Launching a brand-new Google Ads search campaign can be an exhilarating process. There’s always a variety of emotions whenever you click on the ‘enable’ button to start a new campaign. You feel excited about creating something, but at the same time, you worry about your creation.
It’s normal to feel apprehensive if you’re new to developing Google Ads campaign. But worry not, with experience and the right tips, you will soon be on your way to success. The steps and tricks that I have prepared below will help you establish a successful campaign and reap the benefits yourself.
Step # 1: Customer Demand
The first key is client demand. If you have no consumers and no one looking for your products and services on Google, then chances are your Ads campaign will not be very successful. When starting a Google Ads campaign, ensure that people are googling the terms and keywords you plan on using. Confirming this is the first step to a successful campaign.
To do this, you will use the Google Ads Keyword Tip Tool. This tool acts as a thesaurus. To use it, enter phrases you believe your potential customers are browsing. Google will then inform you of other similar and relevant phrases. You will also be informed about how often people search these phrases, and how competitive your keywords are. Finally, you will be notified of the cost you will incur in promoting each keyword. All this information will assist you in identifying the best keywords to use in your campaign.
One important trick is that before you start using the tool, make sure that the advanced options are set. If you are based in the States, then set the United States location and the language to English. The setting for ‘Gadgets’ also needs to be on default to desktops and laptops, which is what you want unless you’re targeting only mobile devices.
Next, click the ‘Columns’ menu and check Competition, Local Monthly Searches, and Approximate CPC (cost per click). Regional Monthly Searches will show the searches in the United States (if you’ve already selected the U.S. in the Advanced Options). You’ll also see the Ads competition and the expense per click for each keyword. This will assist you in evaluating the keywords you’ve chosen.
When you’re carrying out keyword research study for Google Ads, I suggest using the keyword Match Type setting called “Expression” match. This will provide you an accurate sense of how many relevant expressions there are monthly. When these steps are done, just type the phrases you think will be best for your campaign and click the Browse button.
After this, you’ll see a list of keyword ideas along the left column based upon the expressions you typed into the search box. You will be able to view the Ads Competitors, Regional Monthly Searches, and the Approximate CPC for each keyword.
Further, keep these three questions in mind in determining whether or not to advertise on a particular keyword:
- Are my keywords searched in Google? If they yield a zero search volume, then that informs you nobody is typing your phrase into Google. There is no point in advertising keywords that nobody is browsing.
- Is the individual browsing this keyword most likely to purchase my product and services? Or is the individual only researching without any intention of making a purchase? Ask yourself what the purpose of the user is when he/she is searching the keyword. Make sure to choose keywords that are used by people looking to purchase your product.
- Can I afford to advertise on this keyword? You’ll have to calculate for this one, which brings you to the next step.
Step #2: 4th Grade Mathematics
Before deciding on the final list of keywords to use, you’re going to have to do a little math. This may sound intimidating, but it’s as easy as fourth-grade math. Doing this will prevent you from advertising on keywords that have no chance of paying. It’s much better to run these numbers before you spend money on your campaign.
To respond to the query “Can I afford to advertise on this keyword?”, you need to calculate your maximum expense per click (Max CPC). Compare your business’s Max CPC to the estimated keyword CPC in the Google Ads Keyword Tool to see if you can pay for it. For example, if your Max CPC is $5 and the approximated CPC is $4, then you understand there’s a high chance you can profitably advertise on that particular keyword.
Your Max CPC is determined by your website’s conversion rate, revenue per consumer, and target advertising revenue margin. If you do not understand these numbers, you’ll have to guesstimate your best or set up a tracking system to calculate it more accurately.
The formula below can be used to determine your Max CPC:
Max CPC = (earnings per consumer) x (1– earnings margin) x (website conversion rate).
Your Max CPC should be in the range of the estimated CPC of the Keyword Tool. If your Max CPC is below the estimated CPC, then you will need to boost your profit per customer first or improve your conversion rate before marketing on that keyword.
Step #3: Rival Intelligence
At this point, you should have a keywords list with purchasing intent, meaning keywords that you’re positive you can afford. The next step is to minimize your risk by leveraging rival intelligence. In many industries, you’ll find competitors who have already evaluated and optimized their Google Ads projects. That suggests they have determined which keywords, ads, and landing pages work and do not work in your market. When you’re done reviewing keywords, click the Ads tab to review your rival’s ad copy.
