首页 分享 Google AdWords使之变得简单使用谷歌广告的基本指南

Google AdWords使之变得简单使用谷歌广告的基本指南

来源:花匠小妙招 时间:2025-07-12 04:20

此文是徐州品牌策划公司关于设计公司如果推广和营销企业的分享,徐州品牌策划公司旨在想让更多的设计公司提高设计业务能力!

注:配图为UCI设计公司作品

徐州品牌策划公司转发原文直译:

Google AdWords是数字营销平台之王。不相信我?来点社会证明怎么样?每花3美元在网络广告上,就有一美元花在Google AdWords上。

为什么?嗯,很简单。使用Google AdWords时,企业会发展壮大。

例如,我们在破坏的的第一个客户从25名员工增长到250名员工,并带来了数百万的利润——这都要归功于谷歌广告词。事实上,他们的Google AdWords活动非常有效,以至于公司很难雇佣足够的销售人员来处理他们所有的线索!

从那时起,我们已经帮助无数客户使用谷歌广告来改变他们的业务。一些客户看到了如此大的成功,以至于他们已经停止在任何其他平台上做广告,而另一些客户则获得了数百万美元的风险投资。

关键是,谷歌广告奏效了。

如果你正在考虑尝试谷歌广告词,这篇文章是给你的。我们将讨论你在谷歌广告词广告公司取得成功所需的一切(包括谷歌没有告诉你的所有事情)。这需要做一些工作,但是如果你遵循了这篇文章中的建议,你将会很好地利用谷歌广告的力量为你工作。

听起来像个计划吗?我们开始吧!

为什么谷歌AdWords?

现在,你可能会问自己,"为什么谷歌广告词如此有效?是什么让谷歌广告优于其他任何类型的在线广告?"

答案相当简单:Google AdWords将你放在高意向、低漏斗流量的前面。

不同于大多数形式的在线广告——如展示广告或社交媒体营销——在谷歌上看到你广告的人是在寻找你要卖的东西。当有人在谷歌上搜索"三明治外卖"时,你不必说服他们饿了,他们应该点一个三明治——你只需要说服他们你的三明治是他们想买的三明治。

理想情况下,你的网站会在所有相关的谷歌搜索中排名靠前,但是说实话,如果你不是一家大公司,搜索引擎优化对你不利。

但是……有了谷歌AdWords,你不需要很好的排名就能出现在相关搜索中。谷歌让你付费玩。

例如,当我搜索"三明治外卖"时,搜索结果顶部会显示以下内容:

伊兹卡特、吉米约翰的和门饰似乎都是我搜索的好结果(写这篇文章的时候我已经饿了),所以我很有可能会点击其中一个广告并购买。

然而,让我们删除广告,看看我的搜索的有机结果:

EZcater和吉米约翰的甚至不会出现在首页开门声。有,但它在页面的底部,所以我不太可能在页面顶部有这么多好的选项。

没有谷歌AdWords,EZcater,吉米约翰的和门饰就没有机会赢得我的三明治订单。有了谷歌广告词,它们是我的首选。

本质上,在谷歌上投放广告可以让你"欺骗系统"你可以对那些你希望排名靠前的高价值关键词进行排名,并获得今天出现在第一页的所有好处。你不必花几个月或几年的时间去为一个关键词排名,并希望一切顺利——谷歌广告词是一个付费广告平台。

Google AdWords如何工作

要运行一个有利可图的Google AdWords活动,你需要了解关键字拍卖过程谷歌AdWords。是一个按点击付费(PPC)的广告平台,这意味着你需要付费来推动你的网站和/或登陆页面的流量,但在谷歌上做广告并不像说"我想为每次点击支付x "那么简单。

不幸的是,你不是唯一想要谷歌用户点击的企业。为了确保你的广告被看到,你必须出价高于竞争对手。谷歌拍卖与任何其他拍卖都很相似,只是谷歌不仅仅关心你的钱——他们还会考虑你广告的相关性和质量。

所以,如果你创造了高质量的广告,你可能会比竞争对手支付更少的点击费用……而且排名仍然高于他们!(稍后会详细介绍)。

与展示广告不同,在展示广告中,你可以出价让你的广告显示在网络上的各个网站上,AdWords广告商对特定的关键词(如"三明治外卖")进行出价,希望当潜在客户在谷歌上搜索这些关键词时,他们的广告会显示出来。

