Google adwords made simple: a step

Under networks, uncheck the display network. You only want your ad to show up in the Google desktop tìm kiếm results, not on other websites in your industry.

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Then, enter your keywords (don’t worry about Google’s recommendations, you can add more later) & set your bid lớn $3.00.

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It’s important you underst& what’s happening here.

We’re creating a Campaign that will ‘house’ everything. Underneath that, there’s Ad Groups. Then under that, Keywords and Ads. Here’s how it looks:

You might just want lớn start off with a single campaign for now. But once you get good at this, you’ll have multiple campaigns. Under each chiến dịch, there might be a ton of Ad Groups. And then even more keywords & ads.

Now there’s a few ways to structure your AdWords account.

Most professional PPC experts have sầu their own ‘favorite’ one. But there’s no consensus. There’s no perfect thiết lập. So we’ll cover a few of the most popular fast, along with their Pros and Cons, so you can make your own decision.

The first thiết đặt is by match type. (Remember those?)

You’re basically creating one chiến dịch for Broad match. Then another for Phrase match. And finally another for Exact match.

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This setup’s good because it helps you quickly highlight performance from those exact terms. So you can adjust a smaller budget quickly based on results.

The downside is that it often becomes big và complex over time. So if you’re a bigger advertiser with a huge hàng hóa catalog và are about lớn drop some coin, you might want khổng lồ avoid this one.

Instead, you might want khổng lồ setup campaigns around your own product, brands, etc.

On the plus side, it makes organization easy và you can quickly devote time và money to whatever you’re trying khổng lồ push inkhổng lồ the market.

While it makes product organization & objectives easier though, it can be tough khổng lồ improve sầu what’s happening on a keyword cấp độ with individual performance.

Last but not least, are single từ khoá ad groups (SKAG). These are a little unique, because you’re literally creating independent ad groups for each từ khóa.

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If you’re going khổng lồ have a ton of keywords… that means a ton of work to lớn organize & manage. But that also provides a few benefits down the line.

KlientBoost founder Johnathan Dane (self proclaimed SKAG lover) highlights a few of those benefits:

It automatically solves for Quality Score & message match on its ownAds become laser targeted for a single keywordAnd you’re able to have greater ‘control’ over what gets through (lượt thích the tìm kiếm terms you’re paying for)

The big downside (beside how time consuming it gets) is that you need khổng lồ already know which keyword you’re targeting while or before setting these campaigns up. So there’s not a lot of room for experimentation.

Each of these methods will work. It just depends on what fits you best.

No matter which one you choose, though, it’s important khổng lồ understvà how it’s going to fit inlớn your customer’s journey.

Cheông xã out these three search queries:

Las VegasLas Vegas RestaurantsLas Vegas Hotel

They’re all related. But each person is looking for something different. The intent changes.

For example, someone looking for the first phrase might just be generally interested in the thành phố. They’re maybe comparing it to other places, like New Orleans, for an upcoming vacation.

But that doesn’t meant they’re ready lớn buy or put down a credit thẻ on a hotel.

The second phrase means that person is traveling, but still evaluating their options. It looks lượt thích they might be going to lớn Las Vegas for sure, but that doesn’t mean they have a hotel picked out. They’re still looking around.

The third & final one is sometoàn thân who’s ready khổng lồ buy. They’re now comparing travel dates and seeing what hotel pricing looks lượt thích.

Each of these three is important. But the keywords you pick khổng lồ attract each will be different. Same goes for the ads you’re going to eventually show them.

Once again, it all goes back to lớn your own business. You might have sầu a limited budget and want lớn aggressively go after paying customers.

Or maybe you want to reach people earlier in their decision making process lớn lower the Cost Per Lead you’ll eventually get.

The point is, you have sầu lớn think through how these AdWords campaigns are going khổng lồ be mix up, và which part of the funnel they’re going lớn target, before you can dive sầu into lớn the details of creating an ad.

Which brings us to lớn our next step.

All that’s missing now is the ad.

Step 6: Write your first ad

So, what does it take to lớn write a great Google ad? A few things.

