Last week we spoke about the different ways SMEs could use paid online advertising. On that list was Google Adwords, and while Adwords is initially difficult to navigate through, we think with a little bit of hard work and dedication you can master it. That’s why we decided to put together a list of tips for beginners to help them get a handle on Google Analytics.
Before you even get started with rolling out ads on Google Adwords you must first understand how it works. If you haven’t used it before this can be a bit of a steep learning curve but thanks to Google Adwords academy you can start getting to grips with it in no time. To run successful ads you don’t have to know all the ins and outs, just the fundamentals to give you some solid grounding and practical knowledge.
We’ve said it before and we’ll say it again – make sure you research your keywords. Once you start to understand the basics you’ll know that it’s pretty much impossible to get started with Adwords without any keywords. The best way to research keywords is to use Google’s very own keyword planner. Here you can search for keywords to use in your ads by industry, product and even landing page. However when you’re looking through all of the keywords make sure you pay close attention to the competition and monthly search metrics. Ideally, you want to use keywords that have a low to medium competition and at least 100 monthly searches. This way you’ll more than likely be able to rank in a high ad position and gain a fair few clicks too.
Creating the ads
When creating ads it’s important that you stick to Google’s requirements. While there are many rules and regulations to follow – we’ll outline the ones that beginners should definitely be getting right. Firstly make sure that your ad is at the optimum length and that you’re using the latest expanded text format. By doing this you can make sure you’re getting the most out of your advertisements. Secondly, make sure your ad copy is compelling enough to be clicked on (it is an ad after all!) and contains your researched keywords. Poorly written copy that is crammed full of keywords that doesn’t make sense isn’t going to get clicked on and isn’t going to produce a positive ROI.
Now that you’ve written some fantastic copy and launched the ads, it’s now time to sit back and collect some data. Let your ads run for at least three weeks before coming to any conclusions about how successful your campaign has been. Also, while you’re waiting for all of those numbers to come in make sure your Google Adwords account is linked to your Google Analytics account. This is the only way you’ll be able to build a solid picture around what people are doing after they click on your ad. One of the key metrics beginners should focus on is CTR (click-through rate). This is a percentage of how many people have seen your ad compared to how many people have clicked on it. Generally, the higher the percentage the better. A few other metrics worth looking at are impressions (how many people have seen your ad), clicks (how many people have clicked on your ad), average position (where your ad appears in the results) and quality score (how compliant your ad is with Google regulations).