But like many SMEs, you think that this marketing action will be expensive and / or that it will be complicated to set up.
This guide for novices gives you the keys to a successful first Adwords campaign by learning step by step how to create a Google ad.
Prepare your advertising on Google
Define your marketing objectives
Simply put, the goals you set will depend on the types of Adwords campaign you are going to use.
So, first of all, what do you want to do?
- Increase your notoriety
- Generate traffic to your website
- Increase the number of prospects
- Get more sales of your products or services
- Encourage internet users to go to your store (“drive to store”)
- Get people to call you
Remember, your marketing objective must be SMART: Specific, Measurable, Achievable, Realistic and Time-bound. For example, it can be “increase your traffic by 10% before the end of the year”.
Know your targets
Who do you hope to reach by achieving these advertising campaigns ? And don’t answer “everyone”, it’s impossible. You necessarily have a typology of potential customers that you would dream of seeing in numbers, but who.
Indeed, given that with Adwords you can target geographically, linguistically, by day and time of broadcast, by device, by age or sex (even if these last two criteria are less precise than on Facebook Ads), it is important to know your audience and its shopping path. So you can target the right people at the right time in the right place.
Defining your targets upstream is essential before launching your advertisements on Google (like any other marketing action).
Study your market and your competitors
How would you rate your market: competitive, niche, mature, declining …?
Knowing the environment in which you operate allows you to know how you can hope to position yourself, whether the necessary budgets will be high or not, what are the chances of return.
For example, if you are the manager of a credit buyout or mutual insurance firm, in ultra-competitive sectors, it is obvious that positioning your ads in a good place will be more complicated and require more budget than a local butcher’s shop which wishes improve its notoriety.
During the competitive analysis, you must study in depth the advertisements of your competitors: what queries did you type to obtain their Google advertising? How is the advertisement written? What keywords are they targeting? What extensions do they use? How is the landing page? …
Studying your competitors also helps define the competitive advantages that you can highlight.
Set your budget
In this step, you need to think about the overall budget you want to spend on your Google ads each month.
I know the question that burns your lips: “What is the ideal budget for my Adwords advertising? “. But you certainly already know the answer: there is none.
The only real question is how much a well-run campaign can make for you, because like any business owner, if by investing 1 you get 3, I’m sure you won’t be wondering.
In your case, since this is your first campaign, it is a safe bet that you will start with cost per click (you only pay if a user clicks on your ad).
It is clear that if the budget is too low compared to the sector, in a few clicks your daily budget will be consumed and it will be difficult to make precise analyzes which would improve the return on investment of your campaigns. Hence the interest in studying your competitors and keywords well (you have the keyword planning tool).
For our part, to give you an idea of the budget, we start with a minimum of € 300 / month / campaign.
Think about your keywords
Before setting up an advertising campaign on Google, you must think about your lexical field according to your fields of activity and your competitors. Put yourself in the place of your targets and imagine all the queries they can search for.
Define generic and specific keywords as well as long tail key phrases on which you want to position yourself when a user searches for it. This preparatory work will be refined later during the keyword selection stage when you create your ads.
Optimizing your site for mobile
Before launching into paid referencing, you must adapt your website to mobiles for several reasons:
- More than 50% of searches on Google are carried out on mobile.
- Mobile-Optimized Websites Gain Better Positioning in Google’s SERPs
- The majority of traffic from Google advertisers comes from mobile users
- If your website is not mobile-friendly, visitors are five times more likely to leave it
A mobile-friendly site means reduced loading time, smooth navigation and an optimized customer journey where everyday actions (contacting the company, finding a product, making a purchase, etc.) are made easier.
Create a perfect landing page
The best thing is for your Google ad to link to a dedicated landing page on your website. Before creating your advertisement, you must . It must add value for visitors to encourage them to take action and its content must be relevant. In addition, it must match your Google advertising, that is to say offer the same content to respond to queries from users.