Step #4: Powerful USP
Your USP, or unique selling proposal, distinguishes your business from your rivals and provides your prospective customer with a coercive reason to select you. As direct response marketer Dan Kennedy puts it, your USP answers the question, “Why should I, your possibility, choose a business with you versus any other option?”
When it comes to Google Ads, there are three essential reasons to create a compelling USP:
- First, know that a strong USP will generate more traffic from certified potential customers (motivate clicks on your ads) and repel undesirable leads (avoid ad clicks).
- Second, a strong USP will skyrocket your conversion rates. Not only will you create more traffic because you’ll get more clicks on your ads, but you’ll also convert more traffic into paying consumers.
- Third, a strong USP can remove price window shopping. This can be a game-changer for your business because you’re no longer viewed as a commodity. If you provide your potential customers a compelling reason to do business with you versus your competition, then price becomes a secondary concern. You’ll have the ability to demand higher prices than your competitors without hurting your sales.
Indeed a USP is a crucial component, but how do you produce one?
First, concentrate on your core strengths and determine your competitive advantages. Another thing to do is to speak to your clients, and more significantly, listen to them. A fantastic USP is built on client insight, so ask your customers why they preferred your products over anyone else’s on the market.
Also, ask your consumers what they disliked about your offer. Then listen to their requests, which you might be able to add to your existing products or services. Lastly, evaluate your competitors, and look for an opening. The most crucial word in a selling proposition is unique.
To produce a strong USP, you have to study your rivals’ ads, websites, and marketing materials, and discover your opportunity to stand apart. You can use a spreadsheet to arrange all of these insights, so you can easily find the commonalities. Observe and look for an opening to do something unique and different.
Step #5: Alluring Deal
What can you provide in your Google Ads campaign that is so compelling that only a fool would turn it down? How can you stand apart from all the other ads your prospect is visiting on the search results page? The response lies in your alluring offer, which consists of the following four elements:
The price must always be lower than the quality of your product or service. That’s fundamental marketing 101. It doesn’t necessarily imply that your offer needs to be cheap. You just need to clearly define the value of your service or product to your consumers and make sure the value exceeds the price.
When you make a deal that seems too good to be true, your prospect may doubt it. Your offer needs to be believable for it to work. For instance, if you’re running a unique sale, then you’re required to provide a reason why you’re providing such a high discount rate. The factor could be anything: clearing out inventory, end-of-the-year sale, commemorating an anniversary, opening a brand-new store, your birthday, and so on.
Reduce or Reverse Threats
There is an ever-present threat of being duped online. One of the best tactics to minimize this is to provide your customer with a refund guarantee. A cashback guarantee puts the pressure on your business to provide outstanding service. It’s advisable to include an assurance in your deal to improve your response rates. This is also an excellent method to separate yourself from your rivals.
Call to Action
A good CTA utilizes the KISS method — “keep it short and simple.” If you want your customer to contact you, then say it. Don’t run around the bush and make them connect the dots. The rule of thumb is to use a strong call-to-action and keep it simple, understandable, and intentional.
Getting the basics is very important when you’re just starting to develop a Google Ads campaign, and the first five ingredients that I have enumerated above are vital. They will spell out the difference between loss and profits later on. Now, it’s time to move on to the sandwich’s meat. How do you develop your ads? Let’s dive into the next steps.
Step #6: Compelling Ads
With Google Ads search advertising, you only pay when people click on your ads. Therefore, your ads have two essential tasks:
- Bring in certified potential customers, so they click your advertisement instead of your competitors’ ads; and
- Fend off unqualified prospects, so they do not click and squander your advertising budget.
All of these suggest more traffic, more sales, and less squandered cash on unqualified traffic, leading to higher earnings for you.
There is one more essential factor for your ads, and that is using them with a high click-through rate (CTR). This trick will enhance your Google Ads Quality Rating, which in turn will lower your keywords’ CPC. Therefore, your ads will directly affect how much you pay per click for each of your keywords.
Terrific ads will lower your expenses, while poor ads will raise your costs. That is why it’s important to make compelling ads. All of the tips previously discussed lead up to the creation of a compelling ad for your campaign.
