Understanding Google Ads: Have it work for youIntroduction Consumers today are driven by instant queries and 9 out of 10 users turn to search engines to look for information. Businesses take this as an opportunity to get noticed by customers and they have had big success with Google Ads. However, there are still some who stop and hesitate. Why? Simply because the requirements seem a bit tricky to comprehend. There are keywords, bidding, setting budgets, creating campaigns, conversions and extensions. It's easy to lose sight of the benefits when the starting seems to be complicated. But, it isn’t. This ebook will guide you through starting your first campaign. OMe neues Leal CoM role eR Une trl lol ne} to buy an item online (Wordstream) SOE uc aR EE A ann me eee LL (webfx) 76 percent of search engine market belongs to Google (webFx) 89 percent of the traffic From search ads is not replaced by organic clicks when ads are paused (Google) Businesses generally make an average of $2 in revenue For every $1 they spend on Google Ads. (Google)Here’s the thing, Adwords or Google Ads work instantaneously. You can start a campaign now and generate sales after a Few hours. It’s effective and also one of the reasons Google is worth USD 632 billion in 2020. You're here because you already have an idea what kind of results Google Ads can bring to your business. However, you need a bit more push and guidance to start your first campaign. Here, you'll learn how to use ads on Google to get more visibility and how to advertise on your own. Let's begin.PPC or Organic Search In the realm of search engine marketing (SEM) there are two advertising models that advertisers use to market a business. These are Search Engine Optimisation (SEO) and Pay Per Click (PPC). We'll be Focusing on PPC, but let’s clear out the differences between the two first. SEO is the organic way of obtaining visibility in search rankings. Organic, which means search engines won't require any sort of payment for ranking you on top of search results. Your pages or website will be visible because of the weight and value of its content. It is free but will require some time, in-depth strategising and patience. PPC is instantaneous. Depending on your bid (that’s the highest amount you're willing to pay For a click), you can quickly see your ad on the top pages of search results. PPC means that you pay when a user clicks on an ad, not For your ad to be displayed. You can set the budget and schedule as you set up your campaign or modify it in the Google Ad dashboard. Essentially, Google uses bidding to set the prices. For any given keyword, you have the top bidder and the lowest bidder. The highest bidder will be shown at the top, followed by the next and so on. Google Ads and Google Adwords You might have encountered both phrases and it might seem confusing but Google Ads is the same as Google Adwords, or used to be called Google Adwords. It was launched on October 23rd and has grown to be one of Google's main sources of revenue since.Here are the types of Google Ads: Search Network Ads. These are ads that appear with Google search results or on other sites once a target keyword is used in the search. Google Display Network Ads. These are ads that show up on people’s favorite websites, youtube or when they're checking their Gmail account.Shopping Campaigns. These are placement shopping ads that appeal in different visual Formats. Shopping ads show users a photo of your product, plus a title, price, store name, and more. Google || Google Shopping Ads Paids Search Text Ads Organic ‘Search ResultVideo Campaigns. IF you've watched videos on Youtube then you have seen this ad a lot whenever you start watching a video or in the middle of a video. Video Campaigns let you show video ads on their own or within other streaming video content on YouTube and across the Google Display Network. SUBSCRIBE App Campaigns. These are for app advertisers as it makes it easy to promote apps across Google's largest properties including Search, Google Play, YouTube, Discover on Google Search, and the Google Display Network.Google Search Network Play Store 2 a) - Google Display Network .