Planning Your Google Ads Campaign
Google Ads varies from other types of advertising in that it targets individuals based on the query instead of demography. So instead of displaying your advertising to wealthy homeowners between the ages of 40 and 65 (that’s a demographic goal), you are showing your ads to individuals who search for “bathroom renovation business near me.”
Most advertising is demographically driven. Television advertising is demographic-based. So is virtually all print advertising. Facebook is demographic-based.
Only internet search advertising is query-driven, which makes it very effective. The only conventional form of advertising that was comparable to query-based search was Yellowpages, where someone would be searching for the service you provided.
Google also provides advertising that is demographic driven as well; nevertheless, search advertisements constitute the overwhelming bulk of Google’s ad income and are the most significant component of the platform.
Planning Your Ads Campaign:
Now that we’ve covered some background information on the platform itself, we’re going to get into the first stage of building your effective search campaign: planning and research!
It is very essential to conduct sufficient preparation and study. Online advertising is complicated, and if you don’t conduct preparation and research beforehand, the chance of having a successful campaign is minimal.
You wouldn’t construct a home without plans. You shouldn’t construct your Ads campaign without blueprints either.
Selecting Your Goals
The first step in planning is deciding what goal you want to build your campaign around. What action do you want the person who clicks on your ad to take?
If you don’t know what action you want your visitor to take, you can’t build a campaign designed to get them to take that action.
If you’re not sure about what goal is most relevant to your business, an easy way to do that is to ask yourself:
“What do I want the visitor to do next?”
- Generating leads
- Online sales
- In-Store Visits
- App Downloads & Others
Determining Your Budget
Running Google Ads costs a lot of money. Sometimes it costs lots of money, therefore having an appropriate budget is essential. There’s no guilt in not finding the finances to get started with Ads, but it’s better to not do anything than to do it with an inadequate budget.
My usual suggestion is that you need to be able to afford at least 100 visits each month. So if the average cost per click is Rs 20, you need to have a minimum budget of Rs 2,000 each month, but more is certainly preferable.
In the keyword research section below, you’ll be able to estimate what your typical click prices will look like.
Good keyword research may be a shortcut to successful advertising, therefore it is essential that you perform it. While there are a number of commercial programs out there that may assist with keyword research like SEMRush and SpyFu, you can conduct keyword research using software resources as well, such as Google’s own Keyword Planner, which you will find inside your Google Ads account.
Using Google’s Keyword Planner
After collecting your set of keywords, in the thinking step, we’re likely to need to go and enter those terms into Google’s Keyword Planner.
Let’s click on “Get search volume and forecasts” and enter the terms that we discussed and continue.
We will end up at the keywords area of the Keyword Planner. Here you’ll discover statistics regarding traffic, average click cost, and some projected predictions that Google has predicated according to their own data.
In my experience, the basic data provided is incorrect. It is an excellent place to start, and volume data is useful; but, data on average CPC, for example, is frequently not close.
As demonstrated, the CPC isn’t particularly accurate just yet.
I know, for example, that the typical CPC for NYC moving keywords is in the Rs 12–20 area, and that a bid below three would never ever be on the first screen of the results.
We can make the data here more precise by making changes to a number of different parameters, which we should do.
Most advertisers are not displaying advertisements at the national level, which is the default geographic choice. Setting your location to the region in which you are going to be advertising offers a few advantages.
It provides you with more precise statistics regarding volume. It offers you more precise statistics regarding click expenses. For our example business, we’re going to be setting the area to New York City. I go into more depth on establishing the appropriate location for your campaign later in this tutorial.
- Website traffic
- Product and brand consideration
- Brand awareness and reach
- App promotion
- Create a campaign without goals guidance
We went over defining your objective earlier in this book, so you know what your company aim is for the campaign. If you were establishing this campaign without the assistance of this tutorial, you would want to choose that as your goal, but also because you’re following along with this guide, you should choose “create a campaign without objectives guidance.” You’re receiving all the advice you need right here.