YOUR FOOLPROOF GUIDE TO CREATE A PROFITABLE GOOGLE ADWORDS CAMPAIGN
Back in the day, businesses only had to provide top-class products and services to be noticed by the public. But that is no more the case, owing to the aggressive nature of competition. The market is literally crowded with small, medium, and large-scale businesses, which are marking an uptick at an accelerated speed. So every organization is battling hard with the challenge of cutting through the noise.
Now, there is an endless list of options that can help you to stand out. But they take a substantial amount of time before finally squeezing out results in your favor. However, Google AdWords is an exception to that. Google Ads enable you to rule over all the prominent search engines in little to no time. Needless to say, the search engine domination is equivalent to gathering high-quality leads, increasing conversion rate, multiplying traffic, and so forth. That is one reason why businesses sanction a fair chunk of budget for Google PPC (Pay-Per-Click) campaigns.
Having said that, creating a fruitful Google ads strategy is not a cakewalk. More so, if you are taking this plunge for the first time. Does it make you somewhat nervous? Well, you really do not need to. We have compiled a list of tried-and-true tips that will make sure you put your best foot forward:
1. Pay Attention To The Account Structure
An organized account is the first pre-requisite of setting up a successful Google Ads campaign. Indeed, optimizing the account structure can be a time-consuming process. But it offers an array of advantages in the long run. According to a recent study, a Google Ads account with an orderly arrangement observes a 60 percent drop in the Cost-Per-Acquisitions (CPAs).
Typically, a well-structured account is based on a solid hierarchy. It must include multiple campaigns, and all of them should revolve around a specific topic.
2. Figure Out Goals
Google Ads help you out achieving a host of goals. But it is not wise to be overly ambitious. As a prudent marketer, you should narrow down your campaign to a single goal. It will jack up the chances of milking maximum returns. Many companies are aware of the importance of goal-setting. Yet, they end up making peace with mediocre results. Why? Because they do not know how to get their head around the right objective.
To avoid a similar problem, we recommend you subscribe to the SMART technique:
• S - Specific: The goal needs to be as specific as possible. For example, if you want to use Google Ads to promote content on social media, you must set the bar for minimum or maximum social shares.
• M - Measurable: This metric is quite critical. The reason being, it gives an ample idea about how far or close you are from getting the desired outcome.
• A - Achievable: It is good to be all pumped up. But, at the same time, you should not lose touch with the ground realities. Sometimes businesses aim for goals whose pursuit becomes a wild goose chase. Resultantly, they exhaust their resources big time. That is why you should be well-versed with your capacity and set your sight on something attainable.
• R - Relevant: Relevance entails that your goal must be in line with your company's interests. If you confront any confusion in deciding a relevant objective, asking questions such as "Does this suit our organization in considering current economic standing?" or "Is it the ripe time to do this?"
• T - Time-bound: Deadline is the element that gives you a sense of urgency and thereby keeping the delays at a safe distance.
3. Determine Target Audience
The next step is to come to terms with your target audience. In other words, you need to dig into the stuff that correlates to your ideal customer base. Speaking of the most common practice, businesses tend to shape up different personas and design the campaign accordingly. You can also develop personas by categorizing people based on their demographics, income, needs, daily activities, age, values, purchasing patterns, pain points, job title, etc.
Once you nail the target audience, you will automatically get the answer to questions like which websites are suitable to run the ads, what kind of products and services are currently required, and where to place the ads.
4. Conduct Comprehensive Keyword Research
Right keywords are vital for a result-oriented Google Ads campaign. That is why keyword research has such an important part to play. There was a time when keyword research used to be a daunting task. Fortunately, we have outlived that era. Today, there are dozens of tools at our disposal, and some of them do not even cost a dime.
To give you a pro tip, you should always go for the long-tail-keywords. Seasoned PPC professionals believe that long-tail-keywords are likely to attract the most qualified leads. That way, the conversion rate will also rise steeply.
There are two famous types of keywords. We are explaining them in the section below so that you can stumble upon the right fit:
• Broad match: Broad match is precisely what it sounds like. These are the words that will pop up your ad in the search engine even when the target keyword is typed in the search bar without any proper sequence. For example, if your ad is optimized against the keyword "best running shoes," your ad will appear with a search query like "best shoes running," "running shoes best," and "shoes best running." Broad matches have the tendency to come up with superior performance in the health and wellness industry. Statistically speaking, it generates a colossal 94 percent of clicks using broad match keywords. While incorporating broad match keywords, make sure you do not add any punctuation marks.
• Exact match: Exact match is the opposite of a broad match. Meaning, the ad will only display when people type the same keyword without distorting the arrangement. Exact match keywords lag behind broad match keywords in terms of click rate. But they surpass the latter with regard to the conversion rate.
5. Carry Out Competitor Analysis
Performing competitor analysis can prove to be a great learning curve. This is particularly true if you are comparatively new in the industry. Conducting competitor analysis will let you know which landing pages, ad copies, keywords, etc., have a high probability of doing well.
If you have no idea about your competitors, just type your targeted keyword in Google. Next up, you can copy a competitor's domain name and paste it into a reliable tool. Depending on the selection of the tool, you can dive into competitors' old as well as current Google Ads campaigns.
6. Write A Compelling Ad Copy
Writing an ad copy is arguably the most critical stage; because a visitor makes his mind whether to click the ad or not after having a good look at it. Therefore, come what may, you cannot afford to rely on a lackluster ad copy. But the good news is there are some practices that will come in handy crafting irresistible ad copies. Let's explore them without further ado:
• Be smart with keyword placement: First and foremost, you need to understand that keyword placement in Google Ads is drastically different from web copies or blog posts. The best ad copy always echoes the search intent loud and clear. Moreover, it also conveys to Google that your ad aligns with the user's search.
• Keep it concise: Internet users have a habit of skimming through the results rather than reading them word by word. In that process, if they come across a lengthy ad copy, they may go past it without taking any worthwhile notice.
• Be helpful: When a business indulges in paid marketing, it often fails to resist the temptation of praising itself. Google AdWords does not work like that. Instead of heaping praise on yourself, you need to show how your products or services can ward off people's worries.
• Leverage the fear of missing out: Scarcity acts as a great motivator for customers. You can tap into the fear of missing out by adding phrases like "limited stock available" or "discount ends in 24 hours". The only drawback of this tactic is that you will have to update ads quite frequently.
• Eliminate risk: A Google AdWords campaign will introduce your business to a lot of new potential customers. Since they have not bought anything from you, it might create an air of doubt in their mind about the quality of your commodities. The best way to address such uncertainties is to add a phrase like "money-back guarantee."
7. Testing Is A Must
As with other marketing techniques, the testing equally applies to Google PPC. It paints a vivid picture of the overall campaign and helps you to unearth the loopholes. Even if your ad is putting up a reasonable show, do not hesitate to be a little adventurous every now and then. The move will unfold better opportunities down the road.
Google Ads is constantly evolving. Its algorithms get modified on a regular basis. Since most marketers do not keep track of these updates, their Google AdWords campaigns show up with below-par results. For now, you can save yourself from diving into the painstaking process of learning about all the updates. Simply implementing the above-mentioned measures will get the job done.