As a beginner looking to delve into paid search ads, it is helpful to know that this advertising method has existed for over two decades, with its initial form resembling a Yellow Pages directory in the year 2000. Today, it is considered a leading digital marketing strategy that most businesses, big or small, utilize. It is uncommon to find a business that does not advertise on Google. Though many opt for the easy setup provided by Google Ads’s quick-start setup, setting up a campaign generally takes 30 minutes. Most advertisers still find themselves perplexed about why their campaigns yield little to no results.
While creating and launching advertising campaigns on Google may seem simple, achieving true success with Google Ads can be challenging. There are various aspects and factors to consider when aiming for a successful paid search campaign. In this guide, we will outline some of the most crucial elements to help you get started and improve your chances of attaining success with paid search advertising.
Before Starting Paid Search Ads
To begin with, it’s important to clearly understand your marketing goals and how you can deliver a smooth user experience. One effective way to achieve this is by asking yourself the following questions:
- Why is it important to establish marketing objectives before creating and launching a search campaign?.
- What should you consider when directing traffic to a landing page for your search campaign?
- Why is it crucial to implement Google Analytics and conversion tracking for your search campaign, and what should you measure using these tools?
- Why is it important to understand your budget when selecting keywords for your search campaign, and how can you use this information to refine your keyword list?
Setting Up Your Google Search Advertising
Step 1 :Researching Keywords and Developing Keyword Lists
Conducting keyword research is essential to ensure your targeting aligns with your objectives. It can also provide valuable insights into the performance and cost of specific keywords. Numerous tools are available to assist you in creating a successful list of keywords.
Step 2 : Creating Ad Groups
After developing a list of relevant keywords, grouping them into tightly themed categories, known as ad groups, is essential. This will help align each keyword with specific ad copy and landing pages that are hyper-relevant to the user’s search. Ensure that the landing page content matches the user’s search intent, especially the keywords used to increase your ad’s relevancy and quality score. Additionally, incorporating these keywords into your ad copy will help improve the ad’s relevance.
Step 3 : Ad Copy
Here are some tips for writing effective ads for your ad groups:
- Ensure your ad copy includes the specific keywords for that ad group.
- Use value propositions and promotions to differentiate your business from competitors.
- Provide a clear and strong call-to-action (CTA) so that users know what action to take after clicking on your ad.
- Utilize ad extensions to provide additional information about your business and take up more space on SERP, which can improve your click-through rate (CTR).
By following these tips, you can create engaging ad copy that includes your keywords, highlights your unique value propositions, and encourages users to take action. Don’t forget to leverage ad extensions to provide more information and increase your ad’s visibility on the SERP.
Step 4 : Find the Campaign’s Turning Points
Typically, advertising campaigns are divided based on categories of products or services and may have varying budget allocations. The bid strategy is also a crucial factor in determining campaign breakdowns. For instance, if your campaign aims to increase awareness, you should bid based on the target impression share. On the other hand, if your objective is lead generation, you should bid based on maximizing conversion or target cost-per-acquisition (CPA). Separating campaigns by location is another option, enabling budget allocation by store or area. In summary, selecting the appropriate campaign type is crucial to achieving success. Therefore, carefully consider all campaign structure options and choose the best one to attain your objectives.
Step 5 : Bid Strategies
When running a paid search campaign, bid strategy is a crucial element. Google recommends several automated smart bid strategies that are easy to use and can help you achieve your campaign objectives. However, you can opt for manual bidding if you want more control over your campaign. The choice between these two options depends on your specific needs. Starting with automated bidding is a good idea, but as your campaign matures, you may want to experiment with different approaches to see what works best. This can make PPC advertising complex, so having a clear objective before planning and executing your campaign is essential. Doing so will ensure that your bid strategy and campaign structure are aligned to achieve your goals most efficiently.
Step 6 : Keeping Track of Your Quality Score
When running campaigns on Google, keeping an eye on your quality score is important. Google rates your keywords on a scale of 1-10 based on how well your ad quality matches up against your competitors. A higher quality score indicates that your ad and landing page are more relevant and valuable to people searching for your keyword than other advertisers. It is crucial to maintain a high-quality score as it directly affects the cost-effectiveness of your paid search campaigns. This is similar to how your credit score can impact your loan eligibility and interest rates. Google Quality Score influences the performance of your PPC ads and the cost per click.
When to Anticipate Outcomes ?
Search marketing can be a highly effective tool in your online advertising arsenal, but it is important to remember that success is not instantaneous. It may take anywhere from one to three months to start seeing the impact of your Google AdWords campaign, and typically three months to fully establish a new campaign. In addition, it can take up to a year to consistently perform at peak levels. This is because it takes time for Google to gather enough data to utilize machine learning and effectively reach the ideal audience. Furthermore, a year’s worth of data enables Google (and you) to comprehend seasonal trends and behaviors thoroughly.
This introductory guide to paid search aims to increase your comprehension of the elements involved in developing a paid search strategy and executing effective campaigns. Google ads campaigns have various intricacies, and running a prosperous campaign requires much attention and care. However, our digital media specialists can assist you in designing a strategy to attain your business objectives, suggest appropriate budgets, establish the groundwork for your campaigns, and offer continuous management and optimization services so that you can concentrate on running your business. Contact us to schedule a complimentary consultation with DigiGenius’s digital media team.