Everything You Need To Know Before Advertising On Google AdWords - Semalt Tips
Do you want to advertise on Google?
Now? Wait a second, take your time and let's talk a little bit.
Suppose you want to advertise on Google but don't know where to start. You have just to open the Google Adwords' interface and reading what I wrote before creating your first campaign and that can give the positive results for the performance of the campaigns you will manage. In this article, I will talk about some things you should check and know before starting ads in order to have high performance and efficient campaigns. I will talk about the following processes in the rest of the article.
Things to know before advertising on Google
3 items you should definitely review before advertising on Google AdWords:
- Things to take your time before advertising on Google
- Common mistakes in Google AdWords campaigns
- The most common questions I get about Google AdWords ads
Think for a second about how a veterinarian clinic located under your apartment can reach the clients without the internet. Can you advertise on TV just for this small business? Or a billboard on a busy street, next to its location? This could be very challenging for them. Perhaps a person in the back street who needs a veterinarian will never be aware of the existence of this business. By using the Google ads, you will be able to reach your potential customers at the time of need. Now, small businesses have begun to reach its potential customers more easily with the right strategies.
Before starting, I want to say that you are about to make the right choice. Because, by advertising on Google, you can have the chance to reach people who search for your business directly. When set up correctly, Google ads can be an extremely important online marketing channel in terms of both increasing your brand awareness and gaining the new customers.
First of all, let's get along at this point. Although Google ads are one of the most successful online advertising channels at the point of acquiring new customers, there is no such thing as you will certainly make money by advertising on Google. Many factors affect your customers' use of your service or purchase of your product. In short, you should remember that your business must act with the right strategy to successfully sustain the Google ads.
1. Check your landing pages
The landing page is the page where you direct the users who click on your ads. Even if you have a great Google ad account, if your landing pages provide bad user experience, it will be very difficult to get efficiency from ads. One of the most common things I come across is that all the ads are directed to the home page instead of the relevant page. Do not do this. After paying attention to the fact that you need to direct the users to the right page, let's touch on some technical and contextual points that your landing page should meet.
Check the loading time of your landing page. If possible, you should take care to open it in less than four seconds.
You should avoid using the pop-ups that are against the user experience.
Your landing pages must be mobile-friendly. This is now a must. You need to make sure that your landing page works well on all the devices.
You can use more than one CTA button depending on the length of your landing page.
If you have a landing page that aims to collect the leads, be careful to not get the information you don't need from the users.
Try to explain clearly which problems your product/service solves for the users and what kind of value it provides. At the same time, you should be careful to not use the very long texts while describing these.
You should create the headlines and CTA texts that will make an impact on your customers.
Try to get them into action by talking about the opportunities you provide on your landing page, what benefits you can provide to your customers, and what solution you will offer them.
Make sure that the keywords and ad text you set to advertise on Google match your landing page. At the same time, you should take care to display this harmony in the title and description section of your page. You should include the trust-building elements such as the users' comments, success stories, security certificates, return rights on your landing pages.
Remember, the users also click on the advertisements of your competitors, and at best they choose one of them.
9 suggestions that can increase the trust of your landing pages
1- Visitor Views
People value the comments of people around them more than you think. We can send a picture of a shoe you like the simplest to our close friends and take their opinions and decide.
2- Users' Comments & Success Stories
The text or the video content that describes the positive comments of people who have used or purchased your product or service and their contribution to their business will be a factor that increases the trust of the visitors.
3- Partner Logos
By using the logos of the companies you are affiliated with or partner with, you will in a sense give a positive impression to your visitors as it will show that they are a business that they can give reference and trust.
4- Security Certificates and Privacy
It will show that you care about the safety of the visitors. You should add a privacy statement explaining that you will not share the information of the visitors with third party persons or institutions. Making your visitors feel that personal information is stored and safe will increase your conversion rates.
5- Visitors' Information
If you have a form on your landing page, do not try to get information that you do not need. This can both tire the users and leave a question mark in the minds of the visitors
6- Finding Contact Information Easily
Your landing pages may not answer all the questions. You should provide the directions that will allow the users who want to learn more to reach you easily. (Social media, live support, mail, phone, etc.) Also, showing a phone number on your landing page will show that the visitors can easily contact an authorized person.
7- Return Rights
According to thee-commerce law, the visitors can return the products they have purchased for a while without providing any reason. Telling them this, can increase the visitors' confidence in your site.
8- Facebook & Google+
The membership support provided by the trusted sites such as Facebook and Google+ can be a factor that increases the trust of visitors to the website in the eyes of the visitors.
9- Shipping Options & Tracking
You can present the cargo details of the product to the visitor in advance. Like whether he wants his order shipped immediately or delivered at a later date. Indicating this may give the visitors the perception that the product they receive will be shipped immediately.
2. Make a keyword analysis
Before setting up campaigns in your Google Adwords account, you should do the keyword analysis. You can find out how the users search for your products or services by doing the keyword analysis. It also allows you to learn the competitive status of the keywords you have determined by performing the keyword analysis. Thus, you can develop the strategies suitable for the advertising budget you set. For example, if you have a limited advertising budget, it may tell you that you should advertise on the keywords with less competition or to not compete too much on the keywords you set. Semalt AutoSEO is another way increase your website effectiveness.
You pay every time your Google Adwords ads are clicked. That's why the keyword analysis is extremely important. The keywords can receive the impressions in the queries you do not want, depending on the match type you use. My suggestion is that when you are doing the keyword analysis, take note of the keywords that you do not want to show ads at all. Thus, when you start advertising, you can prevent the important queries that may cause the unnecessary costs.
So far, I talked about the things I think you should put on the table before creating your first Google Ads campaigns. In the next section, I will talk about the most critical and common mistakes of the people I've met so far.
