I can follow you, also through other professionals, about:
- Preliminary analysis of keywords and competitors
- Setting up and managing your Google AdWords account
- Keywords search
- Planning for structuring and creating advertisement groups
- Landing Pages realization
- Monitoring and analysis of data
- Integration of advertisement with new keywords
What we’re talking about
Google AdWords is an online advertising service, a very interesting tool to bring qualified traffic to your Web site.
Unlike traditional advertising systems, Google AdWords shows ads related to what you’re looking for at that precise moment.
The selected ads are displayed through appropriate spaces cut out on the usual search results page.
A Web site that uses Google AdWords will be usually placed in the section above or below the organic results, or in the column on the right side.
How Google AdWords works
It is a pay-per-click system where advertisers write an ad, specify a list of keywords, a daily budget, a cost per single click that they are willing to pay.
When a Web user types in the search bar one of the specified keywords, the ad is shown in the search results page.
The position of the inserted ad, and the frequency with which it is displayed, depend mainly by other advertisers that are also publishing ads for the same keyword in the same period of time.
It follows that, in this sort of online auction, more competitive is a keyword more expensive is to be present with your own ads.
Regarding the positioning and the frequency of ads, must be also noted the ‘quality score’ a sort of relevance index that Google considers showing ads according to the searches made.
For each click received, the price set previously is paid by the advertiser, this price is then removed from the budget available, once the budget is over the ads are no longer online.
Easy or not?
Creating a campaign on Google AdWords is quite simple: just create an ad, associate the right keywords and set a daily budget.
But how much to spend per day? What kind of ads do you create? What is the ideal keyword number for each ad? For how long to go on?
To maximize the effectiveness of the economic effort and reduce the cost per click, a good optimization job is essential.
This is done by a continuous analysis, comparison, changes and adjustments.
To come out from the data provided by Google AdWords it is essential to have excellent analysis and planning skills, taking into account the type of campaign, the market, the objectives and the budget available.
This is why it is often better to rely on a professional, with a good optimization can greatly increase the number of visits for the same budget, in several cases this work pays off itself.
Why create campaigns on Google AdWords
It is not enough create a Web site modern, captivating, fully functional; you have to be in the right place at the right time to be found. This has become the main goal of both large and small businesses.
The success of Google AdWords is determined by the ability to direct messages to people who have already expressed an interest and who have already done a search for our keywords in the past. Requests can be intercepted exactly when they occur through Web searches.
Through specific options Google AdWords allows us to decide how to address messages obtaining selected traffic, for example visitors few kilometers away, or from people living in another country in Europe, or in another continent.
For each published ad you can check how many times it appeared (the impressions), the number of clicks received, the percentage ratio between impressions and clicks (called CTR).
With Google AdWords, you can monitor the effectiveness of your ads and keywords, create multiple versions of the same ad, change your settings to achieve better results by keeping only the best performing ads active.
It is a highly flexible tool that allows us to modify, suspend or delete advertising campaigns at any time. It also allows us to increase or decrease the daily budget allocated and there are no fixed costs, is an instrument accessible to everyone.
The times to reach a certain authority and be positioned among the first trough the organic results, are really very long. Google AdWords does not exempt us from doing a good SEO job but, especially when starting a Web project, it can be the right boost. Advertising campaigns on Google AdWords are the most immediate way to attract visitors to Web sites, launch a new product, collect subscribers or increase sales.
How to design campaigns on Google AdWords
You can choose the search network (the ads will be displayed alongside or above the other search results) or the display network (the ads will be visible on all those sites that host Google advertising).
The first channel is useful to reach those customers who reveal a precise and timely need by querying the search engine.
The second channel is preferable to intercept public that shows an interest for a certain topic surfing the Web
Surely one of the most delicate phases is the choice of search terms that will make ads visible on Google.
The selection of the keywords can not be separated from a careful study of the sector, more detailed the work will be better the results will be.
We must identify the needs and interests of our potential customers, understand what the typical customer would look for on Google.
The success of an AdWords campaign is strictly linked to the quality of the keywords on which decide to bet, it is important to carry out periodic searches to find out new keywords and to identify the irrelevant terms (negative keywords).
The effectiveness of a Google AdWords campaign is also determined by the quality of ads that must be written using a title and a description aimed to capture attention.
Grouping ads dividing them by topic helps to clearly understand the direction that marketing is taking. It is possible plan multiple campaigns at the same time and, for each of these, differentiate the types of ads depending on the specific category of product/service or on the specific customers target to be reached.
Usually is not a good idea to direct visitors on the main page of the website, it would not certainly be a page that is finalized and focused on presenting a certain product or service.
Specific pages, called Landing Pages, must be created, pages where users will land once they click on the ads.
They must be simple pages, light, just present one offer, and clearly tell the visitor what to do next (for example with a button to subscribe a newsletter, buy a product, ask for a quote etc … )
The last thing that must be done is to set a daily budget, the top amount the system can use and spent in a day, maybe will not be used all the amount.
Remember that you only pay when users clicks on your ads and not when ads appears at the top of the search page.
The campaign is active and ads are finally online, but the work is not finished at all. It is necessary to monitor the performances of each campaigns, verify them, modify the ads and eliminate those that do not perform well. Not doing it simply means throwing money.
How much is an AdWords campaign
Google AdWords is accessible to everyone, the investment can go from a few euros to hundreds of euros a day. If you manage a campaign by yourself this will be the only cost, anyway must be added the time spent and will not be a little if you really want results.
Deciding to contact someone to manage an AdWords campaign, the monthly cost can range from a few hundred euros for advice up to thousands of euros for a complete management of multiple campaigns. In this case I always recommend to request a detailed quote and full access to the data so everything can be checked.
There is no maximum or a minimum budget to spend or that is reasonable to spend, should be considered only the return of investment (ROI). If the campaigns do not lead to anything and do not produce revenues from the business or directly from the website even just one euro spent is one euro lost.