Google, the search engine par excellence, can become one of the best allies for your company. As we mentioned before, it is one of the most effective tools as a showcase for your business, since it allows you to combine all your tools, such as Google+ , Google Maps , YouTube , through your Gmail account , without forgetting Google My Business, Star tool to give visibility to your company , or Google Adwords, the jewel in the crown.
In previous posts, we provided you with all the keys to carry out advertising campaigns through various social networks, such as Facebook Ads , Twitter Ads and LinkedIn Ads (you can use our tutorials whenever you want).
This time, we are going to focus on Google Adwords , and provide you with all the necessary tools to create ads through Google.
WHAT IS GOOGLE ADWORDS?
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The success that a business can have, to a great extent, lies in its diffusion. The more visibility we have, the better!
But what exactly is Google Adwords? It is simply Google’s advertising platform , which is divided into two networks, the search one (made up of Google search sites and other search engines) and the display (‘entresijo’ made up of more than a million associated websites and applications) to Google like Youtube ).
A correct use of Google Adwords can allow us to see our business flourish, and glimpse how little by little our objectives are being achieved. One of its main benefits is that we can communicate who we are , what we do and everything we want to offer to an audience that really cares about us, thanks to the previous search carried out by users on Google.
Each campaign you decide to launch through Google Adwords will always be adjusted to the design and budget that you set.
The digital advertising system that Google allows is done through ads contracted through affiliation on the website and blogs: the messages that we launch will be shown through the search engine most used worldwide! Have we already convinced you?
ADVANTAGES OF INVESTING IN GOOGLE ADWORDS
- Complement your SEO strategy . If you have a good strategy, and you manage to occupy the first search positions within Google, the cost will be zero!
- The 80% of companies use Google AdWords for your campaigns pay per click
- Search ads increase brand awareness by up to 80 %
- Companies earn an average of € 2.4 for every euro invested in Google AdWords
- You can carry out exhaustive monitoring . You will be able to know at all times the number of clicks that have been made in your publication, see what search position it is in, in addition to being able to measure your investment and your ROI (among other data)
- Pay per click . You will only empty your pocket when a user slides the mouse over your ad.
- It allows a very detailed segmentation . This means that your ads will be seen by those users who are looking for a product or service very similar to yours. Something beneficial for your business, since the campaigns you launch through Google Adwords will not be perceived as intrusive advertising.
- Quick and easy ad editing .
- Quality is sought . Google wants every user to find what they are looking for through it.
- Completely free information . We have at our disposal a host of Google Adwords help material .
WHEN INVESTING IN GOOGLE ADWORDS IS NOT WORTH IT
Investing in Google Adwords or not will basically depend on the objective you have set yourself to achieve with your business, and the sector to which you belong. Here are some reasons why NOT to invest in Google Adwords:
- When the product or service that we are going to promote is within the ones not allowed by Google Adwords (bets, firearms …)
- The product you offer is very cheap and you get little benefit from it. We advise you to carry out an internal analysis of the benefit obtained by a single product sold, so that once the competition has been analyzed, we know if what we offer in a highly competitive product or service. If this were the case, for your ROI to be positive, we should surely make a high investment.
WHAT YOU SHOULD NOT PROMOTE IN GOOGLE ADWORDS
Google has a restricted product or content policy, which must be carefully taken into account when carrying out a promotional action.
- Products that cannot be advertised:
- Counterfeit Goods
- Dangerous products: drugs, psychoactive substances
- Utensils that facilitate drug use: weapons, ammunition, explosive materials, fireworks
- Instructions for the manufacture of dangerous products (such as explosives)
- Tobacco related products
- Restricted content:
- Adult content
- Alcoholic beverages
- Gambling
- Products that violate copyright
- Medications
- Political content
- Financial services
- Take care of the language used in the advertisement:
- It is important not to deceive the user with what we are promoting, nor to use the capital letters “ FREE “.
