Boasting immediate results, lower advertising costs and the ability to reach a targeted audience, Google AdWords offers many advantages to companies all over the world. In this blog we break down the basics of AdWords, how to create a campaign and how to improve your click-through rate (CTR).
AdWords Basics
AdWords is pay per click advertising that gives you the ability to promote your brand within their network. Different advertising capabilities include:
- Search Campaign: The most common type of ad is found here. The search ad works great if you are not organically found on the first page of results.
- Display Network Campaign: Refers to partner websites such as blogs, news outlets and retailers. You can place image or text ads within relevant content.
- Video Campaign: Video ads can be pre-roll (video ad before an actual video) or overlay (text ad over an actual video). With these ad types you pay per view, not click.
- Shopping Campaign: Shopping ads are great for retailers selling products. This campaign type offers a lot of different options. Remember that the price is key as is a unique selling point (e.g. free shipping, sale, etc.)
Campaign Creation
Step 1: Set up your Account
Your account consists of multiple campaigns. Deciding factors for what constitutes a separate campaign include differing location, differing budgets and differing categories. Your end goal is to be specific! For example, a retailer would want to create separate campaigns for Sports Equipment and Clothing. These are two very different categories.
Step 2: Research your Targeted Keywords
Keywords are the most detailed part of your campaign and the most important part. Search for keywords that your end user will search for and find ones that are most relevant to what you are offering. Remember that keywords with a higher monthly search volume aren’t always better and that your keywords will grow and change with your campaign over time. We recommend finding 5-20 keywords per Ad Group.
Step 3: Develop Your Ad Content
The closer your ad is to what the user is typing in, the higher chance you have of them clicking on it. Here are some tips for creating good ad content:
- Be relevant
- Focus on your selling point
- Think about what makes you unique
- Include a Call to Action
- Utilize your keywords
Step 4: Creating a Landing Page on your Website
The landing page is the page on your website that the user will be directed to. This page should be specific to the AdWords campaign. It is important that you never send users to your homepage from your ad. Here are a few tips for creating a good landing page:
- Incorporate your keywords
- Provide relevant, useful and original content
- Include easy navigation for the user
- Promote transparency and foster trustworthiness
How to Improve Your Click-Through Rate
The Click-Through Rate (CTR) is a common metric used to measure ad performance. It is calculated by taking the number of people who viewed your ads divided by the number of people who clicked your ads. The average CTR varies by industry but a good percentage to aim for is 2%.
To improve your CTR, be specific with your keywords. Also consider using negative keywords to avoid turning up in unrelated search results. Your next step is to create a stand out ad. Focus on what makes you unique. Include a price when possible, showcase a strong call to action, and utilize ad extensions, such as a phone number or location.
Now that you know the basics of getting started with Google AdWords, it is time to determine if AdWords is right for you. Are you being found for your targeted keywords organically? Do you outrank your competitors online? Are you reaching your target audience? If you answered “no” to any of these questions, give Informatics a call. We would love to help you set up your new AdWords campaign!
