determine Audience

If you’ve already done some research for SEO you should have some kind of idea of what your buyer personas are. If not, ask these questions: What do your ideal customers do? Where do they do it? When are they actively searching? On what device? This resource helped me find mine.

How to Create Buyer Personas That Are Scary Accurate

Step #3: Conduct Keyword Research

By bidding on keywords relevant to your business, you can place your ads in the search results when people are searching for what you offer. Keyword tools can help you discover cost, competition, and volume for search terms at every stage of your sales funnel. This is how I targeted my keywords:

To learn more about conducting keyword research, check out these resources:

WordStream’s Free Keyword Tool

How to find negative keywords

5 Keyword Search Tools Everyone Should Be Using

5 Brilliant Competitive Advertising Strategies to Outsmart Your Competition

Commercial Intent: How to Find Your Most Valuable Keywords

Step #4: Set Budget & Bids

You’ve determined which keywords to bid on: time for some math! If the average CPC (Cost Per Click) looks too high, get granular: volume will decrease, but so will cost! Make sure to spend most of your AdWords budget on keywords that convert at a high rate! But leave room for testing and brand-building, too.

Step #5: Write Compelling Ad Copy

Your headline should be attention-getting (but not misleading), relevant, and clear. Every headline has the same single objective: make them read the next line.

Create headlines with the actual searches in mind. It’s tempting to use an umbrella term like “A wide selection of ink toner” for all ink toner products, but you’re missing out on a feature that plays in your favor.

Google often bolds the words in a headline that match what the user searched. If the user searches HP cyan refill, a better headline is “Cyan refills for HP printers.”

Tip: Consider dynamic keyword insertion. It automatically drops the exact keyword into your headline, and it’s best used in your highly-specific ads for products or services that you offer.

When the ad on a “print your own t-shirts” search tells them that they can indeed print their own t-shirts, you can expect a qualified visitor clicking through to your site.

Ad Body

Be enticing and clear about what you can do for the reader. You have 2 lines (of 35 characters each) to describe your offer.

Your ad body copy is your shot at getting someone to understand what you offer and then click through to learn more or to take advantage of that offer. Anything vague or mysterious can only waste your money on clicks from high bounce rate visitors.

When you are setting up your account, be prepared with ad variations for different keyword groups. This might be a product line or different services. For example, your ads for “print your own t-shirts” would be different from your ads for “custom kids t-shirts” since the reader has a specific product in mind.

Need to learn more? Check this out.


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