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I recently appeared on a digital marketing panel and prepared this guide to pass out to the attendees. I wanted to make it available to the public. Hope this helps!
A Guide to Google Ads Success
Whether you've heard a little about pay-per-click (PPC) marketing and are curious to learn more, or you already know you want to use PPC to market your business, We are here to help! Here are a few tips and FAQ’s:
What is PPC?
PPC or “pay-per-click” is a type of internet marketing that involves advertisers paying a
fee each time one of their ads is clicked. Simply, you only pay for advertising if your
ad is actually clicked on. It's essentially a method of 'buying' visits to your site, in
addition to driving website visits organically. PPC is different than SEO “search engine optimization” because you are in control and determine where you show on a particular search. The most common form of ppc is Search ads. However, there are many ways you can utilize ppc including, Youtube ads, Display & Remarketing ads, Shopping ads, Google Maps and more.
What is Google/Bing Ads?
Google/Bing Ads is an online advertising platform developed by Google & Microsoft,
where advertisers bid to display brief advertisements, service offerings, product listings,
and videos to web users. This includes Display Ads, Remarketing Ads, YouTube Ads,
Shopping Ads, Map Ads, Gmail Ads, Discovery Ads (does not include LSA “Local Search Ads” or Google Guarantee-however you must have a Google Ads account to showcase LSA ads).
Bing Ads are the same except the platform was developed by Microsoft and typically 30% cheaper. Bing Ads are not limited to industries that lean toward Microsoft like eg: an Engineering Firm. Bing Ads can be effective open up a whole new audience who utilize Android. A good rule of thumb is if you are gaining results in Google Ads, it is a good chance you will gain results in Bing Ads too.
How to do keyword research?
Keyword research helps you find which keywords are best to target and provides valuable insight into the queries that your target audience is searching. Knowing this information will help ensure that you are gathering clicks that are valuable and users that will need your services. Keywords consist of 3 match types, broad, phrase, and exact. Typical keywords are 2-4 words in length. The bid strategy you set to your keywords will affect where you land on search results and how much you pay per click. This can be within your control. Before you determine match type or bid strategy your ad group should include no more than 20 keywords for optimized results. You know your industry best and your research should include Google and Bing searches. These platforms also offer a keyword idea & forecasting tool that can be utilized.
How to be on the top of search results? What are bid strategies?
Buying ads allows you to control where you show in search results for people searching for what you offer? Sponsored ads are always above organic. The bid strategy is needed to determine what focus Google/Bing will use when it is time for the auction. It is important to determine the bid strategy to use based off your marketing goals for ppc. The most common marketing goal for ppc is conversions. A conversion is typically determined by a valuable phone call or submission form fill. Other marketing goals may include brand awareness or shopping. Your goal may be to show on the top results only for the people most likely to need your services and convert.
Here is a breakdown of the most common bid strategy types.
-Max Clicks. This bid strategy is best when needing the most clicks as fast as possible. -Max Conversions. This bid strategy takes into consideration your audience.
-Impression Share. This bid strategy is focued on gaining as much impressions as possible. -Target ROAS. Return On Ad Spend will focus on your max return on a set target ad spend. -Manual. This bid strategy gives you full control. This is reserved for the experts.
How does the auction work?
Each time an ad is eligible to appear for a search, it goes through the ad auction. The auction determines whether or not the ad actually shows and in which ad position it will show on the page. Here's how the auction works: When someone searches, the Google Ads system finds all ads whose keywords match that search and show the ad based on particular factors such as keywords, bids, ad copy, landing page & quality score.
How to achieve strong CTR?
A strong CTR, click-through-rate takes a few factors into consideration. What is CTR? CTR is
the number of clicks that your ad receives divided by the number of times your ad is shown: clicks ÷ impressions = CTR. Put practically if someone is searching for “affordable maid services” and your ad headline says, AFFORDABLE MAID SERVICES, the chances of the user clicking on that ad is very high because it speaks to their need. A typical high CTR in Google is anywhere between 2-6% and is dependent on competition. A few ad headline tips include:
-Keep it simple and direct.
-Put a special offer in your headline.
-Put your main keyword in your display path. -Put your main keywords within your ad copy.
How to create a landing page that converts?
A well thought out landing page is optimal for Google ads success. When a user types in AFFORDABLE MAID SERVICE NEAR ME and sees an ad with a great/similar headline that features the business logo, name, a photo, phone number, quick offerings or even a discount code the chances of the user clicking the ad are high. However, it is the job of the website landing page to convert the user. It should be clean with a nice call to action, phone number, submission form and visual imagery that speaks to the specific customer/client you seek
to gain. Below the fold should be full of content and your keywords/headlines utilized in your ads should be within the site.
What campaign type is best for my business? Google Ads (as well as Bing) have several different campaign types which allows you to focus which is optimal for your business’s marketing goals. The most popular campaign type is the Search Campaign, however there are serveral other options that might be a better or additional option for your business. Here is a breakdown of the options. -Search. This bid strategy allows your business’s ads to be seen in Google and Bing Search platform. It is a good idea for you to have search campaigns if you business offers something people would go to google and search for it. They may not know you exist yet but will find you along with others and take thier pick. -Display/Remarketing. This bid strategy allows your business’s ads to show on other websites who have partnered with Google and is a passive way to get your brand seen. These are typicall known as banner ads. These are a good addition to search ads and are much cheaper. Remarketing is a type of Display ad but the target is a little more warm of a lead bc the user has already visited your site, knows you and is passivly seeing your ad agian off your site. -PMax. This bid strategy takes your ad spend into 5 platforms. Search, Display, Maps, Gmail, Youtube, and Discovery. You do not have control which platform spends most and Google has most control. This is good when you really want to be seen on all these platforms and especially if you have a brick and mortar. -Youtube. This bid strategy is a good option if you have a Youtube Channel with great informative content. These ads are helpful to communicate your value proposition with a great video and is played on the Youtube platform as an “ad” to relevent like audiences who have been searching for a similar product or service or who have visited your website. -Shopping. This bid strategy is a good option if you have a Merchant Account within the Google platform and are showcasing your products on google shopping. When creating a shopping campaign you can sponsor particular products or all products for them to be seen before organic results.
Hanah Bartee hanahbppc.com hanah@hanahbppc.com 214-732-2828
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