What is Google adword?
Google Adword, now commonly known as Google Ads, since 2000 is Google’s platform to carry out advertising campaigns on its different web media, and therefore, it is its main source of income.
Every time you enter a search engine, a blog or a YouTube video, all those ads that you find in the middle of your search are managed by google ads.
These ads can appear on two types of media: on Google’s own pages such as its search engine, Youtube, Gmail, Google Maps, etc. Or in a set of web pages or in apps that would be a network of associated advertisers. This group is managed by programs like Google Adsense or other similar ones.
The operation of this platform is done through a strategy of payment for advertising, and depending on the advertisement and the objectives of the advertiser, it can be measured in different ways. It is generally done by CPC (cost per click), but there are variants such as advanced CPC , CPV (cost per viewing) used for videos, CPM (cost per thousand) for displays or CPA (cost per acquisition).
The position of these ads is also controlled by a quality system offered by Google AdWords , used to calculate what the advertising would cost and the position where it would be. If it is true that even if you pay less, if the quality of the ad is good, it is possible that you position better than other advertisers who pay more.
Types of advertising ads with Google Ads.
The platform has different types of advertising campaigns that are adapted according to the advertiser’s objective.
Campaigns on the search network
Ads on the search network are those that appear directly at the time a Google search is performed . Depending on the search done, certain related ads are shown that may interest the user. They are usually text ads and it is the most used type of campaign, since the advertiser is paying for each click towards their ad, therefore, potential clients are obtained that once inside the web page there are more possibilities of them to convert in leads or sales.
The display ads, compared to those of the search network, these are shown directly, without the user getting to perform the related search. But using segmentation tools to target a specific audience. They are found on various websites within the Google display network (YouTube, mobile applications, Google Maps, Gmail, etc.), which reaches up to 90% of Internet users in the world.
The format used is usually static images, but there are also made with text, rich media or video, which give you scope to produce original ads.
The objective of this type of advertising campaign, by having a greater reach, is to be able to increase the visibility and recognition of the advertised brand.
Advertising on Google Shopping is presented with the aim of promoting and selling the product of online stores . They are shown in relation to the search carried out. They contain very complete information: title, short description, image, price and store where it is located. This makes the customer interested, if they enter your page it is because they liked your product more than the others shown, so there is a greater probability of purchase / lead.
According to user searches, or websites related to the advertised application, these types of advertisements appear with the intention of offering the quick download of the app.
They are found on platforms such as Google Play, in search engines, YouTube and in other applications or versions for mobile phones.
4 points to take into account in your advertisement with Google Adwords
Define objectives in advance
Before launching an ad, you must be clear about its objective, such as increasing the visibility of the brand, obtaining a greater volume of sales or getting potential customers.
Depending on the objective to be achieved, we would look at different performance indicators:
Traffic: the number of visits we get.
Average ticket: the average cost of a single user, which leads to a higher income.
Conversion rate: the percentage of purchases based on visits to the website.
Choose the right keywords
Keywords are those that the user puts in the search engine when he wants to find something specific. So we, as advertisers, must take into account and put ourselves in the mind of the consumer to know what keywords to bet on and add to our ad, making the google adword ad appear to our interested audience and have more sales opportunity.
These keywords can be ranked based on their match. And depending on this, we are detailing how exact the user’s search can be for your ad to appear.
- BROAD: It is a flexible type of match, since the ads are shown in searches with related words, which makes it attract more visitors to your website.
- WIDE MODIFIED: This is the newest match type. In this, you have to add a “+” before the keyword, making the ad show when the word is entered in the search or one of its variants. But the main keyword will always be present. Modified broad match is a good choice because it gives you more scope than phrase match, but with more control than broad match.
- SENTENCE: This agreement is more moderate in terms of accuracy. Ads that are set up with this match type will show when searching for terms that include the meaning of the main keyword.
- EXACT: It is the strictest type of match, only ads are shown to those searches that have the same words or mean the same as the keywords. This way you have more control of who sees the ad.
Write the ad well
It is an important step, since as a result of how the ad is written, we will get clicks and interest. Thanks to having it well written with all the necessary information and with the right keywords, we will be able to stand out from the competition. They are the first contact you have with users, the first thing they read and see about our brand, and therefore, you have to prepare it well.
By an adequate wording, we mean that it must be attractive to the user, specific with what is offered and also, as far as possible, invite the purchase action with competitive, exclusive prices, etc.
To have a well-written ad, we have to look at:
Title: A striking and clear title.
URL: it is the address of the advertiser’s web page, it is customizable. The domain of the web page is displayed, and then the advertiser can add up to 15 characters, which would be what is being offered.
Description: You can include two descriptions of 90 characters each. A way to detail what’s on offer and make a call to action.
Extensions: It is recommended to introduce extensions to the advertisement, such as the location of the company, telephone, product prices, etc.
Keeping track of the results is essential, to know what is being done well, and what is not working and thus be able to change and improve it in time.
Google Ads offers many different metrics, and it is impossible for all of them to coordinate and go well. For that reason, we must look at the KPIs that interest us, the ones that help us reach our established objectives from the beginning.
Google Adwords strategies that can work for you
Create a list of negative keywords.
This is one of the strategies that you should apply to avoid non-potential clients. Google Adwords gives you the possibility to add these negative keywords, in order to exclude searches not related to what we want to promote.
This will generate a greater number of clicks and, in turn, conversion, since the people who will see the ad are people who are really interested in the product or service.
Example of negative keywords: free, “how to”, meaning, etc.
Remarketing consists of showing advertisements to those users who have already visited the website. So its use can be an advertising strategy to generate a higher conversion, since the ad is being shown to users who already know the brand.
It can be applied in search, display or video campaigns, and there are two ways to use it:
Targeting and offer: it shows ads in the search engine for users who have already been to your website and who at the same time have put a keyword that is also added in your google ads campaign.
Offer: in this case, it shows the ads to users who have never been to your website and to those who have, but increasing the offer to the latter.
Undoubtedly, there is a greater possibility of buying in Internet users who have already been on your website, know you but who for some reason have not made the purchase, than in users who do not know about you.
Use Customer Match or Google Adwords email base
Since 2015, Google Ads offers this feature to include it in your strategy. The customer match allows you to add a list of all emails from the customer database. In this way, the intention is that the platform recognizes this data and can show your ads to your clients in the search engine, gmail or youtube.
It is a good strategy for the simple fact that it allows you to offer an exclusive promotion, for example, that will only be shown to your customers.
The system does not identify all emails 100%, but it does identify the vast majority.
Offers by device and location.
Offers configured by device and location are simple to do and with good results if done right.
It is about making adjustments to the ads based on the device and location that the user has used at the time they clicked on the Google Adword ad.
This way, ads appear on more frequented devices and locations.
Creating a well-made strategy and taking into account all these and more factors adapted to each of the brand’s needs is not an easy task. And depending on how you do it, you can have very good results or not.
Based on listening to your campaign objectives, we will help you make a good Google Adwords strategy, obtaining the best possible results and adapting to your needs.