Be precise. You don’t have sầu a lot of room lớn express yourself. So, be short & sweet.

Having a quality value proposition (UVP) helps. It’s a one-sentence mô tả tìm kiếm of the benefits for your customers.

Rethành viên the old Domino’s slogan?

“You get fresh, hot pizza, delivered to you in under 30 minutes – or it’s free!”

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(Image source: ConversionXL)

What more could you want when ordering pizza? Fast delivery & it’s still hot when you get it.

Spover some time thinking about how you’re different from anyone else. What can you bring to lớn the table that your competitors don’t?

Capitalize on that.

There’s good news, too.

You don’t have to lớn be original or clever. You just need lớn mimic what already works.

For example, MarketingExperiments.com ran a study that showed using the same headline copy (more or less) on both your ad và landingpage generated 2.5X more leads.

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Another test showed that incorporating a number inlớn the headline resulted in a 217% increase in CTR và 23% improvement in conversion rates.

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In other words, there are patterns to follow. Formulas khổng lồ emulate. When someone types in, “Los Angeles Tax Attorney,” it means they actually want to find a tax attorney in Los Angeles.

So create a compelling ‘hook’ in your ad copy that grabs their attention. Make sure there’s a compelling value proposition.

But otherwise, don’t reinvent the wheel. Don’t be overly complex or clever at the expense of conversions.

Including a call-to-action is also tremendously important, too. The easiest way khổng lồ get people to clichồng your ad is khổng lồ ask them to lớn vày so. Without a clear call-to-action, your click-through rate will suffer.

One technique khổng lồ give your CTA an extra boost is by using power words. These trigger words almost force prospects khổng lồ clichồng. They play on our psychology (whether we lượt thích it or not).

For example, sometimes it’s better to use fear. And sometimes it backfires. The trick is knowing when khổng lồ use it correctly.

Outbrain found that negative-based headlines (ones that focus on threats và mistakes) got 69% higher click-through rates than positive ones (while also outperforming them 50%, too).

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So when you’re writing ad text, switching the CTA from talking about saving money to wasting money might make all the difference. Instead of, “Get these money-saving tips now,” it would be, “Stop these 5 brain-dead money making mistakes now.”

Sometimes, the less said the better.

Curiosity is one of the most powerful levers of motivation we have. By piquing people’s interest, by teasing them or asking a question without immediately give sầu away the answer, it creates a little ‘gap’ inside someone’s mind.

One they absolutely have sầu to lớn fill.

Curiosity is even a go-to lớn technique from Copyhackers, who once used it to increase clicks by 927%.

Here’s a bad example khổng lồ learn from.

Look at this ad that comes up for our keyword “cheap bricks”.

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Not only vì they not include the từ khóa properly (having it in its true khung is very helpful), but there’s also no action that they prompt me khổng lồ take.

Different types of stones, 12 years of experience.

And?

What does that mean for me? Nothing.

They’re not telling me lớn bởi anything, so I don’t.

Another key factor is your display URL. This is the green links displayed beneath the title. It can be anything you want it to be, but the tên miền has lớn match the domain name of your trang đích.

You should always include the từ khoá here, for additional highlighting.

Keeping those factors in mind, create your ad.

How about this:

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If our page is wesellcheapbricks.com, we need lớn make that the display URL as well.

Pro tip: Remove sầu the “http://” in your display URL to get more space for your keyword.

Let’s dissect the ad real quick:

Headline:

“Get cheap bricks fast” is a headline that doesn’t solely rely on the keywords và thus stands out, but it is also an action people can take, which makes it clickable.

Display URL:

Again, we remove sầu the http và added “cheap-bricks” at the kết thúc, so it’ll be highlighted in the tìm kiếm results and make our ad more relevant lớn searchers of the từ khoá.

Ad copy:

You only have sầu 2 lines, which isn’t much to get the message across. “Our bricks are cheap & delivered within 2 days.” That’s as clear as it gets. Of course, cheap is always relative sầu, but it sounds good enough khổng lồ the searcher.

Delivering within 2 days is definitely a bonus that most other brichồng stores might not offer (let alone mention in their ads).

