Updated April 24, 2023
Google AdWords Campaign
Every time a brand wants to achieve some goal, it will require some other kind of investment, ranging from hard work or intelligence. Almost all the brands worldwide are going digital today, and to capture their online market, they need to invest, if not all, at least a part of their resources in digital growth. And in creating a strong digital empire, the first step is to create a strong, impressive, and innovative website. Google Adwords is a tool through which brands can gain better traffic through clicks as opposed to PPC, which is based on payments per click. The Google Ad Words campaign requires financial banking, so it may seem risky.
But what brands have to realize is that effective use of Google AdWords campaigns can help to generate traffic and become a profit-earning revenue for them. In short, Google AdWords offers assured returns for web owners who want to improve the traffic to their websites in a comprehensive manner. With a host of advantages for web owners and brands, Google AdWords campaign is one of the major sources of advertisement and revenue source for Google. Offering PPC advertising that includes programs with local, national, and international distribution allows brands to target audiences in a comprehensive and strategic manner.
While the Google AdWords campaign is an innovative method to increase traffic, it requires hard work, proper planning, and strategic thinking. While planning an AdWords campaign, it is very important that the person responsible for it is involved at every stage. From choosing the titles to descriptions and images, understanding keywords, and conversion of keywords, are all very important if the entire process has to be successful in the true sense. If the Google AdWord campaign is not planned in a proper manner, it can result in abject failure and bankruptcy. Planning and managing Google AdWords is an important step in the entire process.
Google AdWords campaign is, therefore, a process that requires an intelligent understanding of the situation and clever investment as well. A good Google AdWord campaign manager must create a good checklist before setting up and managing AdWords campaigns. Consider it like using a recipe for baking a cake. For this, you need a list of the key ingredients and a step-by-step process. Skipping a step or trying to combine several of them together can have disastrous consequences. The same is true for the Google AdWords campaign, and it is important to follow the entire process without missing any of them. Here are some things that brand managers must keep in mind while creating a good, profitable, and strategic Google AdWords campaign.
Steps in Google AdWords Campaign
Below are the six effective steps to create a Google AdWords campaign
#1. Understanding customer demand in an intimate and comprehensive manner
Targeting customers means that brand managers will have to understand their customers completely. You must understand the number of customers searching for your products online because if the number is negligent, this avenue is a waste of resources. So before doing anything, it is important that brands understand that there is a substantial volume of people they want to target online. In order to understand if there are enough keywords, brand managers can use the Google AdWords Keyword Suggestion Tool, which acts in a manner similar to a thesaurus. Using this tool, brand managers enter words or phrases related to their brands that they think customers are searching for, and Google tells them phrases or words that are relevant or similar. In addition, Google will also brand managers the frequency with which users search for particular keywords, the competitiveness of these keywords, and the cost of advertisement for them. Gaining this information is extremely critical as it can help brand managers decide whether Google AdWords would be a worthy investment.
Before brand managers use this tool, they should choose the advanced options setting. If the brand is set in the USA, then the language must be English, while the location must be the United States. Most of these settings have a default option for desktops and laptops, which is what most brands target unless and until they are looking to target smartphone devices. After this, choose the column drop-down menu to check Local month searches, Approximate CPC, and competition, which will help you analyze the overall opportunities in targeting these keywords. Use the keyword tool to type phrases you think are ideal and click the search button. Before making the final choice, brand managers must evaluate their keywords on the basis of three questions.
- Are people searching for the said keywords in search engines, including Google: If the number of people searching for the keyword is low, then investing huge amounts of advertising money in promoting it does not make sense
- If people search for my keyword, will they buy my product/service from the website: Sometimes, people generally search for a term or phrase, not intending to buy it but to conduct research. Understanding the intent behind searching for a phrase is very important. When you understand the customer’s intent can go a long way in helping target traffic in a proper manner.
- Understand the financial aspect of advertising: Google AdWords is not free, and it is important always to bear that in mind.
#2. There are financial constraints when it comes to advertising on Google AdWords Campaign
Keywords are the basis of all Google AdWords campaigns, requiring constant planning and updates. Also, as this requires financial backing, keywords form the basis of this planning. As mentioned before, if there are keywords, they will require investment, and it is important that brand managers have the required investments to take it till the end. In order to understand this, brands must be able to bear the burden of the investment needed for keyword campaigning. So make a comparison list with the maximum amount of money you can spend for a particular keyword. For instance, if the maximum cost per click for a keyword is Rs.100 and the estimated cost per click is Rs. 70, it is profitable. Also, remember that sometimes, it is better to increase your profits from a single customer because you are trying to convert other customers.
