Don’t Miss these 5 Crucial AdWords Fundamentals

It is time to promote your online business.

Whether you’re an established e commerce retailer trying to maximize their online ads budget or this is your first ad campaign, these AdWords tricks can help you boost sales.

Online Advertising

Depending on your business model and industry, your AdWords Campaign is going to look extremely different.  We give you 5 juicy tidbits to get the most ROI (Return on Investment) from your Google AdWords Campaign.

1- Account vs. Campaign vs. Ad Groups!

This shouldn’t be a surprise, but the easier it is to have a clear overview of your AdWords set-up, the easier it will be to create, modify and edit your online ads. Every internet marketing agency always starts with a smart overview of their campaign structure, and so should you!

Within your account, you can create separate campaigns for different product types, promotions (such as the holiday seasons), regions, and particularly different ad networks.

Within each campaign, you can create different ad groups with relevant google keywords and bids for each product or service. These groupings should be separated by product (this way you can either raise or lower your bids and budgets for each ad group).

Make use of the Google Keyword Planner tool to get fresh ideas!

google adverts

2- Be smart about where and how to place your Google Ads.

You really need to think about what you’re trying to accomplish here. Think carefully before deciding where to have your ads shown: 

Search Network, as a result when someone “googles” something with the same or very similar keywords that you set as your keywords for each ad: Google Search, Google Shopping, Google Maps, and Google Play. If you include the Google search partners, your ads will also include Search sites that partner with Google. Search network ads are different from other ads, as they show when someone is already searching for a solution to a problem. So instead of you reaching out to them to promote something, here your target audience kind of reaches out to you :) very useful if you’re trying to promote clicks to your site and promoting e commerce sales!

Display Network, which means your ad shows throughout Google sites (like YouTube, Blogger, Gmail, etc.) and basically any website across the internet which has Google AdSense installed and can make Google Ads show on their own website to earn money. Display Ads have a special advantage for promoting brand awareness and remarketing campaigns.

Important: We recommend never combining the two networks in one campaign but splitting them up. Only that way you can best optimize for low cost per click and highest possible conversions.

Google Products


3- How do you know what your Ad Budget should be?

The great thing about Google AdWords Campaigns (apart from its great tracking features and efficiency) is that you are always under full control of the budget. You can, at any time, increase or decrease your budget or pause your campaigns. It gives you full flexibility and you can easily react to seasonal or strategic changes.

You'll need to allocate a different strategy based on whether you're boosting awareness, sales or leads, and these have different costs. Calculating how much money you are willing to spend to meet your goals and objectives hinges mainly on what you expect your customers to do after seeing your ads:

  • Focus on promoting your brand and get more visibility "brand awareness" with CPM and vCPM . Ads count as "viewable" when 50 percent of your ad shows on screen for at least one second for display ads and at least two with video ads.
  • Focus on promoting your brand and get more visibility "brand awareness" with CPM (Cost per Thousand Impressions and vCPM (cost-per-thousand viewable impressions. Ads count as "viewable" when 50 percent of your ad shows on screen for at least one second for display ads and at least two with video ads.
  • Focussing on getting the most clicks for the money with  CPC (Cost per Click)

  • Do you want website visitors to sign up for your services, submit contact details or create an account? Or Are you selling something in your ecommerce platform? Use CPA (Cost per Acquisition)

  • Do you want them to watch your videos? Use CPV (Cost per View)

Google Ads Budget


4- Don’t be sloppy with your AdWords text

You never get a second chance at a first impression. Not only can typos, bad punctuation, gimmicky spellings mean Google won’t approve your ads. Bad punctuation can **GET MORE CLICKS** but google doesn’t want us to =>PLAY WITH PUNCTUATION!!!<=

Adwords agencies generally avoid the words “Click here” in your ad; if someone wants to click, they will! And don’t include your phone number in ad text, this is what ad extensions (these show additional information with your ad, like address, phone number, rating, or extra webpage links) are for. And yes - definitely make use of ad extensions! It is a great way to generate more visibility and clicks.

Keyword Planner


5- Analyse, improve, improve and analyse and again!

A careful campaign management is crucial and google AdWords. So many things can make a huge difference in your adwords performance, from what users search for and how they do it, including their location, which device they're on, and even the time of day!

You will need to go into your AdWords account often to see which keywords, ads, and bids are performing best, and tweak accordingly. Have you set the right AdGroups, do you need to change the keyword phrase or is exact match a better option than what you tried the first time? What Audience works best, what Demographics perform better, what extensions are particularly popular, etc.

Whether you’re an Adwords specialist or you’ve decided to let an online marketing agency handle this, Adwords offers a myriad of different report types to give you an overview of the data that you need to make decisions that are right for you and your marketing goals.

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