There is a critical difference in outcome when you know how to use AdWords. Unfortunately, many small business owners approach ad creation and bidding incorrectly. Their actions waste time, money, and resources.
It’s likely you’re one of these small business owners.
You may have used a free AdWords voucher to test the network. The campaign drove a few clicks, and maybe you even had a few conversions. Yet, it ran its course and didn’t perform to your expectations.
Do you want to know how to use Google AdWords the smart way? Keep reading!
How to Use AdWords: A Tutorial
Several factors influence your AdWords experience. These could include your industry and budget as well as the desired results.
There is an inherent Google PPC learning curve. This article helps with campaign setup, keeping it at a reasonable budget. Later, in this Google AdWords tutorial, you’ll learn a few tips to improve your campaign’s performance.
Part 1: Identify the Intended Audience
Many AdWords campaigns produce lackluster performance and run over budget. The ads fail to reach the target audience because it was the wrong audience from the start.
The main factors to consider include:
… and the list goes on.
Clicks and conversions increase with tailored ads. The ad should take into consideration each step of the customer’s journey, including the discovery, research, and buying phase.
How can you refine your audience selection? Consider these factors and then refine the selection as you develop a data set:
Demographic data could include:
- Age group
… and anything that makes the person who they are.
What defines the median audience demographics? The answer to this question guides ad creation in more ways than one:
- Ad preferences
Use customer data when defining the median demographics. Another option is to poll current customers or track their data through support channels. Industry trade reports provide useful demographics statistics too.
Don’t dismiss real-world analytics like one-on-one conversations, mail-in surveys, and trial groups. The better you know your customers, the higher your chances to reach them.
Ad effectiveness depends on user intent:
- Discovery phase — Introduced to products
- Research phase — Learning about their options
- Buying phase — Selecting a brand to support
Can you guess which you want to target? The buying types, of course!
Individuals previously “won over” about the offer are moments from spending money. An ad displayed at the buying moment typically performs better.
A set of customer profiles is the purpose of this exercise. The customer profile lets you define targeted audiences and sub-sets within the groups. This is a file you’ll likely share with those creating or working on the AdWords campaign.
The whole point is to create a buyer persona with median qualities of your target market. The customer persona influences all marketing efforts, reducing costs by eliminating unengaged audiences. You’re left with a targeted group primed to do business.
Part 2: Research the Competition
Click rates vary between two and six percent based on the industry in Google’s ad display network. Conversion rates have similar numbers.
To increase your reach, spy on your competitors. Check their ads, keywords, and marketing strategies.
Tools like SpyFu are amazing for competitive research. This tool displays who’s bidding on what keyword and how much they’re paying. SpyFu’s information uncovers the keywords you’ll likely bid on too.
Other helpful competitive research tools include:
- Google Analytics
- Amazon queries
A major brand won’t likely spend huge sums of money advertising if it failed to show a positive return. This gives you an instant “in” when crafting AdWords campaigns. The research is great for inspiration too!
Part 3: Craft and Run an Effective Ad
What goes into a good ad? You’ll need a catchy headline, a relevant message, and a strong call-to-action.
Your research should have provided a sample of replicable ads. Again, these are campaigns likely showing positive returns. Match the ad type to your intended audience, and let the brainstorming begin!
Can’t design ads in-house? Follow these five steps:
- Create a design contest or hire freelance designers
- Pitch ad ideas based on suggestions
- Share the ads with your network, soliciting feedback
- Return the feedback to designers so they can improve the ad
- Test the new ad format, selecting the best option for widespread use
Does everything look great? Great! Start running the campaign using data from internal and competitive research.
Part 4: AdWords Optimization (Don’t Skip This)
Apply the 80/20 rule with AdWords:
- Start with 10 ads
- Remove the lowest eight performers
- Improve the best two performers
You could test these ads within an internal group before investing in a new campaign.
Try the ads on your website, or launch solo ad campaigns. Track their performance and then choose those that perform the best.
There are various ways to improve your ads.
For example, you can try different media per demographics, matching their type. Experiment with different messages that incorporate buyer intent keywords.
Adjust your campaigns based on the results. Track everything so you can gain better insights into your audience.
Time and data dictate the direction of your AdWords campaign. These two ultimately lower your costs while improving performance. Study conversion optimization tactics to gain a better understanding of Google PPC.
Quick Google AdWords Tips and an Offer
There’s a lot to take in with this post about how to use AdWords effectively. Consider the following AdWords tips when launching your campaigns:
- Add hooks and pressure points when pitching offers in the body copy
- Try stripped-down landing pages, creating continuity from ad to offer
- Use ad tracking tools for auto-bidding and performance reporting
One more thing…
Many business owners can’t afford the trial and error of launching an AdWords campaign. That’s why we welcome you to get in touch! We provide a slew of services that you’ll find beneficial to your advertising goals.
Give us a call or use our contact form. We can’t wait to discuss your PPC strategy!