Google Ads – it was the best of spends, it was the worst of spends…
Google Ads (previous called Adwords) can be one of the most powerful Internet Marketing tools for driving highly profitable visitors to your website. But Google Ads can also be a fairly brutal way to spend terrifyingly high amounts of money to get mediocre results. So how do you exploit Google Ads to push your business forward without breaking the bank?
In this episode of ‘Internet Marketing for Humans‘ we are joined by Matt O’Brien of Unscrambled. Unscrambled is an agency that was born out of the belief that paid search campaigns could be run more effectively and could deliver better results and greater profits for clients. This passion for PPC (pay per click advertising) has delivered astonishing results for some very large brands, including Saga Travel, the Open University and The Harley Medical Group.
Matt has been working in Internet Marketing for nearly twenty years. During this episode he explains what Google Ads is and why it can be so powerful. Matt also explains, in plain English, some brilliant ways of crushing as much value as possible out of your advertising budget.
6 Google Ads considerations you may not have thought of
Matt from Unscrambled gives us six points to consider when starting and running Google Ads campaigns.
1. Have your house in order
Paid search essentially acts like someone driving people to your shop window. When people get there, they want to see a website that works, that’s easy to use and that looks nice.
Before that, they want to see a great advert. Potential customers might see three different ads for the same product or service, with the same price; so if all factors are the same, they might opt for the best ad.
Where do ads feature on Google? Google displays up to seven ads on a page, with up to three ads at the bottom of a page. Where your ads feature depends on how much you want to pay and a few other conditions.
2. Decide which searches you want your ads to be shown against
Understand who you want to sell to, and what your potential customers will be searching into Google. You also need to determine what their mind state needs to be when buying from you. With Google Ads, you’ve already acquired this info from what your potential customers have already searched.
When we look at which keywords we want our ads to show against, we are second guessing the user. We use spheres of relevancy; you have a nucleus of relevant terms, then outside that, the terms may not be as relevant, and so forth. You decide what your ad says, and you hope people will read it and the right customers will click. The cost to buy a click from a less relevant keyword is cheaper, but it may not of course result in a transaction.
Keyword match types:
- Exact match – ads will show on searches that are an exact keyword or a close match to that exact keyword
- Phrase match – ads will show on searches that are a phrase including your keyword, and close variations of that phrase
- Broad match – ads will show on searches that include misspellings, synonyms, related searches, etc.
3. Optimisation score
Google Ads makes recommendations to advertisers for optimising their ads. You’ll usually see these recommendations within the Google Ads platform. However, if you’re running your own ad campaigns, you might also get emails directly from Google asking to have a chat about your campaign.
It’s important to understand these recommendations and how that will impact your budget compared with the results you’re likely to achieve. For example, there are options to automatically spend your entire budget on a campaign; this could go very wrong if you haven’t got your keywords and match types quite right.
4. Don’t spend too much too quickly
Keep in mind that if you start big, you can waste big. Be wise with your spending and start with a smaller budget. Matt explains that he would rather ‘turn bids up, than turn them down’; this means that you may not be able to compete with the big spenders straight away, but with fine tuning over time, you can get the most sales potential for the lowest cost.
5. Don’t try to be all things to all people
When starting a Google Ads campaign, ensure that you have a clear objective: what is your campaign designed to achieve, and which keywords will help hit that goal? You want to be narrower in your appeal so that your ad doesn’t appear on too many irrelevant searches.
Your analytics will really help you here, and you may even discover things about your audience that you didn’t know before. As Matt says, ‘we’ve found out several times that what we’ve learned from Google Ads campaigns has helped us to identify things that we didn’t know about the business’.
6. Failing to optimise and manage
As with any technology, it’s vital to stay on top of trends and updates. The changes that you make to your campaign this week may not make enough impact to stay on top of your competitors next week. You need to consistently check and change your campaigns, or you could be left with less than desired results.
This doesn’t just apply to elements within Google Ads. You need to keep track of your competitors’ prices too. If someone can compare your commoditised product, this is essential. For example, if a potential customer is located within 10 miles of three garages who are selling the same car, they’ll probably opt for the garage with the cheapest product.
Discover more about independent PPC specialists Unscrambled here…