根据广告的质量和最高出价,谷歌决定广告显示给用户的顺序,然后由你的广告吸引潜在客户的眼球并说服他们点击。

拍卖过程

不,在谷歌上做广告并不意味着你会坐在拍卖行里听约翰詹南德雷亚(谷歌搜索主管)快速背诵关键词。

尽管想象起来很有趣,但谷歌关键词拍卖是一个比这更有效的过程。本质上,你选择你想投放广告的关键词,然后输入你愿意为点击支付的最高金额。

这个最大值就是你对这个关键词的出价。

当有人搜索你的某个目标关键词时,谷歌会比较该关键词的所有出价,并根据出价多少和广告的好坏来选择排名。好消息是,由于这是一场拍卖,你所要做的就是出价高于下一个最低的广告客户——你实际上不必在每次有人点击你的广告时支付最高出价!

然而,当谷歌决定你的广告在搜索引擎结果页面(SERP)上的排名时,你的最高出价并不是唯一考虑的因素。谷歌还会考虑你的广告和登陆页面与搜索意图的匹配程度。

质量分数

为了让广告词继续赚钱,谷歌用户必须相信谷歌会引导他们找到相关内容。这适用于有机和付费结果,但我们将离开谷歌的搜索引擎优化理论的另一天。

说到付费广告,谷歌有点为广告商出头了。如果你的广告点击量很高,而你的网站却无法投放,那就违背了用户对谷歌的信任。然而,为了赚钱,谷歌需要人们为点击付费,所以他们不得不冒着一些广告会让人失望的风险。

为了降低这种风险,谷歌给广告分配一个质量分数。质量评分的意义在于鼓励广告客户保持用户信任。高质量分数意味着你的广告符合谷歌的商业目标,低质量分数意味着你违背了用户的信任。

如果你的广告很好,谷歌会奖励你较低的每次点击费用。如果你的广告不好,谷歌会惩罚你,希望你能删除或改变这个破坏信任的广告。即使你留下广告,谷歌也会对低质量的分数收取足够高的溢价,以抵消他们失去一些用户信心的风险。

质量分数在一到10分之间(10分是最好的,1分意味着你的广告和/或登陆页面需要一些认真的工作)。新的关键字或一段时间没有任何点击的关键字有一个"空"质量分数,这只是意味着谷歌正在等待更多的信息,然后他们才会给你分配一个质量分数(没有惩罚或奖励)。

然后,当你的关键词出现在拍卖中时,谷歌会根据你的质量分数调整你的"有效"最高出价。这张来自语言流的图片很好地说明了这是如何工作的。

正如你在上面的例子中看到的,广告客户我的质量分数为10,这将他们的最高出价2.00美元变成了20美元的"有效出价"(谷歌从未告诉我们这个过程是如何工作的,所以这只是一个帮助你理解最高出价和质量分数如何交互产生广告排名的例子)。

相比之下,广告商二出价4.00美元,这应该会击败广告商我出价2.00美元……除了广告商二的质量得分仅为4,因此他们的"有效出价"为16美元。

结果,广告客户我的排名高于广告客户二、并且每次点击支付的费用低于广告客户二——这都是因为他们的质量分数很高!

优化您的质量分数

显然,拥有高质量的分数是值得的,所以你要确保你在尽你所能优化你的质量分数。本质上,谷歌根据三个相关因素来分配质量分数:

广告相关性

预期点击率

登录页面体验

这些因素中的每一个都是谷歌广告方式的基础,所以让我们更详细地看看它们。

广告相关性

正如我们之前提到的,谷歌投入了大量的时间、金钱和精力来确保其搜索算法提供高度相关的结果。谷歌希望广告客户做同样的事情,所以谷歌评估每一个广告和登陆页面,看看它们是否与他们的目标关键词相关。

例如,让我们再看看我们的"三明治外卖"搜索结果。哪些广告看起来与我们的搜索很匹配?

通读EZcater的广告,它似乎真的没有那么相关,不是吗?

"送餐饮服务"?老实说,我不知道这是什么意思(不好,迷惑潜在客户不是赢得点击的好方法),但"交付餐饮服务"和"订购餐饮服务"听起来都不像"三明治交付",所以我不太可能点击EZcater的广告。只是和我的搜索无关。

可能的情况是,虽然EZcater排名第一,但他们的质量分数可能很糟糕,而且他们为广告的任何点击支付的费用远远超过了他们需要的费用。

相比之下,看看吉米约翰的广告:"吉米约翰的三明治外卖奇怪的新鲜.非常好。"三明治外卖?听起来像是我正在寻找的。怪异的新鲜和美好?你还能要求什么?