Call-to-action (CTA):

“Order today.” What more needs lớn be said? There is no exclamation mark, because Google isn’t big on those, but it’s definitely a good prompt khổng lồ take action.

Have everything? Hit save and continue.

Step 7: Fix the Details

You’ll then lvà on your dashboard for the first time. First of all, pause the AdWords campaign, so it doesn’t start running just yet.

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If you clichồng on the chiến dịch, you’ll see that inside of the chiến dịch, Google automatically created an ad group. With our single ad example, the ad group doesn’t matter. But, when you start running a larger AdWords chiến dịch with multiple từ khoá, dividing them into ad groups makes your ads management much simpler.

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If you click on that, you’ll land on the ad cấp độ, where you can see your keywords.

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Cliông xã on your từ khoá và phối it lớn phrase match.

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Initially, Google sets this khổng lồ broad match. Unfortunately, that’s not very targeted. It means that users can type in your từ khoá anywhere in the query.

But, if someone searches for “how can i make bricks at trang chủ cheap”, they’re not looking to lớn buy cheap bricks, so that’s not what you want.

Exact match might be too targeted, though, since it only allows the exact phrase, “cheap bricks.”

Usually, phrase match is a good option, since it must contain your keywords as a fixed phrase, but can have sầu other terms around it.

If users search “where to lớn buy cheap bricks” your ad will still show up.

Now, all that you need khổng lồ vì is one last thing…

Step 8: Setup conversion tracking

Remember how I said that all of this is useless without conversions?

That’s why you need lớn traông xã each and every single one of them.

How does Google vị this?

With a snippet of code.

You put a bit of code on the page users reach, after successfully buying from you, which will let

Google AdWords know that there was a purchase every time that a user reaches the page after clicking on an ad.

To phối it up, go lớn “Tools” and then “Conversions.”

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Cliông xã “+ Conversion.”

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Now, choose “Website.”

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Add the info, basically just a name và the value of the conversion.

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Hit “save sầu and continue.” Then. you’ll reach the page with the code snippet.

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Just copy the code snippet & add it to the HTML code of your thank you page (the one people see right after making a purchase).

That’s it!

It’ll say unverified in your dashboard, at first, but that will change after a few hours or a day.

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Once you’ve mix this up, go to lớn the Campaigns tab & let the chiến dịch run.

But… what if you’re a lead-based company?

According lớn Invoca’s gọi Intelligence Index, 70% of 30 million phone calls started with a digital channel. Phone calls also convert better, too.

Average conversion rates might hover around 1-2% online. But on phones, that number is as high as 30-một nửa according to Invoca’s data.

So two things to lớn try.

The first is setting up the AdWords Hotline extension. This will add a phone number or Hotline button khổng lồ the ad itself

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So when someone calls, it will record new rings as conversions inside AdWords (so you can see what campaign or even ad delivered each phone call).

But not everyone will Hotline the number on that ad. They might cliông chồng through khổng lồ the trang web và browse around a bit before calling.

Unfortunately, you’re going khổng lồ thua thảm the digital trail from what ad delivered that Gọi. Unless you use a tool like CallRail lớn help you keep track.

All you have sầu lớn vì chưng is copy & paste a script on your trang web (similar to the AdWords one above).

And then you can set the phone number on your site as the ‘swap target.’

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Now, a br& new phone number will be assigned lớn each visitor, following them from page to page.

That way when someone does call, you instantly know what ad chiến dịch sent them khổng lồ you in the first place.

Congrats, you just phối up your first AdWords campaign!

Now it’s time lớn maintain it.

What happens now?

Not much.

Google will first Đánh Giá your ad, before it starts showing it khổng lồ people. That’s why it doesn’t make a lot of sense to create lots of ads right away.

Once you go into your trương mục the next day và see that your ad has been approved (you’ll also receive sầu an tin nhắn from Google), you can start creating more ads by copying your original ad.

That way, you can avoid going through the approval process all over again. Go to the Ads tab.

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Select your ad, in the checkbox & click “Edit,” then “Copy.”

