Adwords is a great tool to help drive traffic and revenue to your website, but it can also be a bit confusing for small business owners with little marketing experience. If you don’t understand the process, your costs can skyrocket and your ad could be shown to people who are not interested in your products or services.
Google Ads can be a hugely effective tool in digital marketing, but it can be overwhelming for small businesses. It is often a complex and intimidating process that requires a lot of knowledge, time and effort.
What is Google Ads?
Google ads are a form of advertising on the search engine that allows advertisers to bid for placement of their ads. This can be in the form of text, video or even image ads. Once a bid is placed, the advertiser pays Google for each click on their ad.
Choosing the right keywords is critical to any marketing campaign. This is because it helps your ad get to the top of search results, so your business can be seen by potential customers.
The more specific the keyword, the higher the chances of getting to the top of the search results. Using keywords that are too broad can result in low ad positions and high costs.
It is important to do extensive research to make sure you are targeting the right keywords. This can be done through a keyword tool or by focusing on a specific area and seeing what search terms customers are searching for that relate to your product or service.
Performing deep keyword research can be difficult and may require a professional agency to do, but it will ensure that your ad is being displayed to the right people and that you are generating leads and sales from Google Ads.
A good keyword research strategy is to start with broad terms that are likely to generate a high volume of searches, then go for more targeted terms that will produce a higher conversion rate. For example, a search term like “Mens Trainers” might have 1,000,000 searches per month, but a term such as “buy nike air max size 13” has 150 searches.
Another benefit to having the right keywords is that they will improve your Quality Score, which will result in better ad placements and lower costs. A quality score is based on several factors, including your ad’s relevancy to the searcher’s query and the click-through rate.
Negative keywords are a way to make sure that your ad doesn’t show up for a keyword that is irrelevant to your products or services. For example, if your business sells eyeglasses, your negative keywords might be something like “wine glasses” or “drinking glasses.”
It is important to run your campaign for at least six months before deciding when and how much you want to bid on your ads. This will allow you to identify when your ad is most effective and if there are certain times that are eating up your budget.
Frequently Asked Questions
What is an electronic display ad, exactly?
These annoying little popups appear whenever you visit websites. While they may be annoying, they also give us a great opportunity to market our products and services. We could increase our revenues if we could find ways to make them more efficient.
Two types of display advertising exist: banner ads and text-based advertisements. Text-based advertising scrolls across the page, while banner ads are static images. Both types of ads can be created quickly and used on any website. However, there are some advantages to having text-based ads. They are easier to track, read, and respond to.
There are three main reasons why text advertising is more effective than images. First, it allows us to control better how much information we share. You can also include a CTA button. It allows you to easily add links on social media profiles.
Maximizing the effectiveness of text-based ads is key. You should make sure the CTA buttons and headlines are easy to find, the headlines are clear, concise, and the line lengths are low. These are the key factors that will increase clicks and converts.
What are the potential benefits of display advertising?
Display ads work as extensions to your website. They can be designed to look exactly like your site or even duplicate its functionality. This makes them easy for users to navigate and thus increases the likelihood of conversion.
You also have more control over the way you advertise with display advertising. You can decide which ads to display and when they should be run. You can also view reports online and set budgets.
Display advertising offers the best way to reach potential customers, especially those who already spend a lot of time online. By placing display advertisements on sites such as Facebook, Twitter, LinkedIn, YouTube, and Pinterest, you can effectively increase your visibility among these highly targeted groups.
Your display campaigns can also be improved by offering discounts or coupons. This campaign, if done properly, can drive traffic to your site and increase conversions.
How long should a Google Display Ad be?
Your ads should be engaging and clear. Your ad should not be longer than a paragraph.
The more time an advertisement runs, the more likely viewers will click away. And they’ll do it again. You need to keep them busy for as short as possible.
There’s no one length that is perfect. But generally speaking, under two minutes is too long. Three minutes is ideal. It is acceptable to go beyond three minutes depending on what product you are selling.
Keep your ads short and concise. Do not assume that anyone will want to read the entire pitch. People are busy. They have so much to do. They don’t want to hear your whole story.
Keep your message concise and add a call-to-action. Here you will tell your prospect what to do next. You might say, “Click now” or “Call me now.”
Call-to-actions are a great way to drive conversions. They give your prospect an immediate reason to take action. Your goal is for your prospect to be able to decide whether they want to buy.
Keep in mind, prospects will see all your calls to actions. If one doesn’t work, one may ignore the rest.
