Getting the hang of Google AdWords
Google AdWords can be a great tool in helping your business grow, especially start ups. That growth can be in terms of sales, reaching potential customers, converting visitors, overall traffic, etc. At the same time, it could also cost you a lot to run if you don’t know what you are doing. Following are the 4 components of AdWords that one must get a hang of before diving into the game.
- Keywords, keywords, keywords…
If you are looking to set up a Google AdWords account then you have definitely come across Keywords. In my opinion, this is the most important aspect. Keywords are, in essence, words or phrases that you “match” to your campaign or ad group and when people search for (their search term) will trigger your ad(s). There are 4 main type of keywords:
(a) Broad match: will automatically include plural form, synonyms, misspellings, and other relevant variations. This is great if you are still figuring out search terms your potential customers might be using. But sometimes it might bring in completely irrelevant traffic, for example, you have a keyword nanny and there is someone out there searching for “s_x with nanny”. Your ad(s) will show up and if they click on your ad, you have already paid for an irrelevant click.
(b) Exact match: may include plural, misspellings, abbreviations, reorder of words, and modification of function words. For example, [nanny bangkok] is one of your exact match type keyword. Potential search term that will trigger ad(s) are nanny in bangkok, bangkok nanny, and nannies in bangkok. Terms that might not trigger your ad(s) are nanny agency in bangkok, and bangkok nanny agency.
(c) Phrase match: as the name suggests, they are phrases that will trigger your ad(s). They include close variations just like broad match and exact match plus a few words before or after the phrase is acceptable. For example, “nanny in bangkok”, search terms that will trigger your ad(s) are looking for nanny in bangkok, and long term nanny in bangkok. Terms that won’t trigger your ad(s), nanny agency in bangkok. Each keyword match type has its place in your campaign. Try to play with it and figure out what works best for you.
(d) Negative keywords: this type deserves its own small article. In short it is used to exclude search terms that you don’t want to trigger your ad(s) like in the example of broad match.
- Impressions, Clicks, and Click-Through-Rate (CTR)
This is easy. I could explain each in less than 3 sentences.
Impressions: the number of times your ad(s) is being triggered by a keyword and shown in Google’s results.
Clicks: the number of times your ad(s) is clicked. Even if they don’t reach your landing page (website) due to whatever reason, it is still counted.
Click-Through-Rate (CTR): it the number of clicks divided by impressions and shown as percentage. It helps you evaluate the quality of your ad(s) in relationship to your targeting and keywords.
- Bids, Max Cost-Per-Click (CPC), and Daily Budget
Google AdWords work like an auction. Every time your ad(s) is triggered by a keyword, an auction will occur. This will determine your ad(s) ranking in relation to your competitors. The auction will take into account your Max (CPC) and Bid for the keyword. Your ad(s) will be sent into auction as long as your Daily Budget doesn’t run out.
Bids: you can manually bid on Keywords or Ad Group, placing the highest bid on the most important keyword to you. You can also let Google place your bid automatically and optimize it for maximum clicks.
Max CPC: is the maximum cost you are willing to pay for a click.
Daily Budget: is the amount you are willing to pay per day for total clicks
- AdWords ads hierarchy
It can be scary the first time you sign in to your Google AdWords account. Terms such as “campaign”, “ad group”, and “ad” can be confusing and difficult to understand. But in all that chaos is a well thought out hierarchy. It goes like this Campaign > Ad Group > Ad. A Campaign can be used to group ads with the same target, location, and/ or set of keywords. Ads can also be further grouped into Ad Group under the big umbrella Campaign. Each Ad Group can be used to group Ads by their message. Keywords can be assigned at Campaign level and/ or at Ad Group level. This decision well be yours to make but I assign them at Ad Group level to make it easy for myself to maintain and match my Ad message to my Keywords.
With the above knowledge successfully relayed to you, you can now start your own AdWords campaign with the budget you have. Good luck!
Call to Action
If you don’t want to go through the hassles of researching keywords, creating, running, and maintaining your AdWords campaign but would rather have a professional do it. Feel free to drop by at my Fiverr and let me do it for you!