Google’s paid search is an invaluable part of the marketing mix. On Google alone, 3.5 billion searches are made daily. People are likely searching for your product on a daily basis, and, of course, you want your website to show up in those search results when a potential customer is looking for you. While SEO is an important service to ensure your website is showing organically, it can take months to see results. Google Search ads put your site in front of relevant searches immediately. As a Pittsburgh web design and marketing company, we’ve compiled a guide to help you with Google Adwords.
All of those 3.5 billion daily searches can be segmented into three categories: navigational, informational, and transactional. With each category comes different tactics for marketing. After you’ve created a website with a Pittsburgh web design company, you’ll want your site to show up for these searches.
A Google Search campaign consists of a campaign, ad sets, and ads. When starting a new campaign in Google Ads, you’ll see many options for goals you can select. Different goals are optimized for different types of advertising campaigns (display, video, shopping, etc.), but for search, the goals narrow down to sales, leads, and website traffic goals. You can also opt to create a campaign without a goal. You’ll have to select a goal that most aligns with what you want to accomplish on Google Ads.
Once you have your goal chosen, choose your location, your budget, and your bidding strategy.
Ad extensions expand your ad to provide additional information to your potential customers, allowing for greater visibility and more prominence on the search engine result page. Adding ad extensions can help you increase your clickthrough rate on your ads by up to 15%. Ad extensions aren’t always guaranteed to show up with your ads, but when your ad’s position and rank is high enough, the extensions will show. You can choose from many different extensions, including callout extensions, sitelink extensions, and click to call extensions.
No matter how large or small your Google Search campaign is, you’ll want to be sure your ad groups are highly organized. For each ad group in a campaign, center it around a theme of your products or services. If you have multiple sets of products, you’ll want to create separate ad groups for each. For example, if you sell clothing, you may want to separate your ad groups based on the different types of clothing you sell. If you want to segment your themes based on location or budget, you’ll need to create a separate campaign—all of the ad groups in one campaign will follow the same segmentation.
After you plan out your ad groups, you’ll need to add keywords to the appropriate ad group you’re building. If you’re at a loss of where to start, Google has a Keyword Planner tool to help you get started. The Keyword Planner can help you discover new keywords, see monthly search volume, determine the cost of your campaign, and create new campaigns. You’ll start with keyword ideas you already have or a website so that Google can recommend keywords. Once you have a good group of keywords with appropriate search volume, you’ll have to choose keyword matching options. Your options are broad match, broad match modified, phrase match, and exact match.
After you’ve created your ad groups, you’ll have to create your ads that will run with your ad campaign. Any Pittsburgh web design and marketing company will recommend that all search campaigns have at least two expanded text ads and at least one responsive search ad.
After your ads are up and running, performance is the next step in monitoring your ads. Depending on your goal for your ads, some metrics may be more important than others, but overall, you should monitor your impressions, clicks, click-through rate, cost, cost-per-click, and any conversions you’re tracking. After you spend some time monitoring your ads’ performance, you can optimize your campaign further.
Running Google Ads for your company may seem complex, but the more you experience setting up ads, the easier it gets. Thinking about running Google ads for your company but don’t want to manage the ads yourself? Responsival, as a Pittsburgh web design and marketing company, has experience running successful Google Ads campaigns. Get in touch with us today to learn more about how we can help.
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