Especially at the beginning, when a company has not yet achieved much popularity in the online market, the ads made with Google Adwords are a very effective solution for users to find their offer in the search engine. And is that the traffic that takes place in search engines like Google or Bing already accounts for a large part of the global movement. Today there are many agencies that offer to publish ads online effectively and targeted to the target audience, but in theory, creating and managing an AdWords campaign is open to anyone, even those with less experience. Here are five tips to get you off to a good start in the world of AdWords, the Google tool that leads the search engine advertising landscape and with which you will not spend more budget than is strictly necessary.
What is Google AdWords And How Does it Work?
Developing and launching a Google AdWords campaign is not a hidden science, although it does require good prior work, some know-how and time. In this article, we provide an introduction to the basics of Google AdWords. To create an AdWords campaign, just open an account, find the right keywords and write an advertising text, but what happens when the expected success does not occur?
If you don’t see any positive effect on the company or the brand, you should take a step back and ask yourself why. There are five basic rules that every marketer working with AdWords should know and that can help you find the right path again. Being a Blogger below are the steps i follow for adwords.
Set Up The Account Properly
When creating an account in AdWords and before starting the first campaign, you can choose between two modalities: the new one by clicking on “Create your first campaign” or the advanced one in the “For experienced advertisers” section. Most of those who start with the Google tool prefer to be safe and that is why they configure the account in the default mode (novel), but what many do not know is that in the “beginner mode” there are many options that are not available, when these, in fact, can be very practical also in the first campaigns. That is why many experts already advise at the beginning to opt for the “advanced mode”. Its principle is: it is better to spend time at the beginning to get used to its many functions than to take the easier way, but, on the contrary, less professional. The final reward is usually shown in the form of better campaigns and better results.
Separate Display Network From The Search Network
In AdWords campaigns, ads can be published both on the Google search network (SERP) and on the display network. If the user does not opt for any option, all campaigns are published by default on both channels. However, this does not make much sense because both networks start from very different premises regarding planning, design and optimization and come into contact with the user at different points.
In the Google search engine, users enter specific terms, which can be answered by optimizing the text of the ad and the landing page to these words in order to show a result perfectly adjusted to the user’s question.
In-display marketing, by contrast, Google places ads on thematically relevant web pages of its advertising network, such as blogs or news portals. Users who access these pages read their content but are not necessarily interested in seeking information about the advertiser’s product. The challenge now is to get the reader’s attention by interrupting the reading flow in a decent way.
In short, the display network and the search network start from completely different assumptions, which places marketing managers facing equally different challenges. To avoid contradiction, it would be more appropriate to optimize each channel individually than to develop an AdWords campaign on both channels.
Define The Type Of Match With The Keywords
With the help of the types of concordance, the searches that are to activate the ads are defined. Many use the type called for broad match (match broad), which applies by default. In this type of match, Google publishes the ads for all searches that match the keyword in the broadest sense. Many choose this modality believing that they will be able to reach the maximum number of potential customers, without realizing that Google sometimes misinterprets this coincidence.
This results in the ad also showing for less relevant words. This can be illustrated by the example of an online vase store: a word that broadly coincides with the keyword “vase” could be “flowers”. The closeness between the two words is obvious, but, in this context, rather counterproductive, because those who are looking for flowers may not want to see vase ads. This results in a low click-through rate (and economic losses), the origin of which can only be found by looking at the actual list of results that the search engine returns with this search.
The best solution? Activate all match types, which are:
- Phrase match: the search must contain a certain phrase
- Modified broad match (modified broad match): the search must contain the terms but the order may vary
- Exact match: the search must correspond exactly with the keyword
Also, it is important to exclude the words (negative concordance) that do not interest. Continuing with the previous example, if you do not want to publish the ads for this vase store for the word “flowers”, all you have to do is exclude it.
Optimizing search terms belongs to the most important tasks in the context of AdWords campaigns, so it is recommended to regularly review the searches that triggered the ads. This procedure allows you to identify irrelevant or unprofitable keywords, allowing you to better target your target audience and make the most of your budget.
Rethink The Structure Of The Campaign
Google AdWords allows you to create different campaigns with different ad groups, an option that should be taken full advantage of. A very typical beginner mistake is to use too many search terms in a single ad group.
At first glance, keywords such as “comparative portable brand” or “portable brand test” are very similar and it is the same product, but it is the intention behind the search that differentiates them. Each of the users is at a different point in the purchase decision process, so there should be no fear of spending the necessary time designing diverse ad groups. When an ad is created based on a homogeneous group of terms, users are shown the most accurate text, the most appropriate link and the corresponding reference to the subpage with the closest logical proximity to the search term.
Define Goals And Use Tracking Correctly
As mentioned in our introductory article to Google AdWords, the challenge when taking the first steps on the advertising platform is to optimize the ads based on marketing objectives, since the budget is not infinite and the competition for words more profitable is usually high. Every AdWords campaign should, therefore, follow a specific goal. Otherwise there is a danger of making a fatal mistake with dire financial consequences.
To achieve optimal planning and optimization, Google AdWords has a number of monitoring options that are often not used to their full potential. At first, for example, you can turn on conversion tracking, which is relatively easy to integrate and can be used for different purposes: sales, contact requests, newsletter sign-ups, or downloads. Combining it with Google Analytics, the possibilities of analysis and optimization are expanded, allowing the inclusion of performance parameters or KPIs such as permanence, bounce rate or number of pages visited, which leads us to the field of advanced optimization.
Carrying out your first campaigns with Google AdWords can be a huge challenge for marketers. Without the planning, preparation, and insight into the many possibilities, Google has to offer advertisers, early AdWords campaigns can lead to companies falling into a bottomless pit because budgets tend to be especially early on. very limited and leave no room for many experiments. Do not forget that it is better to plan strategically. Thanks to our five tips for creating AdWords campaigns, you can find the best way to get started in the world of search engine advertising.