So, you are familiar with Google and use it daily for your personal and work related usage. But do you know how Google Ads work? AdWords is Google's advertising system that allows advertisers to bid on certain keywords and clickable ads appear in Google's search results as per the presets selected by them. Advertisers pay Google for these clicks and they get visits on their landing pages which eventually may turn into profitable conversions. We will be directing you through the various aspects of Google AdWords SEM with this. By the end of this guide you will learn the basics of SEM and how to be keen to use it for expanding your business’s qualitative outreach.
Building A Campaign
An AdWords campaign is usually composed of several ad groups. Each ad group serves different ad texts based on the type of keyword a user may type into Google's search engine. Common ad campaign groupings include geography, device segmentation, and product type. For example, A furniture store selling chairs and tables can choose to have different ad campaigns for each of its products.
What Are The Campaign Types
The campaign type determines where customers will be able to see your ads and go for it, but you can make this more specific or customized by targeting your ads. You will learn more about targeting your ads and types of google ads campaigns once you practically run some campaigns for your product or brand. The different campaign types include:
How Search Campaign Works
One of the majorly used campaigns of Google, search campaigns allow you to place ads across Google's vast network of search results. You can utilise Google ad copy best practices and show ads to the target audience who are actively searching for your products and services online. Opting for search campaigns can help you get more sales, leads, and even increased source of website traffic. It increases targeting and is highly effective as people are already searching for relevant products and services. The search campaigns are also very convenient to set up and you don’t necessarily need Google AdWords certification for it. Here is a best example of an end to end campaign that we did for the men grooming brand ROX.
What Do Display Ads Do
Google display network shows ads to the targeted audience, the display ads when they visit a website or checkout a YouTube video or using any app or the gmail account. The search network reaches out to people who are online for some specific needs and the display network helps you capture his or her attention to speed up the buying cycle. You can plan a Google ads strategy to display your ads for developing priority of purchase or you can also use it to set reminders for people who previously visited your site or app.
Insight On Shopping Campaigns
Being one of the leading digital marketing agencies we can teach you how to create google ads campaigns and take it from us that shopping campaigns are ideal for retailers, resellers and e-com organizations. You can use shopping campaigns to promote your products. The leads generated from these campaigns are more verified than Facebook ads and you can expect footfall on your website as well as the physical store. In comparison to a text ad, shopping ads show users a photo of your product, plus a title, price, store name, and more. This builds a better form of trust in potential customers and chances of conversion go up for sure. See how we promoted the oral care brand Special here.
Vouch For Video Campaigns
As the name suggests, video campaigns let you show video ads, and we are certain that you have been seeing them a lot lately while streaming video content on YouTube and across the display network. When you promote your products with video ads, you have a better edge on grasping people’s interest and get more sales and build awareness leading to word of mouth promotion. YouTube is very popular among the masses and highly preferred for Google AdWords SEM.
Apply The App Campaigns
If you have developed an app and are looking forward to more app downloads and increase your revenue, you can go for app campaigns. You can easily promote your app across the vast platforms of Google such as Search, Google Play, YouTube, Discover on Google Search, and the Google Display Network.
What Is Quality Score
Now what is a quality score in Google AdWords SEM? A quality score is the rating system from Google that tells you about the quality and relevancy of the keywords you are using for your campaigns. This also helps you calculate the cost per click and figure what your ad rank is in the auction process. Having a lower quality score means you have more optimizations to do. Below are the few tried and tested way to increase quality score:
How relevant keywords are to your ad group
Click Through Rate (CTR)
Relevance of text in your ad
The quality of your landing page
Your historical performance
All these factors can work in your favor if you know how to optimise them for your benefit.
So Does Google Ads Work For All
We have seen in the different scenarios above that telling you about the Google ads best practices. It is very effective and businesses from all sectors like retail, logistics, food & beverage, service industry are getting good responses from it. The major game is to have keywords that work for you, content that connects and a logical Click Through Rate (CTR). Here is some inspiration for you to see what we did for the skin care brand Bom Clair. You can do some trial runs in the beginning by selecting multiple ad buckets to see what is working for you and what is not instead of trying to get Google AdWords certification to run your campaigns.
To learn more about how to maximize the impact of your SEO, Google AdWords and Facebook Ads campaigns, reach out to our experts for the right mix!