There are four essential components to your Google Ads text ads:
- Description line 1
- Description line 2
- Display URL
The heading or headline is an essential element since it’s the first thing your potential consumer will read. Google Ads allows 25 characters for your headline, so make every letter count and use abbreviations whenever possible. Indicate your keywords in the headline of your ads, to make it vibrant and distinct, as suggested by Google. This is also the simplest way to guarantee your ad is 100% relevant for the person searching.
Another excellent strategy is to ask a question in the heading. For instance, if the keyword is “new york city dentist,” then a great heading would be “Need a New York City Dentist?” This way, the keyword not just becomes part of the heading, but the question will entice the user to tackle your ad. As all excellent salesmen understand, all it takes is one yes to complete a sale.
Description of Line 1 and 2
In your two description lines, repeat the advantages of your service, state your USP, supply social evidence, and explain your offer. Include also your call to action. You have 35 characters for each description line, so it’s best to use abbreviations to get as much into this.
The screen URL is an easily neglected area of your ads. Do not simply copy and paste your domain. Instead, utilize your Show URL to include your offer, call to action, your USP, or anything else that will make your ads stick out. Stay with definite advantages instead of implied advantages in your ads.
Step #7: In Agreement Landing Pages
At this point, your possible client has already searched for your services or products. The user has found your ad to be interesting versus all of the other choices, clicked it to learn more, and landed on your site. Now what? If you’re like a lot of novice advertisers, then the user will end up scratching his head while looking at your homepage, trying to find out what just happened. Simply put, the advertisement made a promise your website couldn’t keep.
That’s because your homepage is not an advertising landing page! Homepages describe everything your business does, all of your services and products, and all of the different clients you serve. In other words, it might be not relevant to the keyword searched. Do not make this error. It’s best to formulate a dedicated landing page that matches the keyword and the advertisement. The objective is to make the entire sales process congruent, so your prospects are continuously reassured they’re going down the right path.
An essential component on your landing page is your heading. Your headline must get attention, reiterate the offer made in the ad, and compel your to-be client to check out the rest of the page. The copy of your landing page also needs to be relevant to the keyword searched and the advertisement clicked. To do this, you can include your USP, product advantages, any irresistible deal, social evidence, credibility that you’re a genuine business, and a strong call to action.
Step #8: Conversion Tracking
You are almost ready to set up your Google Ads campaign, but you still lack one final active ingredient: conversion tracking. If you skip this step, you won’t understand which keywords and ads are creating sales and which are just losing money. Simply put, you won’t be able to optimize your campaign once it’s up and running.
Conversion tracking is merely the method of determining sales generated by your Google Ads campaign. More specifically, it helps you to know which keywords and ads are creating sales. If some of your transactions occur online with an e-commerce shopping cart, then conversion tracking is quite straightforward. Simply use the integrated conversion tracking code, which can be discovered in your Google Ads account under “Tools and Analysis > Conversions.”
To create a brand-new conversion, click on the [+ Conversion] button and follow the steps to define your conversion. Then include a small snippet of your code to your receipt page, thank-you page, or order form. This code is similar to that of Google Analytics code if you have that set up on your website. However, it ought to be on the final page after a client completes her order.
When a client arrives on your receipt or thank-you page, Google will automatically track the conversions in your Google Ads account. So, there’s no reason not to install this before switching your ads on. But what if you have an “offline” sales procedure? You create leads online, but you eventually close the sale “offline” — over the phone or personally. You can’t add conversion code to your sales register, so what can you do?
There are three tactics you can try for tracking offline sales:
- Create a conversion page in your sales procedure. For example, send all of your consumers to a unique page to get their receipt, develop an account online, or download a crucial file. Think of some method to get your consumers to go to a webpage and add the Google Ads code to that page. Now you can track the sales.
- Use exclusive coupon codes in your ads and landing pages. If you utilize unique coupon codes in your ads and landing pages, you can match them back to the advertisement and keyword that produced the sale.
- Use tracking phone numbers in your ads and landing pages. If you use a distinct tracking telephone number, you can match the calls and subsequent sales to the advertisements and keywords that created the purchase.
When conversion tracking is in place, you’ll know it’s time to log in to your Google Ads account and set up your campaign. You have come a long way, and if you have been following along up to this point, then there’s only one more obstacle to a lucrative campaign. The Google Ads user interface makes the campaign set up a breeze, but do not make the mistake of blindly accepting the default settings. Doing this might get you into trouble later on. The final factor that I will discuss is the Google Ads Settings.