点击率

与EZcater的广告不同吉米约翰的广告明确表示,如果你想要一个快速送达的好三明治,他们就是你要的餐厅。尽管门饰的广告在标题中确实写着"三明治外卖",但从广告的其余部分来看,很明显,我仍然需要在各种餐馆中挑选,才能买到我的三明治。

吉米约翰的广告更相关,所以它可能会获得搜索"三明治外卖"的大多数点击。

点击率(CTR)是你的广告被点击的次数除以它被展示的次数(人们看到你的广告的次数)。因为更多相关的广告通常有更高的点击率,谷歌AdWords使用广告的点击率作为广告相关性的自动测量。

点击率不是谷歌在决定你的质量分数时考虑的唯一因素,但它是最重要的因素。

本质上,谷歌比较你的实际点击率和谷歌认为你的点击率应该是多少(使用他们的内部数据)。如果你的CTR超出他们的预期,你会得到一个更好的质量分数。如果你的点击率低于预期,你的质量得分就会被扣分。

登录页面体验

当然,有可能有一个高度相关的广告,点击率很高,指向一个完全不相关的登陆页面。你的登陆页面是用户点击你的广告后第一个到达的地方,所以谷歌想确保你的登陆页面正是搜索者想要的。

同样吉米约翰的在登录页面体验方面做得很好。你点击他们的广告,最终进入一个页面,在那里你可以开始订购……这正是对"三明治外卖"感兴趣的人想要的!

与EZcater的登录页面相比:

没有点菜选项…没有菜单…没有三明治!这看起来像我们要找的吗?绝不可能!

此登陆页面为早餐餐饮,与"三明治外卖"无关。像这样的登录页面体验会让潜在客户快速点击返回按钮,甚至吉米约翰都会称之为"怪异"。

总的来说吉米约翰的广告文案和登陆页面与他们的目标关键词非常相关,即使它位于第二位,他们的每次点击付费也很可能比EZcater低得多(可能比门板在第三位的点击付费更低)。

简单来说,这就是Google AdWords的工作方式。你对一个你认为潜在客户会用来找到你的企业、产品或服务的关键词进行竞价。然后,根据你的广告和登陆页面的好坏,谷歌给它分配一个质量分数,并将该质量分数与你的最高出价相结合,以确定你的广告位置和每次点击支付的费用。

Google AdWords入门

谷歌想要你的钱,所以他们可以很容易地建立一个账户,并开始在广告词上做广告。你所要做的就是访问谷歌广告,点击"立即开始"

在那里,你会被要求提供你的电子邮件(最好是一个谷歌邮箱账户)和你的网站的网址。很简单,对吧?

此时,您将有多种活动类型可供选择:

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在本文中,我们将坚持在搜索网络上投放文字广告(出于我们在本文开头提到的原因),但如果你有兴趣开展其他类型的活动,请查看下面的链接:

显示

购物

录像

通用应用程序

要开始创建您的第一个文本广告活动,请单击"搜索"选项,让我们开始吧!

第一步:选择目标

无论你是在广告词还是其他地方做广告,每一个好的在线营销计划都是从一个目标开始的(或者两个,或者三个…)。知道你想从你的活动中得到什么将指导你在广告词中做出的每一个决定,这就是为什么在你选择了一个活动类型后,谷歌AdWords要求你做的第一件事就是选择一个目标。

也就是说,并非所有的目标都是平等的。虽然这些目标没有一个本质上是坏的,但它们都将你的广告集中在你购买之旅的不同阶段。根据你想要达到的目标,这些目标都可以实现,但是重要的是要理解每个目标告诉你什么关于你的活动。

网站流量

为了正确看待这些目标,让我们来看一个假设的场景:你是一家律师事务所的合伙人,每名新付费客户的平均收入为3,500美元,利润率为50%。

您的前5个营销活动的数据如下所示:

根据这些结果,活动3似乎是明显的赢家——它有最多的点击量,最好的点击率(CTR)和最低的每次点击成本(产品总分类).

有大量的流量是好事,但是大量的流量并不一定意味着你的公司有大量的新客户。如果活动3的点击都来自于搜索"律师笑话"的人,而不是"我附近的律师事务所",这就不是一个好的活动——不管点击有多便宜!

