Here at MEDIAFORCE a lot of our Local Business clients ask us for help with their Google Ads campaigns. Google Ads is a very powerful tool to attract new visitors or “traffic” to your website.
By reading this blog post on Google Ads Campaigns you will learn the following:
- What is Google Ads
- Search Network vs Content Network
- How to Set Campaign Goals
- How to Structure your Ad Campaigns and Ad Groups
- Writing Ad Text
- Targeted Landing Pages
Do you have a Google Ads Qualified Individual Managing your Campaign? Contact MEDIAFORCE Today.
What are Google Ads?
Google Ads is a PPC platform and Google’s main source of revenue. Advertisers select words that their customers use to search for their products which are called “keywords.” These keywords trigger their ads to show when a user searches that phrase on Google. Advertisers bid for positions by selecting a maximum amount they will pay per click. You are only charged when a potential customer clicks on your ad, which is called advertising on a “Cost Per Click” basis (CPC)
Search Network VS Content Network.
Google has two core places they advertise. One is the Search network when users search on Google. The other is called the Content Network which is a massive network of content sites that includes major news sites, blogs, and websites that have decide to show Google ads on their pages. One of the biggest mistakes I see is not separating the Content Network and the Search Network. If you are a small business, are just starting with Google AdWords , or have a budget less than a thousand dollars ($1000) a month I would recommend turning off the content network, and using the search network instead.
How to Set Campaign Goals?
First, identify the goals of your Adwords campaign. What action do you want visitors to take? What is the next step for that visitor to take after they land on your page? All of these goals can be set up using the free tool Google Analytics.
Examples of Ads Campaign goals are…
- Attract X Leads – Measured by user fill out a Contact Form
- Attract X Engaged Visitors – Measured by those who spend over a certain amount of time on your site, or Visit a certain number Pages.
- Distribute X Data sheets/Ebook/Free Gift – Measured by Downloads
How to Structure your Ads Campaign and Ad Groups
To get the highest return on investment on your Adwords campaign, you must structure your campaign and ad groups properly. Ads accounts have four key components; Campaigns, Ad Groups, Ads, and Keywords.
Campaigns are at the top; you should build a campaign for each Product line.
Inside the campaign there are Ad Groups; create an ad group for each specific product.
Each Ad Group then has Keywords and Ads. The Ads and Keywords need to be built with a sniper like focus to match the specific product the Ad Group is built around.
Writing Ad Text for Ads
Here are a few best practices to keep in mind when writing the ad Text. Typically ads that include the keyword your bidding on in the Title of the Ad perform best. Use a call to action in the Ad. (Download, Watch, Sign Up) Finally, make sure to build at least two ads; Google will split test them to determine the higher performing ad.
Targeted Landing Pages
One of the biggest mistakes I see over and over again with clients is driving all the paid visitors to the homepage. This is a mistake and can cause you to waste a lot of money. You need to direct users to a web page or “Landing Page” that has a strong correlation with the Ad Text and the keyword you bid on to trigger that ad. By using the same words on the page that the user searched for, and saw in the ad, convinces them they came to the right place. This leads to more engagement, drives more leads and reduces advertising waste.
Do you have a Google AdWords Qualified Individual Managing your Campaign? Contact MEDIAFORCE Today.