Google Ads: A Step-by-Step Guide to Your Online Success
Google Ads (formally AdWords) is an extremely useful channel to drive qualified prospects to your site and increase your sales however not just anyone can start using it. To use the world’s biggest Pay-Per-Click platform successfully, there are several important aspects you need to consider. Discover all you need to know about Google Ads in this step-by-step guide to your online success.
- Set Your Goals
This is the first and probably most important aspect of using Google Ads for online success – setting your goals.
Success is different for everyone – and until you determine what your goals are, you can fail very quickly! Do you want to use Google Ads to build brand awareness or to drive sales?
Find out what success is for you and creating a solid account structure will come much more easily.
- Build Your Audience
Building your audience list is critical for refining your campaigns. Knowing who your current customers are and how they search for and buy products and services will help determine the best kind of campaigns for your brand.
Find out how your customers shop, what makes them visit your website, and on what type of device – this discovery phase is essential to build on your online success and turn prospects into buyers.
- Conduct Keyword Research
Just as important as any other stage, some companies overlook how vital keyword search can be. What you think is a good keyword that accurately describes who you are and what you do might actually not be what your prospects are searching for at all!
Make sure to mix up your keywords, using broad, phrase, and exact matches to see which search terms perform best for your industry. Certain phrases might also provide new ways for you to do business, such as offering additional products and services.
- Set Your Budget and Bid Smart
Set a realistic budget and leave a little flexibility for performing tests or branching out into other areas of Google Ads, such as display.
Ensure your keyword quality score is the best it can be so you’re not bidding on keywords on landing pages and ads that won’t convert.
Find out what your competitors are bidding on, but keep in mind your budget – running out mid-month is pointless when you’re trying to track conversions. Set a budget that’s sustainable for you, and bid accordingly.
- Structure your account
It’s good to add several different campaigns when starting out, but this is to refine what works for your organisation – your ultimate goal is to strategise on what is and isn’t working, and you can only start to do this if you set a clear, concise structure to being with.
Create at least three ads within each campaign, and no more than 20 keywords per ad group. Don’t forget to test your ads from a user perspective – simply adding relevant keywords on your landing page won’t do. You want prospects to find your page relevant, easy to navigate, and easy to move on to the next step – such as filling out a form.
- Refine Your Ad Copy
This can’t simply just be filled with keywords – your ad copy needs to be concise, creative, and compelling – put yourself in your prospects’ shoes and think about what would make you click on an ad in Google.
Be specific in your ad copy – so the user knows exactly why they are clicking and what they will get in return. Try to keep your tone of voice consistent with your brand throughout – be creative but don’t turn potential customers away by presenting a different brand personality on your landing page.
- Create Landing Pages That Convert
Make sure your landing pages reflect your brand colours, logos, and style, so when your prospect sees your brand on social or elsewhere on the web – or if you send them a follow-up email – they will easily recognise your brand, building trust.
Make it easy for users to fill in your forms (if that’s your goal), display clear call to actions and don’t forget to test your forms and website design periodically – consider A/B testing your landing page and call to actions to determine what’s the most successful.
- Set up conversion tracking
A very important step – all your effort will be for nothing if you can’t track your conversions. Tracking will provide you with vital information that will tell you which ads and keywords are converting, and on which device – for example, if mobile users are converting more, then you can increase bidding for that device over desktop or tablet to drive more sales.
Tracking also helps you to justify spending more or less on Google Ads – if you can easily track conversions and leads through to successes, such as an order, then it will be much easier for you to ramp up spending in this channel.
- Consider Remarketing But Do It Well
Not everyone looks into remarketing as an option (especially after the GDPR changes), and that’s fine, but you could be severely missing out on opportunities if you don’t consider it as it’s an excellent feature designed specifically to drive conversions
Remarketing is useful and for some organisations an essential part of Google Ads, allowing your content to be seen by those who don’t convert on their first visit. Make your brand present on almost every part of the web that your prospects will visit – in some cases including your competitor’s sites.
- Don’t Forget Testing
Testing your ads, keywords, images (if you use display ads), and landing pages is an imperative step in ensuring online success using Google Ads. Testing will help you convert more while keeping costs down and traffic and clicks up.
Carrying out tests helps you to easily determine successful campaigns, so you know what does and doesn’t work for your target audience and driving conversions.
- Become Profitable!
Like anything in business, you do have to spend money to make it – but as long as you stick to your budget, review your campaigns frequently, and refine your strategy, you can start to convert using Google Ads in a few short weeks – it’s that fast!
Get a free health check by one of our experts today to find out how to build on your online success using Google Ads.