#3. Understand what words your competitors are targeting
After making a list of keywords, it is important to leverage competitors’ intelligence in a proper manner. As Google AdWords is a very popular medium, almost every industry will have a set of keywords tested and optimized in their campaigns. This means that each industry will have its own keywords, ads, and landing pages that will work for them and not work. Here, a competitive intelligence tool called Keyword Spy can work for brands.
Through the tool, brands can collect, organize and provide easy access to the competitor’s historical advertising information. By seeing how long the competitor has been using the keyword, brand managers can get a fair idea of how long their competitors have used them. Again, not all advertisers are senseless, so vary when using this approach. Another thing to remember is that it is important to stand apart in a crowd, which is why it is important to use keywords that will help you generate enough buzz within the industry without following the path taken by others.
#4. It is important to portray your strong points while creating a Google AdWord campaign
A unique selling proposition or USP sets a particular brand apart. In addition, the USP prompts the customer to choose you over the competitors. In other words, a USP helps brands to answer the question, ‘Why should customers choose your brand over any others, versus any other brand or over doing anything else?’ According to Dan Kennedy, three things contribute to a successful USP.
- A strong USP will help to generate better traffic from qualified prospects and, at the same time, remove unwanted leads from the field as well
- A strong USP will help to convert sales in a better manner. Not only will it help generate traffic, but it will also help to get better conversions and convert the traffic into paying customers in an effective manner
- A strong USP will eliminate losses in a better manner. Brand managers can create collaborative results if they give your clients a good reason to do business with you. In this case, price becomes a secondary issue, which is why it is better to focus on creating a strong USP.
Your core values and USP are key elements in any company. That is why a company must always focus on creating a strong USP. The best way to do this is to communicate and engage your audience in an effective fashion. When you listen to your customers, you will be able to understand their demands and therefore meet it in a much better manner. For example, the USP of Domino’s Pizza is delivered within 30 minutes or less. This is what helps them stand out in the minds of the customer.
#5. Create an irresistible offer that is innovative and compelling
It is based on the contents of your advertisement. Four valuable components form a part of a good offer: value, believability angle, reduction of risk, and call to action. The product that a brand offers has to be valuable, and it is important that the customer can see its value. Even if the product’s price is high, that value is important, and the customer must be able to understand and pay that amount without any grudge.
Make your offer believable, which is why it is important to offer customers a valid reason to buy your products/ services. Offering sales like clearing out inventory, end-of-season sales, and anniversary sales are ways customers can offer special sales and discounts. Offering guarantees like money back will help customers to have complete trust and faith in the brand at all times, and that will ensure that your customers will be ready to shop with you, even online. Create a simple call to action that will put forward your message of communication in a simple and easy manner.
There are four key components in an AdWord text: a headline, description line 1, description line 2, and display URL.
#6. The URL mentioned in your Ads has to be in harmony with your website
After placing your Ad on the website, what do you do after the consumer has seen and clicked on the ad. Many marketers who invest in Google AdWords commit a common mistake, that is they give the link of their homepage on the ad. This can be confusing to the user as the homepage does not have the same offer as the advertising landing page. As the homepage of a brand’s website is based on their product and services, and it cannot be in line with the keywords that the customer searched and clicked. It is important that brands do not commit this mistake in any situation. Brand managers must always be aware of this and create a dedicated landing page that is in line with the concerned ad and matches the keyword as well. The headline of the ad must always be short and grab the attention of the user and be relevant as well. Some things that an ad must have includes USP, benefits of a the concerned product, and strong call to action.
Focusing on the above steps can help brand managers to create Google AdWords campaigns that are profitable, engaging, and innovative. Understanding your goal and working towards that is one of the best ways Google Adwords can bear effective results for brands and companies. Overall, the best way brand managers can use it is by experimenting with various projects and a lot of phrases and keywords, ensuring that your website remains and stays profitable and engaging at all times.
This has been a guide to Google Adwords Campaign. Here we have discussed the basic concept with six effective steps to create a profitable Google Adwords campaign. You may also look at the following article to learn more –