Google Adwords – An essential guide

by Esther Tyreman / Website Design / 0 Comments

Advertising your business can be tricky, that is why there’s a whole industry built around it. Google Adwords can play a significant part in your marketing strategy, generating traffic and converting more customers. So, how can you make sure that your Google Adwords campaign is working effectively?

The Budget

When it comes to Google Adwords, your budget is defined by your competition. If you operate in a niche industry, then the price you pay to have your advert displayed for your chosen keywords and in your selected locations will be lower, whereas if you’re in a very competitive industry, then your advert bids may be higher. If your bid is too low, then you risk your advert not even showing up, if you bid too much then you probably won’t get a good enough return on investment to make a profit, there’s no point investing £100 into an Adwords campaign if it only results in a sale of £10. Do some calculations to ensure you are spending the right amount; Google Adwords allows you a lot of control over your spending, you can set daily or monthly limits to reduce expenditure.

The Networks

When setting up a new campaign, you will have to decide what type of advert you want to display.  There are several options, but the most common are Search Network Only and Display Network Only. If you choose Search Network, this creates a text-only advert that will match a keyword or phrase that a visitor may be searching for. These types of advert are ideal for users that are searching for specific information or actively looking for a product or service that you offer.

Display Network Only adverts show on third party websites that match with certain keywords or phrases for example if you are a fabric designer then your services will match with keywords that may be found on a home accessories website. You can use images to advertise your business which can be more attractive than a lot of words. Display adverts are great for generating awareness in your business so can be effective when they are enhancing your search campaign.

The Keywords

Keyword match types can help to control which searches will make your advert appear. There are three main match type categories; the first is Broad Match, this means that your advert will show for misspelled searches or synonyms of your chosen keywords. For example, your keyword may be “women’s shoes, ” and your advert would show for a search like “Buy ladies footwear.”

Phrase match means that adverts will show up when a search matches a phrase if we use the same example the phrase may be “women’s shoes” and the search “cheap women’s shoes.”

As the name suggests, an exact match type is when the search exactly matches the chosen keyword, this generates less traffic to your site, however people clicking on your advert are probably more likely to make a purchase as they have searched specifically for your product or service.

The Advert

You need to consider the content of your advert; the language needs to be persuasive without rambling on. The more effective adverts have short, punchy descriptions that give all of the most important information. If you are just getting started then consider carrying out a split test on your adverts to find out what your audience wants to see, you can monitor the success rate of each advert and use this information to create the most efficient, compelling advert possible.

The Landing Page

If possible, create a bespoke landing page for visitors clicking through to your website from your advert, this will help you to monitor your advert’s success. It should cater to their specific needs. If we think about the “women’s shoes” example, then ensure that your landing page features offers on women’s shoes or features a particular shoe or designer. You may be running different adverts for various products, try to create separate landing pages for each different advert.

The Campaign

You will only be able to track the success of your adverts by monitoring your campaign. Google Adwords has a range of services to help you do this, including their search term reports. A search term report will show you which keywords are performing well and which are not generating any traffic, this can help you to whittle down your terms to ensure every keyword is generating some traffic. You have the ability to integrate Google Analytics into your Adwords account, this can give you a comprehensive look at the performance of your adverts, and you can understand if and why your visitors are abandoning their shopping baskets or not completing a contact form.

At Bitlab, we understand how important it is for your business to compete. We offer a range of services to help you with this, from content writing and social media marketing to even looking after your Adwords account to ensure your campaign reaches its full potential, if you want to find out how we can help you, contact us on 0191 4350 030, use our contact form or email info@bitlab.co.uk.

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