ASPECTS TO CONSIDER
BUDGET
As you will suppose, it is one of the fundamental elements to carry out any action. First of all, we must think about the amount that we want to allocate to the campaign that we are going to carry out.
It is important to highlight (so that it catches you by surprise), that on the marked budget, the final amount can exceed 20%. Therefore, we recommend that you divide the budget by 30.4, not between 30 or 31 days.
PROMOTIONAL COUPON
If it is the first time that you have used Google Adwords as a promotion tool, you will surely be interested to know that Google will reward you with a coupon of € 75, as long as a minimum investment of € 25 has been made. From The Social Media Family we want to help you make this investment, book an appointment with us !
STRUCTURE OF A CAMPAIGN IN GOOGLE ADWORDS
Do you want to know how Google Adwords campaigns are organized ?
Google by default consists of a basic structure, which is advisable to follow, although you can also modify it if it is what you want.
The Campaigns , Ad groups , Ads and Keywords are the four elements that make up any Adwords account.
Campaigns and Ad Groups : are related to each other. What does this mean? Well, the ad groups must be within a specific campaign, and this in turn must contain one or more ad groups in order to function.
Ads and keywords – belong to the same level ad group, but are not found within each other.
HOW TO CREATE A CAMPAIGN IN GOOGLE ADWORDS: STEP BY STEP
Although it sounds obvious, the first step will be to have a Google Adwords account , which you must link to an email account. We recommend that it be with a Gmail , since it also belongs to Google.
If you don’t have a Gmail email account , don’t worry! Creating it is very simple.
Once you have your email, you just have to go directly to the Google Adwords website .
Step 1. Data of our business
If it is the first time that we are going to use Google Ads, it will ask us to provide data about our company: email , website , location of our business, keywords in relation to our activity, and an offer that will take as a reference the maximum we will be willing to pay for each click on our ad.
Step 2. Campaign data
- Click on the ” Campaign ” button to select ” + Campaign ” where you can access the campaign settings.
- Time to give your ad a name .
- Google Adwords differentiates three types of campaigns :
- Search Network: includes Google search sites and third party sites, which use this search engine as a search engine.
- Display Network – Includes content sites from Google and third-party content partners that display ads.
- Search with display selection : combines both networks. We recommend that if it is your first contact with Google Adwords, choose this one!
- Select the networks where your ad will appear. It is important to note that depending on the type of campaign you have chosen, you can choose, for example, that your ad only be shown through Google, or conversely, expand its visibility to search-related sites, such as Google Shopping and Google Maps. .
- You can define on which devices you want your ad to be visible , such as on tablets, computers or mobile devices. By default, campaigns are intended to be visible in all formats, but you can customize the devices that you think are most convenient.
- It is essential that you indicate the location where your ads will be published . In this way, you are segmenting your campaign, thus increasing its effectiveness.
- Choose the language !
Step 3. Investment phase
- Bid strategy. Time to determine what you want to pay! Within this section, in ” default offer ” you can select the maximum amount you are willing to pay for each click made on your ad. The budget will be the average amount that you will invest in each day of the campaign. All these data, you can modify them at any time. On the other hand, Google Adwords allows you to manually set the offers per click, this will allow you to have greater control over your ads. On the other hand, if you prefer, you can decide that Adwords itself does it automatically.
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EXAMPLE OF CAMPAIGN IN GOOGLE ADWORDS
Once we have launched our ad, when a user performs a search through Google (in this case by way of example, we will perform a search using the keywords ” Model agency “), the ads that match the selected keywords, They will top the search results.
ACCESS AND METRICS IN GOOGLE ADWORDS
HOW TO GIVE ACCESS TO THIRD PARTIES TO CAMPAIGN ON GOOGLE ADWORDS?
If you want to avoid ‘headaches’, and you prefer that your campaigns are managed by experts, you must give access to third parties. Here we detail how to do it.
THE OWNER AUTHORIZES ANOTHER USER
Within your Google Adwords panel, you will have to click on ” settings ” and then on ” Account settings “.