It is best to keep it simple when it comes to video ads. While you can be creative with text and images, videos work best when they are focused on your offer.
Your brand should be proud of its benefits and give people something to do.
When someone sees an ad for your company, they already know what to do. You might ask them to visit your website, or to pick up the telephone and call you.
You’ll be amazed at how viewers stay on your site or watch your video until the end. They’ll keep coming back to your site and watching your video until the very last second.
This will result in more clicks and higher conversions.
You can target different audiences by using an online display network such as Google AdWords because you can target them based on their location, age and gender.
You can also create an ad that targets young men in New York City if you wish to reach them.
Google offers other ways for you to limit your audience. Simply visit the “Audiences” tab to choose from any of these options.
- Location targeting
- Age Group
- Behavioral Segments
You can also use keywords and phrases in order to further refine your search results.
If you are selling software, for example, you might search terms such as “software”, “programming”, “computer programmer,” developer,” web developer, and “coder.”
These searches will return relevant results that match your criteria.
You can use these paid search platforms to run targeted campaigns if you prefer.
- Yahoo! Search Marketing
- Bing Ads
- Facebook Advertising
- Instagram Advertising
- LinkedIn Advertising
- Twitter Advertising
- Pinterest Advertising
- YouTube Advertising
- Tumblr Advertising
- Snapchat Advertising
- WhatsApp Advertising
- Vine Advertising
- WeChat Advertising
Many of these networks are completely free to sign up, but others require fees to be advertised through.
You should always test everything before you put any money into your campaign.
You’ll see results once you find the right combination.
Facebook ads can display ads
Facebook Ads can be a great way of promoting your business online. But there are two types of advertising campaigns you’ll need to consider – Display and Sponsored.
Display ads can be found in the News Feed section users’ newsfeeds. These ads appear alongside stories and posts shared by family and friends.
Sponsored ads appear when someone clicks on an ad or shares a post containing an advertisement. This means that these ads are more relevant to your target audience and may attract more potential customers.
The key difference between the two campaigns is that sponsored posts require an advertiser to pay for each click, whereas display ads do not.
- According to Accenture Interactive, 91% of consumers prefer to buy from brands that remember their interests and provide offers based on their needs. (mailchimp.com)
- According to Google, the Google Display Network reaches 90% of Internet users worldwide across millions of websites, news pages, blogs, and Google sites like Gmail and YouTube. (meltwater.com)
- In the example below, Choice Hotels offer 20% off booking through their website: (acquisio.com)
- Check out this example from During Google Marketing Live 2019, Google revealed that three 6-second bumper video ads were 107% more memorable and generated 134% more purchase intent than a single 30-second TrueView ad. (meltwater.com)
- Click-through rates for banner ads average around 0.1%, a lower total than many other forms of online advertising. (mailchimp.com)
How do you measure the display ad’s performance?
To gauge how effective an ad is, we consider three metrics: impressions (clicks), and converts. We also monitor conversion rate, which is the percentage of website visitors who convert (i.e. buy).
Impressions tell us how many times an advertisement appeared on a page. Click-through rates indicate whether people clicked on your ads. Conversion rates are a measure of whether those clickers turned into customers.
The first step in measuring display advertising performance is identifying where your money goes. It is important to allocate your display advertising budget wisely.
Once you’ve identified your campaign goals, you can begin tracking them. Let’s say, for instance, that you are running a Facebook campaign to display ads. Your campaign might allow you to target 1,000 impressions per daily. This means you should reach around 1000 people per day.
You can also set a goal to click 10 times per day. This would allow you to reach out to 100 people each day. Or, maybe you’d like 50 visits per month.
As you can see, these goals are pretty broad. However, once you have determined your goals you can start tracking them. A third-party tool, such as AdEspresso and Display Advertising Explorer or Google Analytics, will be required.
Most tools come with built in reporting capabilities. However, it is possible to need additional software or create customized reports. After you have installed the tool, enter your goals into the settings section.
For example, you might put “1,000 impressions/day” under Goals in your settings area. You can then choose the data range that you would like to view. Finally, you can save your report.
A graph will display daily impressions and clicks as well as conversion rates. You can drill further to compare days or weeks, months, years, and even decades.
If you’re looking to improve your display advertising performance, start by determining what success looks like for your business. You can use the examples above to help guide you.
Next, decide what steps you need to take to achieve this success. For example, if you want to increase your conversion rate, you should focus on improving the design of your landing pages.
Also, you should determine how much time your display advertising efforts will take. Outsourcing is an option if you do not have the time or resources to accomplish these tasks.