Google is a competitive arena. Advertisers want to introduce something to customers who are online most of the time. That is why it is vital to create an effective Google Ads campaign that will help you connect with these customers.
Google has 97% of its total revenue coming from ads (That's 134.81 billion if we translate it to US dollars). It's only fair and logical for Google to make its advertising platform more open to all types of businesses.
That's a lot of revenue!
So to catch the attention of your target online customers, here are excellent ways on how to create an effective Google Ads campaign.
How To Create A Google Ads Campaign That Works
A little recap.
Google Ads is Google's advertising platform. With the different Google Ads campaign types, you can bid on keywords for your clickable ads to appear in Google's search results.
If you want to promote your local business, sell products or services, raise awareness about different essential causes, or boost traffic to your site, then Google Ads is for you.
However, launching an ad for the sake of starting one isn't right. It would be best if you learned the basics of creating an effective Google Ads campaign.
Truly Understand Google Ads
Just like anything you do in life, you need to know what you're getting yourself into. The same principle applies to a successful Google Ads campaign.
Remember that your business (Your money to be exact!) is at risk if you recklessly jump into the Google Ads world.
You must understand the strengths and weaknesses of Google Ads.
Here are the pros of a Google Ads campaign:
- A Google Ads campaign is fast and easy to create.
- Excellent for highly targeted results.
- The results are measurable.
- Campaign results can lead to better lead and sales generation.
- You have 100% control of your ads.
- Your Google Ads campaign budget can be very flexible, depending on your needs.
- You can test new and different Google Ads variants and continue to improve.
On the other hand, here are some cons of launching a Google Ads campaign:
- You pay every time a user clicks on your ad, even if that click converted or not.
- Some google ads can have fairly high costs per clicks or CPC.
- Your ads will stop if you have run out of your CPC budget.
- You are only allowed to create ads with three 30 character headlines, two large 90 character description lines, and a customizable display URL.
- Your ads will be visible to the wrong target audience if you don't add sufficient negative keywords to your Google Ads campaign.
- You need to invest a lot of your time in your campaign.
- A lackluster landing page means zero ROI and wasted CPC investment.
Do Thorough Research And Understand Your Audience Before You Do Anything
To fully understand the audience that you want to target with your Google Ads campaign, you need to invest time and resources.
According to Google,
You can add audience targeting to ad groups and reach people based on who they are, their interests and habits, what they're actively researching, or how they have interacted with your business. Audience targeting can boost your campaign's performance by reaching people browsing websites, using apps, or watching videos. Read the personalized advertising policy (formerly known as interest-based advertising) to help improve the experience for users and advertisers alike.
This is nothing but good news to advertisers who want to understand their target audience better before launching a Google Ads campaign.
Check out the table below for a complete summary of the different audience types to use for targeting in your Google Ads campaigns:
This table will help you analyze the types of websites your target audience spends time on. It can answer the following questions:
- What language style do those websites use?
- What do they look and sound like?
- Which competitors are running effective Google ad campaigns?
Set A Specific Goal For Each Of Your Google Ads Campaigns
There are several types of Google Ads campaigns that you can choose from. Based on my own experience, it's easy to get overly ambitious with a Google Ads campaign. That's especially possible if you want to spend a significant amount of your online ads budget.
You must choose one specific goal for each Google Ads campaign. Doing so will improve the return on investment or ROI of the campaign.
Here are some goals that you can set for each type of Google Ads campaign:
- Search campaigns: Sales, leads, and website traffic.
- Display campaigns: Sales, leads, and website traffic.
- Video campaigns: Sales, leads, website traffic, product and brand consideration, and brand awareness and reach.
- App campaigns: App promotion.
Build A Targeted Landing Page For Your Google Ad
Creating a landing or location page that directly addresses the query a user entered into Google can make your ad campaign more effective.
Landing pages are optimized pages created specifically for your ads with the intent of maximizing your conversions.
Instead of creating a highly optimized landing page, what most advertisers do is direct traffic from their Google ads to the home pages of their sites.
What happens when you do this? Remember that online customers are looking for a specific answer. When they search and when they get redirected to your home page by clicking your ad, they usually aren't getting exactly what they want = poor conversions.
A targeted landing page for your Google Ad campaign serves a single purpose - get customers from search to buy (or whatever your goal is) by paving a clear path.
Never Stop Testing!
The work of a Google Ads campaign is a continuous cycle. Once it's up and running, you'll always want to make adjustments. Try small modifications on ad copy, keywords, landing pages, and other Google Ads elements to see what works and what doesn't.
I suggest that you use the Campaign Drafts and Experiments tool in Google Ads. This tool allows advertisers to propose and test changes to their Search and Display Network campaigns.
Use Campaign Drafts to prepare multiple changes to your Google Ad campaign.
Campaign Experiments measure Google Ads results to help advertisers understand the impact of their changes before they apply them to a campaign.
Analyze, Learn, And Improve
It's not always going to be a sunny day ing Google Ads Ville. Your campaign might not pick up on some days (especially on day one!), and that's okay.
If you are still not happy with the results of your Google Ads campaign after 7 to 21 calendar days, then you can already take necessary actions.
Use Google Analytics to analyze critical ad metrics, such as:
- Average CPC
- Impressions by Campaign
- CTR by Ad Groups
- CTR by Campaigns
- Cost Per Conversion
Once you learn which of those metrics are missing the mark, then feel free to go back to your drawing board and improve your Google Ads campaign.
And that's it! Those are the ways to create an effective Google Ads campaign.
I want to reiterate that getting the best results out of a Google Ads campaign can take time. Be patient. Tweak your campaign if you need to. You'll get your desired results in no time.
Check out the recommended resources below to learn more about Google Ads. You can also TALK TO US if you want to learn more.
Recommended Google Ads Campaign Resources
7 Ways to Write Super-Effective Google Ads (with Real Examples)
How to Create a Profitable Google AdWords Campaign (from Scratch)
How to Create a Revenue-Generating Google Ads Campaign
So what do you think about this article? Are you ready to create a more effective Google Ads campaign?
Let me know in the comments section below and let’s discuss.
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Are you looking for more online advertising help? Check out our Ultimate Guide to Online Advertising for Small Businesses.
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