Do you want to get more customers, profit and sales?
Of course, you do! You can get customers directly from Google. Imagine a situation where a person needs an air conditioning urgently. He is doing his search in Google, than sees your offer and immediately buys your product. Is it cool? This can be achieved in several ways.
- SEO-optimization, is a difficult tool to master. You need to understand what is relevant to your audience and how search engines work. It is very time consuming.
- The other way is contextual advertising. Those are the ads where you pay per click. You need some basic knowledge to set them up, but you get instant results.
Although, there are a lot of different search engines and programs that help you advertise in many different ways. Google Adwords is the most widely used tool for this kind of ads.
If you set up ads in Google Ads, your website appears on the first position in Google. You only pay when a potential customer clicks on your ad. The price is set for 1 click.
Less clicks – more conversions
It’s no secret that a lot of people first click on organic search results, before using the ad results. Contextual advertising refers directly to those who want to buy something. So it works better and more efficient.
How to set up contextual advertising in Google? First you need to know some key concepts and rules. This will help you to set everything up correctly.
What makes a Google ad campaign successful?
Google Ads contextual advertising is based on 3 basic principles: keywords, ad that attract attention and landing pages. You should optimize each component.
- Keywords: Select queries that people can use to find you quickly.
- Creating ads: You need to create an ad that will be shown to people when they enter a keyword. It should be relevant and catchy.
- Landing page: When people click on an ad, they are directed to your website. Your main goal is to convert a regular visitor of your website into a purchaser, new user, subscriber or anything else.
Pay-per-click is done in an auction format. Every time someone types your advertised keyword into Google, Adwords launches an auction and determines what to show on the search page and in which order. When you bid per click, you show that you want to participate in an auction. Quality score is how your ad and keyword reflects the associated landing page.
Google checks your landing pages. Its job is to determine that users will get where they want. This indicator makes the game fair for advertisers. If your ad is relevant, it will be shown on the first position. This approach helps optimize your keywords and choose the right price per click. The secret of a successful advertising campaign is a strong relationship between the keywords, text of the ad and the landing page.
Keywords for Google AdWords
AdWords offers several types of keyword queries:
- Full match (it’s when your ad is shown only to those who entered your keyword).
- Broad match modifier (it’s when your ad is shown to someone who made an error or entered a similar request).
- Broad match.
1. Full compliance:
- Concrete queries.
- Limited coverage.
- High risk of not being shown to the target audience.
2. Broad match modifier
- May include queries with a phrase close to concrete one.
- Shows ads even if words are typed with typos or errors.
3. Broad match:
- Increases the amount of traffic, but does not guarantee its quality.
- It is necessary to monitor which requests should be excluded.
- Allows you to use negative keywords to improve impressions.
When you launch new campaigns, choose broad match and wide match modifier to get a lot of clicks. You will recieve reports and understand which words get you more customers. After reviewing your report you should leave only those keywords and set the exact match.
When you set up contextual advertising your goal is to make a potential customer click on your ad. In this step you will have to do a lot of writing. Ads in AdWords are short and monotonous. You have some limitations:
- Heading. There must be no more than 25 symbols. They are displayed in blue and have slightly larger font.
- Address. The URL is displayed and has no more than 37 symbols.
- Description, is few lines under the title and address. Each line must not exceed 35 symbols. The second part of the ad is often used to call an action.
How to set up contextual advertising in Google? To get started with Google AdWords, follow these steps
Step 1. Create an account
- You should sign in or sign up for to Google AdWords.
- How to create an account? Press on «Create account» and select the time zone and notification settings in the window that appears.
Step 2. Creating an ad campaign
Click on «Create campaign» button and choose where potential customers will see your ads. It may be:
- Search network and optimized display network.
- Search network only.
- Display network only.
- Google Shopping: When you choose the variant «search network», your ads are shown in search. If you select display network, your ads will be seen when you view videos on YouTube and on websites with ad units. Google Shopping option is a great tool for advertising concrete products.
Step 3. Choosing your targeting strategy
Decide who you want to show your ads to. Divide the audience into groups. Do you want people in New York to see your offer? You should select a proper location. If you want people who access internet from a mobile device to see your ad just select that option in settings.
Step 4. Establish your budget
You can set a daily budget in campaign level to manage expenses. You will always have an option to revise it later on. You can also set how your money will be spent: During the entire day until the budget is exhausted. Or you can set up a specific time when your ad will be visible. It is always better to start with a small budget and if your ad is paying off, you can increase it. You pay per click, so your money is being spend only when a potential customer clicks on your ad.
Step 5. Create an ad
First, create an ad group and give it a name. Then click on «create ad» button. Create a title, text and call to action. Add keywords and negative keywords. Then specify the number of details to pay for the ad. Your ad is ready to go! There are a few tips on how to set up contextual advertising in Google to make it successful.
- Use keywords. They are being displayed in bold and attract attention of your potential client. Use them at least once.
- Come up with a right call action. It should be clear, short and effective.
3. Offer benefit. Add words «discount, hurry, get» to your ad.
- Personalize. Don’t show one ad to everyone. Make them as personal as possible. By place of residence, requests, viewed pages of the website. It is silly to show an ad about a bicycle to a person who is looking for a leather sofa. Even if both of these products can be found on your website.
- Be concrete.
- Make your Landing page and ads consistent.
Remember that you always need to analyze your ads. For contextual advertising, follow these indicators:
- CTR – the number of impressions that lead to clicks.
- Conversion rate – the ratio of clicks to conversions.
- CPC – cost per 1 click.
- CPA – purchase price. The price of each conversion.
Now you know how to set up contextual advertising. This short guidance will help you get more quality traffic for less cost. Now you know how to set up contextual advertising. Check if your content marketing strategy has these errors.
We can also help you set up Google Adwords. You can order this service from our website!