Post by Investing in Google Ads on Oct 23, 2023 0:01:34 GMT -5
Before starting to define any strategy, you need to know the objective behind all Google Ads algorithms: delivering the best answer to a user's search . In the case of paid search results, as well as organic traffic, content that is better structured and of higher quality is more likely to occupy the top positions on the results page.
When running your campaign, this means having an excellent landing page (usually a landing page), attractive ads that make sense within the search context and keywords selected according to your audience profile and product or service that want to sell.
Therefore, the first recommendation before starting asia phone number list to invest in Google Ads is to ensure the quality of your website or landing pages. Otherwise, there is a high chance of having a low Quality Score – a score from 0 to 10 given by Google for the quality of your keywords, your ads and your landing page together.
Understanding the Google Ads auction
And why is the Quality Index so important? It is the basis for the auction carried out by Google Ads for each search made by a user who can activate one of your ads. In other words, every time someone performs a search that contains one of your keywords and is within the defined segmentation, Google carries out an auction between all campaigns that are qualified to appear among the results – currently, 4 results at the top of the list. page and 3 at the end.
In the Google Ads auction , offering the most money is not enough to be on top. On the contrary, it is possible that the company that is willing to pay more for the click only occupies the last positions. Just have a Quality Score that is much lower than your competitors.
The calculation carried out to define the position on the results page will always be determined by the maximum Cost Per Click (CPC) established in your campaign multiplied by the Quality Index of the keyword and ad activated in that specific search. The result will be Ad Rank, which will order the first 7 results and leave out the campaigns that have the worst score.
CAN YOU PLACE AN AUCTION EXAMPLE?
Based on Ad Rank, the real CPC will also be defined, that is, how much a click made from that search will cost for your campaign – remembering that expenses are only generated if the user clicks on your ad and that, with each search carried out on Google that can activate your ads, a new auction is held.
Main steps for investing in Google Ads
Knowing the importance of the quality of your content and knowing the logic of holding an auction on Google, it is important to follow the essential steps in planning to invest in Google Ads. Check it out below:
Define the campaign objective
We talked at the beginning of the article about Google Ads campaigns for generating leads or sales , but they can also have other purposes, such as branding . Whatever the objective of your strategy, it needs to be very clear before taking any action within the advertising tool.
If you are generating leads, for example, your company first needs to be clear about the target audience and their search behavior, as well as an excellent registration page, with the most attractive attributes of your product or service. Navigation needs to be simple and loading fast, both on desktops and cell phones.
Plan investment
The total investment is also associated with the objective of your campaign, as well as your entire commercial strategy. Count on a professional or specialized agency to find out the market averages for cost per click (CPC) and cost per acquisition (CPA), which can be good starting points.
This way, you can establish a goal of leads or sales that you want to generate from the campaign, within a maximum budget . Of course, each campaign is unique and depends on different market factors, so use the knowledge acquired over time managing your campaign to continually update these values.
Choose campaign types
We are focusing heavily on Google Ads search campaigns , but it is also possible to use display campaigns in your strategy. In this case, you create banners and define targeting so that your ads are displayed on sites that are part of the Google Display Network (GDN), that is, sites that have space for Google Ads ads.
Mixing search and display ads into your campaign can be a good idea to reach a larger audience that is not necessarily looking for a solution offered by your company. Typically, this type of campaign with banners brings good results to increase the top of the funnel or to reactivate the audience that visited your website through remarketing.
Just be careful with the proportion of funds that should be allocated to each type of campaign and with which maximum CPC, so your CPA will not be harmed.
Plan keywords
Establishing the keywords that will be part of the campaign is a very valuable step within your Google Ads campaign. It is important to use tools such as Keyword Planner or Ubersuggest to find out the average search volume for the words you will include in your campaign and also to estimate the average CPC that you should consider in your initial budget.
