How does Google AdWords campaign management work?

The thing to know is that AdWords campaign management is all about getting your keywords right to track what your target buyers are looking for. Other vital components are ensuring your ad copy achieves the balance of being short enough to capture search terms, but long enough to give the information the reader needs.
Ultimately, Google AdWords campaigns are all about investing time and having the right technical skills to make your ads prosper.
Google Ads work best as part of a diverse marketing mix. Along with other digital activities, Google Ads serve the purpose of pulling in buyers that have searched for exactly what you sell. They also create awareness for your firm by consistently keeping your ads at the top of relevant searches – whether or not people actually go on to click.
With its sophisticated targeting, Google has the power to unlock a consistent flow of new leads into your firm. Its real advantage is that you can target slightly different audiences with ads, so depending on whether you are looking to attract CEOs or mid-managers you can achieve real results with Google Ads.

Why the first page matters so much

You have probably heard the term ‘Google first page’ before, its importance cannot be understated. To put this into perspective, consider that almost a third of people never even click onto page two of Google.
With this in mind, it is vital to be on the first page, and ideally within the first few search results. Optimizing your website consists of SEO for organic search terms and pay per click for Google Ads.
The advantage of Google AdWords campaigns is that if they are not delivering the right results at any given time, they can simply be refined until they do so. A skilled AdWords consultant will know exactly how to make that happen and can save you money that would otherwise be wasted on irrelevant clicks.

Choosing Google AdWords management services

The good news is you will not be short of options when you are recruiting Google AdWords management services. One search will give you more results than you could possibly need. The trick is finding a service that will deliver for your firm.
If you approach this in a methodical manner in the same way you would hire a new employee, you will be off to a good start.
First, decide how you would like to work. Do you want a local agency that you can meet in person, or are you happy with working with someone remotely? The next choice is whether you prefer a single freelancer or a larger agency. Both have pros and cons, so it is down to personal choice.
Look for an agency that wants to provide expertise and dynamism, not just be paid to tweak keywords. You want someone that will step up and provide a strategy for your whole Google AdWords campaign management.

Establish baseline metrics

The guide of any good marketing campaign is to establish clear KPIs with your chosen agency. By doing so, the agency will know what they need to deliver to achieve your measure of success.
Be realistic with how many clicks you want to generate. It is better to aim for a smaller number of high-quality leads than reams of lower quality ones. This will save you money on wasted clicks with Google, but it will also allow your salespeople to optimize their time working only on qualifying good leads.

Getting started

Once you have been through a recruitment process, it is time to get started. Organize a brainstorming session with your agency to get started and brief them on what you are looking to do with your first campaign.
Brief your sales team to be ready for new leads and let them know what services they will be focused on. Good luck!

Also Read: What Is Big Data Marketing And What Are Its Advantages

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The Best Google Tools For Business

1. Google My Business

It is estimated that there are around 63,000 searches on Google every second, which translates to 5.6 billion every day. These numbers speak to the need for businesses to appear on this search engine to be discovered by the right customers.  Google My Business is one of the specific Google tools for companies: a switchboard to display all your company’s information, from photographs to your schedules or customer reviews. 

2. Google Street View

Google Street View is a digital representation of an environment that allows the user to visit a place virtually. It works with the union of several panoramic images so that the user can perceive what they would see if they were present in the class, be it a street or the interior of a building. Knowing how to use Google Street View as a business can be very relevant, enhancing an immersive user experience that also:

• Get a business to differentiate itself from the competition.
• It provides a lot of information in a short time, allowing potential clients to see what is in the business as if they were in it.
• It can be enriched by adding videos, texts, or even reservation forms. 
• It is instrumental in showing environments or for businesses in which the facilities are essential for the purchase decision: hotels, bars, spas, restaurants, gyms.

3. Google Analytics

Google Analytics is the platform through which businesses can analyze the performance of their website, that is, how many users are visiting it and how their behavior is being on the page. This is very relevant information for possible content optimizations on the web, based on its current work.

4. Google Shopping

Google Shopping is one of Google’s tools for e-commerce oriented businesses. It is a free platform that allows users to search and buy products in a database created by Google. Thus, companies show and advertise their products on this platform, meeting potential buyers. Like the general Google search engine, the results in Google Shopping also work by keywords: the products appear organically depending on the user’s search. However, there is also space for companies to advertise their products, and, in addition, there are algorithms that personalize searches according to user preferences.

5. Google Ads

The Google Ads platform is another of Google’s tools for companies, in this case, aimed at helping businesses create advertising. Google Ads allows you to create ads that appear prominent in Google search results and other websites, displaying advertising and in various ad formats.

In this way, it is a complementary strategy to organic SEO positioning, which seeks to appear among the first results on the search page without financial investments. Therefore, each company must analyze how to combine both efforts to attract its potential audience to its website, products, or services. 

