An average of 40,000 searches are conducted on Google every second. This roughly translates to 3.5 billion searches a day and 1.2 trillion searches a year worldwide. Google is unarguably the largest and most used search engine in the world and undoubtedly the nucleus of the internet.
Google AdWords is Google’s advertising platform that supplies businesses with the opportunity to run ads on its search results page. An AdWord advertisement blends in with the whole page other than a minute green tab that reads Ad. This labels it as an AdWord advertisement and not an organic search result. These advertised results are usually located both at the top and bottom of the page.
Google Search Engine
The world’s largest search engine operates by linking searches to ads based on relevant keywords. Inadvertently, website owners are on a fervent bid to win relevant keywords they deem will most likely be used by consumers in search of their product type. For instance, a custom jeweler in Singapore might try to bid on keywords such as “personalized jewelry” and “jewelry singapore”.
The placement of your ad on Google’s results page is dependent on how much you bid for that keyword. In addition, the landing page experience is taken into consideration when Google’s algorithm ranks your site.
Why Google Ads Work?
Advertising on Google can be very powerful as you are essentially targeting consumers at their fleeting time of intent. It presents your business with immediate heat-of-the-moment leads that are probable to convert, even into long-term customers. Unlike in Facebook’s ad system where you can’t exactly determine the time, intent and location of your customer right before a purchase, this gives you the possibility of targeting your specific market in your specific location with real chance for conversion.
Google charges by a pay-per-click model. You are only billed when a click is performed on your ad. This can be very cost-efficient as it usually signals that the click you are paying for is directly related to a potential sale. Google Adwords even allows you to determine the maximum spend per click and the maximum daily amount. Budgeting can really be reined in and controlled for Google Ads.
Setup Google AdWords & Start Advertising
You will need to sign up with an email address and a business website. Use the 6 steps below as a guide.
1. Set Your Budget
Google recommends a daily $10 budget. The amount here can be adjusted after a trial and error run of what works for your business. A helpful tip is to estimate the percentage of clicks that will convert to a purchase.
2. Specify Location
This is an important portion that can help you save an incredible amount of money cost-wise. If your business is a local one, you regulate your ad as a local run so as to avoid unnecessary clicks and costs. You can even limit the radius of the searchers to a specific distance around your business location.
3. Select Your Network
Advertisers are presented with the option of display on Google’s search results page or Google content sites such as Youtube and Gmail. It is probably a good idea to advertise on Google’s search results page as a start. It is most advantageous if you wish to target people scouting for your business.
4. Determine Keywords
Keywords connect searchers to your ad and landing page. Google provides you with vital information in this area. Keywords pertinent to your site are suggested and popularity statistics are even assigned to each. Go to Tools and select Keyword Planner to access some of Google’s suggestions based on your entered keywords. You can educate yourself on common searches and trends here. An important tip is to use long-tail keywords with more than 2 words. They are more specific, have lesser competition and are more likely to link to your ad.
Keyword Match Types:
Broad Match – Your keyword is allotted this default match type and will show up anytime someone searches one or more of your keywords in no particular order. Your ad will show up for synonyms as well.
Broad Match Modifier – Adding a + in front of the required keyword of choice makes your ad show up only for searches that included that word.
Phrase Match – Insert quotation marks around the phrase that you require in exact order. Searches will only be matched if they searched that exact phrase, but the actual search may include extra words before or after the phrase.
Exact Match – Searches will only be matched if it exactly corresponds to your keyword, without any excess words before or after.
Note the searches that led to your site. If there are any poor matches, make the irrelevant word a ‘negative’ keyword so those future searches will not lead to your site.
5. Lay Your Bid
The amount you bid for a keyword will determine where you show up on the results page in comparison to other businesses that are relevant to your keyword.
6. Write Your Ad
Be sure your ad is as precise as possible as there is a character limit. Two headlines and a description are required. Some rules to follow for a successful ad:
- To ensure Google finds your ad relevant, use at least one of the keywords you bid on in your ad.
- If you want to increase the chances of showing up in local searches, use local terms in your ad.
- Define your business identity in the ad and what its offerings are to consumers.
- Indicate your business’s point of difference in your ad ¾ what sets it apart from other similar ones. This could be affordability or even sustainability.
- State a clear call-to-action. This has been proven to prompt searchers to click on your ad.
- Advertise a promotion. A small offer can spur searchers to gravitate towards your ad over the multitude of other similar ads.
- Add extensions to your ad. They may take up extra space but ads with additional information have had higher click through rates. This could be a store rating, an address or a phone number.
- Search for a similar business type on Google and see what the successful ads look like.
- The longer your ad, the more noticeable it is.
For mobile ads:
- Incorporate click to call and click for directions in your ad.
- The simpler the ad, the more effective.
- Ensure your landing page works on mobile, otherwise chances are Google might not rank your ad for mobile searchers.
Mobile Advertisements are robust in terms of conversion rates as mobile searchers perform the search rather late in the buying cycle with great intent of purchase.
Follow your Ad Performance
- Go to the keywords tab in your account and add a quality score column. Your keywords are each given a quality score.
- An ad’s ranking is determined by multiplying its quality score and your bid amount. The higher the score, the higher your ad ranks.
- Quality of ad can be traced with other factors:
- Impressions – An impression happens when your ad simply appears on a results page. Low impressions are a bad sign meaning no one sees your ad. Counter this by checking if the keywords you chose match your site and ad. Also, a competitive bid is recommended.
- Click through rate – This is calculated by taking the number of clicks and dividing it by the number of impressions. This statistic gives insight on how many are acting on the impression of your ad. If the figure is lower than 1%, you should re-compose your ad into a more appealing one.
- Cost per click – Calculated by taking the total cost of ad divided by number of number of clicks. CPC is correlated to conversion rates. How many of the clicks actually translate to sales? If your CPC is not converting well to sales, you might need to rethink your ad and landing page to make it more exciting.
Once you’ve gotten started, check your ad stats regularly for your ad’s performance. Edit your ad whenever necessary. Remember to also streamline your select keywords. All these practices will help you reduce to cost of your ad, which can quickly escalate if done wrong.