Steps involved in Google Adwords
If you’re considering spending any amount of money
on ads to reach your target audience, then you’d better spend it in the right
place. That is, somewhere with over 246 million unique visitors, 3.5 billion
daily interactions, and an estimated 700% return on investment.
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Somewhere like Google Ads.
Google Ads was launched just two years after what
has become the most popular website in the world: Google.com.
The advertising platform came on the scene in October 2000 as Google Adwords,
but after some rebranding in 2018, it was renamed Google Ads.
Google Ads is a paid advertising platform that falls
under a marketing channel known as pay-per-click, where you (the advertiser) pay per click (PPC)
or per impression (CPM) on an ad. The better your ad campaign, the more clicks
you generate, and the greater your probability of obtaining a new lead or customer.
(And, yes, this guide will show you how to create an optimized ad campaign.)
Ads from the platform span several channels,
including Google, YouTube, Blogger, and millions of other websites known as the
Google Display Network. Given Google’s expansive reach, chances are you’ve seen
(and probably clicked on) a Google ad … and so have your potential customers.
This guide will teach you what you need to know to
get started advertising on Google. We’ll cover features specific to this
platform and teach you how to optimize your paid campaigns to achieve the best
results with your ads.
Google is the most used search engine, receiving 3.5
billion search queries a day. Not to mention, the Google Ads platform has been
around for nearly two decades, giving it some seniority in the area of paid
advertising. Google is a resource used by people around the world to ask
questions that are answered with a combination of paid advertisements and
organic results. And, according to Google, advertisers make $8 for every $1
they spend on Google Ads. So, there are a few reasons why you’d want to
consider advertising on Google.
Need another reason? Your competitors are using
Google Ads (and they might even be bidding on your branded terms). Thousands of
companies use Google Ads to promote their businesses, which means that even if
you’re ranking organically for a search term, your results are being pushed
down the page, beneath your competitors.
If you’re using PPC to advertise your product or
services, Google Ads should be a part of your paid strategy — there’s no way
around it (except maybe Facebook Ads, but that’s another article).
Reasons
Why Your Google Ads Aren’t Working
If you’ve tried unsuccessfully to advertise on
Google, don’t give up. There are many reasons why your Google Ads could be
underperforming. Let’s cover some common offenders.
Broad Keyword Terms. You really need to nail it when
it comes to your keywords, which is why testing and tweaking should be a part
of your strategy. If your keywords are too broad, Google will be placing your
ad in front of the wrong audience which means fewer clicks and a higher ad
spend. Review what’s working (i.e. which keywords are generating clicks) and
adjust them to best match your ads with your target audience. You likely won’t get
the mix right the first time but you should keep adding, removing, and tweaking
keywords until you do.
How
to fix it: Review the keyword strategies that we cover below.
Irrelevant Ads. If your ad doesn’t match the
searcher’s intent, you won’t get enough clicks to justify your ad spend. Your
headline and ad copy need to match the keywords you’re bidding on, and the
solution your ad is marketing needs to solve whatever pain point that searcher
is experiencing. It’s a combination that will yield the results you’re looking
for, and it may just be a few tweaks away. You have the option to create
multiple ads per campaign — use this feature to split test which ads work best.
Or, better yet, use Google’s Responsive Search Ads feature.
How
to fix it: Read our best practices for ad copy.
Low Quality Score. Your Quality Score (QS) is how
Google determines how your ad should rank. The higher your rank, the better
your placements. If your quality score is low, you’ll have fewer eyeballs on
your ad and fewer chances to convert. Google will tell you your Quality Score,
but improving it is up to you.
How
to fix it: Keep reading to learn how to improve your QS.
Poor Landing Page. Your efforts shouldn’t stop with
your ad — the user experience after a click is equally important. What does
your user see once they click your ad? Is your landing page optimized for
conversions, meaning does it use the same keywords? Does the page solve your
user’s pain point or answer their question? Your user should experience a
seamless transition through to the conversion.
AdRank
Bidding
Campaign Type
Click-Through Rate
CPC
CPM
Conversion Rate
Display Network
Ad Extensions
Keywords
PPC
Quality Score
These common terms will help you set up, manage, and
optimize your Google Ads. Some of these are specific to Google Ads, while
others are related to PPC in general. Either way, you’ll need to know these to
run an effective ad campaign.
AdRank
Your AdRank determines your ad placement. The higher
the value, the better you’ll rank, the more eyes will fall on your ad, and the
higher the probability that users will click your ad. Your AdRank is determined
by your maximum bid multiplied by your Quality Score.
