Did you know that 85% of consumers look for local businesses online?
The majority of purchases begin with an online search, which means that you need to take your digital marketing campaign seriously if you want to be seen. Google Ads is one of the best ways that you can reach those in your target demographic.
Read on for the ultimate guide to what Google Ads is and how you can use it to boost your business.
Google Ads, also known as Adwords, is a paid search marketing strategy. It's the service that allows you to display pay-per-click (PPC) ads for your business in Google. They might appear in the sidebar of the search engine or at the top or bottom of the page (depending on the device that you're using).
Google Ads targets traffic because you can place your ad under specific keywords. When people enter the keywords into Google as a search query, your ads will pop up.
This ensures that relevant demographics see your ad and that those who find them are already looking for services like yours.
When people click on the ad you design and upload, they'll be redirected to your webpage. This drives inbound traffic and allows people to get more information. Ultimately, this gives you a leg up over the competition.
Google Ads also lets you enter a budget for your ad campaign and takes it offline when it expires (due to getting enough clicks). This means that you can boost visibility without ever going outside of your budget.
Before you can get started with your Google Ads campaign, you'll need to create an advertisement that consumers will love. This means incorporating images and graphics to catch their eye. All text should be bold, clear, and colorful- paragraphs and even sentences might disengage consumers.
Your goal with a PPC ad isn't to get a lot of information across. It's to pique search engine user's interest so they click your ad and are redirected to your webpage.
Once you have an ad that you want to showcase, you're ready to go.
Once you sign up for your Google Ads account, you'll need to break your services down into multiple categories.
The first tier is called 'campaigns.' Campaigns represent large categories within your business. They're broad categories that capture the essence of what your business specializes in.
The second tier is called 'ad groups.' Within a single ad campaign, you might have multiple groupings of smaller and more specific services.
For the sake of example, let's say that you're a fashion eCommerce shop. You have the following campaigns: dresses and bottoms.
You would divide your specific products up into campaigns like this:
Breaking down your services into ad groups and putting them under a larger campaign helps to target your ads and ensure their relevance.
Once you know exactly what you'll be advertising for in each of your campaigns, it's time to set a budget. You can use two separate settings here: your daily budget and your overall bids.
Your daily budget is the amount of money that you want to spend on your campaign every day. Once you use up your allotted funds for that day, your ad will no longer be displayed until the next one. Beginners generally like this feature because you can spread your budget evenly across all campaigns until you learn which one has the highest ROI.
Overall bids are budgets that you use to select the keywords for your campaign. You put in the amount of money that you're willing to invest in your entire campaign. Higher bits will get you better keywords and therefore more clicks and conversions.
Next, it's time to choose the keywords that you want for your ad campaign. Tools like SEMrush can help you with this since you can type relevant keywords and see how many people search for them.
You want to select a keyword with a search volume of over 100. The higher, the better. SEMrush will also tell you the cost per click (CPC) of a given keyword so you can see how they fit into your budget.
If you don't want to invest in SEMrush, that's totally fine. Google Ads comes with a free tool called Keyword Planner that generates a list of suggestions. You can then choose competitive keywords that fit directly into your budget.
At this point, it's time to link your well-designed ad to a landing page. Enter the URL that you want people to be directed to when they click on your ad. Make sure that you select a page that's highly readable and informs your audience about your services via multimedia.
Videos and animated graphics are among the best ways to showcase your page. After all, around 73% of consumers are more likely to invest in something after seeing a video about it.
Once you select the devices that you want to showcase your PPC ad on, you'll want to set up a way to assess the campaign.
Connect your account to Google Analytics so that it can track the progress of your ad. Integrating these two platforms lets you see what people do after going to your website.
Are there specific pages that lead to sales? Are there others that have high bounce rates? Looking into these questions can help you organize and prioritize, ultimately helping you make the most out of every campaign.
Now that you have the ultimate guide to using Google Ads for your business, it's time to get cracking. Contact us with any questions that you have about improving your web traffic via search engine marketing.
Our experts are happy to help you deliver a marketing campaign that boosts your traffic and gets you more clients. We're committed to ensuring that you gain and maintain a clear advantage over your competitors by generating immediate sales. Because of this, we look forward to hearing from you soon.
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