Still don't know what is Google Adwords and you would like to know how to extract all the potential of this tool? Would you like to know how to make an SEM campaign that will lead you to success?
In this article, not only we show you how does Google Ads, but that we explain in detail how to conduct a marketing strategy successful for your website.
By the way, do not forget also to have properly optimized your website, by knowing the best free seo tools we propose to you on other items, or how to optimize your site using the voice search.
Learn how to advertise on Google optimally!
Google Adwords: What is it and what is it for?
Google Ads (shorthand to refer to the payment tool of the browser), allows you to create marketing campaigns to create paid ads and so increase the visits and conversions on your website or digital business.
In addition, it also allows you to keep track of how you are evolving the ad and the keyword (or keywords) that have been assigned to each campaign. In this way, we can see your progress and optimize them in order to achieve the objectives we want to achieve.
As with everything in life, a campaign of Google Ads successful, it must begin with the definition of a good strategy. If we don't know where we are going and what we want to achieve, nor are we aware of our resources, it is very likely fail and end up wasting our time and, in the best cases, our money, not our customers.
There are two key elements that we must consider in order to be able to design a strategy of advertising in adwords (whether you're going to do campaigns display campaigns or search):
● First: our “buyer persona”.
● Second: the keywords that I will use.
● Third: the goals of my campaign.
Steps to create an ad on Google Ads
1 - Buyer person
We do not extend, as it gives a lot of play this simple concept. Buyer Person is our definition of an ideal customer, a potential user or buyer of our brand product.
That is why, to launch an advertising campaign in Google Adwords, to define the profile of the person will allow us to identify your “customer pains” specific and, thanks to this, we define an optimal strategy to meet our clients where they are.
2 - Types of keywords
Once defined our Buyer Person, the key words are the most important element in a campaign. With them begin and end all PPC campaigns, so that the success of these is determined in large part by the quality of the chosen keywords, and your correspondence with our target audience.
What types of keywords we can find?
● Branded Keywords – reference all the keywords with brand names (for example, Amazon, Iberia, etc).
● Keywords generic – also known as short-tail keywords, are all of these keywords broad or generic terms that do not allow us to differentiate at which stage of the funnel the client is located. A clear example of these key words is “running shoes”; it is only by this term we do not know whether the client is thinking actually buy some sport shoes, or simply is looking for different types of footwear.
● Keywords transactional – are keywords that can prove an intent to purchase.
● Keywords geo-localized – it is of key words which include some geographical reference in your search (for example, “moving companies in Barcelona”). It is usually a matter of search-related services, but it can also be the case that you use the term “close to me” (“moving companies in my area” or “movers near me”).
● Long tail Keywords – usually, the search long tail containing more than 3 or 4 words, searches for very specific on which the user has much more defined your criteria (for example, “Nike running shoes for marathons”). This type of key words has higher levels of conversion than the other types of keywords.
● Keywords informational – are those key words that show us how people are just looking for information (for example, “how to remove oil stains”). Except for some cases, this type of Keywords seldom be used in Google Adwords campaigns, although it all depends on the nature of our business.
One thing that we have to take into account when we are starting to set up campaigns, is that there are different match types (match types) and, depending on the type of match that we use for our keyword, this will behave differently.
3 - What are my objectives?
Although sometimes our goals can seem obvious, it is not always so, and it is our obligation to define these in conjunction with the business team.
The most common objectives in a strategy can be:
I. Brand awareness
II. Brand/product
III. Leads
IV. Sales
V. Purchase recurrent
Below, we will review each one of these objectives and tactics that will lead us to achieve them.
I. Brand awareness
It is a mistake to think that Google Ads. it is oriented only to the sale, because there is nothing more far from the reality. A campaign from Google Ads. well done, you can help us maximize the visibility of our brand and, in the best cases, those clicks we help the client to pass to the next stage of the funnel of conversion, in which our brand is in their top of mind.
For this type of campaign, we have Display campaigns conventional Gmail Ads or, even, actions inside of YouTube that allow us a few reach interesting at a cost of CPV or CPM relatively reasonable.
Search campaigns are also a good option using keywords spacious; it is recommended for this strategy to use negative keywords to filter the traffic that is not qualified.
Two major disadvantages of this type of campaigns:
– This campaign is very spacious and slightly segmented.
– When using the generic key words, the CPC in Google Ads will be much higher than if we do campaigns targeted to an audience far more specific, because the competition will be higher.
II. Product positioning
If our Buyer is located in this phase, it is likely that your searches are much more specific.
If our goal is to position ourselves, it may be necessary to use Call-to-action (CTA) is more aggressive, and our ads are to move from being a generalist to a lot more descriptive and specific; in this way we have more chance to convince users that our product/brand is what you have been looking for.
This is a good time to consider the use of strategies, remarketing, with banners and attractive designs that help us to attract these visitors back to our website.
III. Leads
When our goal is the generation of leads, we need to be clear that our copys and CTA should be attractive, clear and oriented to engage in a “conversation” with the audience.
It is crucial to highlight in a very clear and concise in our value proposition, and everything else that makes us different to the rest of the competitors in that we have only one option to capture the attention of our potential customer. How do we do it? With promotions, discounts or exclusive offers... Any incentive will be valid.
A good tool to capture to read, it is the platform of Mailerlite.
IV. Sales
If our goal is only the sale, we must flee from everything that does not denote a high purchase intent and work keywords longtail very transactional and non-informational.
A consumer who is ready to make a purchase using some of the words in your search which can help us to identify you. For example, if the queries of search we find terms such as:
– Serial number/model.
– Shipping information.
– SKU.
Again, in this phase we have to be very careful and take full advantage of the copy of our ads and to work optimally the ad extensions.
Here it will be very important to the proper marking of the tracking of e-commerce and the conversion values in the sales recorded, as in this way we will be able to optimize campaigns with a ROAS target.
V. Purchase appellant / Cross-selling
If we are offering perishable products need of renewal (for example, car tires, feed for dogs, running shoes) or if we want to carry out a strategy of cross-selling, (for example, a person who has completed training on Google Adwords, you may be interested in doing training related with Google Analtyics), it is recommended to use a remarketing campaigns, with the objective of generating these impacts before the user exit back to the “market” to search for a product.
As we have seen, an effective strategy should guide our potential customer through the funnel of conversion with a single goal in sight: the conversion.
Keep in mind that in Google Ads. everything is always room for improvement and optimizable is, so we will be constantly monitoring the performance of our campaigns to make corrections when necessary, fine-tune key words, add keywords negative and see what keywords they are having a low performance, so as to replace them by others.
In addition to the panel of Google Ads., of the platform, it is convenient to know what it is and how to use Google analytics to understand well the assisted conversions and to detect possible points of improvement within our campaigns.
