Choosing the Google Adwords Services Company
In today’s digitally centered world, it is important to know how to properly advertise your business online. Google’s marketing tools, Adwords and Analytics, offers a way to boost your business in Google’s search results and through monitoring website traffic.
Google Adwords is an online advertising network used by millions of businesses to grow their business and reach customers. Once your Adwords account is made, the first step is to determine how your account is going to be structured. The number of campaigns you’re going to run needs to be determined, and each will campaign will have to have its own set of ad groups. Ad groups are ads that are grouped together based on shared keywords, which are words that describe your product or service that are entered into google by users.
The keyword planner is a tool that is helpful in determining which keywords are right for your business and will be most effective. Each campaign will have its own ad text, keywords, and landing pages. The diagram illustrates how the structure of Adwords is set up and flows.
Adwords works in an auction kind of way where advertisers bid on keywords that pertain to their business so their ads are shown to users when they enter the keywords into the Google search bar. After researching what keywords are worth bidding on, the next step is to write ads that will entice users to click on.
Cost Per Click (CPC) refers to the price you pay for each click in your pay-per-click (PPC). Every time a user clicks on your business’s ad, a user is interacting with your company. Since you are paying for this interaction, it is important to pay close attention to how much you’re paying for the click and what type of attention you are receiving from users. CPC will always be less than or equal to your maximum bid. Cost per click is calculated in the formal shown in the figure below.
This formula demonstrates the importance of Quality Score. Quality score can be thought of similar to credit score because it affects your PCC’s perforce and how high or low your CPC is.
According to Google Support, the actual definition of Quality Score is Google’s rating of the relevance and quality of a business’s keywords and ads. It depends on click through rate (CTR) and relevance of several items that include your keywords to ad groups, landing page, and ad text. When your ads are seen and clicked on by users, you will have lower costs and higher ranking ads.
Adwords has two types of networks called Search and Display. You can use one at a time, both depending on what’s best for your business. Running the two different campaigns at the same time and seeing which ones performs better is an example of how to decide which to choose. The Search Network is used when a user types details about a desired product or service into the search bar and gets an instant page of sites that pertain to their search, and the Display network is used when users see other ads while on the internet.
If you’re using the Search network than you are targeting certain people who want certain things, creating a target audience. If you are using the Display Network than trying to entice any user who is online.
While using Adwords, it is essential to research a target audience and tailor your business’s ads to them. You can have a great Adwords account set up, following all the advice mentioned above, but if your ads are not tailored to your specific potential customers, than none of it will matter. Demographic Targeting allows you to reach a specific audience who are within a range of a particular age, gender, race, household income, or parental status.
For example, if I was running a campaign for protein Bars, a company that sells protein bars for men, I would tailor the ads to young men. Another way to target a certain group of people is through location.
Location targeting allows you to select the geographic locations you want your ads to appear including countries, areas within a country, or a radius around a location. This is an important aspect of an ad also because even if the ad is enticing, it won’t do well if it’s does not appear in the correct places. This is most useful for smaller companies, because they can target people within a twenty-mile radius, without being a huge brand and everyone already knowing their name.
Although it is helpful for all businesses, small businesses benefit the most from Adwords because it gives them a chance to have their local brand in a high position on Google’s search results.
Switching gears, Google Analytics provides the opportunity to monitor your website’s traffic and helps a business better search engine optimization (SEO). One of the most important benefits of Analytics is that fact that it helps you understand your users on a whole new level, which can lead to accomplishing predictive marketing. You can track your consumer’s online journey and can put the information to action.
Analytics can tell you which users are likely to convert, customers with high revenue potential, trace their click history, their interests, and how long they stayed on the page for..
Demographics and Interests data provides information about the age and gender of your users, along with the interests they express through their online travel and purchasing activities. You can choose from a wide range of interests anywhere from auto, fashion, travel, or sports. This allows you to better target your specific potential consumers and align your brand with the people to want to target.
Using these details, you can create segments, a subset of your data, and use it to your advantage. If you need help creating segments, the segment builder is helpful in defining the necessary components.
For example, you can create a segment of users who bought women’s clothing, and then target just those users with a re-marketing campaign focused on new additions to the women’s clothing. This helps you build your audience. The figure above shows what your screen should like while analyzing your audience.
Analytics has features that predict things, which results in predictive advertisements. Smart lists tell you which users are the most valuable for you to re-engage with re marketing, and Smart Goals predicts which on-site user behaviors represent high quality engagements. This way, you are able to create an ad that you already know will appeal to your potential customers
When you’re a small business owner, it is important to maximize your website’s traffic online. A good tip that not everyone knows about while running a small business is than receiving a small amount of high quality traffic is better than having a site with high volume of low traffic. A high quality user represents the kind of person you’re targeting as a customer for your business.
You can tell the difference between a high and low quality visitor with the amount of time the user spends on the page. A user interested in your product or service will stay on your site for a good bit of time and view several pages within it. You can look at the Average Session Duration and Pages/Session for these numbers.
Another place to look to help you analyze the quality of your users is known as the Bounce rate. This is the percentage of users who visited your site and instantly clicked the back button. You want your bounce rate to be as low as possible. Lastly, a small business should be aware of referral Traffic. It is valuable because it tells you where your traffic is coming from.
For example, if a local blogger or food critic wrote a beaming review about a small mom and pop restaurant, and the owner had no idea their restaurant was featured, Referral traffic will show you details like this and opens the opportunity the further the relationship to keep positively promoting your business.
Google Adwords and Analytics are essential for businesses to successfully advertise online. In today’s world, so many people shop online, or search for places near them on their phone. Businesses need use the digital age to their advantage. Google Adwords and Analytics gives you the tools and information to grow any business, big or small. Better your business today
In conclusion, if you are looking to make a change in the way you do your digital marketing, Google AdWords is a great place to start. Things should be more obvious after you have finished reading this article, correct?