As specialists in search engine optimization and online advertising (on search engines as well as social networks), one of our specialties is to create and manage advertising campaigns for our clients.
Most of these campaigns are charged on a cost-per-click, Price Per Click (PPC) basis, meaning that you only pay if a visitor clicks on your ad. No matter if you are using organic SEO efforts or PPC, it’s all about reaching your target audience through the use of Google search traffic.
In this article, we present you the different steps to set up when creating a Google Ads campaign, formerly Google AdWords.
The Basic Principles of Google Ads (Google AdWords)
Whether you are launching one or more campaigns on Google Ads, each one should have a unique overall goal. Before considering launching a campaign, ask yourself the following question: What is the objective of the campaign? For example, your objective may be to target a new audience, sell more products, increase the number of subscriptions to your newsletter or generate more leads.
In response to the question Why do you want to launch a Google Ads campaign? Most customers answer: To drive traffic to my website. This answer is obviously incomplete since you don’t invest several thousands of dollars in a Google Ads (Google AdWords) campaign to simply increase your visits. You need to think about the actions you want your visitors to accomplish once they arrive on your site. This step is essential because it will determine how we will organize the campaigns, write the ads, choose the medium, choose the keywords and build the landing page.
Organize your Google Ads campaigns (Google AdWords)
As explained previously, the objective of your advertising campaign will influence the way we will organize it. It’s also important to visit the Google Adwords site to quickly review how the ad platform works.
Here are the most common organization scenarios:
- By theme or product range: coffee, tea, chocolate / entry-level, mid-range, high-end products. Depending on the return on investment of each of the products you sell, you can adapt the bidding strategy on the corresponding keywords.
- According to the structure of your website: for example, by categories (purchases, information, registrations etc.), if you want to control all stages of the purchasing cycle of your future customers.
- By brands (X, Y and Z): your brands probably have a different customer base, a different pricing system, and a different image. The way you will communicate on each of them must therefore be adapted.
- By geographical location: it often happens that our clients want to extend or restrict their campaign to one or more specific regions. Indeed, if your coverage area only concerns certain regions and your turnover is mainly concentrated in a particular region, it is customary to adapt the budget allocated accordingly.
- By languages: if you decide to launch a campaign on an international scale, the organization by languages will ensure that the language of each ad, keyword, and landing page corresponds to the targeted country.
- By distribution preference: you can choose to distribute your ads only on search engines (Google, Yahoo, Bing), on partner sites of their display network, or both simultaneously. The display network corresponds to all websites that have agreed to receive advertising content and have been approved by the search engine.
- According to the allocated budget : As explained above, depending on your product line or coverage area, the more you can choose to allocate a certain budget. We can therefore organize your campaigns according to the budget they represent.
Select the keywords for your Google Ads campaigns (Google AdWords)
The purpose here is to list the keywords likely to be typed by Internet users looking for your product or service. Keep in mind that not everyone who is looking for you has the same level of knowledge and may not know that you can meet their needs. Therefore, use specific keywords and more general words so that they can find you easily.
For example, if you sell all types of automotive parts, it is of course advisable to list all of your products, but don’t limit yourself to keywords such as B2FS34 air filter or G3N6 belt because your customers may not know exactly what type of part they need. So don’t forget the more general keywords such as “car air filter”, “timing belt” etc.
As a general rule, the Internet user goes straight to the point, he types a keyword and wishes to arrive on the page corresponding to his search. The choice of the destination page must therefore be directly linked to the choice of keywords. The more the chosen keywords are consistent with the landing page, the higher the quality level of the ads (= quality score) and the lower the cost per click. It is therefore the responsibility of your campaign manager to ensure that the keywords chosen are consistent with the objective.
Our experience has taught us that the keywords that perform best are generally composed of two or three words. You have to put yourself in the position of the visitor who is likely to perform a search and list all possible scenarios. Know that you can also use the keyword generator (Google Keywords Planner) located in the “Tools and Analysis / Keyword Planner” section of your Google Adwords account. Be careful, this tool is not sufficient on its own. You must therefore use your common sense, your experience and your knowledge of the target to find the keywords that your prospects are likely to type.
Keyword matching options
When creating your Google Ads campaigns (Google AdWords), you owe enough each of your keywords to a keyword match. Five options are available to decide when your ads will be displayed:
- The broad query (default option): this match includes the exact keywords, related queries (synonyms) and misspelled words. The goal is to reach the widest possible audience. The negative point of this type of match is the acquisition cost which is not always optimal.
- The large query with modifier: this type of correspondence is intended for the most seasoned users. Technically, the + sign must be added in front of each word. This allows the chosen keywords to appear in any order.
- Expression keywords: this allows you to target your audience more precisely by avoiding appearing on related queries. For example, if your keyword in exact expression is “women’s hats”, your ads will not appear if a customer searches “green hats for women” in Google. However, words may be added before or after the phrase. You will appear if a customer writes “green women’s hats” or “cheap women’s hats”.
- Exact keyword: this correspondence allows you to target your audience even more. This means that no additions will be made. You should therefore think about all possible scenarios because Google will stick to the keywords you choose.
- Keywords to exclude (negative keywords): It is possible that you do not want your ads to appear for certain queries. Using our example of women’s hats, you can exclude the keyword “green women’s hats” if you don’t sell green women’s hats.
- After some time, you have to analyze the keywords to find out which ones are actually used by the Internet users and look at the best click and conversion rates in order to modify the selection accordingly.
Choose the landing page of your Google Ads campaigns (Google AdWords)
As explained previously, the choice of the landing page will have a strong influence on the quality level of your ads, your CPC (Cost per Click) as well as your conversion rate (ratio between the total of your clicks and the number of times your visitors have performed the desired action). If you set up a Google Ads campaign to sell a particular product, the worst mistake would be to redirect your visitors to your homepage and let them find the product they are looking for. Most of the time, we advise our clients to create a specific page on which visitors will find the information they are looking for in order to perform the desired action.
You should know that it is also possible to perform an A/B test, i.e. to propose several variants of the same object that differ according to a single criterion (for example, the color of a package) in order to determine the version that gives the best results with consumers. It is a technique particularly used in online communication where it is now possible to test several versions of the same web page, email or banner ad with a sample of people in order to choose the most effective one and use it on a large scale.
Getting the Most Out of Your AdWords Efforts
In order to see the highest return on your Google Adwords efforts, you need to make sure you are optimizing at all times.
Read through each of the recommended tips and working methods above to improve your marketing and branding efforts today.