If you’re not sold on the idea of Google Ads just yet, then you might like to know that most businesses earn double their ad spend when they invest in PPC through Google.
However, there’s more to creating a Google Ads campaign than simply inserting a few keywords into the program and typing out some text ads.
To be successful with Google Ads, you need to know how to properly structure a campaign, and that means there’s some heavy lifting involved before your ads are live.
Keep reading to find out what it takes to set up a successful Google Ads campaign.
1. Extensive Keyword Research
Success with Google Ads begins by setting aside time to perform a certain type of research – keyword research. Before you even think about creating any kind of paid ad campaign, you’re going to need to know which keywords your ads are going to target.
To perform great keyword research, you can start by using Google’s Keyword Planner. You’ll use the Discover Keywords function and start by entering two to three keywords you think are relevant to your business.
Google will then bring up a list of related keywords that you can begin adding to your list.
We recommend sorting keywords by average monthly searches. What you’re looking for are keywords that have a high search volume but rank as having low or medium competition.
It’s important to create a keyword list with both transactional and informative keywords.
You’ll use the latter in your blogs and website copy. Transactional keywords are best for ads and for pages where you want your customers to take action.
When it comes to learning how to use AdWords effectively, you’ll find that the more specific you can be with your keywords, the better! Think like a customer and think about how they might search for your product or service.
This means that if you’re trying to sell auto insurance, you might use keywords to target one user who’s looking for information (“best kinds of auto insurance for young drivers”).
And, you’d use different keywords for one who’s ready to buy (“get free auto insurance quote”).
2. Proper Ad Account Structure
Assuming that you or your Google Ads management company has done the right kind of keyword research and knows all about your target audience, then it’s time to structure your campaign.
Part of learning how to use AdWords effectively lies in learning how to properly structure a campaign. Most businesses make the mistake of creating one ad group and then creating one or two ads in that group. This is a huge mistake!
Any Google Ads expert will tell you that you need at least two ad campaigns if you’re a small business. Then, you should create, at a minimum, three ad groups within each campaign. Then, each ad group should have at least two to three ads.
Why? Well, the beauty of Google marketing campaigns is that you’re able to create highly targeted audiences to show your ads to. This is why we mentioned using very specific keywords in the previous section.
It’s best to try and segment your audience as much as you can in order to see the highest rates of conversions. This means trying to target various audiences at various entry points in their buyer’s journey.
It helps to structure your campaigns like this:
- Create different campaigns for different products or services that you have.
- Within each campaign, create ad groups for different aspects of those products or services.
- Within each ad group, create different texts and use different keywords to target different kinds of buyers.
For the second point, you’re going to be organizing your ad group according to different aspects of a certain product or service.
If you sell and repair bicycles, for example, one ad group would be for people looking for a “bicycle repair shop near me.” Another ad group would be for “buy cheap mountain bikes online.”
3. Writing Compelling, Transactional Text Ads
Want to know how to use Google AdWords in a way that’s super effective? You’ll need to learn how to write compelling text copy that has high relevance to your ads.
In order for Google to show your ads in the top spots at the top of a search results page, they need to be relevant to what the person is looking for.
While Google gives each ad a Quality Score, this doesn’t really factor into how high they’ll rank your ad. It can help you lower your ad spend, but for the sake of this article, we’ll talk about how to get Google to show your ad first.
Google loves showing ads that are relevant to the keywords that the user searched for.
This means that if someone searches for “bicycle repair near me” then your ad should say something like “Looking for bicycle repair near you? Get bicycle repair services near you.”
Obviously, you’d want to set the ad to only show to people within a certain radius of where you actually offer your services. But, you get the idea.
Also, it’s important to think about those transactional keywords. Use keywords like “click here,” “free,” or “access now.” These encourage people to click on your ads.
It helps to constantly measure your Google Ads campaign efforts and see which text ads convert higher than the others.
Usually, there are one or two ads that have higher conversion rates. Take a look at those and see what kind of text you’re using that’s working.
According to your metrics, you can optimize your campaigns and ads once a week or so after the first month.
Get a Successful Google Ads Campaign
Structuring a successful Google Ads campaign isn’t hard if you know what steps to follow. It does, however, require a lot of research, patience, and consistent dedication when it comes to optimization.
Creating a Google Ads campaign is one thing. Optimizing and updating it for the highest conversion rates and lowest ad spend are all other factors that you have to consider if you want to be successful with paid ads.
Does this sound like a lot to handle? If so, then you’re not alone. That’s why there are PPC experts who work hard to understand the ins and outs of ads.
Contact us today to see what our digital advertising experts can do for you and your company.
President, Direction Inc.