领导

领导是对你的生意表示出兴趣的人。也许他们在你的网站上提交了一份表格,给你打了电话,甚至在你的网站上聊天(我们把这种通过你的营销漏斗吸引人们的行为称为"转化")。

不是每个企业都想要销售线索,但是除非你在网上销售产品,否则推动销售线索可能是一个合理的考虑目标。

对于我们假设的律师事务所来说,潜在客户是至关重要的,因为一个新客户不仅仅是在网上签约。他们想在签署合同之前与未来的律师见面,并获得对他们案件的反馈。

考虑到所有这些,如果我们的上述活动侧重于推动销售线索,而不是网络流量,可能会是这样:

尽管转化率(铬)相对较低,但活动3似乎仍优于所有其他活动。在这种情况下,每次点击成本低到足以克服低转化率的影响。

然而,第四场竞选仍然排在最后。糟糕的转换率和高昂的每次点击成本之间,它产生的销售线索的成本几乎是活动3的9倍。

话虽如此,专注于销售线索并不能保证我们的活动是有利可图的。如果这些线索没有转化为新客户,你可能会浪费很多钱。

销售

与前两个目标不同,将销售作为你的目标意味着你正在优化你的广告,以产生所有营销的最终目标:为你的企业创造新的收入。广告商用来衡量其活动效果的一个常用指标是广告支出回报率(ROAS).

这是returnonassets资产归还的计算公式:

(收入-成本)/成本

很简单,对吧?你把你想评估的任何营销组成部分产生的总收入减去你投放广告的费用,然后用结果除以你的广告支出。

罗阿斯可以让你看到投资广告词活动可以获得多少新的收入。让我们来看看我们想象中的律师事务所的销售和罗阿斯数据:

看着这些信息,你会突然明白哪个活动实际上对公司最有利。

营销活动3是流量和转化率指标的赢家,它的销售率(SR)最差,每次销售成本(CPS)最高。更重要的是,由于完成消耗了一半的销售收入,而这个活动的罗阿斯只有92%—公司在这个活动的案例上是赔钱的。

另一方面,看起来像是我们最大输家的活动四实际上是最赚钱的活动。

也许营销活动四的流量在销售漏斗中比营销活动3的流量低,这就是每次点击成本(和绝对点击量)较低的原因。也许活动四流量的登录页面在过滤线索方面做得更好,导致转化率更低。

不管活动4盈利的具体原因是什么,这种情况并不少见,这就是罗阿斯数据如此重要的原因。根据我们的点击和转化数据,我们可能对活动四进行了彻底的改变,或者对活动3投入了更多的预算——这两个都是糟糕的决定。

现在,销售似乎是你营销活动的唯一目标,但在线营销很少这么简单。

例如,如果

no one knows about your business, you might want to run an awareness campaign to drive traffic to your site , but that campaign probably won’t produce a lot of sales. On paper, it might look like a waste of money, but in 6 months, when people have a need and remember that your business can help them, you’ll might be glad your goal was traffic, not sales.

This is why it is so important to pick your goal before you launch a campaign. If you know your goal is traffic, you may want to target different keywords, write different ads and/or use different landing pages than you would if your goal was sales.

Long term, your goal should always be sales, but for specific campaigns, you may want to focus on driving traffic or leads.

Step 2. Pick Your Settings

Once you’ve decided what your advertising goal is, it’s time set up your campaign.

Pick a name and language for your campaign and then select where in the world you want your ads to be displayed. Unless your target audience really is everyone in the US/Canada or the whole world, I recommend using the “Enter a location to target or exclude” search bar.

Location Targeting

Here, you can enter specific locations and then pick from a list of targeting options:

Here, AdWords gives you the ability to target or exclude certain locations, so if we wanted to target all of Florida except for Sarasota, that’s an option.

This is important, because lot of companies target everyone in a state, region or country without realizing that they don’t actually want to pay for clicks in that area. For example, if you’re a dentist working out of Tampa, FL, you probably won’t be able to convince someone in Sarasota to drive for an hour to get to your office—no matter how good your ad is!

In fact, you might not even be able to get a St. Petersburg resident to drive all the way across town to your office, so even running ads in the greater Tampa-St Petersburg area might be a waste of money. So, while being smart about your location settings may not be particularly exciting, it’s well worth your time.