Bidding
Google Ads is based on a bidding system, where you
as the advertiser selects a maximum bid amount you’re willing to pay for a
click on your ad. The higher your bid, the better your placement. You have
three options for bidding: CPC, CPM, or CPE.
CPC, or cost-per-click, is the amount you pay for
each click on your ad.
CPM, or cost per mille, is the amount you pay for
one thousand ad impressions, that is when your ad is shown to a thousand
people.
CPE, or cost per engagement, is the amount you pay
when someone takes a predetermined action with your ad.
And, yes, we’ll review bidding strategies below.
Campaign
Type
Before you begin a paid campaign on Google Ads,
you’ll select between one of three campaign types: search, display, or video.
Search ads are text ads that are displayed among
search results on a Google results page.
Display ads are typically image-based and are shown
on web pages within the Google Display Network.
Video ads are between six and 15 seconds and appear
on YouTube.
Your CTR is the number of clicks you get on your ad
as a proportion of the number of views your ad gets. A higher CTR indicates a
quality ad that matches search intent and targets relevant keywords.
CVR is a measure of form submissions as a proportion
of total visits to your landing page. Simplistically speaking, a high CVR means
that your landing page presents a seamless user experience that matches the
promise of the ad.
Display
Network
Google ads can be displayed on either search results
pages or a web page within Google’s Display Network (GDN). GDN is a network of
websites that allow space on their webpages for Google Ads — these ads can be
text-based or image ads and are displayed alongside content relevant to your
target keywords. The most popular Display Ad options are Google Shopping and
app campaigns.
Extensions
Ad Extensions allow you to supplement your ad with
additional information at no additional cost. These extensions fall under one
of five categories: Sitelink, Call, Location, Offer, or App; we’ll cover each
of these ad extensions below.
Keywords
When a Google user types a query into the search
field, Google returns a range of results that match the searcher’s intent.
Keywords are words or phrases that align with what a searcher wants and will
satisfy their query. You select keywords based on which queries you want to
display your ad alongside. For example, a searcher that types “how to clean gum
off shoes” will see results for advertisers that targeted keywords like “gum on
shoes” and “clean shoes.”
Negative Keywords are a list of keyword terms that
you do not want to rank for. Google will pull you from the bid on these
keywords. Typically, these are semi-related to your intended search terms but
fall outside of the realm of what you offer or want to rank for.
PPC
Pay-per-click, or PPC, is a type of advertising
where the advertiser pays per click on an ad. PPC is not specific to Google
Ads, but it is the most common type of paid campaign. It’s important to
understand the ins and outs of PPC before launching your first Google Ads
campaign.
Quality
Score (QS)
Your Quality Score measures the quality of your ad
by your click-through rate (CTR), the relevance of your keywords, the quality
of your landing page, and your past performance on the SERP. QS is a
determining factor in your AdRank.
Many factors impact your ability to create effective
and high-performing Google Ads. Let’s cover them below.
AdRank
and Quality Score
AdRank determines the placement of your ads, and
Quality Score is one of the two factors (the other being bid amount) that
determines your AdRank. Remember, your Quality Score is based on the quality
and relevance of your ad, and Google measures that by how many people click on
your ad when it’s displayed — i.e. your CTR. You CTR depends on the how well
your ad matches searcher intent, which you can deduce from three areas:
The relevance of your keywords
If your ad copy and CTA deliver what the searcher
expects based on their search
The user experience of your landing page
Your QS is where you should focus most of your
attention when you first set up your Google Ad campaign — even before you
increase your bid amount. The higher your QS, the lower your acquisition costs
will be and the better placement you’ll get.
Ad Campaign Types: Search, Display, and Video
You can select from one of three campaign types on
Google Ads: search, display, or video. Let’s cover the optimal uses for each
and why you might choose one over the other.
Search
Ads
Search ads are text ads that are displayed on Google
results pages. As an example, a search for “pocket squares” returns sponsored
results, or ads, like these:
The benefit of search ads is that you’re displaying
your ad in the place where most searchers look for information first — on
Google. And Google shows your ad in the same format as other results (except
for denoting it as an “Ad”) so users are accustomed to seeing and clicking on
results.
Responsive
Search Ads
Responsive search ads allow you to enter multiple
versions of headlines and ad copy (15 and four variations, respectively) for
Google to select the best performers to display to users. With traditional ads,
create one static version of your ad, using the same headline and description
each time. Responsive ads allow for a dynamic ad that is auto-tested until you
arrive at the version that is best suited for your target audience — for
Google, that means until you get the most clicks.
