Google AdWords is one of the leading ways a business can grow their web presence, get in front of qualified leads, and increase their sales. For every dollar a business invests in Google AdWords, they’ll see two dollars back in increased revenue. Google AdWords is a highly sophisticated online marketing platform and reflects the full range of top-notch PPC advertising options that are currently available to businesses. If you’ve ever taken a look at how Google AdWords work, you may be overwhelmed at all of the options. And you’re probably wondering how you can get help with a Google AdWords campaign.
Thankfully, there are numerous, highly-qualified digital marketing services you can partner with to create and launch a successful AdWords campaign for your business. Below, we’ll explain some of the basics of a Google AdWords campaign and how you can benefit from professional management.
How do AdWords campaigns work?
Before you get started with a professional AdWords campaign, you need to be aware of the full range of advertising options and how they can benefit your specific business goals. It’s crucial that you:
- Have a fully understood and fleshed-out goal for your campaign
- Know exactly who your target customer is
- Know what ad formats will speak to your target customer
- Know where your target customer is hanging out
That last point is especially important when you open an Adwords account. AdWords ads display across multiple channels and will trigger to show at particular times, places, and locations. If you are looking to:
- pull in foot traffic to a physical store location
- your small business only operates in a specific locale
then your AdWords formats and strategies will look fundamentally different than if physical locations or goals didn’t constrain you.
Also, keep in mind that your ads will display on either the:
- Search results page (SERPs)
- Or the Google Display Network (GDN)
And, keep in mind if your target customer is more likely to search on a mobile device or on a desktop computer. Because now, you have the option to target ads to mobile viewers, and to only use ads that are formatted for strictly mobile viewing. There is a wealth of advertising options for you choose from, but it’s crucial you’ve thoroughly thought about your business goals, goals for the particular AdWords campaign, and who and where your targets are.
Can the cost of a campaign quickly get out of hand?
Yes, without proper attention and formulation, an AdWords campaign can cost you money in the long run.
AdWords campaigns are CPC or PPC advertisements. You will choose specific keywords and phrases, and also bid on keywords. In addition, you can make adjustments to the bid amounts to get an even better CPC ratio. Furthermore, Google enables you to see exactly which metrics are contributing to your costs per conversion.
How are costs determined? Your AdWords costs are determined based on your quality score.
A quality score is a system Google uses to rate your ads and determine your cost-per-click ratio. Your keyword’s quality and their relevance to your ads are reflected within the quality score. Quality scores depend on many factors which include the following features and metrics:
- The click-through-rate, or how many impressions you have versus how many clicks on your ad happen
- The relevance of each keyword to its corresponding ads
- The relevance of the ad copy
- Your historical account performance
While it’s impossible to know how much each factor weighs in the quality scoring methodology, what we do know is that the CRT is the most critical metric. Why is that? Because the more people who see your ad, i.e., the more ad impressions you have and the more people click the ad, is a strong indication to Google that your ads are relevant to your chosen audience. What does this mean for you? A high quality score based on a healthy click-through-rate means:
- You’ll get higher ad rankings
- Yet you’ll experience lower costs
It’s crucial for you to protect your marketing budget and also increase your conversion rates by improving your quality score. A high quality score directly correlates to the success of your ads. You will experience a higher ROI with a good quality score and the corresponding lowered CPC rates.
But, the CPC rates and quality score aren’t the only metrics you need to keep an eye on for AdWords campaign success. You’ll also need to know what your cost per conversion is. This is the price your business pays each time someone converts after seeing one of your ads.
Because Google AdWords campaigns are complicated, highly targeted, and are comprised of many moving parts, its easy for costs to go awry. Without proper management and monitoring, your business can throw good money after bad. If you know precisely what you are paying with an AdWords campaign, and how much it costs to get a conversion, you can optimise your ads for further success.
But, formulating an AdWords campaign that aligns with your business goals, and is optimised for your industry and audience is a science and an art. It takes diligence, expertise, and experience with the Google AdWords network to get the best ROI for your business. If you want to experience increased sales and conversions with a Google AdWords campaign, it is crucial you seek out a skilled team of digital marketers to help you.
At Australian Internet Advertising, we only have highly experienced digital marketing gurus on our team. With us, you’ll get a customised, targeted, and relevant Google AdWords campaign that will align seamlessly and strategically with your goals. Contact us today, and see how quickly and effectively a professional AdWords campaign can grow your business and increase your bottom line.