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A Complete Guide - All You Need to Know to Use Google Adwords

All you need to know to use Google Adwords, Google is the largest search engine in the world. It has over 90% of the search engine market share. According to estimates, 96% of Google’s revenue comes in from advertising. One-third of all ad revenue generated on Google goes to Google, meaning out of every $100, $38.6 is Google’s.

A Complete Guide - All You Need to Know to Use Google Adwords

Consider a simple Google search for WOW Internet Deals. The topmost results have a tiny “Ad” badge attached to them. These search results are placed first because the service provider or authorized retailer has paid Google for that ad.

Related: How to get Google Ads on your website

A Complete Guide - All You Need to Know to Use Google Adwords

What is Google Adwords?

Google Adwords is Google’s own advertising solutions service that allows people to run ad campaigns. Google Adwords works by letting you place results for your website at the top of a search engine results page. This is done by paying for those results to come up. Google Adwords is a great way to bypass SEO and content rankings and get your product/service maximum visibility. Here’s what we will discuss in this blog:
  • How to improve Quality Score by keyword groupings
  • Watching competitor ads
  • Optimizing for mobile
  • Creating mobile specific callouts

Let’s discuss these in detail.

How to improve Quality Score by keyword groupings

It is very important to improve Click Through Rate and Quality Score when it comes to successful Google Adwords campaigns. The higher they are, the less you are paying for your ads. Paying less for ads means you are paying less per customer making customer acquisition cheaper. Quality Score is determined through the Click Through Rate (CTR), the relevance of your landing page, performance history, and ad relevance.

The question is, how can this Quality Score be upped? One method is by grouping keywords. The grouping of keywords can be difficult because you may have hundreds of them. One good idea is to consider your ad copy and the person clicking on your ad.

A keyword that is meant to give further information should not be in a group that encourages a customer to buy. In other words “learn more” or “find out more” should not be grouped with “buy now”. Both groupings have specific intentions. Another method is to initiate an analysis of keywords and remove the low performers. Common keyword groupings are branded terms, bottom-funnel terms, mid-funnel terms, top-funnel terms, competitor terms, and product terms. Again, categorizing will take time but is well worth it.

Watching Competitor Ads

Whenever your ad pops up, you are competing with other people for the same keywords. Even if your product or service has more value, you still want to beat the competition. Google has a “analyze competition” feature that comes in very handy. It allows you to search by filters like CTR, impressions, clicks and overall position. Let this run for around 2-3 weeks for a comprehensive idea about your competitor’s position on the same keywords you are using.

This includes how much they spend on Adwords, how long they have been using it and the keywords they have. You can even check out the same information about your competitor’s competition. It pays to know what sort of campaigns are being run both by competitors on your level as well as bigger ones.

Optimizing for Mobile

The single most common gadget across all incomes, ages, and demographics is the smartphone. Everybody uses smartphones. So it only makes sense that your ads are optimized for mobile. To do this, first, you will need a mobile-responsive version of your website. At the very least, you will need a mobile-responsive landing page. Out of all online adults, 80% use smartphones and that’s a big market you don’t want to miss out on.

Once you have a mobile-friendly website or landing page, you need to implement call extensions. Doing business over the phone is still preferred by many people. People clicking on your ad get a phone number to contact you on instead of the landing page. This is a convenient workaround for boosting conversions. Next, put yourself in the shoes of a mobile user and adjust your campaign accordingly. Ads should be shorter with more focus on keywords. It’s also a good idea to lead with a discount offer or a value proposition to keep the user engaged.

Creating Mobile-Specific Callouts

Getting a mobile-optimized ad campaign is not enough. You need the people to take specific actions, like clicking on your ad. This is where callouts come in. A callout is additional detailed information about your business, product or service. This is very helpful in showing mobile customers what they’re going to get. Google allows you to easily create mobile-specific callouts for your ads. Choose your campaign and click the Ad extensions menu.

Once there view the drop-down menu and select Callout Extensions. Go to the callout extensions menu, click on Edit and you’ll see a list of callouts in this campaign. Find which one you want to customize and click on it. On the selected callout, click the down arrow and select Edit. Select Mobile as a device preference and change the callout as required. Click save and you’re done.

Callouts should be short and specific in keeping with mobile optimization. For example, an ad Optimum Triple Play Packages should contain callouts like “quick installation”, “24/7 Support” and “Contract Buyout” instead of long explanations. It takes time and effort to master Google Adwords. Luckily there are tons of resources available all over the internet that can help you. Share your insights with us and how you uniquely handle your campaigns. Cheers!

Author Bio:

Alex Brian is an entrepreneur, marketer, and writer. He loves beaches and bathing in the sun. That's where he finds his inspiration to author in-depth guides that teach E-commerce store owners ways to manage, grow and scale their business. In a former life, Alex co-founded a custom menswear company which generates 6-figures in annual revenue through its website and retail.

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