Things you need to know about Google Ads Campaign
Due to the drastic changes that the marketing world has been experiencing over the years, there are currently more opportunities, tools, and options available for one to do marketing the right way. Online advertising has become the most popular form of advertising due to the rise of internet-based platforms and hence traditional marketing approaches are not enough for one to excel in the relevant industry and niche. From large enterprises to small businesses, companies of every scale have started dedicating their resources towards effective internet marketing. There can be an inexhaustible list of both free and paid gadgets or tools which can be counted among useful marketing techniques. One of the most profitable forms of paid online advertising includes Google Ads.
What is Google Adwords?
‘Google Adwords’ or ‘Google Ads’ is an online advertising platform owned by Google. The most common example of Adwords can be the advertisements that appear on the search engine result pages. These advertisements not only appear through search engines but are also visible on other websites as both sponsored and organic ads. Another similar service offered by Google is ‘Google Display Network’. It enables third party sites to display your ads in multiple formats including text, video or pictorial representations.
How do they Work?
- Google Adwords is amongst the most effective means of Search Engine Marketing. It involves an auction where an advertiser chooses a keyword the most relevant to their business. Then comes the bidding process, in which they designate an amount that they are willing to pay for their ad’s appearance in Search Engine Result Pages. The positioning of your ad is determined using the combination of the bid and your ad’s quality score.
- Your Quality score is determined by considering the following factors:
- Click-through-rate (CTR)
- The relevance of your keywords and ad text to the ad group
- Quality and relevance of landing page
The advertiser pays a certain amount in case a Google user clicks on their ad, this amount is also known as CPC (Cost-Per-click). It is calculated by dividing your competitor’s ad ranking by your quality score and adding 0.01$ to the result. A good quality score means less CPC and vice versa. This brings us to another SEM metric known as PPC (Pay-Per-Click). 3- Pay-Per-Click, is an advertising approach that helps distribute your ad on diverse and bigger platforms. To clear any rising confusion, let’s differentiate between PPC and CPC; both are interconnected, PPC acts as a strategy or channel for advertising whereas CPC acts as a performance metric.
Tips for running a successful Google Ads Campaign
Now that we have familiarized ourselves with Google Ads, and have developed an understanding of why it matters. It’s time to move on to the next step, i.e. ‘Using Google Adwords to build your first campaign’:
- Go to ‘Google Ads’ and click on ‘Start Now’
- Use an existing business google account or use another one if it suits you
- Now before moving forward, we must have a clear idea of which type of campaign we are going to be using. There are in total 6 types of campaigns to choose from and their descriptions are also mentioned along with each type.
- Have a clear understanding of your campaign goals and the platforms that you decide to utilize for your campaign. As you will be investing both time and money into this effort.
- Build highly targeted landing pages for your ad, as directing the audience to your homepages will simply not cut it. If you are spending money on this prospect, you must do it wisely.
- Create more than one version of your ad. With a touch of variation in each version of the ad, you will be able to observe the variation in results and ultimately go for something that works best for you.
- Keep an eye out for your ROI (Return on Investment) , so you can see the actual impact of your campaign and whether it’s working out for you or not.
- Campaigns are a constant process and therefore keep evolving due to variations in the content of your ad. By changing even the smallest parts of your ad campaigns, we can observe the results and go for the most improved one.