A Google Ads campaign is an advertising campaign aimed at making your site appear at the top of Google searches. When an Internet user types a request with the keywords you have previously purchased, you appear at the top of the results. Google Ads allows you to manage your campaign in real time, with very precise targets and by controlling your budget. Here are the five essential steps to succeed…
WHY INVEST IN A GOOGLE ADS CAMPAIGN?
To appear at the top of the results list, it is possible to advertise using Google’s advertising network. You buy keywords related to the content of your site or your business. During the whole promotion, when people type these keywords, you will appear at the top of the results.
At any time, you can create and modify your advertising project. You define your budget; your targeting can vary according to your needs but also according to the time, the location, the language, the type of devices, the market segment… You choose where and how your ad is distributed.
Google Ads allows you to improve the performance of a site, to increase its general visibility, to increase its notoriety, to increase the number of qualified contacts, to communicate around an event… It is a paid alternative (SEA) to natural referencing (SEO).
Google Ads allows you to create your own advertising projects. You target precisely the audience and at any time, you can make adjustments to optimize the results.
You can also use a webmarketing consultant to find customers through digital channels.
THE FIVE ESSENTIAL STEPS
A Google Ads project cannot be improvised. There are essential steps to follow to launch the first ads and also tools to know.
1- DEFINE YOUR OBJECTIVES
The first step is to clarify your objectives and your needs by being as precise as possible. You may be looking for more traffic, more calls from prospects, more requests for quotes, increase the number of visitors to your physical site… Your objectives will determine the type of campaign to choose: sponsored links on the network, display ads on certain sites…
The home page, the landing page, must also be worked on. Internet users clicking on the ad are directed to this page. It must be in perfect coherence with the ad, be attractive and contain a Call To Action, an incentive to act.
2-SELECT THE RIGHT KEYWORDS AND DEFINE THE TARGETING
There are many options to choose from in order to build the most effective advertising project possible. Targeting is one of the essential steps. You must define precisely the audience you want to reach. You can define your “targets” according to their age, income, interests, geographical location, browsing devices, connection times…
Your ads will be targeted as precisely as possible. Defining the target audience also helps you to choose the best keywords according to the intention of the Internet users. It can be a search for information, a request for a quote, a purchase…
These keywords will appear in your ads and on your website. It is essential that these keywords correspond to the requests of Internet users.
Keyword Planner is a tool proposed by Google to plan keywords, find other ideas… For each keyword, it indicates the search frequency, the level of competition and the bidding range.
3- ESTABLISH A BUDGET
Google Ads does not impose a minimum investment. The most important thing is that the return on investment is the best possible. The basic price per click for a keyword depends on supply and demand. It can vary from one cent to more than 20 euros. The more bids there are on a word or group of words, the more expensive it is. It is necessary to determine an ideal daily and monthly budget.
For the first time, it is recommended to choose cost-per-click or CPC bids. You only pay if people click on your ad and you know exactly how many clicks you get.
4-THE ACCOUNT STRUCTURE AND THE CREATION OF ADS
It is a question of organizing the three levels of your account as well as possible, namely the campaign which houses the ad groups and the keywords of the ads.
The structure must be perfectly adapted to the objectives. The keywords can be grouped according to their theme. Also adapt the structure of the account to the type of auction.
The writing of the ads must not be neglected. The ad must be as relevant as possible, attractive; it must make the user want to click to find out more.
The text of the ad must be fluid, pleasant and simple. It must be convincing, encourage the user to click and above all be unique. The information must be useful and convincing.
5-LAUNCHING AND MONITORING YOUR CAMPAIGN
Before the final launch phase, do an A/B test of the ads. This means testing several configurations to choose the best one.
When the ads are launched, check the performance to react as quickly as possible and make the necessary adjustments.
And don’t forget that this ad network is only a lever to promote your development. It is essential that the content of your site is of good quality, that you give visitors the opportunity to become customers.