Common Mistakes in Google Adwords Campaigns.
1. Ignoring keyword match types
You have determined certain keywords to reach your target audience and added it to your ad account. Do not think that your ads will only show on these keywords. If you add your keywords directly to your ad accounts, your ads may receive the impressions on the search queries that you can never even imagine. This is where the keyword match types come into play. The keyword match types are directly effective in the queries in which the keywords you specify will be triggered or not. There are 4 keyword match types you can use in Google Ads. These:
- Broad Match
- Broad Match Editor
- Sequential Match
- Exact Match
As the name suggests, it is the type of match that will trigger your keywords in the most search query, and you should be very careful when you use it. Now, the good news is that there is nothing you need to do to use this match type. Because when you add your keywords to your ad groups, you add broad matches by default. This means that the broad match keyword ''send flowers'' can be triggered in thequeries like "flower shops, sending flowers in a dream to a lover". If you want to get the maximum reach and your budget is sufficient for it, you can choose a broad match, but this time it will benefit you to make sure you set your negative keywords.
Broad Match Editor
Broad match modifier provides more precise targeting than broad match. You can get the keywords with a broad match modifier match type by adding a (+) sign to the beginning of your keywords. For example, let's say you own a website that only sells second-hand goods. If you add the keyword "+ second + hand" with a broad match modifier in your keywords, your ads will only appear in thesearch queries related to it. However, your ads will continue to receive theimpressions in thesearch queries that are closely related, misspellings.
Phrase match is the type of match that determines in which search query your keywords will appear in which order. You can get phrase match keywords by adding quotation marks (") to the beginning and end of your keyword phrases. For example, the "running shoes" pattern will not be broken in all the queries where your keyword in the form of "running shoes" may be displayed. Different queries can only come before and after. (Adidas running shoes, running shoes models etc.)
You need to provide a complete control over your keywords. If you add a keyword as an exact match in your campaigns, your ads will only receive the impressions on those search queries. Again, as in the broad match editor, your ads continue to be shown in the search queries such as closely related, typos, suffixes.
Not using negative keywords
Another critical point I see in ad accounts is that the negative keywords are not used. Negative keywords help you to determine which search queries your ads will not show to theusers. Since thenegative keywords will block relevant search queries, it enables you to use your advertising budget more efficiently and get better costs per conversion.
For example, let's say you have a keyword + iPhone + x + price in your campaign. This keyword can get the impressions in the search queries such as used iPhone x price, iPhone x screen replacement price, and iPhone x case price. If you have a website that sells only zero iPhone X, adding words such as second hand, screen change, cover as the negative keywords to your campaigns will increase the interest level of your ads.
You can add negative keywords to more than one campaign by creating the lists, or you can define it to your account specifically for the campaigns or thead groups. At my point, my recommendation would be to add thenegative keywords, which we should never receive the impressions, to your account at the account level, and the keywords that may change at the ad group level at the campaign or ad group level.
Redirecting all ads to the homepage
Remember that Google is a search engine and its main purpose is to bring the results compatible with the queries' users are looking for. You should take care that your ads go to thepages that match the keywords you target. Thus, you will increase the interest level of your ads and provide a better experience to theusers who click on your ads.
Ignoring network options
The search partners allow you to show ads on the 3rd Party websites in order to expand the reach of the ads you post on Google's search network. Search partners may perform well in some campaigns, while in some campaigns they may have the poor results. You can examine the performance of your ads shown on search partners by adding segments to your campaigns.
Not using Google Analytics
Let it be such a tool that tells you what no one can tell you about the experience your site provides to thevisitors and gives information about where you need to improve. Wouldn't it be nice?
Wait, there is such a tool: Google Analytics. It's free. So why not use it?
In short, Google Analytics is a Google service that allows you to see how your website visitors find your site, how they behave on your site and provide you unlimited information about your visitors.
You can also associate Google Advertising and Google Analytics accounts with each other. Thus, you can transfer some metrics that explain the behavior of your users to the Google ad account and evaluate the performance of your ads more effectively.
My top questions about Google AdWords Ads
1. Do Google ads have a specific price? How much do I have to pay?
No. You can start advertising by allocating any budget to Google. Besides, you can set the upper limit you want to spend daily and publish your ads accordingly. At the same time, you can change the daily budgets of the campaigns as you wish.
2. Which keywords would it be better to advertise?
There is no clear answer to this. But before you start advertising, it will be beneficial for you to have a good keyword analysis process and do a negative keyword research.
3. How are Google ads costed?
It does not cost you in any way to display your ads on the search network. You pay only for theusers who click on your ads. In other words, it will not cost you for theusers to search for your keyword and see the ads, if the users who see your ads interact with your ad, you pay for that click.
4. How are costs per click determined?
Google ads work on an auction basis. The candidates who want to advertise for each keyword submit a bid to Google (CPC), in line with your bid, your ads will receive a single impression on Google. At the same time, Google takes into account the quality score factor when determining your costs per click.
5. What is the quality score?
Quality score is simply a factor Google uses to evaluate your ads. Google assigns a value from 1 to 10 for each of your keywords. These values are quality points. Your quality scores directly affect the click costs you'll pay Google. Your quality scores are evaluated on 3 basic factors.
6. How can I control the ads?
If you want to check whether your ads are running or not, I recommend that you do not do this by searching on Google. The controls you make in this way can reduce the click-through rates of your ads. These checks, especially onthe words with low search volume, can negatively affect your quality scores. You can do these tests from the healthiest ad preview and diagnostic tool. By using this tool, you will also have the opportunity to control the ads you post in different locations.
Now you have understood the 3 things to know before advertising on Google AdWords.
Do you think you are ready now?
If your answer is yes, you can start creating your first campaign here. But, I still have doubts, that you are ready so soon.