Tag: Google Adwords

The Google Adwords is a very effective digital marketing platform. It is an estimate that the yearly Google searches are 1.2 Trillion worldwide which means that 3.5 billion searches per day and 40 Thousand searcher per second. This is staggering. The Google is the top search engine occupying 92% of the search engine market worldwide. It is the most dominate search engine worldwide. The UAE as a nation is a very modernized and advanced nation, almost 94% of the population have access to the internet. This means the digital marketing could be your ultimate game changer. In the modern world the focus has already been shifted from the typical and traditional marketing channels to the digital and online marketing channels. The biggest advantage of the digital marketing is that it enables businesses to effectively reach to their targeted audience. It is cheaper comparing to the traditional marketing methods and it also returns good results. In the digital marketing eco-system we can confidently say that the Google is the leader having huge market share (92%) and excellent marketing tools.

What is Google Adwords?

The Google Adwords is a paid digital marketing platform works on pay-per-click (PPC) or pay-per-impression (PPM) advertisement models. The Google Ads are the most effective in terms of driving good quality traffic and higher conversion rates. As whenever someone searches in the Google they are most likely to have already plans for purchase. So it yields higher online conversions. It is a common misconception that higher the budget you have more the return you will get from your Google Adwords campaigns. But that is not the case, the ROI is vastly dependent on Ad Quality, Quality Score and Relevance. Of course the budget is also very important, but it is not like the budget is the only variable in the ROI. Here are some stats that will give you an idea of how effective the Google Adwords are:

• 8% CTR (click through rate)
• 180M monthly impressions
• 43% of Prospects Convert into a Sale from YouTube Ads
• 65% of Clicks from Ready-to-buy Users

The Google Adword’s Tools also allow you to optimize your advertisement campaigns to suit your budget and you can also stop any campaign or advert at any time to keep the budget within your monthly spending limits. Another great feature is scheduling of the ads, so that you run your ads only at the times when you are expecting most of your targeted audience to be online. These all features and campaign optimization tools enable the businesses to get the higher ROIs from Google Adwords.

Understanding the Technical Terminologies of Google Adwords

Since our content is for all levels of marketers with varying technical knowledge and understanding of the Google Adwords platform so let us begin with a short introduction to the frequently used terminologies. These introduction will provide you basic technical understanding of platform and you will be able to setup and execute your Google Adwords Campaigns without any help from the professional. However, we always recommend to acquire professional services to ensure highest possible return over your investments. Here are some basic technical terms used in the Google Adwords platform:

1. Keyword: The keyword is a ‘word’ or ‘phrase’ a user used to search for a particular information in the search engine.
2. SERP: The word SERP represents ‘Search Engine Result Page’ and it is the page which contains the results/links when a user put an enquiry/keyword in the search engine.
3. Clicks: The clicks are the actual clicks and counted when a visitor clicks on the ad.
4. Impressions: The impression is the count of how many times your ad appears on the SERP regardless of if it is clicked or not.
5. CTR: The CTR means ‘Click through Rate’. When you divide your ad’s number of clicks by the number of impressions you will get the CTR.
6. Budget:The budget is the overall budget of the Adwords campaign. There are monthly budgets too and campaign budgets too.
7. Bid:Like any other auction the Adwords also allow the advertisers to bid on the placements, ads with higher bids appears on top positions.
8. Conversion: The conversion is a genuine lead or sale but it is also taken as the required action being taken by the user, which could be a purchase or a contact form or subscription, etc.
9. Ad Rank: The ad rank is measured by multiplying maximum bid value and quality score and it determines the rank/placement of the ad in the result page.
10. Quality Score: That is a very complex Google rating criteria, it includes CTR, quality of the landing page, past performance in SERP, and the relevance and keywords.

These are some of the basic terminologies that are being frequently used in the Google Adwords.

What are the Types of Google Adwords Campaigns?

There has to be a goal and objective of any marketing effort. Similarly for Google Adwords campaigns there are several types which are designed to keep in mind several different goals and objectives. It is extremely important that you choose a right campaign type else you will end up spending huge amounts with very low or no gains whatsoever. The Google ads are everywhere on the internet, it could be on search result pages, videos, websites and blogs you are reading and in mobile applications too. It is quite possible that we have clicked on some of these ads without realizing it. This may sound difficult but Google have made it a lot easier with continuous innovation and improvements in its tools and interfaces. Here are different types of Google Adwords Campaigns:

1. Search Campaign: It is basically the textual ads on the SERP.
2. Display Campaign: These are images based adverts published on website which are connected to Google networks.
3. Video Campaign: The video ads are published of video streaming websites, the main platform is the YouTube and these ads are also published on other affiliate websites.
4. Shopping Campaign: These ads are basically product ads and are catered to the users who are ready to buy and searched for a specific product.
5. Mobile App Campaign:These ads are used to promote mobile apps across Search, Google App Store, YouTube and display network.
6. Local Campaign:The ads are automatically optimized to publish on multiple channels (search, display, YouTube, and Maps) along with the location details of the business.
7. Smart Campaign:The smart campaigns are automated, you just create some ads and Google Adwords will find the target and optimize the campaign to ensure the best ROI.

