Put these elements in place to target people searching for your products and services.
In a digital environment dominated by images and videos, text-based Google AdWords ads remain one of the most effective forms of digital advertising.
The Google Adwords platform allows you to show your ads to the right people (those searching for just the types of things your business offers) at the right time (when they are looking for them) and in the right place (when they are in your vicinity)
The Google Adwords platform can be intimidating because of its keyword bidding system, which creates competition among businesses interested in ranking for the same keywords. But don’t let that stop you! You can automate the bidding system at first, and you will gain strategic insights over time.
Let’s look at the building blocks of a successful start on Google AdWords campaign to get you on the path to effective search-based advertising.
The first thing to determine in an AdWords campaign is what keywords to target. Determine your keywords by thinking about the terms your potential customers are likely to use when searching for products or services like yours, as well as the words that best describe your business and the geographic area in which you operate.
You can set up a campaign around each keyword or key-phrase you identify. Google will show your ad to people who search using not just the exact keyword you are targeting but also variations based on “match types” you set up.
Match type examples to consider:
- Broad match - includes misspellings, synonyms, related searches, and other relevant variations.
- Modified broad match - allows variations in the order of your keywords. For example, if you choose “women’s shoes,” a search for “shoes for women” will turn up your ad.
- Phrase match - will show your ad when a searcher uses a phrase that includes your keywords.
- Exact match - your ad will be shown only when a searcher uses your exact keywords.
- Negative match - allows you to keep your ad from being shown if a searcher uses a certain word you choose.
When you choose broad match you will cast the widest net. By contrast, exact match will target searchers interested in a very specific product or service.
Start with a broad strategy and narrow it to an exact match strategy over time if you find that your ad is appearing in irrelevant searches.
Google’s search ad targeting options are not as robust as social media advertising options in terms of granularity of demographics and interests. Facebook, for example, knows a lot more about its users’ lifestyles and likes than Google does.
But Google does a great job of allowing you to target searchers in specific geographic areas, so a restaurant in Boston, for example, won’t waste ad budget showing ads to people in other parts of the country.
You can choose to show your ads to people in a certain geographic location and to people who use the names of locations in their searches - “restaurants in Boston” for example.
AdWords also allows you to choose the day of week, time of day, and frequency of when your ad is shown, as well as determine what devices your ad will appear on, and what language of searcher you are targeting.
Bidding and budgeting
AdWords’ bidding and budgeting systems give you tight control over your ad spend. You will choose how much you are willing to pay for a click on your ad and choose how much you will spend per day, per month, and per ad. You’ll only be charged when someone clicks on your ad.
Your ads will stop displaying once your daily budget is used. You can determine whether to spread your ad views out over the course of the day - displayed as much as your budget allows - or show your ad as much as possible until you are at your daily limit.
Bidding on keywords can be made easy if you set your campaign on automatic bidding. This lets AdWords automatically adjust the amount you pay per click to maximize the amount of people clicking through on your ad.
Manual bidding allows you to strategize about bidding different amounts on different keywords. For example, you may want to bid high on search terms that are the exact phrases people use to search you out and bid less on synonyms or modified phrases that relate to your keyword.
Although there are other types of Google ad programs that offer more visual impact and that can be run across the millions of websites on Google’s display network, text ads on search engine result pages are the most common type of Google ad.
Your creative options for these ads are your headline text, a description, and your display URL. How you fill in these fields will determine the way your ad displays to searchers.
Google AdWords is the best way to target prospective customers when they are actively searching for products and services like yours.
Once you know your keywords, your geographic target area, and the budget you are willing to spend, jump in! Your efforts will get more effective over time as you hone your keyword and bidding strategies.
Thanks for reading
Breezy Hill Marketing is a Vermont web design company specializing in marketing strategy, social media marketing, and building beautiful, optimized, and mobile responsive websites. We work with clients in Vermont and throughout the United States.