When you search for something on Google, there are certain links that show up at the top with the ‘Ads’ tag. This is what we’re talking about here. Google Adwords is a means by which companies pay for their websites to feature at the top of the search results page.
How AdWords Work?
Firstly, it is important to understand how AdWords work and the difference between organic and inorganic(especially referred or paid) search results. Google Adwords works as a bidding ground where people bid money for clicks, but Google always prioritizes a user’s experience above anything else. Thus having the highest bid will not work for you unless you have quality on your side. Combining the quality and the money factor, Google ranks your page for the Ad display.
Once you are on the Google Adwords site, and hit start, you’ll be asked to set up your ad campaign. Choosing the right campaign type is essential. If you’re looking for conversions (that is for the user to take the targeted action you want them to take through the website, whether it is a purchase or subscription or making a call) go with the search advertising. On the other hand, if you are looking for branding go with the display advertising.
AdWords gives you the option to direct and demarcate the particular location where you want to market your ad. Make sure you’re targeting the right location; you can also have the option to exclude the location.
Put yourself in the shoes of a user. Come up with terms that the user would put in the search bar while looking for the product/service you provide. For more efficient help, head over to Display planner and Keyword Planner based on your advertizing method. It will give the relevant keywords ideas and also the average CPC(the maximum charge per click) and the monthly search volume of each keyword. Understand the different types of keywords and how they work.
If your webpage prompts the user to take an action that involves participation, for example, a user being prompted to make a call, it’s important that the activity is performed within your office hours. Thus you must schedule your ads according to your availability for the customers so that there is no off-timed activity on the users end. It will also help if the information about your availability, which is the office hour timings, is also mentioned on the website.
A/B Test Your Ads
It is always advisable to test multiple Ad-creatives with altering copy text and design by running them simultaneously to check which one is performing better. See which ads have the highest CTR(Click-through rate, which means the percentage of users who click and land on your page after seeing the ad ) and remove ads with lower CTR. You can try two different headline variations, the same headlines, but different body copy, or the same copy but a different call to action, etc to create variations and test samples. Consider two different ways of advertising for the same company:
Use Negative Keywords
AdWords allows you to use negative keywords as a way to exclude keywords that are not a good match for your product. For example, if you sell speakers that are not Bluetooth enabled, a user that requires Bluetooth speakers and is directed to your site will not be converted and you’ll lose on a click that you paid for. Here ‘Bluetooth’ will be your negative keyword. Adding the negative keywords to Ad Groups will restrict the irrelevant clicks and improve the CTR (click through rate).You can get the negative keywords ideas from search term report.
AdWords extensions provide the means to add more information to your ad. It is a strategy to improve your CTR and Ad Rank since you provide more useful and attractive data for a user viewing the ad. Providing a wider coverage with useful information, it also lowers your CPC for the ad and provides more and faster conversions. A sample post with extension is as follows:
Landing Page Experience
Since you’re spending a load of money to make people visit your site, your objective now is maximise conversion to make profit. If they do not convert, all your advertising investment is gone to waste. A clear, easy-to-navigate landing page is key to being successful on AdWords. Keep in mind the following pointers:
- Make sure that the users are redirected to relevant landing pages
- If there is a subscription form, minimize the fields
- Use more info graphics and high-resolution product images
- Make your call-to-action absolutely clear. Example: if your goal is phone calls, make the phone-number bold, clear and easily accessible on the page.
- Make sure the page works on a mobile phone, especially if your target audience is more likely to use it on the go.
The following example is noteworthy for its cleanliness of text, its directive for users plainly and boldly highlighted and a minimalist yet efficient display.
Search Term Report
AdWords takes patience. Keep active tabs on the search term report to know how your ads performed when triggered by actual searches. It is essential that you keep researching and updating. Identify new search terms with high potential and add them to your keyword list. Those that aren’t relevant to your business, you should add as negative keywords.
Hope this article gave you an insight into how AdWords work. Now get your hands on the Google AdWords and explore. After all one can learn better by actually working on it.