These are basic campaign types of Google Adwrods. The correct selection is critical for the successof the campaign. The selection should be based on your goal and objective. What you want to achieve should be the driving factor of the selection of the campaign. For example if you want to launch a brand awareness campaign then the Video and Display campaigns are a suitable choice. In case if you want to get more leads and sales then the Search, Shopping and Local campaigns are the best choice.

How to Set Up a Google Adwords Campaign?

Setting up Google Adwords Campaign is very easy using the Google Adword Dashboard tool. Once you have basic know how of the tool, you understand the terminologies and their meaning, and have understanding of different campaign types you can easily create a successful campaign. All you need is to setup your goals first, for example, if you want to acquire more leads and online conversions you must chose an appropriate campaign for that, if you need brand awareness campaign then another campaign has to be chosen. Here are some basic steps that will help you creating an effective Google Adwords campaign:

1. Creating Adwords Campaign Step 1: Do keyword research using Keyword Planner (Free tool provided by Google) tool or any other tool. It is crucial that you create ads for the keywords and key-phrases which people are searching else there will be very low or no conversion.
2. Creating Adwords Campaign Step 2:Shortlist the good keywords and key-phrases with adequate search volume and make sure you will be able to afford them too. In the Google Keyword Planner you will also find CPC which is Cost per Click. This is an estimated CPC but it is a good reference point to begin with. Consider the competition and also take account of the bid range, this will help you estimated the cost of the keyword.
3. Create Adword Campaign Step 3: Now that the keyword list is finalized the next step is creating a search ad (we are writing about search campaign as it is the most widely used Adwords campaign) with a very strong USP. The USP is a unique selling proposition, you have to think that what statement can convince your prospects to make them purchase your product or service.
4. Create Adwords Campaign Step 4: Make an offer which can help you get more clicks even if you are at second or third position or even at the bottom of the page. Tell the visitors about the value of your product or service but it has to be very realistic, and use a simple call to action, adding phone number can also improve conversion rates.
5. Create Adwords Campaign Step 5: Use an excellent landing page. Do not divert the entire traffic to your homepage or contact page, instead prepare an excellent landing page which could offer a great customer journey and it will help you improve your conversion rates. Remember you are paying for each click.

These are some general steps of creating a compelling Google Adwords Campaign.

How to Increase Google Adwords Campaign’s ROI?

Once you have learned the basics of the Adwords and are able to create your first campaign you might first feel lucky and have good results too but eventually you will start thinking about improving the ROI of your Google Adwords Campaign. This will not only reduce the cost of the campaign but it will also increase its profitability. It doesn’t matter if you are an individual, a business (small or large), a professional marketer or a startup, the Google Adwords could become expensive and need to be optimized to improve the results. Here are some simple steps that will help you optimizing your Google Adwords Campaigns to increase your return over investment (ROI):

1. Increase Adwords Campaign’s ROI Step 1:The first step is to filter out your audiences. Target appropriate demographics and location data to ensure your ad is displaying only to the people who will be more interested in purchase. This method is equally beneficial for both B2B and B2C advertisers.
2. Increase Adwords Campaign’s ROI Step 2:The next thing that can be done is segregating your audience by the income group (this feature might not available for all countries and regions). For certain products and services certain income groups are more profitable than others.
3. Increase Adwords Campaign’s ROI Step 3: The headlines get the most attentions, trying with dynamic keyword insertion is the best way to increase the CTR and conversion rate. This is also very helpful when you are targeting low search volume keywords.
4. Increase Adwords Campaign’s ROI Step 4: The remarketing is a great tool to improve campaign ROI, so enable it on all campaigns. The remarketing is displaying your ads to the people who have already viewed them, such users are more likely to convert.
5. Increase Adwords Campaign’s ROI Step 5:Use display ads, the display ads are a great source of generating leads and improving brand awareness. They are comparatively cost-efficient and provide you a chance to publish more information.
6. Increase Adwords Campaign’s ROI Step 6: Evaluate your ad placements and try to avoid the platforms which are not returning good amount of leads. By default certain mediums are selected make sure you are putting ads only on the mediums with higher conversion rates.

These are some steps that you can take to further optimize your Google Adwords Campaigns. The campaign optimization for cost and ROI is a continuous process hence the above steps should be taken on regular intervals. Moreover you can schedule your campaigns and limit your daily and monthly budget to keep it under you monthly cap.

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Conclusion

The Google Adwords is considered to be the most effective digital marketing tool. There are other platforms too with their own pros and cons but the Google with its monopoly in the search market is on the top. Especially if you want to generate good amount of leads very quickly then the Google Adwords is a great choice. This also makes it a bit expensive than other platforms. But if the campaigns are created as per the standards and certain steps are followed during the campaign creation process the best ROI is a guarantee. The Google Adwords is equally beneficial for all types and sizes of businesses. It really doesn’t matter if your monthly budget is AED 1,000 or AED 10,000, the important thing is that you have a better understanding of the Google Adwords platform, its interface and tools and its management. The Adwords campaign management and optimization is extremely important. It is not like a one day process but from the day one till today you have to keep a closer eye on the stats and keep tweaking here and there to compare the results. This way you can achieve the highest ROI of you Google Adwords Campaigns. RSI Concepts is a leading digital marketing agency in Dubai, UAE. If you need any help with your digital marketing feel free to reach us out through our Contact Us page or leave a comment in the comment box below and we will get in touch with you.

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