Google AdWords Advice in 2018 from Carl De Lucia

Google Adwords is an advertising network that gives business owners the ability to buy ad space on Google search results pages, YouTube videos, and partner websites through the Google Display Network. If you’re an e-commerce business owner, your primary AdWords strategy should also focus on Google Shopping ads. Our firm placed $10,000,000 worth of ads on Google AdWords in 2017, here’s what we’ve learned …

Search, lets advertisers place ads on search result pages. For example, if you’re a retailer selling t-shirts, you can have your text ad appear as a search result at the top of the page whenever a customer searches “gray t-shirts on sale”. As an advertiser, you can choose the keywords you want to bid on, what you want your ad to say, and how much you want to spend. What this means for you as a business owner is that you can target your ads to people showing high intent to purchase. Someone searching “buy gray T-shirt” is much more qualified and closer to a purchase decision than simply targeting someone with an interest in clothing or t-shirts.

Google AdWords gives you the chance to insert your brand and products right in the point of purchase of the buying funnel, right when they decide where they buy and what they will buy.

Google Shopping is similar, in that you bid on keywords, but instead of appearing in a search as a text ad, your ad will appear as a product listing ad (PLA). Product listing ads typically appear along the top of a search results page. They can also appear under the “shopping” tab. Unlike search, Google determines when your ad shows up and for what keywords, depending on your product, your website and the amount of your bids. You can tell Google which keywords to remove your product listing from, once your products begin to appear in Google Shopping searches. To set this campaign up, you will have to provide Google a product feed through the Google Merchant Center and then you can create your Google Shopping ads.

Google Adwords Advice:

Start Modest: When deciding on keywords to target, start with the lower competition and long tail keywords. These keywords are typically more specific and have a smaller search volume. However, this means you’re more likely to show up for these searches and spend less while doing it. From there, do some testing. You can start by testing a few keywords and scaling your budget and number of keywords you’re targeting, once you begin seeing some traction.

Your Brand Name: If you find your customers are searching for your store and brand by name on Google, you want to ensure you’re bidding on it. Branded keywords usually do very well and it ensures you’re the top result at an affordable price and every time a customer is looking for your store or more information about your brand.

Use Ad Extensions : If you’re bidding on keywords for search, you should be utilizing ad extensions. This will help your ads stand out more as well as provide the customer more information. Ad Extensions such as adding a callout, price, reviews, location and phone number can help with your click-through rate on your ad and they’re free. 

Build a Negative Keywords List: Negative keywords tell Google which keywords you do not want your ads to appear on. Why would you do this? The main reason is to prevent your ad from showing on a keyword that simply isn’t profitable. If you’re finding your ad is appearing frequently for a keyword, but it is not bringing in any sales, you may want to put that keyword on your negative keywords list to improve your ROI. Also you could appear for a search that’s actually irrelevant to your product. If I’m selling mortgages and my ad is showing for the search “mortgage calculator” I probably don’t want to appear in that search since I’m not interested in paying for clicks for window shopper terms.

Optimize Your Landing Pages: Depending on the keywords you’re bidding on, you might want to start by creating unique and contextual landing pages for each of your keywords. This can  ensure that the landing page is congruent with the ad. Next, you’ll want to optimize the landing page by testing different text, images, and placement of elements while the campaign is live. If your ad has a high click-through but customers are dropping off, you should look at the landing page and consider some edits.

Track Your Results: Imagine running a Google AdWords campaign alongside other different marketing strategies you’re testing, getting sales, but you’re unsure if they’re coming from Google AdWords or somewhere else. One of the  great things about AdWords is that when a sale comes from one of your ads, you’re able to attribute it to Google AdWords using Google’s a tracking tag. Setting the tag up on your website is very straightforward and it lets you measure the effectiveness of your ads, as well as your return on ad spending.


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