- a: . Pow EM = Youtube = = a we Feber EEE EE In this ebook, we're going to Focus on Search Ads. However, no matter the Format, the goal of Google Ads is to get you the call, email or site visit that you need by making them click First. For service-based businesses, you'll need a landing page where users who will click the ad will be directed to. The landing page will collect contacts and convert traffic into leads.Unlocking Your Website's Revenue Potential ‘What Our clients Say Note that once a user clicks and is transported to your landing page, you have to offer them something of value that will encourage them to sign up. These are called ‘Lead Magnets’. Lead Magnets are free items or services that are given away for the purpose of gathering contact details or information. Examples include ebooks, free consultation, whitepapers, trials or subscription.For product-based businesses, you have to lead them right to the product page. Make sure that you have high quality photos representing the product that you're selling and that the description is accurate. Chav y ee | meee | mee | wee | oe SAMPLE PRODUCT DESIGN go fe DETAIL DESCRIPTIONGoogle Ads Structure A Product or service you want to promote - Keyword - Keyword -Target Audience - Target Audience Sse —————SE=ae A= A= eMC Rae Search Ads/ Ad Placement a> re To make it easier for you to visualise, this is the composition of a Google Ads campaign. At the head, you have The Campaign for the particular product or service that you want to promote. Next are the Ad Groups which can amount to as many as you want. Ad groups basically determine who you're targeting. Different audiences are identified using keywords and should fall into different ad groups. Once you determine the ad groups, that’s when you decide on the Search Ads to show. This will include images, videos and copies that will trigger your target audience to click.Before activating a Google Ad Campaign, make sure you have these three things prepared: Landing Pages or Product Pages. These are the pages where the users will be directed to after they click on your ads. Keywords. These will be the search terms that will be matched with your ads. Copies and Messaging. These will be the message shown on your ad campaign. Make sure that it’s eye catching and easy to understand.Setting Up Your First Google Ad Campaign Setting up your first Google Ad Campaign shouldn't have to be complicated. Pe SME ached Otek acter aren) use Google Ads to gain that top spot on Google search results. 01 Keyword Research The right group of keywords will start off your Google Ads campaign. You don’t have to get it perfect the first time though. As you go on, Google will recommend more target keywords for you to use or the keywords you're popping up for. However, nailing the right keywords is important. Knowing which keywords to use will drive the right audience to your business.Part of keyword research is aligning the right search terms to the intent of users. You don’t want to mislead your audience. User intent is classified into the following: Navigational. These are company, domain or brand queries. Example: Axadra, Axadra.com. Informational. These are curiosity, question-oriented queries, solution-seeking queries. Example: Axadra services, Axadra digital marketing Commercial. These are informational queries with future business implications. Example: popular Axadra content marketing consultation, Axadra consultation. Transaction. Queries Focused on making a purchase or transacting with a business. Example: how much for Axadra SEO plans, Axadra SEO plan sign up.The value of traffic is inversely proportional to the number of queries for keywords under each user intent classification. For instance, navigational keywords usually have the highest number of queries, but the value of the traffic for these terms is low. Transactional keywords tend to have a low search volume, but very high keyword value. Keyword selection involves a great deal of thought. If you choose the wrong keywords, you'll be putting your money to waste. You might end up showing up on results that don’t match the user-intent you were looking for or you might attract clicks that won't convert. How to do keyword research 01 Study your brand or product. Do a thorough research and talk to your existing customers. Figure out what common terms people use when describing your brand, product or service. Delve deeper into issues that your products or services solve and try to find pain points that are mentioned. Note of the words people use to describe them. 02 Set your goals. By setting your goals, you can align search terms and keywords with them. Your goals will also set the tone for the messaging and copywriting that will go into your ads.03 It would also be helpful to note who your goals are for. Are they for users who are just learning about solutions to their paint points or are they for users who are ready to buy the product? Google Ads can be designed in a way that you can target multiple audiences and use multiple ad groups. List down relevant topics Research on relevant topics and list down the ones that you want to rank for on Google. It would be helpful to go on the search engine itself and Google competitors. See what keywords or phrases they are ranking for and look at the ‘People Also Ask’ and ‘Related Searches’ section. For example if you run a ‘gym in London’ then look at the related searches that will pop up on Google Following those keywords. PureGym London Gym Box London Fitness Gym