Step 3. Decide on Your Budget

The advertising budget you choose can have a big impact on the bidding strategy you want to use, so we’re going to skip the “Bidding” section in Google’s setup process for a minute to talk about your budget.

Often, marketers and business owners pick their AdWords budget on a whim or based on what they feel like they can afford at the time. This is a real shame because careless budgeting often leads to ineffective campaigns…or a lot of wasted ad spend.

To spare you both of those problems, let’s take a little time to figure out an AdWords budget that will help you achieve that business goal you just picked (since sales is the ultimate goal of your Google ads, we’ll talk about budgeting for sales in this section, but these principles apply to traffic and leads campaigns, too).

Here are 3 important questions to answer as you plan your AdWords budget:

1) Who Am I Marketing To?

To figure out your budget, you need to know who you’re marketing to and how much a new customer is worth. If you’re like most businesses, you have several different types of customers, so you’ll want to think about each of these “buyer personas” separately.

For example, say you are marketing for ACME Widgets, the world’s premier widget manufacturer. Your average customer has a lifetime value (LTV) of about $24,000 (widgets are good money, eh?).

If it costs you $50,000 to get a new widgets customer on AdWords, you might be tempted to think, “Why bother with AdWords? It’s a waste of money!”

And, you’d be right…if every ACME client was worth $24,000.

However, ACME has three?very different types of client that are interested in 3 different lines of widgets:

All of a sudden, if AdWords is producing new “Infinity Izzie” sales at $50,000 a pop, you’ve got a gold mine on your hands!

Knowing who you are marketing to and how much they are worth to your company is a critical part of creating an AdWords budget. Otherwise, you can end up underfunding a campaign that could be driving the majority of your value and overspending on an unprofitable campaign.

So, if you don’t have buyer personas, don’t know the lifetime value of your personas, or are uncertain about what percentage of your sales come from each persona, now’s the time to figure it out!

How Will My Buyer Personas Find Me?

Most of the time, business owners and marketers use a “one size fits all” approach to calculating how much it costs to bring in a new customer.

For example, if ACME spends $400,000 on AdWords and generates 90 “Classic Cindy” sales, nine?“Pro Paul” sales and one?“Infinity Izzie” sale, here’s how their acquisition cost would break down:

With this model, it looks like ACME loses money hand over fist on “Classic Cindys,” but more than makes up for it on “Infinity Izzies.”

However, this model also assumes that “Classic Cindys,” “Pro Pauls,” and “Infinities Izzies” all come through the same campaigns at the same frequency.?If you think about it, that doesn’t make a ton of sense.

Is “Infinity Izzie”—an enterprise customer?who will drop $1.59 million on widgets—likely to search for the same things on Google or respond to the same ads as “Classic Cindy”? I highly doubt it.

Maybe most “Classic Cindy” sales come through keywords like “cheap widgets”. “Pro Pauls” search for “business-class widgets”. “Infinity Izzies” come from search terms like “custom enterprise widget supplier”.

If that’s the case, here’s what ACME’s actual acquisition costs might look like:

Now, your buyer personas may not be quite this straightforward, but with a little effort, you should be able to connect your marketing dollars?with the buyer persona sales they produce. Once you know that, it should be fairly easy to identify the keywords you need to target and how much you can afford to spend on each persona.

How Much Can I Afford to Spend to Generate a New Customer?

At this point, we have all the information we need to calculate ACME widget’s marketing budget, all we have to do is run the numbers.

Since this is kind of a pain to do by hand, I’ve created a free calculator to help you out:

To use this budget calculator, simply enter the monthly AdWords budget you’re considering, how much new recurring revenue you would like AdWords to produce in 12 months, fill out the fields for up to 4 buyer personas and we’ll take care of the rest.

You can drag the sliders next to each buyer persona to see how different numbers of monthly sales affect your results. Alternatively, try playing with your acquisition cost, order value or #?of purchases to see how optimizing each of these elements will affect your AdWords budget.

If you have a fairly simple customer base and you only want to look at only one buyer persona, simply drag the sales bars to zero for buyer personas 2-4.

Once you’ve figured out a budget that makes sense for this campaign, divide it by 30 and enter the result as the average you want to spend each day in the “Budget” section. In a given month, AdWords won’t spend more than 30 times more than your daily average, but it might spend more or less in a specific day.

