Overwhelmed with Google Ads???
Setting up a Google Ads account is often the first step of your digital advertising journey. The Google ecosystem can seem daunting at first, so I am sharing a complete guide for setting up your Google ads account. It will help you avoid making some common mistakes so you can get it right the first time.
????Before we begin running an ad campaign, make sure you follow this checklist-
????Once you have those basics in place, the first step in running an ad campaign is a "Keywords List"
Keywords are the heart and soul of any ad campaign – people will find your ads and come to your page based on the keywords you set. Let's look at some basic tips that you should keep in mind while creating a keyword list for your next campaign.
1. Think Like Your Customer
Your ads are not made for you but for your customers, so think from their perspective. Think about how someone may search for your product – for example, consider how Canva has advertised for the keywords “alternatives of Canva”. This is simply genius.
2. Define Your Target Market
Be as specific as you can when it comes to targeting; to create a specific strategy for your target audience, think from their perspective, as I mentioned above. Extend this approach to any designs you may use for your campaigns.
3. Keyword Matching
There are three main types of keyword matches which indicate how relevant a search term is to your keywords. The categories are broad, phrase match, and exact match. Suppose you were a beauty mogul like Rihanna or Kylie Jenner, and you ran an ad campaign for the keyword, “burgundy lipstick”. A broad keyword match could be “products that people apply to their lips”. A phrase match would be, “how to stop lipstick from coming off”. Finally, an exact keyword match would be “burgundy lipstick”.
4. Use Keyword Research Tools
There are numerous free keyword search tools at your disposal. Google’s Keyword Planner is a great tool to expand and diversify your target keywords.
5. Consider Negative Keywords
Negative keywords establish what your brand is not, and they are just as important for your advertising strategy as positive keywords. For example, if you are a gym owner who is running an advertisement, you would want to avoid searches like “weight loss without exercise”.
????Next comes setting up a good campaign structure!
Once your keywords, budget and goals are in place, the next step is to decide on the structure of your campaign. Google’s suggested mantra for the success of an ad campaign is: “Start by breaking down your products or services into categories and basing your account structure on those. (One good option is to mirror the structure you already use on your website.)”
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????And finally comes, the Writing Your Ads part!
This is the most important aspect of a successful advertising campaign. No amount of strategic ad placement will be useful without strong copy – the backbone on which your whole campaign depends.
There are various metrics you need to understand for your ad campaigns to be successful. Before taking on any big projects, I suggest you run a demo campaign for a personal project as there is a significant learning curve to running advertisements successfully.
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Poll of the week-
Last week, I initiated a poll on LinkedIn about "What's your biggest marketing challenge right now?"
Many businesses are struggling to generate leads and sales at the moment. If you're one of these then drop me a message. We’re helping clients worldwide to exceed their targets and I'd be happy to have a chat about how I can help you.
Check out this week's poll on?"How do you like to consume content?"?- I would love to see your opinion on that.
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ABOUT ME?
I have been helping companies with their marketing from start-ups to global corporates for over 20 years and I’m also the author of 2 best-selling books in the field. Whether it’s growth, branding, performance, content marketing, SEO or many other areas, I have helped companies all over the world to deliver market-leading results. I’m also the CEO of a global marketing agency, and a regular keynote speaker, trainer, consultant and contributor to industry publications.