Also Read: How To Improve The Conversion Rate In Google Ads

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With at least 2.3 million searches every second on Google, advertising on Google can be an extremely successful strategy for businesses that want to reach new audiences. However, a successful Google Ads management means generating a conversion rate in Google Ads that is also ideal. Next, we collect the main tips to achieve it.

Tips To Improve Your Google Ads Conversion Rate

1. Use Specific Keywords

In many cases, the improvement in the conversion rate of Google Ads happens because the right audience sees the ads. Thus, it is common for the use of very specific keywords to have a better conversion rate. For example, instead of using “men’s shoes” as a keyword, it may be advisable to go for “brown Camper men’s shoes.” 

2. Work The Headlines

Headlines are one of the keys that influence the conversion rate of Google Ads because they are the first element that the user perceives. It is necessary to use appropriate language that guides users to the purchase using words such as ‘now,’ ‘buy,’ ‘discover,’ or ‘limited offer.’

3. Generate Specific Landing Pages And Optimize Them

Once you catch the user’s attention with the ad and get them to click on it, it is also crucial that they find a landing page that invites them to make the purchase. Therefore, when adding the main elements of the landing pages, consider the type of user who has reached it and goes directly to their needs. It is not the same to sell light bulbs to an electrician as a common user, and the landing page should reflect this to improve conversions. 

4. Use Negative Keywords

Improving the conversion rate also involves including negative keywords. Your ads are not shown to users who do not interest you (those who only learn about a topic but have no intention of making a purchase, at least for the moment). For example, it is useful to include the word “free” as a negative keyword to eliminate users looking for free solutions, and it is more difficult for them to make a purchase.

5. Create Ads Targeting Mobile Users

Mobile users and those who search from a computer tend to have different purchasing products or services. It is easier to search for information to read from a computer, while smartphone users are more oriented to action. Thus, it is advisable to create specific ads for users using smartphones that include, for example, the keyword “buy microwaves” in their search, instead of “which is the best microwave.”

6. Include Reviews And Testimonials

The critical and positive evidence of other users can expand the rate of conversion by 270%. Make use of these tools to boost customer confidence in your products and services and improve your results.

Also Read: Google Ads – Basics Knowledge To Get Started With Google Ads

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What Are Google Ads?

Google Ads (which was previously called Google AdWords) is a platform created by Google that helps companies manage, compose and publish online ads. 

Specifically, this tool allows you to create two types of ads:

• Advertising with banners or display advertising on third-party web pages. In this case, the platform connects companies that want to advertise with websites that reserve part of their space for advertising banners. Typical examples of display advertising are digital versions of the media, but there is a massive network of display advertising beyond. 
• Like SEM advertising, compared to SEO strategies (which are free), Google Ads allows companies to pay to appear among the first positions on this search engine’s results page. This modality can be exciting for businesses since it will enable users to be shown to be actively searching.

Google Ads Basics

Bells

Campaigns are how a company’s advertising is organized in Google Ads. Thus, a campaign consists of a set of ads and keywords managed in the company account. 

Each ad group or campaign will have associated keywords and placements where the associated ads and offers will be displayed. 

Ideally, create a separate campaign for each type of ad. For example, a sportswear store should create various campaigns for its outdoor clothing and watersports clothing ads. They carry different keywords and might even have multiple locations or sales pitches. 

Pay Per Click

Pay per click, or PPC (for its acronym in English), is how Google Ads proposes that advertisers pay for advertising. 

Also known as CPC or cost per click, advertisers only pay Google each time a user clicks on their ad; that is, they use the link in the banner or on the results page. 

The concept is somewhat complex since the cost per click is not fixed: Google Ads considers a series of factors to determine it. Thus, some companies may pay euro cents for each user who clicks on their advertisement, while the price may skyrocket for other types of ads.

Ad Ranking

Ad ranking or ranking is how Google Ads has set it to determine the order in which ads are displayed on the results page. Following the ad ranking logic, the advertisement with the best score will be shown in the first position, the second in second position, etc. 

Achieving a good ranking is essential because this score decides to what extent your ad will be visible to users, or if it will not appear directly. 

To determine an ad’s ranking, Google Ads takes into account several factors, including:

• The bid that the advertiser has made. That is, how much you are willing to pay at the most in your CPC.
• The ad’s quality score, including the expected click-through rate, the relevance of the ad, and the possible user experience on the landing page.
• The competition keywords.
• The user’s search context (its location, the moment of the search, the device from which it is carried out.).
• The ad and extensions’ expected impact, taking into account factors such as ad relevance, click-through rates.

In this way, an advertiser can bid higher, but another ad will be ahead of it. Google Ads has opened up endless possibilities for companies to expand their reach and reach more potential customers. However, to take advantage of its full potential, it is necessary to study the operation of this platform thoroughly. 

Also Read: Internet Advertising: What is Internet Advertising and Types

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