If you want Google AdWords to spend your budget as quickly as possible (you’re advertising morning coffee, for example), click “Delivery method” and switch to “Accelerated”. Otherwise, it’s time to select your bidding strategy!

Step 4. Select a Bidding Strategy

Your bidding strategy dictates how you want Google to spend that budget you just worked so hard to figure out. Google’s default option asks you a few questions you can use to figure out what strategy you want to use.

There’s no harm in using this approach, but if you really want to get the most out of your campaigns, I recommend clicking “Select a bid strategy directly”, which will bring up the following options:

At this point, you have a much better idea of what you’re after with your campaign than Google AdWords does (and you always will), so it usually works best to pick your own strategy.

On this screen, there are several different bid management options that you can use. These different options allow you to optimize for different goals and truly customize your bidding strategy.

Here are your options:

Manual CPC. For the truly anal retentive, manual CPC gives you full control (or, at least, as close to full control as Google Adwords will give you) over how much you spend on a given keyword.

All joking aside, most AdWords advertisers opt for “manual CPC”, because they feel more confident in their ability to set bids than they do in Google’s?“smart” or “automated” bidding options, including:

Target CPA. Target CPA allows you to specify how much you are willing to spend to produce a certain action. Target ROAS. With Target ROAS, you specify what sort of return-on-ad-spend you want from your ads (this generally works best for eCommerce companies). Maximize clicks. Like the name says, if you select this bidding strategy, Google AdWords will try to get you as many clicks as possible out of your budget. Maximize conversions. Works like maximize clicks, except Google tries to maximize conversions, not clicks. Target search page location. You pick an ad position and Google AdWords will do its best to get your ads into that position. Target outranking share. This is the “suck it, competition, I will outrank you” option, which usually goes hand-in-hand with Google sucking up your budget… Enhanced CPC. In my opinion, enhanced CPC is the most user-friendly automated bidding option. If you have enough conversions, enabling this setting will allow AdWords to adjust your bids up and down depending on whether or not Google believes a given search will turn into a click and a conversion.

Manual bidding allows you to say “this is as much as I’m going to pay, and that’s it”.?Smart bidding, on the other hand, will take your bids and use them a little more creatively to reach very specific results. It gives you less control, but it tells Google AdWords what you’d like them to optimize for.

Setting Your Bids

Bid management is actually a fairly complex process. When determining how much you should bid, you’ll want to consider:

The average CPC of your chosen keyword(s). Different keywords will cost more than others due to volume and competition levels. If you really want to have placements for high competition keywords, you’ll need to bid more. Keyword research tools like SEMrush can show you the estimated CPC of individual keywords. Your budget. If you have a smaller budget and want to make it go further, consider bidding on lower cost keywords or making smaller bids. Your ROI.?Google AdWords is typically used for customer acquisition, so while a few dollars for a single click or conversion can seem expensive, it is often worth the investment. If it costs $5 to get a conversion, but it immediately brings in $15 in pure revenue, that’s not a bad deal, especially if your customer lifetime value (LTV) may be closer to $450.

You need to keep all of these factors in mind when deciding how much you want to bid on Google AdWords. But, you can’t just pick one bid and use it for all of your campaigns.

Remember, different campaigns and keywords target different buyer personas, which are worth different amounts to your business. Your bids should reflect who you’re targeting and what the goal of your campaign is.

Adjusting Your Bids

Of course, even after you’ve set your initial bids, AdWords isn’t exactly a “set it and forget it” advertising platform. After all, when you pay for every click, a simple mistake can cost you an awful lot over time.

As you’re monitoring your campaigns, you may notice different scenarios that could indicate that it’s time to adjust your bid. You can adjust your bids at any time, but here are a few scenarios where you might want to adjust your bids:

If your CPC is coming in way under budget, but you want to improve your position in the ad display, increase it. If your cost-per-conversion is too high, but you’re in a top position in the ad rankings and you want to stick with the keyword, drop your bid slightly. This can bring the cost-per-conversion down while still getting you placements. If you’re getting a ton of conversions, but your profit margin is low, change up your bid. If you’re paying for a lot of clicks but not getting conversions, switch up your bid strategy or change your keywords.

Good bid management is an ongoing process. The market is constantly changing and if you aren’t changing your bids in response, you can quickly find that either your ads aren’t showing or you’re paying too much for your clicks.

