It’s more important than ever for a business to have a robust online presence. But there are over 40,000 search queries entered into Google every second. And did you know that there are over 2 million articles published every day? Having a grasp of SEO and implementing SEO campaigns isn’t enough to get your business noticed online. You need to add another tool to your marketing arsenal. Google AdWords is one of the leading ways to get your products and services in front of targeted, qualified leads. In this article, we’ll explore what Google AdWords is and how it works.
What is Google AdWords, and how does it fit into the Google Display Network (GDN)?
Google AdWords is an advertising platform where brands can bid and utilize an effective CPC and bidding marketing model. Ads will
display across the GDN, which includes:
There are over 2 million sites on the GDN, and it reaches up to 90% of all internet users. The biggest enemy of any business is obscurity. With a Google AdWords campaign, you can quickly and easily overcome the number one enemy of your business’s bottom line.
Google AdWords includes numerous advertising formats you can take advantage of, such as:
- Google Search
The Google Search feature enables you to appear on the SERPs for your chosen keywords. Keep in mind; you must bid for each keyword.
- Google Shopping
If you have an eCommerce site, Google shopping is the perfect AdWords format for you. With a Google Shopping campaign, you can advertise for each product, and you don’t have to set bids on each product’s keywords. While search campaigns enable you to promote a specific site, Shopping Ads can drive visibility and traffic to a single product or offering.
- Video Advertising
Current consumer surveys show that internet users love video. 72% of consumers would rather watch a video to learn about a product or service than read about it, and savvy marketers are catching on. Google AdWords gives businesses the opportunity to market their products through this interactive and engaging medium. More advertisements appear on Youtube every day.
More and more consumers are using mobile devices and mobile apps to browse the internet and shop online. In fact, since 2016, mobile searches have eclipsed desktop searches. If you want to reach a sizable number of target customers, you need to use ads and content that is optimized for mobile viewing. Thankfully, AdWords makes it easy for you with their mobile-optimised advertising options. Now, you can create ads that a specifically targeted and formatted for smartphone and mobile app users.
- Display Advertising
With display advertising, you can get your products in front of thousands of highly qualified leads in seconds. Google has partnered with millions of website, and you can display your ads across the network. You also have a variety of ad formats to choose from, and each ad will show based on your bidding strategy. Choose from text ads, image ads, rich media ads, and video ads. Also, depending on your keywords and your bids, your ads will display to specific demographics, regions, or retargeted leads. You can also bid to get your ads to place in particular places across the GDN and to trigger based on what the target does or where they’ve come from. But, more on that later. Let’s explore more about AdWords audiences, bids, and how to convert leads.
What are Google AdWords audiences?
An AdWords audience is a targeted demographic that you want to see your ads. You can do two things with a Google AdWords audience:
You can target all audiences and adjust your bids based on the different audience type.
You can target only a specific audience and exclude others. You would use audiences as another targeting mechanism, just as you would for placements or keywords.
There are also three ways you can target an audience.
You can trigger your ads to display to site visitors, such as those who’ve seen a particular landing page but haven’t visited a thank you page, or who’ve seen one of your product pages but not another related product or service page.
- Demographic Targeting
With this option, you can target visitors and viewers who belong to a specific age range, gender, are parents, have a specific household income, etc.
- Specific Category Interest
Google AdWords is a highly sophisticated machine. It has a wealth of knowledge about site visitors at its algorithmic fingertips. The system can look at the types of pages a user has visited, and take into account how frequently they visit them. From there, Google AdWords associates their browser with relevant interest categories. Marketers can then use the categories to target ads to people most likely to purchase based on their related interests.
Say you own an online cat figurine store. You could target people who frequent websites dedicated to cat ownership and exclude audience members who likely own dogs.
To keep your AdWords campaigns efficient and lucrative, you’ll need to make frequent bid adjustments. Google allows you to quickly make changes to your bid so your ads will show less or more frequently depending on your chosen metrics. For example, clicks on your ads may be worth more if they come from a specific locale, at a particular time of day or night, or if the person clicking is using an iOS device to search.
Conversions are when a customer sees your ad or marketing mechanism, and it compels them to buy or otherwise take the desired action. It’s crucial that marketers know when conversions happen, why, and how so they can replicate a successful advertising campaign.
Thankfully, Google allows you to track your conversions in your Google AdWords account meticulously. You can see exactly what a viewer did once they saw your ad. Did they buy? Or sign up for your newsletter? This information is critical to campaign success.
Cost-per-click (CPC) means you pay for each click on your ads. This mechanism is also known as pay-per-click or PPC. With Google AdWords, you can set a maximum CPC bid, and this will be the highest amount you’ll pay for a click to your ad. Keep in mind though, that setting bid adjustments or using an enhanced CPC method will change your max CPC bid.
Even though you set a max CPC bid, you will often be charged less. The final amount you’re charged per CPC is called the ‘actual CPC.’ Regardless, you will never be charged more than the max bid you set.
There are two ways you can set your bid amounts; manually, where you set the bid rate yourself, or automatically, where Google sets the bids for you. It’s better for you to do it manually because you’ll have more control over your ad campaign and budget.
