What is Google AdWords in Digital Marketing?
Search engine optimisation (SEO) services help businesses organically climb Google’s search results page to enhance their website’s visibility. But if you don’t have the patience to rely on SEO, how can you skip straight to the sweet stuff?
The most popular way is Google AdWords. As companies can pay Google to have their website displayed at the top of relevant search results, this keyword-based technique promotes your brand and reaches relevant customers faster than ever.
Ready to incorporate Google Ad Campaigns into your digital marketing strategy? Here, we cover the basics of Google Ads and explore how you can use them to make your brand the star of the show…or at least, the star of search engine results!
What is Google Ads?
The first thing to know is that Google Ads is an online advertising platform that lets businesses advertise their products and services on the world’s largest search network—Google. It works by targeting potential customers who are already making search queries for services or products like yours, meaning your ad will only be displayed to people who are actually interested in what you have to offer.
As a pay-per-click (PPC) service, Google AdWords sees businesses pay for every click or impression they receive on their advertisements. With brands able to tailor these ads to their precise goals, such as increased website traffic or lead generation, you can hit your targets and grow your presence.
Considering how many platforms feature Google Ads, including Google Search, Gmail, YouTube and Google Shopping, it’s possible to reach your exact target market and convince them to take action. For a solution proven to grow online businesses, Google AdWords might be the perfect choice for your needs.
How to use AdWords to benefit your business
Google PPC allows businesses to quickly expand their reach and increase brand awareness in a cost-effective manner.
The platform offers several tools and features that help businesses optimise their Google ad campaign for maximum effectiveness:
Targeting Options & Retargeting
Google Ads offers powerful targeting options that allow advertisers to target specific audiences based on location, interests, demographics, etc.
Retargeting is another option that allows advertisers to target users who have already visited their website or taken some sort of action (e.g., abandoned carts). This helps ensure that ads are seen by people who are truly interested in what they are offering and not just random viewers who may not be interested.
The platform lets you adjust your bids in order to increase or decrease your ad spend. Bid adjustments allow you to customise the amount you’re willing to pay for each click, so that you’re only spending money when it will have the most return on investment. This makes it easy for businesses of any size to get the most out of their advertising budget.
Google Ads also offers budget optimisation tools that make it easier for businesses to set a daily budget and ensure they are getting the best value from their ads. Budget optimisation automatically adjusts bids according to what works best for each campaign, so that you don’t have to manually adjust them every time there is a change in performance or market conditions.
Also known as split testing, A/B testing helps businesses determine which strategies are working best for them. With A/B testing, businesses can test different versions of an ad and see which one performs better before launching the final version. This allows them to fine-tune their campaigns and get the highest possible return on investment from their ads.
Every strategy also delivers a wealth of insightful data, meaning you can identify areas for improvement and work towards an even greater return on investment (ROI). Team up with First Page Digital to benefit from exceptional PPC services today.
How to Use Google Ads for Digital Marketing
Google AdWords is a cornerstone of online marketing for countless industry professionals. If you’re keen to adopt a Google advertising strategy today, consider the following tips to ensure you generate a rewarding campaign.
Understand Your Goals & Objectives
Before you start setting up your Google Ads campaign, it’s important to understand your goals and objectives. What do you want to accomplish with this platform? Are you looking for more leads or conversions? Do you want to increase brand awareness or generate new sales?
Once you have a clear understanding of what your goals are, then it’s time to move onto step two.
Set Up Your AdWords Account
Once you have established your goals and objectives, it’s time to create an account on Google Ads. This process is straightforward and can be completed within just a few minutes. Once your account is set up, then it’s time to start creating your Google Ads campaigns.
When setting up these campaigns, make sure that they are focused on achieving your specific objective—for example, if your goal is to generate more leads then make sure that all of your campaigns are centered around that goal.
Define Your Target Audience
Like SEO services, online marketing platforms like Google are only as effective as your target audience. If you launch a poorly considered campaign that fails to reach the right people, you can’t expect to generate leads and website traffic.
