SEO and content marketing are 2 effective channels for promoting your business in the online marketing world. The only downside to them is that they take months upon months for your efforts to come into fruition. To grow your business faster, you can try advertising with Google Ads. This will bring you much faster returns. It will also help to kickstart your business no matter which stage you are in.
This form of paid advertising is called Pay-Per-Click (PPC) advertising. While there are various PPC advertising, we will be focusing mainly on advertising with Google Ads. This is due to its widespread use among digital marketers.
Why Google Ads?
Advertising with Google Ads, specifically, ones that are used to target audiences in the form of keywords. This means that when you search for something on Google’s search engine, your search results will show you the ads that your keyword suggests. As a result, keyword research is an extremely important part of Google Ads.
The text below will show the fundamental parts of Pay-Per-Click advertisements and give you a foundation on how to conduct keyword research.
Before kickstarting your PPC project…
There are 3 key components required to set it up.
- Ads — From afar, ads are the smallest individual component in Pay-Per-Click projects. What you put into these individual ads is exactly what your audience will see.
- Ad Groups — These are a group of ads. To make things simpler on the backend, it is recommended to create 1 ad group per product. Under these ad groups, you can test different ads to find the best performing one.
- Campaigns — A campaign contains ad groups. It can contain many PPC projects, for example, a campaign could be run for the Christmas holidays
To summarize, a campaign can have several ad groups, and each of those ad groups can have several individual ads.
For a high-performing Google PPC ad with high clickthrough rates, they must have quality ad copy or texts. However, to find the best-performing ones require testing multiple ad copies.
Setting up a PPC project will always require starting at the campaign level downwards. The start of this process will require you to fill out your bid strategy and ad budget. You will also learn about the variety of advertising networks you can choose on the Google Ads platform to best suit your marketing goals.
Fundamentals of Advertising with Google
When starting out on this platform, it is best to put your budget on the lower side as it can take some time to learn to create and optimize your ads. Once you feel more comfortable with the platform, then you can increase your budget.
There are 4 basic aspects to most paid ads which are:
- Headline — This should match the title of the content that your ad links to. (Your headlines cannot exceed 25 characters)
- Description — This part should give your audience a reason to click on your ad. Always add a call to action here.
- URL — Your audience will be taken to the URL you have set for your ad.
- Network-specific aspects — A unique element of different networks, for example, likes and shares.
The performance of your paid ads is also largely dependent on 2 factors its relevance to the audience and the curiosity it evokes.
Targeting the Right Audience with Keyword Research
Targeting is just as important as having an attractive ad copy. To attract your ideal customers, you must know what they are looking for when they go online. A concept that will help make your keyword research process move faster is imagining yourself as your customers.
Ask yourself this: If they want your products or services, what will they search for?
You can also create customer personas. These will help to direct and guide your decisions in marketing and keyword research. This is to help you be sure that you are targeting the right people in your business.
For targeting keywords, there are 3 main types that you can choose with some variations. An example of these are as shown below:
For the exact match type of keyword, you will get the highest amount of conversion rate in comparison to the other types because it targets people who are looking for the exact words.
Phrase match is a keyword type that enables your ad to show up when someone searches for either an exact match of the phrase or a close variation of it with extra unrelated words before or after the keywords.
Broad match is a keyword type that targets all kinds of searches that has a specific word in it.
Broad and phrase matches may not be so good if your keyword could show up for “coffee mug holders” when you sell only coffee mugs, however, this does not mean you should miss out on some potentially great keywords to target for.
Optimizing Your Google Ad
Aside from all the elements that we have explained, there are many ways for advertising with Google Ads to work as efficiently as possible. There are 4 main factors for this:
- Landing Page Quality: If you run ads to your website but your website is not fully ready to support your visitors, your ad budget will be wasted.
- Keyword Relevance: Targeting the wrong keyword will not only make your visitor leave your website immediately, but it will also lower your ranking among competitors.
- Quality Score: The Ad Quality Score is based on Google’s algorithms of your ad relevance and quality as determined by customers.
- Creative: A great creative will help attract customer attention. This can be in the form of an enticing ad copy and/or graphic design depending on your chosen medium of Google ad type.
Now that you know all the requirements for advertising with Google Ads, you can start running the PPC in your business.
However, if you want to save time and cost by hiring some professional help, you can contact Marketing Guru for a free consultation today.