Here, it is very important to rely on an experienced professional or a specialized agency. There are different types of keyword targeting (exact or broad search for that term, for example), which can significantly influence the final result of the campaign. Likewise, the volume of keywords to be used and the organization into different ad groups require good planning.
When running your campaign, this means having an excellent landing page (usually a landing page), attractive ads that make sense within the search context and keywords selected according to your audience profile and product or service that want to sell.
Therefore, the first recommendation before starting asia phone number list to invest in Google Ads is to ensure the quality of your website or landing pages. Otherwise, there is a high chance of having a low Quality Score – a score from 0 to 10 given by Google for the quality of your keywords, your ads and your landing page together.
Understanding the Google Ads auction
And why is the Quality Index so important? It is the basis for the auction carried out by Google Ads for each search made by a user who can activate one of your ads. In other words, every time someone performs a search that contains one of your keywords and is within the defined segmentation, Google carries out an auction between all campaigns that are qualified to appear among the results – currently, 4 results at the top of the list. page and 3 at the end.
In the Google Ads auction , offering the most money is not enough to be on top. On the contrary, it is possible that the company that is willing to pay more for the click only occupies the last positions. Just have a Quality Score that is much lower than your competitors.
The calculation carried out to define the position on the results page will always be determined by the maximum Cost Per Click (CPC) established in your campaign multiplied by the Quality Index of the keyword and ad activated in that specific search. The result will be Ad Rank, which will order the first 7 results and leave out the campaigns that have the worst score.
CAN YOU PLACE AN AUCTION EXAMPLE?
Based on Ad Rank, the real CPC will also be defined, that is, how much a click made from that search will cost for your campaign – remembering that expenses are only generated if the user clicks on your ad and that, with each search carried out on Google that can activate your ads, a new auction is held.
Main steps for investing in Google Ads
Knowing the importance of the quality of your content and knowing the logic of holding an auction on Google, it is important to follow the essential steps in planning to invest in Google Ads. Check it out below:
Define the campaign objective
We talked at the beginning of the article about Google Ads campaigns for generating leads or sales , but they can also have other purposes, such as branding . Whatever the objective of your strategy, it needs to be very clear before taking any action within the advertising tool.
If you are generating leads, for example, your company first needs to be clear about the target audience and their search behavior, as well as an excellent registration page, with the most attractive attributes of your product or service. Navigation needs to be simple and loading fast, both on desktops and cell phones.
Plan investment
The total investment is also associated with the objective of your campaign, as well as your entire commercial strategy. Count on a professional or specialized agency to find out the market averages for cost per click (CPC) and cost per acquisition (CPA), which can be good starting points.
This way, you can establish a goal of leads or sales that you want to generate from the campaign, within a maximum budget . Of course, each campaign is unique and depends on different market factors, so use the knowledge acquired over time managing your campaign to continually update these values.
Choose campaign types
We are focusing heavily on Google Ads search campaigns , but it is also possible to use display campaigns in your strategy. In this case, you create banners and define targeting so that your ads are displayed on sites that are part of the Google Display Network (GDN), that is, sites that have space for Google Ads ads.
Mixing search and display ads into your campaign can be a good idea to reach a larger audience that is not necessarily looking for a solution offered by your company. Typically, this type of campaign with banners brings good results to increase the top of the funnel or to reactivate the audience that visited your website through remarketing.
Just be careful with the proportion of funds that should be allocated to each type of campaign and with which maximum CPC, so your CPA will not be harmed.
Plan keywords
Establishing the keywords that will be part of the campaign is a very valuable step within your Google Ads campaign. It is important to use tools such as Keyword Planner or Ubersuggest to find out the average search volume for the words you will include in your campaign and also to estimate the average CPC that you should consider in your initial budget.
Here, it is very important to rely on an experienced professional or a specialized agency. There are different types of keyword targeting (exact or broad search for that term, for example), which can significantly influence the final result of the campaign. Likewise, the volume of keywords to be used and the organization into different ad groups require good planning.