Google Ads Basics: How to Create an Effective Google Ads Strategy -

An effective Google Ads strategy is key in boosting revenue and conversions for your business. There is a time and a time for social media marketing, SEO, and even print ads There's no better method to get instant visibility for your product than through the search engine marketing (SEM) through Google. Google is not just the most used search engine in the world, it's also the most visited of all websites.

With Google's reported more than 2 trillion search results per year, it's difficult to argue why you shouldn't be employing Google Ads. In the beginning, Google Ads will get you noticed by an enormous audience. However, using a strategy that is well thought out, it will also get your business in front of the appropriateaudience.

The possibilities for targeting are endless. It is possible to place your advertisements to nearly every type of consumer that you could think of and you can do so at every stage of the buying process. If your business sells widely used goods and services, or your offerings are designed for a niche segment, Google Ads can help to identify the ideal customers.

You can also monitor the performance of your ads, measure your success, and adjust your strategy in order you remain within budget, while achieving the highest profit from your advertising (ROAS).

With all of this to think about, let's consider what you can do to develop an effective strategy for getting maximum value from your Google Ads campaigns.

Connect your website to Google Merchant Center, Ads, and Analytics

If your site isn't already linked with Google Analytics, Google Merchant Center and Google Ads, you'll want to make sure you do this first. Google Merchant Center allows retailers to upload or sync product data to be displayed in Google Merchant Center's free listings and Google Shopping Campaigns.

Brainstorm your target audiences

When you're forming your strategy You'll need to conduct some thinking. Determine what your business needs to focus on and what your ideal customer demographic if you don't already know the details. Consider asking yourself pertinent questions regarding the type of person your products appeal to:

•   What other goods do they like to buy?  
•   Where do they live?  
•   What's their position?  
•   What is their passion?  
•   What is their age range?  
•   Where do they shop?  
•   What are the search terms they search for?  
•   Are they primarily male? Female? Both?
•   Do I wish to target past and current customers?  
•    Have I got an archive of emails from customers that I could search for similar kinds of buyers?

Be aware that every company's tactics will vary based on what they're selling. Add your own demographic targeting questions into the mix that you think are appropriate to your product.

Customers who are interested in your product may look up the products you sell through the name of your company. If they've not heard of your item, you may need to reach your ideal audience by choosing the subject that they are reading about.

For an example of topic targeting, let's say you're a surfer shaper who specializes in single-fin longboards. People might not be looking specifically for your specific boards but they could browse topics such as "World's Best Longboarding Destinations." Now, you've identified an audience with an interest in surfing -- specifically, the sport of longboarding. It's a fantastic opportunity to advertise to specific websites catering to people with an interest in longboarding.

Once you've shown your ads to the people you've targeted You can then continue to reach out to those individuals through Remarketing and serving up relevant advertisements throughout the web trying to convince them to buy your product.

Make sure you take advantage from Google tools. Develop My Store provides a site evaluation that provides detailed information as well as a custom-made recommendation to assist you in improving your website's performance. Google Trends shows how popular various subjects and search terms through real-time and historical Google Search data.

Pro Tip: Looking to get going without investing a lot in research on audience and keywords? Shopping campaigns will use your Product Feed data synced through your store , displaying your items across Google networks, without having to add keywords manually. The shopping ads are created by analyzing the budget you have set, the country you sell in, and the content and the quality of your eCommerce items.

 Once you've determined whom you're looking for then it's time to draw up your campaign strategy.

Find ad styles that can allow you to achieve your objectives

The goals you set will determine the type of ads you want to run and the amount you wish to spend on them. In the simplest sense you must decide if you'd prefer to concentrate on attracting buyers, or keeping customers and turning them into converts. All Google Ad types are pay-per-click (PPC) which means that you have to pay whenever someone clicks it. However, Google offers ads in many different ways and settings. There are some that may be better in certain ways to better serve your needs. Below we'll review the kinds of advertisements you may choose to concentrate on:

To attract prospective buyers

Ads for search

Search advertisements are perfect for going after people who are searching terms that relate to your company. Contrary to SEO, where you work to get some of the best results organically, with Search ads, you're paying to have one of the best outcomes. Every time an ad gets click, you'll have to pay the cost. Search ads of this kind are a great method to reach clients in real time for instant outcomes.

