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google ads 101
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Competing online for new customers can seem like a daunting prospect. After all, the worldwide web is a big place. Moreover, there are plenty of media-savvy experts out there who know all the tricks of online marketing. However, you can get a piece of the action by learning a few tricks yourself. One crucial step is to understand Google Ads. Make no mistake, properly presented Google Ads will effectively engage customers and get your brand in front of the right customers. So, how do Ads work, and how do I make it happen?
Google Ads Campaign
The PPC (Pay Per Click) world is highly competitive and confusing. Everyone is battling for one goal – market share. However, your Google Ads campaign allows you to tune your ad to reach your ideal customers. Parameters include keywords, geo-targeting, basic demographics, and customer behaviours. And, best of all, the PPC model means you only pay when you get what you want – a click from a customer.
Google AdWords Auction
Google AdWords is set up similar to a bidding site. So, you effectively bid for the position and audience you want to reach. Then, budget by setting the price you want to pay for bids and each click-through. If your bid price is the highest for a given keyword search, then your ad will be displayed first. But, Google also factors in the quality of your ad and subsequent landing page; we’ll get to that next.
Google Ads – Quality Counts
Because being the highest bidder isn’t the only deciding factor Google uses, it’s crucial to look at the quality of your complete proposition. So, this means you also have to consider the quality of the page the Ad arrives at. In other words, your landing page must have relevant, high-quality content and related keywords. Plus, you can take advantage of every click by providing a discount code, a special offer or free signup to a newsletter.
Keep it Simple
Your Ad needs to be short and sweet. Get to the point. At this stage, it’s not about being creative; you just want to create clicks. So, focus on your unique value proposition and relevant keywords. Finally, add in a simple Call to Action such as ‘click here’ or ‘Learn more’, and you’re finished.
