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Like it or not, Google is the internet gatekeeper. It’s certainly not the only option out there for online businesses, but if you want to access the most people and the biggest markets, you’re going to have to go through Google. Luckily, Google has made advertising on and through their search engine quite easy and effective.
You do, however, have to know the right approach to Google Ads if you want to get the most out of it. It is an investment, after all, and ROI is paramount. Below are some tips and advice for using Google ads to grow your business.
Know Your Spending Limits
This one goes first because budgeting is a vital (perhaps the most vital) part of any business strategizing. Google AdWords gives you the option to set a daily spending limit for various keywords. Tweak these limits to effectively control how much you spend on an ad.
If you have a budget of $50 per day, make that your daily limit and Google will automatically stop displaying your ads once you have reached your threshold. Profit is revenue minus costs, and profit decreases as your costs increase.
Make Sure Your Ad Copy is Relevant and Optimized
The objective when designing ads for Google is to get the highest placement for the smallest amount of money. One of the main ways to ensure this happens is by inserting your keyword(s) into both the headline of your advertisement and the body.
Google looks for relevancy when displaying advertisements alongside organic searches, and by including keywords in both body and headline fields, your ad stands out as more relevant than one that does not.
Vary Your Keywords
Many Google search algorithm neophytes make the mistake of assuming that the “keywords” concept is less nuanced than it actually is. There are three main types of keywords that you’ll want to optimize your content for: broad match, phrase match, and exact match.
Broad match keywords will trigger your ad anytime someone searches one or more of the words you’ve used, in no particular order. Phrase match keywords are those that prompt an ad when keywords are searched in the exact order they appear in the ad. Exact match keywords are those which only prompt an ad if someone enters the exact keyword (both order and length). You can play with the kind of keywords and match types you want to target in order to keep within budget.
Set up Tracking
If you want to get the most out of AdWords, you’re going to have to be meticulous about tracking your progress and success. AdWords, in this sense, has your back because Google has made tracking quite easy and straightforward.
There are two steps to this. The first is to take advantage of Google’s free “tag manager”. Tag manager is basically a free tool that lets you manage and use marketing tags (little pieces of code and/or tracking pixels) on your site without having to change the source code. Once the tags are set up, you can connect Google Analytics to AdWords and see exactly what ads are working and why, allowing you to perfect your advertising.
While Google Ads should not be your only plan of attack when it comes to online marketing strategies, it is definitely an important one, and in the right hands, a highly profitable one. Knowing how to effectively use Google Ads takes some time, and there is a bit of a learning curve. However, if you keep the above basics in mind, you should be able to put together impactful Google ad content that draws customers in and, most importantly, results in what all online advertisers are ultimately after – conversions.