How to use Google ads properly for small businesses.
Please provide some tips which I could use to boost the sales of my business.
Chuck LEAN Business Consultant
Once you’ve set up your Google Ads account with Google, it’s time to think about how to structure the Google Ads account itself. A logical account structure can have a dramatic impact on several crucial PPC metrics, such as [removed] . Ensuring your Google Ads account is structured properly has many benefits, including:
Making your account easier to optimize and maintain
If you’re only planning to run a single campaign, your Google Ads account structure will likely be quite simple. However, if you intend to run multiple campaigns simultaneously, or plan to do so in the future, it pays to consider optimal account structure from the outset.
The ideal Google Ads account is structured into individual campaigns, each of which will have its own [removed] . In turn, each ad group will have its own [removed] , unique [removed] , and [removed] .
Before you can bid on keywords, you need to know which keywords are worth bidding on. This is determined during the keyword research phase.
There are many different ways to conduct PPC keyword research when launching a new Google Ads campaign, and [removed] is an excellent starting point.
Simply enter a search term to begin, and [removed] will generate a comprehensive list of keywords related to the original. You will also see data for the relative frequency of the related keywords, the search volume (using data from both Google and WordStream), as well as the keyword’s competitiveness.
Chuck LEAN Business Consultant
Step 1: Understand What Ads Is For
Before investing a single dollar into an Ads campaign, it's important to understand its strengths and weaknesses. Ads is excellent for highly targeted, measurable, and rapid results that lend well to lead and sales generation.
On the other hand, Ads requires a significant and ongoing investment, and every impression or click is paid for. It is typically not a cost-effective tool for brand awareness. This is compounded by the fact that brand awareness is difficult to measure on the Ads platform.
When designing your campaign, keep the platform's strengths and weaknesses in mind, and save brand awareness for your other marketing efforts.
Step 2: Research and Understand Your Target Audience
At this point, you still should not have invested a single dollar into Ads. Instead, you need to invest the time and resources to fully understand your audience. Look at the types of sites your target audience spends time on: What style of language do those sites use? What do they look and sound like? Which competitors are running effective ad campaigns?
You can use the Ads platform to research many of these elements, all without spending a single dollar. Thanks, Google!
Step 3: Have a Specific Goal for Each Campaign, and Don't Combine Them
It's easy to get overly ambitious with an Ads campaign, particularly if you're planning to spend a significant portion of your marketing budget. However, it's imperative that you choose one specific goal for each campaign. Doing so will dramatically improve the ROI of the campaign.
Step 4: Create a Targeted Landing Page for Your Ad
Perhaps the biggest and most common mistake companies new to Ads make is directing traffic from their paid ads to the home pages of their sites. Many times, these companies invest in ads, find they aren't getting results, and write off Ads as a waste of money.
In reality, home pages are a terrible place to direct traffic. Think about it this way: Users are looking for a specific thing when they search. By directing them to your home page — which likely has at least a dozen different elements and options on it — you've simply wasted their time (and your money).
Instead, you need to build highly targeted landing pages that directly address the query the user entered into Google. Landing pages should always be single-purpose. There is one conversion goal and a clear path to that goal for the user to follow.
Step 5: Create Lots of Versions of the Ad Copy
Before you start your campaign, you'll want to create a lot of versions of the ad copy — as many as you can realistically produce, but at least 10.
Slight changes in ad copy can have a significant impact on conversion rates. By testing lots of variations at the same time, you can quickly determine which versions convert best. Simply break your ad budget into smaller segments, and assign the budgets to each version of the ad. Be prepared to spend a relatively large amount upfront.
The data you gather at the beginning allows you to focus your campaign (and your budget) on the versions of your ad that work best.
Step 6: Verify Positive ROI
When you started your campaign, you set specific goals. Once the campaign is up and running, verify that you are, in fact, generating the positive ROI you projected.
Calculating this is simple enough: Take the amount you are paying per click and multiply it by the percentage of clicks that convert. Compare that cost to whatever profit model you want — anything from the profit margin on a single product to your estimated lifetime value of a customer.
Step 7: Test, Retest, and Retest Again
The work of an Ads marketing campaign is never done. Once it's up and running, you'll want to constantly make adjustments. Try small variations on ad copy, keywords, landing pages, and anything else you can think of to see what works and what doesn't. You might even want to take a [removed] or hire a [removed] to learn how to get the most out of it.
Even a small improvement in ROI can make a big difference in the long term, so keep at it.
I hope this helps you.
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