With 95% of Americans and 55% of Europeans purchase online yearly, almost every company have to advertise on the Internet. This is where the question how to promote your products online arises. The choice of marketing instruments and methods is vast: search engine optimization (SEO), contextual advertising (PPC), social media, email marketing, and some more.
After a quick analysis, companies often opt for either SEO or PPC. The former is a longer yet highly effective way to attract traffic to your site. The latter is a quicker way to gain traffic and interact with your target audience. You create an ad, place it, and pay when interested users interact with it. Sounds simple enough. However, setting up an advertising campaign from scratch in Google AdWords, the biggest advertising system, may take from one to a couple of weeks. It is faster and easier to do step-by-step.
Step 1: Set Marketing Goals
Be sure to set realistiс marketing goals. Would you like to focus on attracting a particular audience? Is it important for you to lead the visitors to a certain landing page? What action do you consider the desired conversion? Take your time to understand what your business goals are and how reaching marketing goals can help you achieve them.
Step 2: Collect the Relevant Search Queries
Select all possible semantic keywords: high-frequency, mid-frequency, and low-frequency queries; focusing on the frequency of keywords that is appropriate to your business. For example, use low-frequency keywords if there are many competitors in your niche who occupy the top positions for high-frequency queries.
To collect the main keywords and latent semantic indexing keywords (related keywords or synonyms) on your subject, you can use the Google AdWords Keyword Planner. This is a convenient tool useful for most campaigns. For advanced research, use tools such as SEMrush, iSpionage, or SpyWords.
Step 3: Select the Type and Identify the Structure of Your Campaign
Considering the goals of your campaign, select one of the available types:
If you select the “Search Network Only” type, your ads will be displayed on the Google results page, Google Maps, and Google search partner sites. If you select the “Display Network only” type, your ads will be shown on websites that have installed Google ad units, videos on YouTube, mobile apps, and some Google services. The “Search Network with Display Select” type combines the benefits of the two previous options. The “Shopping” type is a good choice for advertising specific products, and “Video” campaigns on the Internet are designed to demonstrate video advertising.
Before creating a campaign or ad groups, you need to define the structure of your site and launch a separate campaign for each product or service. For example, you can run two separate campaigns for “Home Flowers” and “Flower Seeds” and create separate ad groups within each of the campaigns.
It is necessary to break up the collected keywords into narrow theme groups. For example, requests such as “Buy Flowers,””Flowers Kiev,” and “Flowers Affordable” should be in different groups. Use Spreadsheets to work with the keywords with ease.
You can end up with many campaigns and groups depending on the popularity of your niche and the number of priority products.
Step 4: Add Negative Keywords
Negative keywords help you avoid irrelevant displays that will not lead to the target action. You can add them at a campaign or a group level. There are ready-made lists of negative keywords, both general and specific ones for different niches.
You can also ass negative keywords based on search queries in already running campaigns. It makes sense to add inefficient queries to negative keyword lists too. This will help you keep your campaigns focused on the keywords important to your target audience.
Step 5: Create Ads
Before you open the corresponding menu in Google AdWords, study the following useful recommendations:
- 1. Mention your competitive advantages and unique differences to stand out from the competitors.
- 2. Add a keyword in a title.
- 3. Put a dot at the end of the first header, this will increase its size.
- 4. Include a call to action in the second header.
- 5. Supplement ad extinctions.
Step 6: Select Ad Display Placements
To select quality placements for your ads on the Google Display Network, do not rely only on the automatically offered options. They may be too general for your website. Try to search and add relevant sites manually.
It’s also important to turn off impressions in mobile games and apps if this is irrelevant to your product. To do this, add the following sites as excluded:
These sites often bring irrelevant traffic because the mobile display ads are small enough so that the user can accidentally click on the ads while playing games without intending to actually interact with your brand.
Step 7: Set Up Analytics
To assess the effectiveness of your ads, you should set up analytics, collect the right data, and analyze it. There is a clear sequence of steps you should complete:
- 1. Link Google AdWords with Google Analytics.
- 2. Check that the Analytics tracking code is correctly configured and installed on your website.
- 3. Check whether GCLID and UTM tags work correctly, e.g. using this tool.
- 4. Set up a purchase goal in Google Analytics.
- 5. Import a purchase goal from Google Analytics to Google AdWords.
- 6. Install an AdWords conversion tracking tag.
- 7. Install an AdWords remarketing tracking tag.
- 8. Set up micro goals, e.g. adding to a shopping cart, clicking on a “Purchase” button, etc., in Google Analytics.
- 9. Configure a purchase goal in Yandex.Metrics if applicable.
- 10. Enable remarketing and reporting features for ads in Google Analytics.
- 11. Enable collection of user data in Google Analytics.
For more details on how to create, edit, and share goals in Google Analytics, check out this article.
Step 8: Evaluate Your Campaign Performance
Evaluation of effectiveness is important for further actions. It is necessary to constantly analyze your campaigns to understand what works best, what does not work at all, and what formats are worth trying depending on your niche and market needs.
Pay close attention to the following parameters:
- • Ad quality score,
- • CTR (click-through rate, number of impressions that lead to a click),
- • Conversion rate (proportion of visitors to a website who performed a target action),
- • CPC (cost per click),
- • CPA (cost per action).
You should regularly optimize campaigns, check search queries, and clean them from irrelevant keywords by adding the latter to negative keywords.
Negative keywords should be added in a broad match at a group or campaign level. Meanwhile, it’s worth adding relevant search queries to keywords in the appropriate ad group. Please note, it is recommended to add using exact and phrase matching.
The process of campaign optimization is continuous. It is necessary to constantly monitor your campaigns, as you can hardly set up Google AdWords once and for all.
- • Ensure that you have time to improve your campaigns after their launch.
- • Test different types of ads.
- • Collect different remarketing lists.
- • Divide campaigns by region.
- • Make separate campaigns for search and the Google Display Network.
- • Design high-quality banners.
- • Use video ads.
Each niche has its own characteristics, which should be taken into account when setting up contextual advertising. In general, to see the results of contextual advertising, it will take you about 3-4 months. To do this, you need to regularly revise, supplement, make adjustments, test, and optimize your campaigns.