Step 5. Consider Additional Options

Of course, you can’t constantly sit and watch your campaigns all day, every day and tweak things from minute-to-minute. Fortunately, for those sorts of minor adjustments, Google Adwords offers a variety of additional options.

We won’t get into how to use all of these options, but we will quickly discuss two of them: ad extensions and dayparting.

Ad Extensions

One great way to create standout ads is to take advantage of ad extensions. Ad extensions increase the size and content of your PPC ad, allowing you to command more PPC real estate and drive more traffic to your landing page.

In fact, using ad extensions increases click-through-rate by 30-100%, so adding or optimizing your ad extensions can dramatically improve the effectiveness of your PPC campaigns.

Ad extensions aren’t just limited to sitelinks, either. Here are some potential extensions to consider:

Location extensions. These are an awesome option for local business searches—searchers will be able to see your address and click directly through to a map. Call extensions. Most mobile campaigns (especially for local businesses) should include this option. It allows searchers to call directly from your ad without even visiting your site. Plus, you can use call extensions to implement Google call forwarding, which will you to improve your conversion tracking. Review extensions. Put your reviews right in your ad! Review extensions are a great way to add social proof to your advertising. Social extensions. Another nice way to include social proof in your ads, social extensions are a good option for businesses with a great social presence or “shareable” offers. Seller ratings. Everybody wants to be confident in their purchase and seller ratings allow potential customers to see how your current customers feel about your company.

These are just some of the ad extensions Google AdWords now offers. But, the good news is, it’s easy to add extensions and—while you aren’t guaranteed that they’ll show every time—implementing ad extensions is a great way to drive additional, highly-relevant clicks to your landing pages.

Dayparting

“Dayparting” is the technical term for telling Google AdWords what times of the day you want your ads to be displayed.

Some businesses have audiences that are only active or relevant during certain times of the day or specific days of the week. This will vary from brand to brand, sometimes even within industries depending on your brand’s exact specialty, products or services.

For example, we worked with an Uber-type company geared towards college students who needed safe rides at night. As you can probably imagine, most of their traffic and conversions happened between 8pm and 1AM every night.

The heaviest traffic happened on Fridays and Saturdays, but their target school was known for being a party school, so their audience was active every night of the week except Sunday.

Because this service was only open in the evenings, we used dayparting to limit the number of irrelevant searches we’d show up in, because most people who were searching for rides on Google wanted one right then.

Of course, dayparting won’t work for every brand, or even every individual campaign.

B2B brands don’t automatically have audiences that are active from 9-5—those who are targeting small business owners or freelancers may find that their audiences are working at all hours of the day.

In addition, if your business is a general-interest brand that appeals to a large and diverse audience, dayparting may not be for you. A company selling affordable razors, for example, will appeal to college students, senior citizens and CEOs alike.

To set up dayparting, scroll down to the bottom of the “Additional options” list and click on “Ad schedule.”

You’ll then be able to choose the dates and times that you want your ad to run.

Note, if you are advertising in a different time zone than the one you set your account up in, you’ll need to take that into account when picking your schedule. So, if you’re on the west coast, but you want your ads in New York City to run from 9 am to 11 am, you’ll need to set them to run from 5 am to 7 am.

Okay, that’s it for settings. Now it’s time to pick your keywords!

Step 6. Select Your Keywords

Once you’ve hit “Save and continue” on the settings page, Google AdWords immediately gives you a watered down version of the Keyword Planner you can use to pick the keywords you want to target.

And, if you happened to enter your business URL during the setup process, Google has a list of potential keywords gleaned from the content of your website for you to add. What could be easier?

Hold your horses! Before you get trigger-happy adding keywords, this isn’t the best way to build out a campaign—especially if you’re new to paid search advertising.

as great of a tool as the Google Keyword Planner is, if you don’t use it right, you can end up bidding on a lot of useless keywords. With the wrong keywords, your ads show up in front of the wrong traffic and drive the wrong clicks to your site.

And, in the immortal words of Sweet Brown:

To save yourself the time, money and headache of bidding on the wrong keywords, here’s?a simple 5-step process you can use to identify your?best keyword candidates.

1) Assess Your Audience

Like everything else we’ve discussed in this article, if you want to pick the right keywords, you have to understand your audience. After all, if you don’t have a good feel for your audience, how can you predict what search terms they’ll use when they’re looking to buy what you’re selling?

