Digital marketing in practice: Google adwords (Part 2)

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Welcome to the digital development course presentation In this unit we will present you tools that can be used in sales marketing and more specifically we will talk about Google adwords The scope of this unit is to learn about the basic steps to set up a campaign in google adwords and get useful tips in order to avoid common mistakes while advertising your site in google adwords Let's start with the basic steps to set up a campaign in Google Adwords The first step when setting up an account in Google Adwords is to create your first campaign and select the Name and Type for it.

The selection of the Type of the campaign will define where the ads will be placed and what their form will be By selecting search network, ads will be placed under the search form in the google search results page as text ads By selecting display network, ads can be placed on the 90% of the web pages users will visit, either as text ads or as images – display banners.

There are also video campaigns, for those who would liked to be advertised through small videos on youtube, and mobile campaigns for those who would like to promote a mobile app. Next step for the advertiser is to choose the geographic location that would like to target. That can be whole countries, regions and provinces in a country or cities. At the next step, the advertiser chooses the daily budget he wants to spend on his campaigns and the biding strategy that will follow, according to the advertising targets that he has set. If his goal is to increase traffic on his website, focusing on clicks is the ideal solution.

If his goal is to increase brand awareness, and not the traffic of his website, the best solution is to focus on viewable impressions. Finally, if his aim is the clients to complete a direct action on his site, like fill a form, sign up for newsletter or buy something from the site, then the best solution for the advertiser is to focus on conversions (we will talk about them later on the presentation) Untill now, we have seen the steps to create a campaign. which is the first thing to do after setting up an accound in google adwords. At that point, the advertisment method and the daily budget are defined. Each campaign consists of Ad Groups, subcategories of the products that the advertiser wants to be promoted through this campaign. By using Ad Groups, the advertiser put his products into categories at the same way that they are organised in his website.

Per Ad Group are also organised the keywords that the advertiser wants to bid on, and this is why it is common that different Ad Groups are created for different types of products of the website Let's see an example of the layers that the account of Maria's e-shop cosists of. The accounts consists of two campaigns, one for the women's 'clothes and one for the men's clothes. Each campaign contains one Adgroup for each kind of products. In this case, women's clothes are separated into jackets and trousers, as well as men's clothes.

For each new product that Maria decides to add at her site, she should create a new adgroup. Of course, if Maria is familiar enough with Google Adwords, she may realise later that an Adgroup should be splitted into separated adgroups, or an Adgroup should be a new campaign by itself in order to better control the product's budget into the campaign. As we have already mentioned before, an adgroup consists of specific keywords How does the advertiser decides which keywords to use? First of al, the advertiser should consider of his potential customers and what searches do they mostly do that his business can offer For each category he should think of a few keywords that will be the 'seed' for the whole list of keywords Then he should use the right tools to find further keywords. Where do the advertiser can get any ideas for the ideal keywords? Mostly through his website. He should use the website's categories, the brands, and he should always cosider that he has to think like his customers do.

Of course he should not forget to check out the keywords that his competitors use. The keyword match types help the advertiser to check what searches trigers his ads There is: the broad match type, that enables the ad to appear for similar phrase searches, relevant variations and synonyms the exact match, that enables the ad to appear for exact word or phrase searches, the broad match modifier, that does not include synonyms, and the phrase match, that enables ads to appear for searches that include the exact phrase and close variations of this phrase.

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Te match type that the advertiser will choose depends on his goals and his budget If his budget is limited, or his target is to focus on sales increase for a product that is already well known, he will have to decide among exact match, phrase match or broad match modifier. If his budget is large and his target is to increase the site's traffic, he should choose broad match to attract new visitors to his site. In any case, he should not forget to use negative keywords, keywords that will prevent the ads from being shown. In this way he can shave money, by avoiding irrelevant clicks on his ads. and he increases the percentage of clicks to the impressions (CTR), a factor that helps towards a better positioning of the ad among the available ad positions. The strategy that someone will follow depends on the nature of his business and his goals. A general advice – especially for those who make their first steps on Adwords platform, is to start from a more generic plan, with a set of broad match keywords in order to first maximize the visibility of their business.

