Digital Marketing Tips for Google - dummies

Digital Marketing Tips for Google

By Ryan Deiss, Russ Henneberry

Google AdWords is a great traffic platform for digital marketing because you can present ads to people when they are actively looking for a solution. Google’s AdWords program shows ads to people based on the keywords they type into the Google search engine.

For example, if a searcher types “buy dog treats” into Google, a company that sells dog treats can place a bid to show an ad on the results page. People use Google to research products and services, and the search queries they type in offer insight into the pain points they face and the solutions and benefits they are looking for.

Ads appear for the search query “buy dog treats” on the Google platform.

In comparison to other platforms, Google ads are seen as less interruptive and invasive, and they require less of an introduction to your prospects because people are actively searching for a solution. Although AdWords is generally more expensive than other traffic stores, it is very effective at generating high-quality leads and customers: Even though they may never have heard of you, these potential customers actively seek solutions and are often more open to becoming leads and customers.

Here are some aspects to note about Google AdWords:

  • You need a goal: AdWords isn’t a platform you just get on to run some traffic and test your market. Deciding on a goal before you begin your campaign is imperative. If you’re new to this, you may want to start with another traffic store that is cheaper, such as Facebook, to test the market before you graduate to AdWords.
  • You pay based on clicks: You pay only when someone actually clicks your ad (which helps to control your budget).
  • You can target by location: There’s a big opportunity for geo-targeting for local businesses, so you can specifically “speak” to local markets. This feature works well for both local businesses and larger companies looking to segment a national or international campaign.

You should begin with researching the keywords that you intend to bid on for your ad. When conducting keyword research, remember these tips:

  • Use tools to help you find keyword ideas and estimate how the keywords may perform. Google Keyword Planner is such a tool and is a free service provided by Google AdWords.
  • Enter keywords and keyword phrases related to your business.
  • Use spy tools such as iSpionage, SEMrush or SpyFu to research your competitors or other companies in your niche to gain insight on the keywords they’re targeting.

As you conduct your keyword research, be aware that you can set four types of parameters on your keywords within AdWords. These are known as keyword match types. You use them to set and control which searchers trigger your ad to appear after they’ve typed in a search query. Here are the keyword match types, along with examples for each:

  • Exact match: This match type means that someone has to type your keyword or keyword phrase exactly as it appears in your campaign in order for your ad to be displayed. You designate exact match by putting square brackets around a keyword. For example:

[lawn service]

If you have the exact-match keyword [lawn service] in your AdWords campaign, the only time your ad appears is when someone types the search query lawn service into Google.

  • Phrase match: Your keyword must appear in the same order as it appears in your campaign to trigger your ad. Phrase match is designated by quotation marks around the keyword, as in the following:

    “lawn service”

    If you have the phrase “lawn service” in your AdWords campaign, your ad could be triggered for the following search queries:

    • Best lawn service
    • Lawn service Austin
    • Dan’s lawn service and landscaping

      The preceding terms trigger your phrase match ad because the words lawn and service appear next to each other in the search query. However, with phrase match, your ad would not be triggered by the following search queries:

    • Lawn mowing service
    • Lawn and landscaping service
    • Your ad would not be triggered by those search queries because the words lawn and service do not appear in the same order as they do in the campaign.
  • Broad match: With broad match, Google shows your ad for similar phrases to and relevant variations from the keyword. This includes plurals, synonyms, misspellings, and related searched and relevant variations. In contrast to the other keyword match types, broad match has no symbol designation.

    If your broad match keyword is lawn service, Google may trigger your ad for search queries that include

    • Lawn mowing service prices
    • Lawn services near me
    • Lawn service name ideas
    • Creative lawn service names

While this can place your ad in front of a large audience, it may not place it in front of the right audience. Because broad match can trigger so much, it’s not recommended for someone just starting out in AdWords.

  • Broad match modifier (BMM): This keyword type triggers your ad for close variations, such as misspellings (but not synonyms), in any order. BMM falls between broad match and phrase match in that you have more control than broad match, but it’s not quite as restrictive as phrase match. You designate a BMM with a plus sign (+) in front of your keywords:

    +lawn +service

    Google knows keywords with the plus sign in front of them must appear somewhere within the search query, but not necessarily in the order they appear in the campaign. Search queries that may trigger this ad include the following:

    • Lawn mowing service
    • Lawn and landscaping service
    • Professional lawn care services

      After you research your keywords and decide on the keyword match type to use in your campaign, you select how much to bid for your keywords. Remember these tips when choosing your bidding strategy in AdWords:

    • Select the Manually Set My Bid For Clicks option, which allows you to be in control of your budget. Otherwise, your budget is automated by Google AdWords.
    • When first starting a campaign, use a default bid of $2– $3 until you can see how competitive your keywords are.
    • Set a daily budget, again to keep your budget under your control.

When you’re finally ready to write your ad, follow these tips and tricks to create copy for Google ads:

  • Include a call to action. What is the ultimate action you want your target audience to take after people have read your ad? Tell them what you want them to do in your ad. Calls to action can include “call now,” “download your free report,” and “order today,” among other possibilities.
  • Use your keywords. Include the keywords you are bidding on within the ad’s copy. Not only does this help with your Quality Score (the algorithm that Google uses to determine how much you ultimately pay for a click), it also bolds the keywords that match a person’s search query, which makes your ad stand out more.
  • Ask a question. Consider using questions to call out to your audience. Questions often capture people’s attention more than a statement does. For instance, instead of the copy “Get rid of termites” try “Termite infestation?” Or instead of “Experienced and insured plumber in St. Louis” try “Looking for a reliable St. Louis plumber?”
  • Reference holidays or local events. When your ad mentions upcoming events or holidays, it seems more timely and relevant to searchers.
  • Focus on benefits and speak to your prospects’ pain points. Don’t include your product’s specifications, such as size, color, or even what the product does, within your ad. That doesn’t entice people to click; rather, people want to know how your product can make their lives better. Within your ad, focus on the emotional outcomes your product provides, not the technical specs. (You include tech specs within the product description on your sales landing page.)