Pay-Per-Click Basics: Starting an Optimized Google Adwords Campaign

An online advertising campaign would be incomplete without the use of Google Adwords—in 2015, the service held 30% of the global net ad revenue. A platform this popular, and this effective, can help take an initial advertisement idea and transform it into a killer campaign. Here, the digital marketing aficionados at Zest Social Media Solutions break down how Google Adwords can be best used to convert landing page visitors to customers, get more clicks for a lower cost and create the most efficient campaign possible.

Understand the Basics of Google Adwords

Adwords is Google’s advertising system that provides users with a channel to maximize their ranking on their Search Engine Ranking Page (SERP). The better your ad relevance, the more likely you will rank highly and receive more ad clicks. Managing a pay-per-click (PPC) campaign, while requiring substantial planning, can be made much easier with a comfortable understanding of the basics of Google Adwords and by knowing the ins and outs of creating an effective campaign.

Your Adwords account is set up like a pyramid: at the top is your Adwords account, followed by your campaigns, then your ad groups, and, finally, your keywords. Campaigns are where you can organize your platform at the highest level, target specific locations throughout your platform and set up your search network.

While your campaign may be general, your ad groups can be set up more specifically as to optimize your ad relevance. Say, for example, that your business is in the fashion industry—your campaign, in this case, may be “clothes and shoes.” Your ad groups, based on this campaign, may be “casual dresses,” “high heels,” “leather jackets” and “dress slacks,” depending on your retail market. Your ad groups are where you zero in on keywords in order to optimize your search results and provide structure to your campaign.

Up the Performance of Ad Groups with Relevant Keywords

A successful, optimized Google Adwords campaign can be up and running in just a few steps. When creating an ad, you can manage your audience and create the most broad, or specific, geographical range that you would like, as well as set up your daily budget. Once the initial setup is done, it is essential that your Adwords campaign contains focused and pertinent keywords. Beginning with a maximum of 15 keywords can ensure a great start to your ad groups’ performance, and placing importance on grouping similar keywords can boost your ad’s relevance. Further, managing your keyword match types, which are variations of your chosen keywords, can help improve your campaign’s efficiency even more. The four types of keyword match types available are: broad match, modified broad match, phrase match and exact match.

A method to further distinguish your keyword strategy is to create a list of negative keywords, or keywords that you do not want your ads to show up for in a Google search. This way, your search will be narrowed even more and with a lesser possibility of an irrelevant keyword search affecting your campaign.

Strategize Your Content, Landing Pages and Quality Score

After choosing your relevant keywords, it is important to center your ad copy and web content around them. The use of Google Adwords requires you to write precisely, as you are limited to only 25 characters for your headline, 70 characters for your ad text and 35 characters for your display URL. These numbers do not provide much wiggle room, which is why it is imperative, when strategizing a campaign and managing PPC, to be as concise and compelling as possible.

As the ultimate goal of an Adwords campaign is to gain clicks, it is necessary for your landing page to be eye-catching in order to keep your viewer engaged. This is an important step that can lead to a higher conversion rate. Your PPC landing page should have relevant, persuasive content, incorporate your campaign’s keywords and provide overall value for your viewer and potential customer.

Lastly, when managing your Google Adwords campaign, your quality score is vital to your campaign’s success. Your quality score measures, simply, how well your ad is performing and how relevant it is to your landing page. By tracking your click-through rate (CTR), ad relevance and landing page experience, you can raise your quality score and lower your CPC.

The Digital Marketers at Zest Social Media Solutions Are Here to Help

Here at Zest, our social media marketing team creates, manages and reviews Google Adwords campaigns on the daily. After all, we are kind of nerds about this stuff. That is why you do not have to stress about crafting a strategic and compelling ad all by yourself, and instead focus on your own business while we do the rest. If you would like help creating a Google Adwords campaign, or desire to learn more about PPC basics, feel free to contact a zesty digital marketer at Zest Social Media Solutions today!