Prior to launching your initial campaign, you'll need choose your keyword. The term 'keywords' makes it sound like they have to be individual words, however, they're better described as "keyphrases". You'll get better results if you make use of multiple terms which are extremely specific, such as, 'custom painted freestyle longboard' vs. general single-word phrases such as 'longboard'. The broad, generic phrases may result in lots of traffic, but they'll result in lower sales. If you can target your keywords at a specific type of search that you are targeting, the more likely you will be to make a conversion.

Google Ads Keyword Planner can help to plan this. Keep this information handy for when it's time to begin your campaign.

Advertisements for Shopping

Advertising for shopping showcase actual photographs of your service or product. They also provide prices and specific information on your store, not to mention amazing visibility for your items. Shopping Ads are easy to set up and can be one of the most efficient ways to increase sales. Instead of using keywords, shopping ads use the product data within your Merchant Center to determine how to show your ads in relevant web searches.

Smart Shopping campaigns can simplify the process of setting up and managing campaigns through automated bidding as well as advertising placement that promotes your brand throughout Google networks. When you use Smart Shopping campaigns, Google makes use of machine learning to design and display your product feed in a range of advertisements across their network. Find out more about Smart Shopping campaigns.

Ads to display

Display ads are advertisements that are based on images. They are displayed across a wide variety of sites. These ads are excellent for identifying customers that are most likely to want your product and don't realize it exists. Use them to target visitors based on things like preferences, demographics and what kind of material they're looking at.

Keep and convert customers

Remarketing

Remarketing is a successful technique that can be used with any of the above kinds of advertisements. This kind of marketing lets you show your ads to people who've already used your mobile app or visited your site.

It is possible to get more professional and then upload your own customer list for Google Ads (make sure they're customers who've opted in obviously). You should continue to learn more about the people you target by providing complimentary eBooks and other guides in exchange for additional information. This audience is far higher intrigued by your products over the common Joe. So it's worth dedicating separate funds to cultivate these people.

Dynamic Remarketing

Create budgets

Determine what your overall budget will be and what you're willing to put aside every day for each campaign in accordance with your objectives. Based on the industry you work in as well as the scale of your company You may need to invest as little as $25 per day or over $10,000 a day.

Know the the importance of key performance indicators (KPIs)

It is also important to think about your KPIs. Does your ad work if it gets lots of visitors but has no sales? Would you be willing to pay $5 per click to purchase a $60 product? The following basic ad metrics will influence how you evaluate whether you've achieved your marketing goals:

• Clicks per click: The overall number of times an ad was clicked
• Cost per Click (CPC): How is the cost per click
• Click-through rate (CTR): The proportion of viewers who clicked on the advertisement
• Conversion rate: The percentage of users who clicked your advertisement that ultimately purchased your product
• Cost per click (CPC): The amount of the total cost for your campaign divided by the number of conversions
• View-through conversions: The amount of viewers who came across your advert and didn't decide to click however, eventually visited your website and made purchases

Plan and execute your campaign(s)

Make sure to create your separate campaigns, ads and ad groups according to the goals and audiences that you intend to reach the in the greatest.

Adjust your strategy based on ad performance data and adjustments to your business

If you're running ads with a manual bidding process, frequently review your ad performance. Adjust your bidding strategies and adjust the bids depending on your KPI goals and how, when, and the location people are looking.

If you have stores that run prolonged selling cycles, it's best to be in front of prospective customers numerous times. In order to make this possible, you should bid more for people who have previously visited your site or interacted with the ads.

You may have an advertisement that is performing exceptionally on mobile phones. You might choose to increase your price for your mobile phone ads by say, 10% so that they are seen by more people on cell phones. Conversely, if an ad doesn't perform as well on tablets or desktops, but you're still getting some activity, you may decrease your bid for advertisements that are shown on these gadgets.

Alongside being aware of your KPIs, it's also important to adjust your campaigns to meet the needs of your audience and business as it develops. If it's been a few years or more since you've last defined your market, consider going through the process again. Revisit your target audience periodically with the help of past clients and studies on the latest trends you wish to build.

Target the traffic that counts

Utilizing Google Ads is an effective method to bring the most relevant traffic to your business. Even though there's some process of learning at first, it's well worth the effort. The ability to diversify your advertising strategy will aid in expanding your potential reach. Additionally, automated options like Smart Shopping can save you time by not having to select keywords or manually modify the bidding. If you're using an effective, well-thought out strategy You can tailor your target audience, create brand awareness, reach large audiences, and maximize your ROI.