Did you know that 90% of Internet users do not distinguish sponsored ads from natural search results in the SERP? A great boon for Google Adwords advertisers, isn't it? At the same time, only an “Ad” signal differentiates Google advertisements from SEO results… Suddenly, it makes you dream. And makes you want to run your own Google AdWords campaign, right? Before you start, check if you too are not making one of these 5 fatal errors on Google Ads.
How does Google AdWords work?
Ad-Words = Buying words
Google Ads is part of SEA: Search Engine Advertising. Paid SEO. Since 2000, Google has offered to create advertisements for online businesses wishing to position themselves in the first search results.
How ? Through “keyword purchases”. As you know, keywords are the sinews of war to attract traffic on the Internet. Thus, against an amount, the Adwords advertising agency, positions your web page in the insert most consulted by Internet users. In the top of the SERP or on the right column.
The first advantage of Google Ads is its targeting quality. Its cost-per-click offer system places your sponsored link on a specific request related to your activity.
How does CPC work ? Cost per click means that the advertiser pays only when a user clicks on their advertising link. The success of the return on investment with Google ads, depends on your choice of keywords.
But not only. Indeed, the relevance of the ad, depending on the query chosen, impacts your position despite the amount of the bid.
How to advertise on Google?
With free access to the Google Adwords site. Anyone can create and manage their own campaign online.
Create an advertising account
To advertise on Google , you must register on the Google Adwords platform. Fill in the requested fields including your Google account. And access the campaign management interface. Before embarking on this second part. It is smart to link Google Analytics to your Adwords.
Analytics allows you to obtain all the information and results in real time of your actions on Google Adwords. Thus, spy on the navigation path of your traffic on your pages and optimize your ROI.
Create your first AdWords campaign
When you click on “create my first campaign”, you must choose an objective and a type of campaign. Then fill in the following fields:
- The campaign name: choose a clear name that clearly defines the objective of your ad.
- The type of campaign: you can do the search network (ads in the SERP) or display (via Google partners like AdSens)
- Geographic area: delimit your catchment area in the event of a service sale or refine according to your country or region of delivery for e-commerce.
- Bidding: Let Google optimize the CPC according to your budget or do it yourself.
- The budget: indicate the maximum amount you want to spend per day. Once reached, the ad disappears. Depending on the visits, there may be some budget left which will be kept for the following day.
These configurations can be modified at any time.
Create an ad group
A Google AdWords account gives access to 100 campaigns. A campaign defines a specific theme for your products. With the ad group, you can segment the different subtopics into independent ads. Each corresponding to a specific keyword. Via the parameter tab, go back to your configurations to refine them if necessary.
Write your ad
An ad consists of a 25-character title (Title), a 35-character URL and 2 lines of 70-character description. It is on these few sentences that everything is played.
So be clear and impactful. For this, only the Title describes the name of your product. If there is space, indicate, for example, the promo or free delivery. Alternatively, place this call-to-action information in your meta description to spark curiosity and the urge to click. As for the URLs, indicate that of your site for the URL to display and keep your landing page for the final URL.
What budget should I plan with Google Ads?
It's not easy to determine a budget when you're new to Google Ads. To help you, take inspiration from the average costs and forecasts calculated according to your campaign.
The minimum required is €0.10 per click. For an average positioning, count between 0.15 € and 0.25 €. If you want to position yourself on a competitive keyword, bet between 1 and 2 €/click.
Estimate according to your criteria
Before launching your campaign, click on “Predict search traffic” to find out the average CPC, the estimated number of clicks and the cost per day. A forecast based on the selected keywords, the indicated budget and the competition.
The 5 mistakes to avoid for successful paid ads
Bid without testing
Google Ads operates on an auction principle. By fixing your price on a keyword, the search engine assigns you a position. Of course, the more you pay, the better your position. However, depending on your keyword strategy and the competition, it is not necessary to bet big. The idea is to analyze the returns according to the CPCs and to adjust according to the results obtained. As you go, you optimize your budget and your positioning.
Rushing the choice of keywords
If your budget is tight, choosing keywords that are too general is like throwing your money away. Already, because your biggest competitors have already placed themselves on it. And according to the firms (Amazon and the giants of the sector), the auctions are exploding.
As with natural referencing, if you want to reach hot traffic, you have to target the most precise requests possible. Because firstly, they are less expensive and, secondly, they are more efficient. Indeed, the more long-tail keywords you rely on, the less competition you have and you attract an interested audience. For example, between “Red fitted long-sleeve t-shirt” and “women's t-shirt”, which query is likely to convert more and correspond to your offer?
To do well, take the time to list all the expressions and words used by your audience and which correspond to your products. From the most generic to the least common. Then, add the synonyms and deepen the lexical and semantic field of your products.
Let's take the example of “women's t-shirt”, this query also applies to “women's top”, “short-sleeved jersey”, “trendy short-sleeved top”, “patterned t-shirt”, etc.
To help you, take inspiration from the suggestions of Keywords Tools .
Mix semantics in your campaigns
Many people underestimate the power of semantic precision. During your announcements, segment the groups of words that bring them together. And don't include them in a campaign that roughly matches. No. A term is a term. Running sneakers are not the same as sneakers. In this example, you need to separate two ad groups: one with runners and the other with sneakers.
With this practice, adapt your offer to a marathon runner other than a teenager and boost your results for sure.
Underestimating your landing page
Have you programmed your campaigns and placed the link to your site? Perfect ! But to which page of the site did you redirect your prospects?
By clicking on your ad, they expect to find what they are looking for in the second. A product or service that exactly matches the search term typed. And so, to the targeted keywords.
To prevent a visitor, disappointed when arriving on your page, from leaving it too suddenly, please check that:
- The page corresponds exactly to the location of your product.
- That the product is clearly visible. That is to say, not drowned in a block of text or lost in sub-collections.
- Forget the home page or the product sheet. If one is too broad and obliges the interested party to rummage through your pages, the other is limited to a single article. The ideal is to favor collection pages. Because, so well categorized, they give prospects a choice while remaining within these search criteria.
Thus, you optimize your costs per click , avoid an excessive bounce rate.
If opting for Google Ads campaigns is an effective way to attract traffic to your site, only mastering the tool brings real results. With this article, take the time to configure your ads and analyze the reports to refine your expertise and obtain the best possible return.
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