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Then, vì the same and cliông xã “Paste” (or just press Cmd/Ctrl+V).

Paste your ad and kiểm tra both boxes.

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Then, you can cliông chồng on your copied ad & modify it. Change the headline and/or copy.

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In order to get results on AdWords, you always need khổng lồ test different ads against each other.

If you only run one ad và you get crappy results, you can’t possibly know what would have been better, because you can’t compare it khổng lồ anything.

That’s why you should create at least a second ad on your second day, once the first has been approved.

Extra credit: Regular tài khoản maintenance

Your tài khoản is up-and-running. (Finally!)

Over the next few days và weeks, results will begin pouring in.

There’s not a whole lot to vì chưng until then.

But… there is one last thing lớn put on your radar before you get too comfortable counting all those new sales.

Over time, you’ll want lớn continuously maintain, prune, và improve your account. Smaller accounts can wait every month or so. While other big ones I’ve worked on run through something lượt thích this every week.

The goal is lớn check the health of your campaigns. And quickly fix what’s not working in order to minimize the amount of wasted ad spkết thúc.

So first & foremost, pull up that Search Term report.

You’ll want lớn run through this report regularly & vì one of two things:

Identify new potential keyphrases khổng lồ add khổng lồ your existing campaigns, orIdentify off-topic từ khóa that you’ll want to add lớn your negative keywords menu so that it doesn’t show up again.

The goal here is lớn move bad spover lớn good. Restricting any wasted piece of your budget and instead putting it behind the stuff you can already see is performing well.

That will give sầu eventually give sầu you a way lớn compare profitability per từ khoá.

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The next step is to check ad positions.

For example, if you’re consistently showing up in the first position, you might actually get away with decreasing your budget a little bit at a time in order to lớn bring down your Cost Per Lead (while still showing up at the top).

Whereas if you’re showing up in positions 3-4, you’re probably not getting very many clicks. So this time, raise your từ khóa bids bit by bit in order to slowly creep up inkhổng lồ positions 1-2 (again, without overspending).

Next step is to lớn create more ads. Ideally speaking, you’d lượt thích to lớn see ads performing with a click-through rate (CTR) of at least ~8%.

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That means you’ll probably have khổng lồ chạy thử at least a few variations per từ khóa or ad group (depending on how yours is setup) in order lớn find the one high-performing ad.

In the meantime, feel miễn phí lớn drop or pause the underperformers. Typically you’ll have sầu ads rotating indefinitely to lớn test multiple versions. So be quichồng lớn pause the losing ones so it won’t continue to lớn pull budget away from your winners.

You can also experiment with new ad extensions during this time, too. For example, sometimes adding a few extensions (whether that’s a phone number or those little yellow stars from hàng hóa ratings) can improve an existing ad’s performance.

After improving ads, head over lớn your locations & time of day (both under dimensions).

This part is simple.

What locations are under-performing? Pull budget away and put it behind those that are producing.

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Same goes for days và times.

What days of the week or times of day are under-performing?

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No fancy graphs or stats required. Just comtháng sense once you know where to lớn look.

Conclusion: Congrats! And now?

Sit baông chồng & wait. I’m serious.

Turn on your second ad &, once everything is running, vày something else.

Don’t sit at the computer, waiting for things khổng lồ happen.

Rethành viên the third promise that you made before we began? AdWords takes patience.

Check baông xã in a day. Then, create more ads and start building your first ad groups. Start tweaking. Read the data.

And, remember: Nothing matters without conversions.

It’s great if you can tell which ads get a better CTR, but, if they don’t get conversions, that also doesn’t help you make money.

It might take you a month lớn get results (here’s a good infographic on what khổng lồ do during that month).

Just follow your ads và analyze the data, as it comes in over the next 10 days.

Then, review, turn off ads that don’t work, add more từ khoá, and double down on what’s performing well.

Once you start going deeper, be sure lớn kiểm tra out the great videos we have on Google AdWords, over at Quicksprout University. You can also try lớn join the Google Partner program.

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What vì chưng you want khổng lồ use Google AdWords for? Let me know the headline of your first ad in the comments.


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