Hopefully, you know who you’re trying to sell to, but who you sell to and who is looking for you online aren’t always the same thing.

Case in point, if you run a business that provides city planning consulting services, you might be trying to sell to government officials. However, who is your target market? The councilman who signs the check? His personal assistant? The mayor? Depending on the answer to this question, the keywords you pick may vary considerably.

Figuring out your audience

To really get to know your target audience, you need to talk to your existing customers. Ask them questions like the following until you get a good feel for?how they found your business and what motivated them to actually buy.

“What problem brought you to us?”

In most cases, people search on Google because they have a problem that needs solving. In marketing, we call these “pain points.” The better you understand the pain your solution solves and how people look for a solution to their problem online, the better you can predict what keywords they will use.

“What’s your favorite thing about our company (or product)?”

Generally speaking, most people are looking for something specific when they search online. If you can figure out?why?your best customers love what you sell, you can use that information to identify keywords that indicate potential customers who would love what you sell, too.

If you happen to already be doing online marketing, you can always directly ask your customers “How did you find us online?” or “What did you search on Google?”, too. But overall, learning how and why your customers found you is one of the best ways to start putting together a keyword list.

2) Brainstorm Keywords

Once you have a good feel for your audience, it should be fairly easy to start brainstorming keywords. At this point, any keyword that seems like something your audience would use to find your business is fair game.

Yes, I know that I said that too many keywords is a bad thing, but we’ll whittle your list down later. For now, just come up with every variation you can think of. For example, someone who’s interested in “tree frog” could also search for “amazonian tree frogs” or even?“herpetology of the maranon river”.

How Long Should You Go?

Obviously, “tree frog” is a much shorter keyword than “herpetology of the maranon river”. However, the former probably gets a lot more search volume and the latter is a lot more specific.

This begs the question, as you’re brainstorming, should you focus on keywords of a particular length?

To answer that question, let’s look at some data from a study Search Engine Watch published on keyword length. In this study, the authors assessed over 1.5 million active keywords and measured impressions, clicks and conversions.

Their report is a bit hard to get your head around, so I’ve boiled things down into a simple graph for you:

Intriguingly, as keyword length goes from zero characters up to about 11 characters, your ads get a bigger share of the impressions, clicks and conversions. But, as you go from 11 characters to over 40 characters, things quickly taper off.

Head, Body and Long-Tail Keywords

If you really?stretch?your imagination, this graph looks?like a Chinese dragon. The head and body are short and the tail is very long (work with me here, it’s not my analogy). As a result, online marketers like to refer to keywords with 25+ characters as “long tail keywords”.

At first glance, you might think,?Well, I should just bid on “head” keywords! Those get the best results!

While that may be true on the surface, bidding on keywords that get a lot of impressions, clicks and even conversions is not always the best idea. The fact of the matter is, everyone else is thinking the same thing as you, which means that those “head” and “body” keywords are pretty competitive (and expensive).

To make matters worse, “head” and “body” keywords like “tree frog” get a lot more impressions, clicks and conversions because they are much more generic terms. If you type in “tree frog” in the Keyword Planner, Google reports that the term gets searched 40,500 times a month. But, it also lists the most relevant keywords as “tree frog for sale”, “tree frog sound” and “sticky frogs”.

With a diverse audience like that, you might get lots of clicks, but they probably won’t be the most qualified clicks.

In fact, we’ve seen clients waste tens of thousands of dollars on “head” and “body” keywords that produced tons of impressions, clicks and conversions…but no sales. That’s not a situation you want to be in.

When it comes to picking keywords, the goal isn’t volume—it’s relevant volume.

With that in mind, let’s take another look at that Search Engine Watch study. This time, however, let’s look at how clickthrough rate and conversion rate (good early indicators of relevance) match up with keyword length:

Sure enough, “head” and “body” keywords have fairly low clickthrough rates and conversion rates. But, as you get out into the “tail”, things start to look much better.

Why? Because the only people who are seeing your ads are the people who want what you’re selling!

The Sweet Spot

If you put this data together, it becomes clear that there is a sweet spot for keyword length. Of course, this sweet spot will vary some from business to business, but as a rule of thumb, the best-performing keywords are typically between 16 and 30 characters.

In this sweet spot, you maintain decent search volume while ensuring that your ads are primarily showing up in front of a relevant audience. As an added bonus, these keywords are usually less competitive, so your cost-per-click is often lower than what you see for shorter keywords!

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