near me Best gyms in London 2018 Gym in UK Gym London reopen London gym reviews 04 Create a list of main keywords These are focus keywords that will be the foundation of your keyword research. They define your niche so make sure that they describe your products and offerings as simple as possible.05 Utilize a keyword research tool You can use a keyword research tool right off the bat, but doing proper research will ensure that you can have the accurate judgement on what will work and not work when it comes to picking keywords for your products. Keyword tools are here to refine your search terms. Here are some that we recommend. Google's Keyword Planner is a helpful tool when you're looking for words or phrases relevant for the page you're trying to advertise. It will be free and activated once you have started your campaign. UberSuggest is another free web-based tool that's useful for giving you keyword suggestions, with metrics on volume, competition and keyword trends.ekasa Now that you have a solid idea of what keywords are related to your business, list them down and choose which keywords are right for the product, service or page you're going to promote. 02 Set up a Campaign To set up a campaign you need to sign into your Google account and head over to Google Ads. Then select a goal and the kind of ad that you want. This section can be modified later. . © ° Siceeteee rr ° °e ° owePut in your business name and the URL where you want the traffic to go to: © ceteynrcernsn brs To Oye , 03 Bidding Google Ads runs an auction every single time it has an ad space available on a search result, or on a blog, news site, or some other page. Each auction decides which ads will show at that moment in that space. Your bid puts you in the auction. (Google) For starters, choose ‘Manually set bids’. This will let you control how much you're going to spend.main © ting Wat do you vert faces? ow do youwan etcaenion? © SEO reeset ohyuaete pate stg ety record) IF you have yet to be Familiar with Enhanced CPC, make sure that you uncheck this box which Google automatically checks for you. cing feck opr Dadra tone cg ack pring pont ) aan come wth tre Pe (A. Steg rt ptm Ue Sat Sonmtonen nemests ann eespws ener You can come back and enable enhanced CPC after you learn what keywords work for your business and what keywords are worth paying more for.Now we'll head over to budget, ad rotation, ad schedule and conversion. Set the budget that you are willing to spend each day and set the schedule to when you prefer the ad to be shown by Google. rg scree eh How do yuna eterno? atyresmancenes= lee pa ent mprontne x alc data cy trae)As for ad rotation, it’s better to click ‘Do not optimize’ so that all ads will be run evenly. This will allow you to see which ad is better, compared to when Google optimises it which means that it will judge on its own which ads works better. Cconesons Section smarsne ae ince inte Convctonecluma fortis camosion and uecfor Smart Beene 04 © eet seco nce Comverse satnge (Coneson setn ine Website aa) It's advisable to skip conversions for now unless you're familiar with setting up micro conversions or you have a professional PPC specialist working For you. If you're just starting out, save the conversions for later. Set up an Ad Group Before diving into the actual keywords, you first need to divide them into groups. This can be similar to targeting a particular audience in the buyer's journey. Are you targeting those who are yet to be Familiar with your product and services or are you targeting those who are ready to buy. Whichever case, this is the section where you categorize your keywords to match the audience.Here are the three keyword match types: BUM naar a ecorere] Kleine Reo Mur ean olU mC Reo IKe In Reena cas it to. Google will show your every time a search that is related to that PF Ta aL N Ook Le) ean ol MO Olt Te LaLa (eles (o lM ROLL SO°L-LaLe) ee MCE Oe Mae Meee tem cella BURKE nnd CMR ieee la URN lcci te has to be in the actual search. It’s another way of making sure that your ads will only show up to users who have the intention of using your product. BUR aR Velen lla Remsen Lee UU Te Ke R-lieR-RU mar} eek CB) Nee eed ee Cm tee catecreate your a group ‘Sent autres to dene who shoul see jou ade. Youcancratenewsuerces i hutence Manage aes A a cman @ teen (acer eww cieene | ants Seeman tdroe we ed erat. vee emanate meee oe,05 (A, Hosa comet lab mateo a ae After a week or more of running the add, you'll start to Figure out which combinations of keywords will bring you the best results. That's when you have to tweak and adjust your keyword strategy. For now, go for the best option that you think will work For your business then check the report on Google Analytics and Keyword Planner after. Ad Group Bid Now is the time to set the actual price also known as bid per