Step # 9: Google Ads Settings
Google Ads does a terrific job of making it fairly easy to establish your campaign. Simply click the green “New Campaign” button and follow the steps to include your ads and keywords. The procedure is pretty basic, but a great deal of the default settings are not to your benefit. That’s why it’s important to utilize the appropriate Google Ads settings for the best chance of success.
Here are the most crucial settings to watch out for:
- Browse vs. Show
- Device Quotes
- Keyword Match Types
- Unfavorable Keywords
Browse vs. Display
The first thing to do is to select the Search Network just for your campaign type, so you’re targeting only the Google Search Network and not the Show Network. The screen network is a different animal than search advertising, and it requires a different set of keywords, ads, and landing pages. So set up continuously separate projects to target each network.
According to a 2013 research study by Constant Contact, just 34% of small companies have a mobile enhanced website. If you’re amongst the 66% who do not have a mobile-friendly site, then it ought to be apparent you do not want to invest cash advertising on mobile devices. That being said, there is an advantage to setting up a mobile-optimized website as it enhances your reach. However, until you do, it’s important to turn off your ads for mobile phones.
Keyword Match Types
Google Ads is quirky in the sense that it always sets Broad Match by default. Many first- time advertisers have no idea that there are different match types. As a result, they squander money on unimportant search phrases that are not part of the keywords listed in the account.
There are 3 main keyword match types:
Broad match is the default match type. Leaving your keywords as a Broad match enables Google to reveal your ads to any search phrase that it thinks is relevant to your keyword. This implies that your ads will get more impressions, but you’ll likely reveal them to irrelevant search phrases that will just waste your budget. Because of this, a broad match is not the ideal match type for new advertisers.
Expression match keywords will trigger ads when the exact phrase belongs to the keyword typed into Google. For instance, if your Phrase match keyword is “office space,” then your advertisement will display for “New york city office space” and “office space in New York City.” Nevertheless, your ad would not display for “workplace space in office” because the expression “office space” is separated by the word “in.”
Phrase match provides you more control over your ads than Broad match. To change your match type to Expression match, include quotes around your keywords. Precise match merely informs Google to show your ad only when the specific keyword is searched into the engine. Exact match is a lot better, however, your direct exposure will be restricted. To set your match type to Exact match, include square brackets around your keywords. I recommend new advertisers to start with the Phrase match because you’ll get the very best of both worlds about targeting and reach.
Unfavorable keywords offer you the ability to block phrases from triggering your ads. For example, if you’re a workplace rental company advertising on the Expression match keyword, “office space,” you will likely block the keyword “movie.” That way, your ads for an office space leasing will not be displayed for folks looking for the Office movie.
To include negative keywords, go to the Keywords tab in your Google Ads account, scroll down to the bottom, and click the Unfavorable keyword link. Next, click the Include button to include the keywords you want to obstruct. Once you’ve finished the setup process, you’re ready to make it possible for the ads and begin enhancing your campaign!
Step #10: Optimization
At this point, Google has authorized your ads. Congratulations, your ads are live!
Unfortunately, you can’t relax yet. The majority of campaigns are not successful from the start, and they constantly need consistent optimization to stay successful. There are three main areas to enhance your Google Ads campaign efficiency:
Your keyword bids. As soon as you begin to create clicks and sales, you need to adjust your quotes accordingly. If your keywords are producing sales profitably, but you’re not ranked number one, continue to raise your quotes. If your keywords are not creating sales successfully, you’ll need to decrease your quotes or pause the keyword altogether.
Your ad click-through rate (CTR). As I’ve mentioned earlier, your advertisement CTR directly impacts your quality rating, which identifies just how much you pay per click. To enhance your CTR, test different ads to see which version gets the most clicks.
Your landing page conversion rate. The last area to optimize is your landing page. You can use various tools in testing different landing page variations. Still, if you’re starting, you can use Google Analytics Experiments (previously referred to as Google’s Site Optimizer). It’s easy and free to start. Check http://analytics.google.com to set up your complimentary account. Then produce an experiment to check two different versions of your landing page and see which one generates better conversions.
All right, that’s it. Your Google Ads campaign should be set up by now, and you’re already focused on enhancing keyword quotes, ad CTRs, and landing page conversion rates. If you follow all the steps and tricks that I have presented, you’re on the road to a successful campaign. All the best!