Display
Ads
Google has a network of websites in various
industries and with an array of audiences that opt in to display Google Ads,
known as the Google Display Network. The benefit to the website owner is that
they’re paid per click or impression on the ads. The benefit to advertisers is
that they can get their content in front of audiences that are aligned with
their personas. These are typically image ads that draw users attention away
from the content on the webpage.
Additional options for Display Ads include shopping
campaigns and app campaigns, which are displayed on search engine results
pages.
Video
Ads
Video ads are displayed before or after (and
sometimes in the middle of) YouTube videos. Remember, YouTube is a search
engine, too. The right keywords will place you in front of a video, disrupting
the user’s behavior just enough to grab their attention.
Location
When you first set up your Google Ad, you’ll select
a geographical area where your ad will be shown. If you have a storefront, this
should be in a reasonable radius around your physical location. If you have an
ecommerce store and a physical product, your location should be set in the
places where you ship. If you provide a service or product that is accessible
worldwide, then the sky's the limit.
Your location settings will play a role in
placement. For instance, if you own a yoga studio in San Francisco, someone in
New York that enters “yoga studio” will not see your result, no matter your
AdRank. That’s because Google’s main objective is to display the most relevant
results to searchers, even when you’re paying.
Keywords
Keyword research is just as important for paid ads
as it is for organic search. Your keywords need to match searcher intent as
much as possible. That’s because Google matches your ad with search queries
based on the keywords you selected. Each ad group that you create within your
campaign will target a small set of keywords (one to five keywords is optimal)
and Google will display your ad based on those selections.
Match
Types
Match Types give you a little wiggle room when it
comes to your keyword selections — they tell Google whether you want to match a
search query exactly or if your ad should be shown to anyone with a search
query that’s semi-related. There are four match types to choose from:
Broad Match is the default setting that uses any
word within your keyword phrase in any order. For example, “goat yoga in
Oakland” will match “goat yoga” or “yoga Oakland.”
Modified Broad Match allows you to lock in certain
words within a keyword phrase by denoting them with a “+” sign. Your matches
will include that locked-in word at the very least. For example, “+goats yoga
in Oakland” could yield “goats,” “goats like food,” or “goats and yoga.”
Phrase Match will match with queries that include
your keyword phrase in the exact order but may include additional words before
or after it. For example, “goat yoga” can yield “spotted goat yoga” or “goat
yoga with puppies.”
Exact Match maintains your keyword phrase as it is
written in the exact order. For example, “goat yoga” will not show up if
someone types “goats yoga” or “goat yoga class.”
If you’re just starting out and don’t know exactly
how your persona will be searching, move from a broad match to a more narrow
approach so you can test which queries yield the best results. However, since
your ad will be ranking for many queries (some unrelated) you should keep a
close eye on your ads and modify them as you can gain new information.
Headline
and Description
Your ad copy can be the difference between a click
on your ad and a click on your competitor’s ad. It’s important that your ad
copy matches the searcher’s intent, is aligned with your target keywords, and
addresses the personas pain point with a clear solution.
To illustrate what we mean, let’s review an example.
google-ads-copy
A search for “baby swim lessons” yielded this
result. The copy is concise and uses the limited space wisely to convey their
message and connect with their target audience.
The Swim Revolution knew to put the keyword in their
headline so we instantly know that this ad matches what we’re looking for. The
description tells us why this is the best option for swim lessons because it
addresses the concerns of their persona — a parent looking to enroll their baby
in a swim class. They use words like “skills,” “fun,” “confidence,” and
“comfort in the water” to ease our nerves about putting a baby in a pool and to
prove to us that we will get what we want out of this class — an infant that
can swim.
This kind of ad copy will get you clicks, but
conversions will result from carrying this level of intention into your landing
page copy.
Ad
Extensions
If you’re running Google Ads, you should be using Ad
Extensions for two reasons: they’re free, and they give users additional
information and another reason to interact with your ad. These extensions fall
within one of these five categories:
Sitelink Extensions extend your add — helping you
stand out — and provide additional links to your site that offer users more
enticing reasons to click.
How
to Set Up Your Google Ads
Setting up your paid campaigns on Google is
relatively easy (and quick), mostly because the platform takes you through the
setup and provides helpful hints along the way. Once you visit the Google Ads
site and click “Start Now,” you’ll be taken through a series of steps to get
your ads up and running. If you have your ad copy and/or images created, set up
should take you no more than 10 minutes.
What may be less obvious are all the additional
things you need to do to make sure your ads are optimally set up and easily
trackable. Let’s cover these together. These are the steps you’ll take once
your ads are submitted for review.