Imagine that you want to sell your latest pair of basketball shoes dedicated to sporty women. What does the user who clicked on your ad expect to find? A page dedicated to these sneakers.
Create your ad on Google
First, you must create an Adwords account from your email address.
1. Create your advertising campaign
In order to simplify the creation of your first campaign, we will assume that like many newcomers to Adwords, you are looking to improve traffic to your site and that you will therefore broadcast your campaign on the “Search Network only”.
Small advice: The best when you start is to create a campaign by product / service category and by commercial objective (this will depend on the type of campaign).
Then you will need:
- Give a name to your campaign
- Choose network
- Choose the geographic areas where your ads should appear
Select the geographic zone or regions where your ads appear. You can choose to distribute your Google ad within an x km radius around a specific geographic location, by city, by department or region or by country. You can even exclude people located in a geographic area.
Geographic targeting can be done in a number of ways: either you target people who are in the geographic area you have defined, or who search for that area, or both.
For example, you are a taxi in Marseille and you want to promote your activity. You can target people who type on Google:
– “Marseille taxi” living throughout England (case of Internet users who are preparing their trip to this city),
– “taxi” living in this geographical area: case of Internet users who live in Marseille and who are looking for a taxi
– The two previous points
You can specify the language of the sites where you want your ads to appear. Small explanation with an example; you have chosen to run your ads in Belgium but you want to target only French sites and exclude Dutch sites.
- The auction strategy
To simply start your ads on Google, you can start with the “Optimize clicks” bidding strategy and activate the optimized CPC. Adwords will automatically adjust your bids to generate the most clicks. You only pay if people click on your ads.
You must define your daily budget, that is to say the average amount you want to devote per day to your campaign: monthly budget / number of days your campaign is broadcast (30.4 if you broadcast every day, 20 if you only show your ads on working days…). So you understand why a few lines above, I told you that it was important to have an idea of a global budget.
- Ad extensions
To increase the click rate, you can choose to integrate ad extensions such as sitelinks that point to other pages of your site, a phone number, a place … You can also choose them after the creation of your ads.
2. Create your ad groups
Once your campaign is created, you’ll need to move on to creating ad groups. Their interest is to group the ads by theme which must correspond to the type of product or service that you want to promote. To do this, use the structure of your website. Enter the keywords associated with this ad group. We advise you not to put too much at the start (4/5 max.). You can refine it later. You can also do this after your ads have been created.
Example of a campaign structure:
3. Write your ads
After you’ve created your ad groups, you’re ready to write them.
A text advertisement must contain several elements:
- A title: two fields (displayed side by side separated by a hyphen) of maximum 30 characters each
- The url displayed (appears in green, below the title and above the description of your ad): the domain of the URL of your landing page can be associated with two “Path” fields comprising up to 15 characters each. A piece of advice, write a clear path that matches your landing page
- Description: a field of 80 characters maximum
To make your Adwords ad relevant, here are several tips:
- Write a clear, easily understandable ad that is relevant to Internet users
- Add keywords in your ad and put the first letter of each word in capital letters to make it easier for people looking for their words
- Get attention with a catchy title that should contain the keyword
- Your ad should be redirected to a clear and simple landing page. The content of the latter must be in line with your ad
- Include clear, incentive-based calls to action: “Call now” “Request a quote”
- Highlight your competitive advantages: “24h Delivery And Free Returns”, “More than 600 brands and 40,000 shoe models” “RNCP Recognized Training” “Presence in more than x countries for x years”
- Include a sense of urgency with special offers limited in time: “Offer: -20% discount until tomorrow”
We believe that to start with, creating 2 Google ad ads per ad group is a good start to detect which one gets the best result. Submit two versions of ads by changing the title, description or landing page (to determine which one converts best). Note that Google Adwords will automatically broadcast the most relevant ads in relation to the query entered.
Example ad for a “kids sneakers” ad group:
4. Create ad extensions
To satisfy internet users, especially mobile internet users, and increase your clickthrough rate up to 15% (Google source), if you did not select them when creating your campaign, you can add extensions to your ads in the tab “Ad extensions”. Using the extension is free.