Once inside, you must select ” Account access “, on the right hand side, those users who have access will appear as a list, in addition to showing their access level and the actions they can take.
You can add all the users you want to manage your campaigns, just by clicking the ” + Users ” button. Once you are adding profiles, you can choose the level of access:
- Administrator: you can receive notifications via email, in addition to managing the campaign in its entirety. You can also change the access level of other users, including disabling them.
- Standard access:
- View, edit and manage any part of linked accounts and campaigns
- Login and run reports of linked accounts
- Receive notification emails from linked accounts
- Receive reports by email, if added to email list
3. Read only:
- Login, view and run reports for linked accounts
- Receive notification emails from linked accounts
- Receive reports by email, if added to email list
4. Email only :
- Receive notification emails from linked accounts
- Receive reports by email, if added to email list
- To conclude, you can include relevant information of your company in the announcements through “the extensions of the announcements”. Being able to add the location of your business (if you have, for example, a physical point of sale), a telephone number , and additional hyperlinks to your website.
ANOTHER USER IS WHO REQUESTS ACCESS TO THE OWNER
Within your Google Adwords panel, you must click on “ + Account ”, and you can perform the actions that appear in the following image. We recommend the option ” Link accounts “.
In order to link accounts, you must provide your customer ID , which always remains visible in the upper right corner, above our email.TRACKING TAG INSTALLATION
To make it even easier for you to track the conversions of your campaigns, you can watch a help video , made by Google Adwords itself.
CONVERSION OF THE CAMPAIGN IN GOOGLE ADWORDS
Google Adwords allows us to track the campaigns launched. To do this, we must create a conversion action for our account, where we specify what type of user action is valuable to us.
There are four types of actions:
To get started, we’ll need to add a conversion tracking tag , or a code snippet from your website. Why is this code necessary? Easy! When a user clicks on your ad, a temporary cookie is placed on your computer or mobile device. When the user performs the action we have selected, our system detects the cookie, and we can record this conversion.
TOOLS THAT WILL HELP YOU IN YOUR ADWORDS CAMPAIGN
KEYWORD PLANNER TO DETECT KEYWORDS
Within our Google Adwords panel, we can access the ” keyword planner ” menu , which is found under “Tools and analysis”.
The next step will be to choose the type of search that suits you best. We advise you to choose between one of these two options:
- Find new keyword ideas and ad groups
- Get the search volume of a list of key words or include them in ad groups
If you have chosen the option to “search for new ideas for keywords and business groups”, you can carry out an investigation of the keywords that are most related to your business.
It should be noted that the keyword planner will not work correctly if we do not have active campaigns.
ADWORDS EDITOR
To conclude this tutorial, we found it interesting (especially thinking of your comfort) to mention a totally FREE tool provided by Google, called Adwords Editor .
You just have to install it on your computer to be able to make massive changes in the campaigns carried out through Google Adwords in a very simple way .
ADWORDS EXPRESS
If you are thinking of launching a local campaign , Adwords Express is what you are looking for! Google provides us with the ” little brother ” of Google Adwords, which focuses exclusively on local businesses .
Automatically, you can manage your ads online, without the need to carry out daily management. This tool allows customers who have searched for similar products through Google to know about your business through the search engine or Google Maps.
You can also perform cross searches using the keyword multiplier . It will be as simple as using the keyword “ hotels ” in one group of searches, and for example “ cities ” in another.
To conclude, and making a brief summary of everything detailed, Google Adwords is a very effective tool to promote any product or service of your business. Why? Simply because Google is the king of search engines, and Adwords helps you position yourself in the search engine.
CONCLUSIONS
In short, Google Adwords is a more than indispensable tool to carry advertising actions in the search engine par excellence, Google. Thanks to it we will be able to carry out effective announcements and at a more than affordable price. In short, allocating part of your budget to Google Adwors will be a success.
Finally, if you need additional information or advice on any topic related to digital marketing : influencer marketing , content marketing , web analytics … Do not hesitate to contact us !