Link
Google Analytics
You likely have Google Analytics set up on your
website so you can track traffic, conversions, goals, and any unique metrics.
You also need to link your Analytics account to Google Ads. Linking these
accounts will make tracking, analyzing, and reporting between channels and
campaigns much easier because you can view these events in one place.
Add
UTM Codes
Urchin Tracking Module (UTM) codes are used by
Google to track any activity associated with a specific link. You’ve probably
seen them before — it’s the part of a URL that follows a question mark (“?”).
UTM codes will tell you which offer or ad led to a conversion so you can track
the most effective parts of your campaign. UTM codes make it easier to optimize
your Google Ads since you know exactly what’s working.
The trick, though, is to add your UTM codes at the
campaign level when you set up your Google Ads so you don’t have to do so
manually for each ad URL. Otherwise, you can add them manually with Google’s
UTM builder.
Set
Up Conversion Tracking
Conversion tracking tells you exactly how many
customers or leads you’ve acquired from your ad campaigns. It’s not mandatory
to set up but, without it, you’ll be guessing the ROI of your ads. Conversion
tracking allows you to track sales (or other activities) on your website, app
installs, or calls from your ads.
Manage and organize your ads with our free Google
Ads Kit and Templates.
Integrate
Your Google Ads With Your CRM
There is something to be said about keeping all of
your data in one place where you can track, analyze, and report on it. You
already use your CRM to track contact data and lead flows. Integrating Google
Ads with your CRM gives you the ability to track which ad campaigns are working
for your audience so you can continue marketing to them with offers that are
relevant.
Once you’ve set up your ad campaigns and have
tracking in place, it’s time to start bidding. Remember, your ability to rank
in Google Ads depends on how you bid. While your bid amount will depend on your
budget and goals, there are a few strategies and bid settings you should be
aware of when launching your paid campaign.
Automated
vs. Manual Bidding
You have two options when it comes to bidding on
your keywords — automated and manual. Here’s how they work:
Automated Bidding puts Google in the driver’s seat
and allows the platform to adjust your bid based on your competitors. You can
still set a maximum budget, and Google will work within a range to give you the
best chance at winning the bid within those constraints.
Manual Bidding let’s you set the bid amounts for
your ad groups and keywords, giving you the chance to reduce spending on
low-performing ads.
Bidding on Branded Search Terms
Branded terms are those with your company or unique
product name in them, like “HubSpot CRM.” There is much debate on whether to
bid on your branded terms or not. On one side of the debate, bidding on terms
that will likely yield organic results could be seen as a waste of money.
On the other side, bidding on these terms gives you
domain over these search results pages and helps you convert prospects that are
further along the flywheel. For instance, if I’ve been doing research on live
chat tools and am heavily considering HubSpot’s Live Chat, then a simple search
for “HubSpot live chat software” will yield exactly the result I’m looking for
without the effort of scrolling.
The other argument in favor of bidding on your
branded terms is that competitors may bid on them if you don’t, thereby taking
up valuable real estate that should belong to you.
If the idea of spending money to convert prospects
into leads makes you uneasy, then you can set a CPA instead and only pay when a
user converts into a customer. While this bidding strategy could cost more, you
can take comfort in knowing that you only pay when you acquire a paying
customer. This strategy makes it easy to track and justify your ad spend.
Additional
Resources to Optimize Your Google Ads
Your ad copy and headline is not the only component
that will make your paid campaign successful. Getting a user to click is only
the beginning … they should arrive on a landing page that’s optimized for
conversion and then be taken to a Thank You page that tells them what to do
next.
If you want your Google Ads to produce qualified
leads and customers, then check out these additional resources and use them as
guidelines as you set up your Google Ads campaign.
Landing Page Best Practices will teach you how to
set up a landing page that’s prime for conversions so you don’t waste those
precious clicks.
Optimized “Thank You” Pages shows you what to do
with your new lead post-conversion, how to keep them on your site, and ways to
maintain their attention.
Tips for Mobile Google Ads teach you the key
differences between desktop and mobile ads and how to optimize both.
Optimizing Google Ads Costs will show you how we, at
HubSpot, maximize our Google Ads spend to get the best ROI.
Quality Google Ads Examples That Convert shares examples
of Google advertising campaigns that got it right.
Start
Your Campaign
Given its reach and authority, Google Ads should be
a part of your paid strategy. Use the tips we covered to get started, and
remember to refine and iterate as you go. There’s no such thing as a Google Ads
campaign that doesn’t work — there are only ones that need a bit more work.
Using the strategy and information provided above, you have what you need to
create a successful Google Ad campaign that drives clicks and converts leads.
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