Creating a Google Ad can cost you a lot of wasted advertising dollars if not done right – today we’ll talk about the basics of crafting a first successful campaign.
Google Adwords vs Google Adsense
There is a lot of confusion when it comes to those two, so let’s get it out of the way now.
While Google Adwords allows you to show your ad on Google’s search engine, based on relevant keyword searches made by the user, Google Adsense delivers the Google Adwords Ads to specific (and relevant) website pages – such as blogs or online forums. Owner of those websites get to share a portion of the profits from the ad.
- Google Adwords is for Advertisers.
- Google Adsense is for website publishers.
Since we are looking to advertise our product/service online, we’ll focus on Google Adwords today.
Before even opening your Google Adwords campaign page, you have to think about what your message will entail. Specifically, it must deliver the right message to the right person, at the right time.
By thinking about your target audience and what problems you can solve for them, you can begin crafting a suitable message. Also, when I say “time”, it means where your audience is in your sales funnel (did they never hear about you or are you advertising to those who bounced off of your website initially?).
To do so, you will need to consider 3 important questions:
- What is your conversion goal? (What action do you want the visitor to take?)
- Who is your target market?
- What are the top 3 pains/fears/desires that your target market can use your product/service to resolve them?
Answering these three questions will not only pave the way for designing your Google Ad, but also guide the Landing Page that your ad will bring traffic to.
Creating the campaign
Now that you’ve set up the outline for your Google Adword campaign, it’s time to start creating it by going to: adwords.google.com
Google does a pretty great job of walking through the steps. You begin by writing the email you’d like to use to manage your campaigns, as well as the website URL that your Google Ad will point to (the landing page you created).
You will then move on to step 2 – creating your Google Ad by completing the following fields:
Your budget: This is where you will allot your daily maximum budget you’d like to spend for your campaign. Keep in mind that you are only charged per click (PPC) and that you will not necessarily be charged the full amount every day, because that depends on how many clicks you’ve received per day.
The price per click is dependent on the competitiveness of the keyword you’re bidding on. Therefore, it is a good idea to think of some long-tail keywords that you know have high search volume, but low competition. If you’re not sure how to do this, our team at Concept9 have the expertise to get you started on a cost-efficient and yield-efficient campaign.
Location: Where (geographically speaking) do you want to target your Google Ad? If you’re managing a boutique in Montreal, Qc. You don’t want to waste your advertising dollar showing your Google Ad to people from Albuquerque, New Mexico.
Networks: You can decide if your Google Ad will be displayed on search results only, or also on display networks (this relates to Google Adwords vs Google Adsense we spoke about briefly). If this is your first campaign, I suggest you limit your campaign to Search Results only.
Keywords: Choose which keywords you’d like to have = ad displayed when people search for them. Again, the competition level of the keyword you choose is a big factor in how much each click will cost you. If you’d like to delve deeper into the intricacies of the bid prices, check out this info graph.
Bid: Tied to your budget, this will determine what is the most you’re willing to pay for a single click on your ad. Google can automatically set this so that you get the most clicks within your daily budget. However, you can also determine this manually if you feel you’d like to spend more on a single click, even if that means less daily clicks.
Text Ad: Finally, this is where you write your Google Ad text, keeping in mind all the questions you’ve answered earlier. Inset the URL of your landing page and write a text that will incite your target audience to click on the ad. It is recommended you use one of the keywords you’ve bid on, since it will correspond to what the user has initially searched for.
On the right hand side, you will see a preview of your Google Ad. Make sure that the text looks good and that nothing is amiss or cut off.
Once you’re done, you move on to the billing stage and voila – your ad is live.
The next step will then to be tracking and analyzing your campaign, as well as A/B Testing different versions of your Ad campaign to optimize it for more clicks.
Sounds a bit overwhelming? Let us buy you a cup of coffee and talk about how we can make your Google Ad campaign successful.