You’ve determined the best keywords for your Google Adwords Ad Groups by ripping through demographics, keyword planners and personas. You’ve done your Google Ad planning and you’ve even decided on awesome landing pages that will have the oomph factor your campaign requires. So, what’s next?
You need to write an awesome ad that will compel visitors to click
Before we get all tangled up in the intricate web of compelling ads, let’s first understand what a Google Adwords Ad Copy really is.
The purpose of an Ad Copy is to entice visitors to click on your websites link. A Google Adwords Ad Copy consists of the following things:
- A Headline – First and Last Impressions: This is the first thing that an internet user will see. It’s in blue color and with a larger text size than the rest of the Ad. You just have 25 characters to write an awesome headline.
- The Display URL – It does not necessarily have to be the landing page of this Ad, but it does have to be relevant. Moreover, you can add a keyword in the URL (in bold) to maximize the amount of clicks.
- Description Lines – The body of your Ad: You have two lines – description line 1 and description line 2 – with 35 characters in total to make this first impression last.
Writing a Compelling Ad Copy
Now that you’re a pro at the basics of writing an Ad Copy, how do you get that extra edge over your rivals? In order to get visitors, you need to build trust with your potential customers.How do you write an amazing Ad Copy that compels users to click on your Ad?
- Use your optimal keywords in BOLD
- You have 95 characters in total (headline and description lines), so use them wisely. Try to address the user’s concern as better as you can, and make sure you add your company’s name as well.
- Have an encouraging CTA. However, in order to have maximum impact, it needs to be actionable and short.
Some good examples include:
- Shop Now
- Book Now
- This Week Only
- Promote benefits if you want to reel the user in. Promoting the product will not interest the user.
- Don’t forget to add Ad Extensions. They are additional links that you can include in your Ad.
- Use proper punctuations and grammar. And try to end your description with punctuation.
- Try to highlight your competitive advantage by being specific in your description.
Now that you know how to right a compelling ad that will hook user in, let’s get on with the next part.
Setting up Your First Ad Campaign
Once you’ve created your Adwords Account
- Go to the Campaigns tab, and click on it.
- Next, click the icon New Campaign.
- Enter an Ad Campaign name.
- Click on the drop down menu, right beside the Type.You will see 3 different types of campaigns you can choose from – Search Network with Display Select, Search Network only, and Display Select only.
- Search Network with Display Select – By clicking on this option, your ad will be shown not just with search results in the Search Networks, but also in various relevant placements throughout the Display Network. Display Network includes all the websites that show relevant Google ads, YouTube, Google Finance, videos, apps, Gmail and Blogger.
- Search Network Only – Through this campaign type you’ll be showing yours ads next to the search results within Google Search Network. Google Search Network includes Images, Google Search, Groups, Maps, and Shopping.
- Display Select Only – By opting for Display Select only, you’ll be showing your ad across Google Display Network which comprises of over a million various placements. Display Network includes all the websites that show relevant Google ads, YouTube, Google Finance, videos, apps, Gmail and Blogger.
- Then comes the Networks and Devices part. In Google Search Networks (your ad will appear on Google search pages) you have the option of either opting for the Include Search Partners option (by choosing this option your ad will appear on search pages that are enhanced by Google such as Yahoo!, Bing, etc.) or not. Then there’s Display Network, which allows your ad to run on websites that partner with Google. These networks are based on the Campaign type you selected initially.
- The next part is selecting the Device. The default setting will target all kinds of devices, including tablets, desktops, smartphones, etc. However, you can easily customize them according to your preference, or customize ads according to different devices.
- Similarly, in Locations and Languages, you can choose to target whichever location and language will serve your business objectives better.
- Then you need to choose your bid strategy.
The amount you need to pay in order to interact with your potential customers through your ad is controlled by Bid Strategy. The default bid is the highest amount an Adwords user will pay per click for an ad in an ad group. The budget is basically the average amount each day on a campaign an Adwords user is comfortable paying. As an Adwords user, you have complete liberty at customizing the bids according to your requirements.
- Ad Extension is the last step in setting up an Ad Campaign. Ad Extensions include more information with your ads, increasing the chances of getting clicks. It can include your Google+ page, location information, links to different pages to your website, phone number, etc.
Lastly, click Save and Continue once you’ve customized the settings according to your business objectives. Your Ad Campaign is now complete.
Google Adwords Ad Groups – What, Why, How
Next in line are Ad Groups. What exactly are Ad Groups?
An Ad Group is basically a space for you to add similar keywords, and manage the status and default bids to ads related to those keywords, so that you can show ads to people who would be interested in them by triggering the right keywords.
How Google Adwords Ad Groups work?
As mentioned earlier, an ad group consists of one or multiple ads that target a set of similar keywords in order to show potential customers highly relevant ads. What you do is that you set a price (bid) that will be used when an ad, triggered by that ad group’s keyword, is clicked. This is what cost-per-click CPC bid is. However, you aren’t just limited to setting combine bids; you can even set bids for individual keywords within an ad group.
Once you’ve created your ad campaign, you need to create a new ad group within that campaign.
- First and foremost, click the Campaigns Tab in your Adwords account.
- You’ll see a list of ‘All Online Campaigns’ on the side of the page. Choose the Campaign you want to add an ad group to.
- Fill in the required details (as have been explained in the start)
- Next step involves adding desired keywords to the ad group.
- Once you’ve entered the keywords, click Save and continue to billing. Or if you plan on setting up billing later, click Set up billing later.
Voila. You’ve now successfully created an ad group.
Building Highly Relevant Google Adwords Ad Groups
- Think like you’re the customer.
Firstly make a list of all the terms that might fall under your business’s different areas. For example if you have an art shop, then write down all terms that would fall under paints – water colors, acrylics, etc. Once you’ve loosely categorized different areas of your business, start making more specific lists. Like under watercolors add different brands, different products, etc. Expand all other lists accordingly.
- Target each ad group with a different theme
The main problem of putting all ads and keywords into one ad group is that when a person is searching for acrylic paints they might see your ad which promotes watercolors. This is a truly great problem. So what you should do is that you should categorize ad groups based on different themes. This will ensure that your potential customers are shown ads highly relevant to their queries. An ad group is responsible or serving the best possible and highly relevant ad to a potential customer.
- Add negative keywords
Negative keywords are keywords you don’t want your ad to show for. Adding negative keywords to your ad group will make your ad more targeted and specific, earning you big bucks. This is because it will only be shown to users who specifically search for the terms you want.
For example, if you have an art shop which sells only watercolors and no acrylics, then you might want to add acrylics in your list of negative keywords.
- Picking the right number of keywords is essential
You have the option of selecting as any keywords as you like per ad group. You can even go up to as many as 20,000 keywords per ad group. However, it is recommended that you stay in the range of 5-20 keywords. This is because you need to make your ad as relevant as possible, and a huge number of keywords will increase the chances of your ad being irrelevant to a potential customer’s query.
You’ve learned it all – from making ads to grouping them together in ad groups and everything in between. You’re ready to create havoc in the marketing world and you have the skills to get an edge over your rivals. So start reeling users in with some truly awesome ads.[ Read our blog posts on Flipboard ]