Naturally, this starts with the demographics of your customer base. Across age, gender, location, salary and interests, you have the power to target the ideal consumers who have a higher chance of making a purchase.
Backed by detailed buyer personas and insightful data on past conversions, you can define the right audience and ensure your campaign hits the mark.
Conduct Keyword Research
Once you’ve defined your audience, you must identify the perfect keywords to capture their attention and achieve your goals. But as advertising on hugely popular keywords can be too expensive for many businesses, you must take a strategic approach to this research.
For example, you might decide to start with broad keywords that ensure you reach people interested in your sector. However, these can be complemented with long-tail keywords that receive less traffic, but are used by highly engaged customers.
With Google Ads offering comprehensive analytics on how each keyword performs, brands can identify which terms suit their objectives and optimise their output.
Create Ad Groups
An ad group is a collection of multiple ads that share one or more keywords or target audiences. If done correctly, creating an effective ad group will help ensure that your ads are targeted effectively and reach their intended audience.
Additionally, creating multiple ad groups will allow for greater flexibility when targeting different audiences or testing different strategies. When creating ad groups, think about who would be most interested in seeing/clicking your ads and tailor them accordingly.
Start by creating an ad group for each product or service that you offer; this will make it easier for potential customers to find exactly what they are looking for when they click on one of your ads.
Create Relevant Content
After you’ve identified who your target audience is, you should create content that is specifically tailored towards them, while being relevant and interesting.
You should also ensure to include a clear call to action (CTA) so that your audience knows exactly what to do after viewing your ad. Otherwise, it won’t be effective in driving traffic.
Align Your Landing Pages
You might not realise it, but landing pages are imperative to your Google Ads campaigns. This is because Google uses a metric known as Quality Score to determine how relevant each ad is to consumers.
As landing pages play a critical role in this score, people who click through to your website must enjoy a top-notch user experience. With this in mind, always ensure that every landing page loads at top speed and remains highly optimised for mobile-based customers.
You must also make sure your Google Ads and landing pages share a parallel message. For example, if your ad promotes a particular product, brands must link to the corresponding product page to enhance their Quality Score.
Analyse Your Results
Before the rise of online marketing, advertisers simply didn’t have access to the same granular level of data that exists today. However, modern data-driven platforms such as Google Analytics provide brands with extensive campaign feedback that signals the best way forward.
Therefore, businesses must link Google Analytics to their Google Ads account. This razor-sharp integration ensures you can track, analyse and read reports on how leads use your website after clicking on one of your ads.
Do they instantly leave or follow a consistent path to the checkout page? Insights like these are critical for determining the effectiveness of your website design and long-term success.
Google Ads might be a small or core part of your overarching online marketing strategy, but you must determine the ideal budget to ensure you experience a cost-effective ROI. This starts by researching how much it will cost to advertise on your preferred keywords.
You must also consider how branded keywords and user intent factor into your decisions. If your goal is to convert customers with high intent, focus your spending on keywords that include terms like “buy now” and “free shipping”.
With the help of a leading Google AdWords management agency like First Page Digital, you’ll quickly discover that our thoughtful strategies optimise your Google Ads costs.
Keep an eye on performance metrics such as CTR (click-through-rate) or CPA (cost per acquisition). Make sure that all ads are performing well before scaling up investment; if not then adjust accordingly until desired results are achieved!
Choose First Page For Exceptional Google AdWords Management
A Google AdWords strategy can be challenging to get right, but considering the unmatched rewards that follow a successful campaign, don’t ignore the importance of a razor-sharp plan.
Research-driven Google AdWords campaigns consistently deliver outstanding profits for companies operating across all industries. So, if you don’t want your company to get left behind, it’s time that you adopted the right approach for your business.
If you’re still wondering how to make money with Google Ads, your solution is simple: us!
With the help of First Page‘s talented team, we can tailor a campaign that complements your SEO services and delivers the perfect audience to your website.
Get in touch with our digital marketing specialists today. Considering that we’ve led campaigns for some of the world’s biggest businesses, we have what it takes to skyrocket your bottom line.