Next, they should closely monitor their keywords' performance and narrow their original plan. Through the search term report – which is a powerful adwords tool – they should find the search terms that triggered their ads, they should add negative keywords when they need to, and they should also narrow their audience to the most targeted searches. Apart from the keywords insertion, the adgroup level also consists of the ad creation. In the search network (under the search form results), ads can beshown as text ads. An Ad Text consists of a title with two headline fiels of up to 30 characters, the description, which is a field of text up to 80 characters, and a URL that indicates where the ad will lead to.

This URL must have the same domain with the final url of the page that ad will lead to, but it can be a little different form it in order to be more appealing to the user. Apart form the URL, there is the posibility of adding two extra fields (15 characters each one) that better describe the destination page and should be similar to the kewywords that triggered the ad. What will finally make a text ad successful? The ad should highlight the spot that makes the advertiser unique opposite to the competitors. A unique sale, lower prices than the competitors, an exclusive product of low stock are some of the reasons that make an ad to be different. The ad should also contain at least one keywords in the ad text In this case, google will present this word as bold.

In addition, the ad text should be relative to the content of the landing page and at the same time there should exist a call-to-action phrase that will empower users to click on the ad. (e.g. Sales here, Buy Now, etc) One of the reasons that make adwords a powerfool tool into the advertisers' hands is that advertiser canfinally measure his ads' results. After a click on the ad, a customer/user can purchase a product, can sign up to the site newsletter, he can make a call to the business call center, or download the app of the advertiser for mobile devices. All these actions mentionted before are called conversions and Google adwords enables their measurement free of charge through the conversion tracking system. How conversions tracking works? A code snippet that is called conversion tracking tag is added on the advertiser's site. When a customer clicks on an ad through the google search or through a site on the google network, a temporary cookie is placed on his computer or his mobile device.

When the customer completes an action that the advertiser has defined as conversion, adwords recognizes the cookie through the code snippet and records a conversion. The reasons why measuring conversions is important are many. The advertiser can see which keywords , ads, ad groups and campaigns bring the most and cheapest conversions, so that he canthe raise the corresponding budget. He can realise what is the return of investment so that he can better deside about the next steps. In addition, through smart bidding strategies, he can achieve automatic campaign optimization according to his goals. Finally, he can calculates the conversion rating in the different types of devices (computers, tablets, etc) so that he invests on the devices that bring more profits. It is very important for the advertiser to constantly monitoring the account's performance, and measure the return of investment through the tools tha adwords provides him with. In cases of low number of conversions, the advertiser should think of the possibe causes and make the necessary improvements Luck of conversions could imply low quality score of the keywords, something that could be easily changed through the platform, by keeping only keywords with high quality score active.

It could also imply usage of wrong keywords, or even bad user experience in the site and very quick adandonment of it. Another factor to be taken into consideration is whether the content of the landing page is relevant to the ad text and if the customer finds into the page whatever he was expecting when clicking on the ad. A very useful method in the marketing that could not be missed out of the adwords is the retargeting or remarketing. Through remarketing, adwords shows ads to people who have visited the site in the past. For example, when a user abandoned a site without having buying anything, or left a product in the basket and never checked out, through retargeting, advertiser can find him as he browses into other sites. Through retargeting, the approaching of customers is more possible at the time they have more chances to buy.

Which are finally the benefits of retargeting? Advertiser has access to people when they are most likely to buy, he can create list tailored to his advertising goals, aiming for example customers who abandoned the shopping basket, he can achieve lower cost per conversion, by biding highert on people who have already visited hs site, and he can finally find people who have already shown interest for his business by searching for it in the past. Let's see some useful tips.

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