There are several:
- Call extension to encourage mobile users to call you
- Location extension to help Internet users and in particular mobile users to find you and encourage them to go to your store
- Teaser extension to give more information to internet users about your products or services
- Extension of sitelinks to guide internet users in their research
- Extension of opinions to highlight positive opinions from third parties
- Extension of opinion on the merchant
5. Choose your keywords
The final step is to select the keywords for each ad group. To make your account structure relevant, it is recommended to use different keywords between each group.
Google suggests listing between 5 and 20 keywords per ad group. To start, we believe that 5 keywords are sufficient and then gradually increase the number. I advise you to use a keyword planning tool or Keyword Planner in order to have keyword suggestions as well as the level of competition, the search volume and the suggested bid.
In the “Keywords” tab, you must list the keywords to add and specify the targeting method from the following:
- Broad Query: allows words with misspellings, synonyms, related searches, and variations
- Modified broad query: allows close variants but prohibits synonyms
- “Exact phrase”: does not allow adding words in the middle of the expression or if the word order is reversed
- [Mot-clé exact] : exactly allow keywords without adding new ones
After publishing your advertisement on Google
Monitor and analyze performance data
You definitely need to keep track of your advertising campaigns regularly (at least once a week if you have little time to spend on your campaigns). From the Adwords results, you will be able to analyze.
- How many impressions your ad received, i.e. the number of views
- How many clicks on your Google ad
- With the two previous ratios, you get the clickthrough rate or CTR that is, the percentage of people who click on your advertisement in relation to the number of people who saw your advertisement following a search on Google. The goal: increase this CTR because the higher it is, the more your Adwords advertising campaign will be successful.
- What is the cost per click or CPC ? It is the price you spend on each click. The lower the CPC, the more you will increase the number of potential clicks and the more effective your campaign will be.
- What is the conversion rate? It refers to the percentage of clicks on your ad that resulted in conversions on your landing page. A high conversion rate means that your Google ad is relevant. To be able to measure this metric, it is essential to configure “conversion tracking” beforehand and to insert the tracking tag on the pages intended to convert.
- What is the average position of your ad in search results?
- What is the quality score or quality level estimated by Google for the quality of your ads, keywords and landing pages. A high score (close to 10) means that your campaigns are relevant.
After having collected the data of your Google advertisements, you must analyze them and draw conclusions: either continue in this direction or make corrections.
Optimize your campaigns
Analyzing your performance data allows you to establish the following optimizations.
Regularly, look at your overall expenses and your CTR. If your budget is reached in a few clicks, it is certainly time to increase it but also to check that you are in standard broadcast mode and not accelerated.
- Check, add and exclude keywords
Regularly monitor the keywords associated with each ad group to see if they are relevant. Depending on the queries typed by the Internet user (search terms) which made it possible to show your ads and which were clicked, adjust your campaigns (in the “Keywords” tab) by adding new keywords or to the otherwise delete those on which you do not want to be positioned. To exclude a keyword, add a – before the query.
For example, imagine you are a fashion store selling luxury shoes. You will have to exclude the keywords: “discount”, “cheap”, “low prices”.
Based on performance indicators, you need to correct Google ads that are not achieving the expected results. Propose new announcements by highlighting your competitive advantages, more incentive calls to action, more catchy titles …
- Improve your landing page
Do you get high click through rates on your ads but have low conversion rates? If you are, you must optimize your landing page following our advice to increase conversions.
You need to analyze the performance of your targeting. If you find that your clickthrough rates are low, try changing the targeting settings.
Your reading is finished. If you haven’t lost your way, congratulations. Now, you have all the cards in hand to set up your first advertising campaign on the number 1 search engine and start on a good foundation.
Of course, if you prefer to be accompanied by our paid SEO agency for set up your advertising campaigns on Google contact us now or discover our dedicated Google Ads offers on our site my-marketing-company.com