Let’s say you want to advertise on Google but don’t know where to start. Opening the Google AdWords interface and reading what we wrote before creating your first campaign can give positive results for the performance of the campaigns you will manage. In this content, we will talk about some things you should check and know before you start advertising, in order to have high-performing, efficient campaigns.
3 items that you must review before placing a Google AdWords advertisement;
- Things you should definitely take your time before advertising on Google
- Common mistakes made in Google Adwords campaigns
- The most common questions about Google AdWords ads
Think for a second that you don’t have the internet and how a veterinary clinic under your apartment can reach its customers. Can this small business advertise on TV to advertise it? Or a billboard on a busy street near your home? This can be very challenging for them. Maybe a person in a back street who needs a vet will never know about the existence of this business. By using Google ADS, you will be able to reach your potential customers in time of need. Now, small businesses have started to reach their potential customers more easily with the right strategies.
By advertising on Google, you can have a chance to reach people who are searching for your business directly. When set up correctly, Google ads can be an extremely important online marketing channel in terms of both increasing your brand awareness and gaining new customers.
Search engine ads are almost the most budgeted digital marketing channel by all businesses, regardless of scale. The biggest advantage is that it allows you to reach users who know exactly what they are looking for. In the US, Google dominates a large portion of the market share in this channel. Search engine ads are based on keywords and ad texts. As a result of matching the keywords you have set with the search terms, your ads will be displayed on the Google search results page. If users interact with your ads, there is a cost.
Although Google ads are one of the most successful online advertising channels in terms of acquiring new customers, there is no such thing that you will definitely make money by advertising on Google. There are many factors that affect your customers’ use of a service or purchase of a product. In short, you should not forget that your business must act with the right strategy in order to successfully maintain Google ads.
1. Check Your Landing Pages
The landing page, in short, is the page where you direct users who click on your ads. Even if you have an excellent Google ad account, if your landing pages are giving users a bad experience, it will be very difficult to get efficiency from ads. One of the things I encounter most is that all ads are redirected to the homepage instead of the relevant page. Do not do this. After paying attention to the fact that you need to direct users to the right page, you should address a number of technical and contextual points that your landing page should meet.
- Check the loading time of your landing page. If possible, you should take care that it opens in less than four seconds.
- You should avoid using pop-ups contrary to user experience.
- Your landing pages must be mobile-friendly. This is now a must. You should make sure that your landing page works smoothly on all devices.
- You can use more than one CTA button according to the length of your landing page.
- If you have a landing page that aims to collect leads, be careful not to receive information from users that you do not need.
- Try to clearly explain what problem your product/service solves for users and what value it provides. At the same time, you should be careful not to use very long texts when describing them.
- You should create titles and CTA texts that will have an impact on your customers.
- Try to mobilize them by talking about the opportunities you offer on your landing page, what benefits you can provide to your customers, what kind of solution you will offer them.
- Make sure that the keywords and ad texts you set for advertising on Google are compatible with your landing page. At the same time, you should take care to display this harmony in the title and description section of your page.
- You should include trust-building elements such as user reviews, success stories, security certificates, refund rights on your landing pages.
Remember, users click on your competitors’ ads along with you, and at best, they choose one of you.
9 Tips to Increase the Trust of Your Landing Pages
Visitor Opinions: People can place more value on the comments of the people around them than you might imagine. For the simplest example, we can send a picture of a shoe you like to your close friends, get their ideas and decide.
User Reviews & Success Stories: Positive comments of people who have used and purchased your product or service, and text or video content describing their contributions to their businesses will be a factor that will increase the trust of visitors.
Partner Logos: Using the logos of the companies you have a relationship with or partner with will leave a positive impression on your visitors as it will show that they are a business that they can refer to and trust.
Security Certificates and Privacy: It will show that you care about the safety of visitors. You should add a privacy statement stating that you will not share visitors’ information with 3rd party persons or institutions. Making your visitors feel that personal information is stored and safe will increase your conversion rates.
Visitor Information: If there is a form on your landing page, do not try to get information that you do not absolutely need. This can both tire users and leave a question mark in the minds of visitors.
Easy to Find Contact Information: Your landing pages may not answer all questions. You should offer directions that will allow users who want to learn more to reach you easily. (social media, live support, mail, phone, etc.) Also, showing a phone number on your landing page will show that visitors can easily talk to an authorized person.
Return Rights: According to the e-commerce law, visitors can return the products they have purchased for a period of time without providing a reason. Telling them this can increase visitors’ trust in your site.
Facebook & Google+: Membership support provided by reliable sites such as Facebook and Google+ can be a factor that increases the trust of visitors to the website.
Cargo Options & Tracking: You can present the cargo details of the product they will purchase to the visitors in advance. Like whether he wants his order to be shipped immediately or if he wants it to be delivered at a later date. Specifying this may give visitors the impression that the product they buy will be shipped immediately.
2. Do Keyword Analysis
Before setting up campaigns in your Google Adwords account, you should definitely do keyword analysis. By doing keyword analysis, you can find out how users are searching for your products or services. It also allows you to learn the competitive status of the keywords you have determined by doing keyword analysis. Thus, you can develop strategies that are suitable for the advertising budget you have determined. For example, if you have a limited advertising budget, it can tell you that you should advertise on keywords with less competition or not to compete too much on the keywords you specify.
You pay money every time your Google Adwords ads are clicked. That’s why keyword analysis is extremely important. Depending on the match type you use, keywords can get impressions in queries you don’t want. My suggestion is to make a note of the keywords that you definitely do not want to show ads while doing the keyword analysis. Thus, when you start advertising, you can prevent important queries that may create unnecessary costs.
