Google Adwords, now known as Google Ads is a Google advertising system. Advertisers bid on keywords for their ads to appear in Google’s search results. The advertiser has to pay for this service.
So does it Really Work?
Its success comes down to the competitiveness and relevance of the keywords you have bid for. For theh most part, Google Adwords has proven to be helpful for almost all kinds of businesses. The crux is not to waste your money on irrelevant or weak keywords.
How can a Beginner Create AdWords Campaign
For a newbie, it might be a bit overwhelming when discussing Google Adwords. However, you need to consider a few elements to be successful on the Google Adwords platform.
Is there Demand in the Market?
This is just common sense. You might spend millions of dollars on a product, but if there is no audience to sell it to, then there is no use in investing in Google Ad. You need to be sure that the target market is searching for your product.
Once you have established that, survey your competitors. Since Google AdWords is a digital marketing tool, you need to analyze the keywords people use to search for the product. For instance, if you are selling a bottle of shampoo, do people search for its strengths? They might be using the keywords like “hair growth shampoo”, “organic shampoo”, “hair care”, etc.
You might coin a creative keyword. But, the question remains. Does it appear in Google search? People usually aim for short and easy to remember keywords that are most relevant to their search. A customer looking for shampoo will stick to keywords that is apropos to shampoo.
Affordability
Nothing in the world having comes for free. Google Adwords is one of those tools. Establish the keywords that you are going to use are profitable. Compare the maximum cost per click with the estimated one. It is crucial to determine the cost to save time and trauma. Calculate MCPC you have to follow steps.
- Determine the profit margin
- Set a cost per acquisition goal
- Set appropriate prices
- Establish the conversion rate
- Calculate the CPC
- Estimate the traffic
- Modify the MCPC accordingly
To calculate the MCPC you can use the following formula:
MCPC= profit per customer * (1- profit margin) * website conversion rate
Analyze your Competitor
This is an elemental step. You need to know whom you are getting in bed with. You have to find your strengths and weaknesses, compare them with that of your competition. Chances are your competition has already utilized AdWords to optimize their campaigns. Don’t feel bad. You can use competitive intelligence tool such as KeywordSpy to collect advertising data relevant to your industry.
The USP can give you Leverage
In managing AdWords, USP is the most valuable part. It can make marketing easier. It is unique to you. Unique Selling Proposition is about the individuality and distinctiveness of your product. It is not just about being unique, but also focuses on its importance as well. Businesses face difficulty with Google Adwords not because they did it wrong, but because they did not clearly define USP. Ambiguity, and monotonous approach can cause your campaign to fall apart.
A strong USP can be a game changer. It can increase traffic at your website, but also turn the traffic into paying customers. Your focus should be on standing out from the crowd.
With the ever increasing competition in the market, USP can direct the light at you. Look at what makes you better, different. Why should people buy your shampoo, and not of some recognized brand? Establish a strategy that will make people want to take a chance on you.
Make an Offer They Can’t Resist
The main objective of Adwords Campaigning or even conventional marketing is to attract customers. Once you have established the USP, it is time to move to the next step. Many brands offer money back guarantees, or discounts on their initial release. While working on your Google Ad campaign consider what benefit you can offer to the customer.
Value for Money
You can expect people to spend a hefty amount on a new product, unless it is made of gold. Value for money is essential. It does not mean that you should make a cheap offer. Assess your product, compare the market price, and then determine its price.
Don’t Obsess over being a Genie in a Bottle
Let’s face it. You are selling a product. Not selling wishes. Refrain from going over the board with your offers and discounts. People might be develop reservations about your offer. It can harm your entire brand image.
Be Understanding
Digital marketing is difficult for the purchaser as well. Unlike a real shop of brick and mortar, a purchaser does not really know what they paid for until they receive the package. The internet is concentrated with rip offs, and fraudsters. This problem poses a serious threat to new businesses. To overcome this hindrance, it is wise to offer a money back guarantee, or cash on delivery option to the customers.
No Beating around the Bush
Do not beat around the bush. It means do not confuse the clients with exaggerated offers, flowery vocabulary and intricate methods of ordering. Keep your campaign simple to understand. So that even who is not aware enough might give your product a try.
Your Ad Matters
Make them attractive, make them simple. Keep your ads to the point. Avoid using useless images. Minimalist and innovative is the epitome of modern advertising. People no longer enjoy reading long ads that give all details. A good ad can attract a significant amount of traffic to your website, leading to increased sales and higher profits.
For a Google Ad you have to focus on four components.
The Headline
Headline is critical, because it is the first thing that people will see. You can ask a question in the headline. You can even make a relatable statement. Just make sure to stick to the point.
Description Lines 1 and 2
After the headlines has turned people’s head, they will move on to the two description lines. State your USP here. Also, describe your offer or product’s key characteristic. It is only 35 characters long, use it wisely.
The URL: Victim of Negligence
The URL mostly falls victim to negligence. Normally people add the domain link. You can use this to your benefit as well. Include your offer in the display URL. This will help your ad to stand out.
Setting up Adwords
The UI of Google Ad is user friendly. You do not need to be a computer expert to understand the basic steps. The Google Ad comes with default settings which you can change.
The most important to consider are
Search vs Display
Keyword Match Types
Negative Keywords
Keyword Bidding
Optimize your Adwords
To get the best from Adwords campaign, you need to bid your keywords. If the keyword leads to generating profits and increased traffic then you can raise bids. In case of low output, bids should be lowered.
The Click through Rate
The click through rate decides the quality score. It will establish how much you will pay per click.
Page Conversion Rate
You can use Google Optimize to enhance your landing page to generate more conversions.
You home page explains what the business does, and what your product or service has to offer. Instead, make a dedicated landing page that matches your ad and the keyword. Your goal is to harmonize the sales process. The headline on the landing page is also important. It should be an attention grabber, not an attention dropper.
Optimizing Conversion
Keep a track of the conversion. It apprises of the crucial keyword and their impact on your profit margin. It is simple if most of your transaction occurs through ecommerce.
You can create a new conversion by clicking on the Adwords Conversion button and define your conversion.
Concluding Remarks
Adword is the essence of digital marketing. You cannot succeed if you do not advertise your product. However, it does not mean you opt for useless tactics, and dilly dally. Google Adwords campaign can assist you in publishing an attractive campaign to generate more leads, traffic and hence increase profits. Even if you are starting from scratch, all you need to understand is the few basic steps. After that, only sky is the limit.
