With over 5.6 billion searches on Google everyday, paid search advertising can be a great way to get your business noticed online and generate leads. But, where do you begin with Google ads and how do you avoid just pouring money down the drain?
In this blog we’ll look how to get started with paid search and how to maximise your budget to get the best results for your business.
How Do You Create A Successful PPC Campaign?
There are a number of vital elements needed to maximise your investment with Google Ads, this can seem daunting at first, however we will guide you through all of the key stages below to ensure you’re set up for success.
- Pick Your Goal
- Campaign Type
- Keyword Research
- Effective Ads & Extensions
- Set Your Budget & Bid Strategy
- Bid Adjustments
- Reporting & Optimisation Of Results
Pick Your Goal
The start of any great advertising campaign is to pick your goal, what you’d like to achieve and what counts as success for your business.
There are a number of options here:
- Do you want to create more brand awareness?
- Would you like more traffic to your website?
- Do you want to increase revenues?
- Do you have a target return on investment or target cost per lead in mind?
All of these goals need to be evaluated before we can begin to create the best possible advertising campaign for your individual needs, so ask yourself what exactly do I want from my advertising budget?
Once you’ve decided on your goal, the next step is to pick which campaign type we want to best target our audience, there are a number of options here too:
Display is a great option for brand awareness, making the best use of visual content across Googles wide array of network websites, you can massively increase your reach
Shopping campaigns are brilliant for showcasing all of your product details directly on Googles first page and works very well for e-com businesses
Search campaigns are the most widely used campaigns, using text ads and extensions to target user specific searches, the level of intent is higher here and therefore works well to improve website traffic and increase revenues
When making use of search campaigns the first element to think about will be keywords, these are the terms you would like to target on Google when a user searches. It’s important here to be as precise as possible, making use of the different keyword match types:
- Broad match type – can include any terms surrounding the keywords you want to target, this match type has the least relevancy and therefore you should pay lower cost per click
- Phrase match type – have to have that particular phrase in the order you add however can have any other terms before or after the phrase
- Exact match type – has to be that exact term or relevant alternative, these terms have the most relevancy and highest intent therefore you want to pay the most for them
Effective Ads & Extensions
The next stage of your campaign will be to create high click through rate and high converting ads for your business. The key to creating engaging ads is to ensure the ad headlines and descriptions are:
- Relevant to the keywords you’re targeting
- Describe your business unique selling points
- Have strong calls to action in order to drive users to the conversion you’d like
The standard ad now is called an extended text ad, this has 3 headlines of 30 characters and 2 description lines of 90 characters each ensuring you can maximise the ad space available to you.
We can also use responsive search ads, which are a way of more automation, consisting of up to 15 headlines and 4 description lines, Google will then test the different combinations to find the best CTRs and improve your ads relevancy to users.
The third option of ads are called dynamic search ads, these ads have dynamically changing headlines to ensure complete relevancy to what the user has searched for, increasing the scope of your audience and finding new areas to build out.
Once you’ve built your ads, we move onto extensions, again there are a number of options here to maximise the ad space you have available.
- Sitelinks – link directly to specific pages of your site and highlight USPs or services you offer
- Call outs – limited to one line you can call out specific elements of your business such as “free delivery” or “24 hour support”
- Structured snippets – showcase all of your services or product categories here
- Price extensions – great for calling out the prices of products in sale or during offers
The key here is to make sure you are constantly testing what’s working best, trying new creative or assets and keeping the ad copy fresh for users, this will help to keep engagement and drive more conversions.
Set Your Budget & Bid Strategy
Following this, you will want to decide on an adequate budget to reach you targets and goals, then a bid strategy in order to best achieve these results.
The budget will need to reflect how often you’d like to show, how many days in the week and the locations you’d like to advertise in.
This will vary depending on the industry, how much competition there is in your niche and therefore how much the cost per click is for your search terms. Ultimately you will have to decide how much is each keyword worth to your business and how much you are willing to pay for a lead or sale.
The bid strategy will automatically adjust bids according to Googles algorithms to get the best possible results, the options here include:
- Maximise the amount of clicks within your budget
- Maximise the amount of conversions within your budget
- Target CPA (Cost Per Acquisition) you would like to achieve
- Target ROAS (Return On Ad Spend) you would like to achieve
- Target impression share percentage (How often would you like to show for an ad when a user searches for one of your relevant terms)
Not sure how to decide on a budget for your campaigns? Check out this article by Head of Paid Search, Matthew Fowell – How Much Does Google Advertising Cost?
As we evolve our online experiences, audiences are becoming more and more important, within our campaigns we can utilize both higher funnel prospecting audiences and lower funnel re-marketing audiences.
For prospecting activity, we target new users who haven’t visited our site before however this can still be done strategically through:
Affinity audiences – reach people based on a holistic picture of their passions and habits, for instance people might be interested in the general industry you are selling a product or service
In-market audiences – these are people that are actively researching and considering buying a product in your relevant niche
Then once we start to get data from our campaigns we can do re-marketing based off on-site metrics such as visitors to your website, a certain category page of your site, basket abandons and previous converters, we would want to pay more for these audiences as they convert better.
Optimisations here, include adjusting our bids according to the day, time or device an individual happens to be searching on.
For instance some businesses will have more traffic from mobile devices, the cost per click could vary and the conversion rate might be higher on this device, therefore we would want to maximise returns by increasing our bids and traffic through this channel.
Another factor is ad scheduling, targeting certain days and times of day where your conversion rate is higher, or switch off activity when you don’t see any returns in order to use the budget elsewhere and maximize efficiency across the account.
Report & Optimization Of Results
Once you launch a campaign it is then vital to assess, report on and optimize the results.
Aside from Googles platform, there are other reporting tools that can be used for example data studio which better visualize your data and give you the ammunition to make changes in order to improve and grow your business.
These insights will be vital for your whole business, potentially identifying trends you never knew you had from customers, and applying them throughout your other marketing channels to increase growth.
The breath of opportunities is vast and can seem daunting, however with 15 years experience at MNA digital we can help to bridge that gap and create new exciting plans in the digital world. If you’re ready to grow your business online,speak to our team today by calling 01902 319 730 or find out more about our paid search service here.