In the section up to this point, we talked about the things we think you should definitely get on the table before you create your first Google Ads campaigns. In the next section, we will talk about the most critical and frequently made mistakes we have encountered so far.
Common Errors in Google Adwords Campaigns
1. Bypassing Keyword Match Types
You set certain keywords to reach your target audience and added them to your ad account. However, your ads will not show only on these keywords. If you add your keywords directly to your ad accounts, your ads may receive impressions in search queries that you can’t even imagine. This is where keyword match types come into play. Keyword match types are directly effective in which queries the keywords you specify will be triggered or not. There are 4 keyword match types you can use in Google Ads. These are;
- Broad Match
- Broad Match Editor
- Sequence Matching
- Exact Match
As the name suggests, it is the type of match that will ensure your keywords are triggered in the most search queries, and you need to be very careful when you use it.
Now the good news is, there is nothing you need to do to use this match type. Because when you add your keywords to your ad groups, you are adding broad match by default. What this means is that the broad match keyword send flowers can be triggered by queries like “flower shops, sending flowers to your girlfriend in a dream”.
If you want to get maximum reach and you have enough in your budget, you can choose broad match, but this time it will be beneficial for you to make sure that you specify your negative keywords.
Phrase match is the type of match that determines which search query your keywords will appear in and in what order. You can get phrase match keywords by adding quotation marks (“) to the beginning and end of your keyword phrases. For example, the “running shoes” pattern will not be broken in all queries where a keyword found as “running shoes” can be shown. Only the beginning and the end can be different queries. (Adidas running shoes, running shoes models etc.)
It gives you full control over your keywords. If you include a keyword in your campaigns as an exact match, your ads will only receive impressions on those search queries. Again, as in the broad match editor, your ads will continue to appear in search queries such as closely related, spelling errors, inflections.
2. Not Using Negative Keywords
Another critical point seen in ad accounts is not to use negative keywords. Negative keywords help you determine which search queries your ads won’t show to users. Because negative keywords will block relevant search queries, they allow you to use your advertising budget more efficiently and achieve better costs per conversion.
For example, let’s say you have a keyword like +iphone +x +price in your campaign. This keyword may show up in search queries such as used iphone x price, iphone x screen replacement price, iPhone x case price. If you have a website that only sells brand new iphone x, adding words such as second hand, screen replacement, case to your campaigns as negative keywords will increase the interest level of your ads.
You can add negative keywords to more than one of your campaigns by creating lists, or you can define them specifically for your campaign or ad group. At this point, our recommendation would be to add the negative keywords that we should definitely not receive impressions to your account at the account level, and the keywords that may change for the ad group at the campaign or ad group level.
3. Not Analyzing Search Terms
The first two items are among the things we recommend to take a look at before activating your campaigns at the point of successful campaign creation. Even if you have completed the first items we mentioned, you should regularly check which search queries your keywords are showing.
Remember, hundreds of thousands of search queries are searched for the first time on Google every day. That’s why you should run a weekly or bi-weekly search terms report, depending on the scope of your campaigns, and check which search queries your keywords are showing. Thus, you can identify the search queries that are not working for you and add them to your campaigns as negative keywords.
4. Redirecting all ads to the homepage
Let’s remember that Google is a search engine and its main purpose is to provide results that are compatible with the queries users are looking for. You should take care that your ads go to pages that are compatible with the keywords you are targeting. Thus, you will both increase the interest level of your ads and provide a better experience to users who click on your ads.
5. Ignoring Network Options
Search partners allow you to display ads on 3rd Party websites to expand the reach of ads you run on Google’s search network. While search partners may perform well in some campaigns, they may produce poor results in others. You can analyze the performance of your ads shown on search partners by adding segments to your campaigns.
Top Questions About Google AdWords ADS
1. Do Google Ads Have a Set Price? How Much Do I Have to Pay?
No. You can start advertising on Google by allocating the budget you want. In addition, you can determine the upper limit you want to spend daily and publish your ads accordingly. At the same time, you can change the daily budgets of the campaigns as you wish at any time.
2. Which Keywords Would Be Better To Advertise With?
Obviously there is no clear answer to this. But before you start advertising, it will be beneficial for you to go through a good keyword analysis process and do negative keyword research.
3. How Are Google Ads Costed?
It does not cost you in any way for the display of your ads on the search network. You only pay for users who click on your ads. In other words, there will be no cost for users to search for your keyword and see the ads, if users who see your ads interact with your ad, you pay for that click.
4. How Are Costs Per Click Determined?
Google ads work on an auction basis. Candidates who want to advertise for each keyword submit a bid (CPC) to Google, and your ads will be shown in a row on Google in line with this bid. At the same time, Google takes the quality score factor into account when determining your costs per click.
5. What is Quality Score?
Quality score is simply a factor Google uses to evaluate your ads. Google assigns a value from 1 to 10 for each of your keywords. The values it assigns are quality scores. Your quality scores directly affect the click-through costs you pay to Google. Your quality scores are evaluated on 3 main factors.
That’s it for now from the content named “3 Things You Should Know Before You Advertise With Google AdWords” prepared by NXT GEN WEB. If you want to advertise PPC, you can choose NXT GEN WEB. As a PPC Agency, NXT GEN WEB enables you to increase your income by creating high performance and efficient PPC campaigns. Contact us to take advantage of NXT GEN WEB’s PPC service and to get more information about us.