click or how much you're willing to pay per click. You won't be paying every time your ad shows up on the search or when you make a sale, you will be paying per click and that's it.Start small. Base your cost-per-click (CPC) on your marketing budget and customer acquisition cost. You can go for as low as £0.66 or £1.32 for starters. After a week, you'll see from the analytics report if you have to spend more or you're spending the right amount on your ads. Daily estimates Estimates are based on your jords and daily budget ( ~~ Seattle + Service A ~~ Seattle + Profession =A Click/day Cost/day lic Cost, 0 €0.00 0 €0.00 Avg. CPC €0.00 ~~ Shopping Around A Click/da Cost/day 0 €0.00 Avg. CPC e121 On the right side, you can see that Google shows a report of the average cost per click. You can edit and modify your bid accordingly with this data.0 6 Create your Ad This is the part where you create the ad and include the messaging. Make sure that you enter the correct target URL where the user will land after they click the ad. You can also add images, logos and videos. New responsive ly oo 9D an a iguana ee Sg Sree a eee ee todemes ow OO Seay, eee + voces uy Create your ads cr 1n ad now, or skip this step and mpsocnece create one later. Your campaign won't run without an ad. Responsive display ad Change This is a preview of how your ad will show up.+ voces Hen oie) © pate sane Fran Mangere aoe ——= camer int Cems ed he al + vescrrion Click save and head over to the billing page. Fill out the necessary information and that's it. Note that the more clicks you get, the cheaper the clicks costs. It's Google’s way of rewarding your ad For being relevant and converting users. 07 Measuring Ad Performance Now that you have activated a campaign, you have to measure its performance to be able to adjust and modify it effectively. Google provides metrics and reporting that you can use to judge the success of your campaign.Here are the main metrics you should be keeping an eye on: Impression. This is the number of times people saw your ad on Google while searching For the keyword you chose. This is the number of viewers the ad was shown to. Click. This is the number of times users clicked your ad. Conversion. Seal Sole eo clicked on your ad and executed the action you wanted them to take. Whether it’s signing up, downloading a lead magnet or purchasing a product. MMe elas h lee ROU tea Roles account and put the tracking code on your website that alerts Google every time someone completed an action. Ad Spend. This is the cost of your campaign so far. NS” — aeAlthough it’s important to monitor these metrics. You also have to take note of these analytics: Click-through-rate (CTR), Conversion Rate, Cost per click (CPC), and Cost-per-acquisition (CPA). CTR cPC is the percentage of impressions is the money you spend per click. that actually become clicks. IF the The less you spend and the more percentage increases, it means that. clicks you get, the more efficient your campaign is performing your campaign is. positively. oat eel PA eC (ete Aelte c4 Conversion Rate CPA is the percentage of clicks that is the amount of money you spend converts. every time you get a conversion. oribheiba al pari SU ANCL) few Ae ag Why It Pays To Be More Relevant It's important to note that with AdWords, you're constantly testing. Expect that you may not get it right off the bat. But, the great thing is that with analytics and Google tools like Keyword Planner, you will know instantly what you need to tweak. This is partly what makes it very effective.Unlike SEO, you pay to be visible to people everyday with PPC. Which means every day is costing you and you don’t want to waste a penny on an ad that doesn’t bring positive results. Put twice the effort in organising your campaigns, ad groups, keywords and ad copies because aside from increasing efficiency of ads, it will also increase quality scores. It’s also important to note that high quality scores also increase the chance that your ad costs will be reduced. Allin all, paid ads are a great way For instant visibility, not to mention it increases the effectiveness of your inbound marketing campaign. An efficient PPC campaign will immediately drive traffic to your blogs, increase leads and will increase revenue. So optimise frequently, monitor your performance and adjust accordingly, these are all important when aiming for a successful PPC campaign.PPC Strategy Template DVM RETR ANON pease earl ccteN guide and now know everything about designing a PPC model that maximises your cleo lt Print this out and fill it in alongside the guide and you will have created the bones of your NNO lh IF you have missed the strategy guide or havent got round to reading it just yet you can Find it NCR a lie) Uo fe)oTeesar- lke Nas Tels www.bowlerha! Print this half out and try it for yourself!