We don't like to sugar coat things here at Illume Marketing. So when we say Google Ads is technical and requires a lot of your patience, we mean it! Google Adwords requires persistence too. If you are a small business owner and you find that this form of marketing is difficult, we would advise to outsource it. That is not a sales pitch, it just makes sense that you, the business owner, need to spend your time doing what you do best. For those that are looking to get started, please see below the process for using Google Adwords:
Install Google analytics to your website: Set up an account here and ensure the correct code is injected into each page so your analytics are accurate. Or there should be an app that you can install which will be the easier option.
Link your Google Adwords account: Make sure your Adwords account is linked and that you have enabled auto tagging. This will let Google Analytics report the details of each click taken across your website. This is very important.
Import a goal: A goal may be to have people sign up to your monthly newsletter or to complete a contact us form. You can do this via the admin tab of google analytics and then head to goal set up.
Import conversion actions: Within your Google Adwords account you want to import your conversion actions. This will assist in the tracking process. By doing this you will be able to see the exact path a visitor takes through your website prior to purchasing.
Create a campaign: Head into your Adwords account, and select the new campaign option to start a new campaign. Name the campaign and include the Google Search partners option. Do not add the Google display network. This is completely different to an Adwords account. Select location that you want to target and your language and select your bidding. If you are just starting out select maximize conversions.
Set your daily budget: The best way to do this is to work out your monthly budget and divide it by how many days there are in the month. Set your start and end dates.
Set up ad groups: This is where you enter your key words. Best practice is to have a maximum of 10 keywords per ad campaign. You can use Google Keyword Planner for this, which I will talk through in another blog.
Create your ad: This is the fun part! Put your headline 1 and headline 2 in. Usually headline 2 is a call to action. For example, 1 Month Free Membership or Free Shipping. Then construct the body of your ad. Insert your final URL that will direct visitors to your website. Your ad will then be created right in front of your eyes.
Revisit Google Analytics: Keep an eye on what key words are being used and be patient. Google will spend your budget evenly across the month.
The ultimate goal that you want to get to is to have 15 conversions in 30 days, then we can switch to a more advanced strategy using the Target CPA bidding option, but we are going to leave that for another time.
Google Adwords is a lot of work, you need patience and an analytical mindset but done correctly it can drive sales for your business and greatly assist with your Google ranking. Thanks for reading.