Google Advertising - tips for setting up and optimising - Jam

We give you the principles and tips for setting up effective Google Ad campaigns

Objectives

You should set the following objectives at the start, and this post will help you achieve this.

  1. Translate a vision for online marketing in to a coherent digital marketing strategy
  2. Develop a Google search strategy
  3. Generate a plan to increase leads, sales or traffic
  4. Develop a plan to reach new and existing customers with ‘Audiences
  5. Ensure the plan is aligned to the digital marketing budget

Business Goals

You need to select from one of the below as a goal for your business using Google Ads:

  1. To drive sales – online, in-person or over-the-phone sales
  2. To get leads – get people to take an action on your website
  3. Increase visits – getting the right people to visit
  4. Influence consideration – get people to explore your products
  5. Build awareness – maximise exposure
  6. Promote your app – if you have an app, to increase installs and interactions with the app

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Principles

3 key principles Google Ads give you:

  • Relevance – customising keywords and locations
  • Control – Budget contro per day, per ad. You can pause when needed
  • Results – Pay per Action, be it clicks or calls to the business

Campaign Types

Google advertising splits down in to Search, Display, Video, Shopping and App.

Search are the ads that appear in SERPs (Search Engine Results Pages) and also on YouTube. Display is advertising on Googles 2 million plus network of sites, reaching 90% of people on the internet. Vide is showing ads on their own on Youtube or as part of streaming video content, and App is ads to get people to download apps.

So how does Google show ads?

OK, Google shows ads based on Quality Score (a value that takes account of Click Through rate of the ads, relevance and landing page quality), Keyword Relevance, Size of Bids, Ad Rank (the CPC bid you set).

Keyword Relevance is about building a keyword list that is focussed on the relevant keywords, using the Search Term section to add more precise keywords based on what people actually type in the the search bar when they see your ad. It is also about the relevance of these keywords to your ad text (and in turn how it drives your Quality Score).

Landing Page Quality is about having persuasive, relevance content with cleat CTAs, tailored to the search queries

Quality Score brings these together and is based on the relevance of the keywords to the ads and landing pages. And a better Quality Score means lower CPC.

AD RANK = CPC BID x QUALITY SCORE (CTR, RELEVANCE, LANDING PAGE)

THE PRICE YOU PAY (CPC) = AD RANK OF PERSON BELOW YOU/YOUR QS + $0.01

Confused? Keep reading, it becomes clearer!

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Quality Score (QS)

This is a great concept and really important to understand and focus in on.

QS is increased with:

  1. Increased CTR
  2. Higher relevance of keywords to the Ad Group
  3. Relevance of ad text
  4. Historical ad account performance

The higher the QS the low the cost per conversion.

MOVE FROM 5/10 QS TO 10/10 AND SAVE 50% CPC

MOVE FROM 5/10 TO 1/10 AND INCREASE COST BY 400%!!

Steps to get higher QS:

  1. Keyword research
  2. Keyword organsation (split keywords in to groups tied to specific ad campaigns)
  3. Refining ad text – to drive CTR, one of the best ways to drive QS
  4. Optimise landing pages
  5. Adding negative keywords

YOUR CPC PRICE=AD RANK OF PERSON BELOW YOU/YOUR QS + $0.01

CPC

Three key ways to reduce CPC:

  • Reduce your QS (increase CTR, build out related Ad Groups, optimise ad text and LPs)
  • Reduce by expanding react – find new clicks by new keywords and paring back over priced clicks
  • Refine reach – removing negative keywords

 

MORE COMING SOON!

About Matthew Brown

Matthew has 20 years director level experience in digital marketing and website development, with particular strengths in SEM, SEO and CRO. Matthew started Jam in 2000 to serve SMEs; originally with website design services. But over the last 10 years the focus has widened to include the array of digital marketing channels.

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