Demographic targeting is when you set your ads to display to people who are part of a particular group. Demographics can include age, gender, socioeconomic status, household size, and more. If you have a granular and firm grasp of your ideal customer, it should be easy for you to set your AdWord demographics. The more targeted your ads are for the perfect customer, the more likely you are to see a high conversion rate and thus, a successful campaign.
So, Google AdWords is comprised of two networks.
- The Search Network
- The Display Network
When you choose to display your ads on the search network, your ads will appear as text ads on the SERPs. With display network ads, your ads are placed on a massive network of sites across the web, the GDN. Display network ads can get your business in front of thousands of qualified leads quickly.
A dynamic search ad or dsa campaign would use Google’s web crawlers to target relevant search queries based on the business’s website content. These types of ads will give you a better ROI through incremental increases in traffic to your website pages. Also, they help fill in some of the gaps a keyword campaign can leave behind. Also, creating a dsa campaign workflow makes it easy for marketers to target their ads to several different queries.
If you have several different products or services, or a seasonal product line, your business may benefit the most from a dynamic search ad campaign.
How does it work? When Google sees a search that matches the dynamic search ad’s targets, Google displays the ad headline and landing page URL to the viewer. The URL is linked to the most relevant webpage from the business’s website.
An impression is the number of times your ad was displayed. In your AdWords account, ‘impr’ stands for an impression. Each time your ad is shown on the SERPs or throughout the GDN, you’ll get an impression.
Keywords are the building blocks of your Google AdWords campaigns. Keywords are single words or phrases that describe your products and services. The keywords determine when and where a given ad will appear. When choosing keywords, you want them to be:
Keywords are also used to match your ads to sites that are a part of the GDN. Depending on what words the viewer uses in their search terms and how well they match your chosen keywords determines whether or not your ad is displayed.
While keywords are usually chosen to trigger an ad to display, keywords can also be selected to do the opposite. A negative keywords list is comprised of words or phrases that you choose so that your ads aren’t shown to someone who uses those words or phrases in their search query.
This is called a ‘negative match.’
On the GDN, your ad is less likely to appear on a site when your negative keywords closely match the site’s content. If you don’t want your ads displayed to someone who uses the word ‘free’ in their search query, you can set the word ‘free’ as a part of your negative keywords in your account.
Search ads are ads that appear on the SERPs for your chosen keywords or phrases.
A site link extension provides marketers with the option to promote additional links to their website on one single PPC ad. Sitelink extension links are usually displayed when ads hold the first or second position on the SERP. To further target qualified leads, marketers can add a description line to the site link.
Your AdWords ads are, by default, scheduled to run at all times and days of the week. But sometimes you’ll want to control the dates and times your ads display to your target audience. In this case, you can:
- Specify the hours or days of the week you want your ads visible
- Increase, decrease and set bid adjustments for your specified times
But, if no one searches for your keywords at the specified day or time, your ad won’t show.
To make sure your AdWords campaign is successful, you’ll need to measure your CPC rates, conversion rates, and the costs per conversion, or how much you pay when an ad converts.
If you improve your conversion rate, you’ll lower the costs associated with each conversion.
Geo-targeting, also known as location targeting, allows you to display your ads to specific geographic locations and where your target audience is physically located. What places can you choose?
- States, provinces, or areas within a target country
- mA radius around a specific location
- Location groups – places of interest, your business locations, or tiered demographics
With geo-targeting, you can display your ads to areas where you can find the right customers for your business. And you can also restrict your ads from posting to specific areas. Specific targeting will always give you a better ROI. Geo-targeting is beneficial for businesses who want to increase in-store traffic or have a business model that can only serve a specific geographic area or physical location.
Remarketing is the process whereby marketers display ads to targeted viewers who have already visited their website. Remarketing is a great way to warm up an otherwise cold lead and to get people familiar with your brand. In most cases, success is merely patience and proximity. The more you stay at the forefront of a leads mind, the more likely they are to convert and turn into a loyal customer eventually.
What you need to do is add a piece of a remarketing code to your website. The code is known as a remarketing tag or a pixel. A visitor is added to your remarketing audience when they visit your site because a cookie is added to their browser. Also, you can customize the remarketing tag for different website pages.
Let’s say you own an eCommerce site that sells board and card games. You create a remarketing audience that’s based on the visitors to your website that look at your board games. You can then show highly targeted display ads to these web visitors that market your board games. Since these viewers have already looked over your board games page, you know they are a qualified lead and are going to be in the market to buy from you at some point. The trick with remarketing is to make sure they do not forget about you. So with a remarketing campaign, you can draw these viewers back into your store with unique offerings like coupon codes or free shipping on their first purchase.
Google AdWords is the gold standard of internet marketing. It’s far too easy for a business to drown in all the noise on the web. With a comprehensive Google AdWords marketing campaign, you can get your offerings in front of thousands of qualified leads across potentially millions of sites. The possibilities for ad formats, targeting, and segmentation are endless.
But, keeping your ROI in tip-top shape and keeping your CPC rates low takes dedication and expertise. Google AdWords works if you stay on top of your campaigns and manage them properly. If you want to get in front of thousands of qualified leads across the SERPs and keep drawing them in with sophisticated remarketing efforts, contact Australian Internet Advertising today. We’ll partner with you to build your customer base, brand awareness, and increase your sales with a successful Google AdWords campaign.