Google Adwords Tutorial
The people who own a company and want to grow their business at a large scale, Google Adwords is the right and best platform for them. Also, the entrepreneurs who are passionate about their startups and wish for a wealthy future, Google Adwords can become a helping hand in fulfilling their wishes. Especially the owners of any website can make use of Google Adwords in order to increase their website rank as well as the traffic over their websites. Google Adwords plays a tremendous role in the world of Digital Marketing. Various companies and businesses advertise their products across the globe using Google Adwords, and conversely, Google Adwords targets new customers for them and help in growing such organizations.
In this one page tutorial, we will know about Google Adwords and its working. We will also learn how it helps in growing companies and encourage us to know more about it.
What is Google Adwords
Usually, Google Adwords places the ads on two broad networks to reach out to several internet users and target them as new customers:
Both these networks have distinct scenarios and are managed by Google Adwords. But the term 'Adwords' refers to the 'Search Network' only. The advertisers refer to the Display Network via their own names.
What are Google Ads Keywords
Keywords are the words or phrases through which the internet users complete their search. For example, you have a keyword as 'sell my mobile' for an ad, and when any user searches for 'sell my mobile', your ad will appear on the search result page because of the keyword.
Google Ads keywords are those keywords on which the advertiser bids to see their advertisements with the top searches of Google, i.e., on SERP (Search Engine Results Page). If the keywords of the advertisers are powerful enough and are having good quality scores, they appear as Google Ads with the top searched links. The advertisers use keyword research tools to examine and know the keywords that can bring good traffic to their website as well as ads. Google Adwords is responsible for providing huge profits to various companies and businesses. In turn, Google earns a high profit. The revenue of Google Adwords is based on some top expensive keywords. The following chart shows the top 20 expensive keywords, which return a huge revenue of approx. 97% in Google accounts:
Most of the top expensive keywords are related to the financing and industry sectors. Both of these sectors manage a vast sum of money. Google takes a high cost for these expensive keywords from the advertisers whose products or services are related to the finance and industry sectors through PPC (pay-per-click) advertisements.
How to deal with expensive keywords
If a person begins a startup related to finance, to use Google Adwords for the advertisement, a good amount needs to be paid for bidding because mostly finance-related keywords are in the list of expensive keywords of Adwords. In this case, the question of "whether should I use Adwords?" pinches the mind. So, for such businesses or startups, Google Adwords provides some beneficial tips to them:
Google Adwords Bidding Process
Google Adwords has created a trustworthy and happy relationship with various companies around the globe. Adwords Bidding is the process where several companies bids with certain keywords and play the auction. These companies bid on their powerful products as keywords and earn a high profit as well as more satisfied customers. The selection of the Adwords depends on the quality and rank of your ad. The score or rank of a particular ad is calculated by the Maximum Bid times Quality Score of the ad. As a result, the advertiser, whose ad has the highest position or rank, wins the ad position in the Google Adwords. In case, your ad gets the lowest bid in the Adwords auction, and then you are required to pay maximum bid per click. Google Adwords bidding puts the penalty over the advertisers who bid with low ranking or poor quality scores ads for Adwords. On the other hand, if the advertiser bids with high-quality scores or rank, Google Adwords bidding decreases the rate for them. So, in this way, Google Adwords performs its bidding process.
There are two bidding approaches, i.e., traditional approach and alternate approach.
Under the alternate approach, there are two bidding methods used:
Note: In case your business brand is new to Google Adwords, or your completed goals contain the low volume, then Adwords will not allow you to bid via the CPA method. You need to do at least 15 conversions in the last month or the past 30 days. You can also import your goals from Google Analytics and include them for managing the given target CPA.
Conversion Optimizer refers to the optimization of the conversion rates. It is also known as Target CPA Bidding. It is because, through Google Adwords, people make conversions by bidding on various selected keywords. Advertisers bid on certain keywords through different bidding methods for making conversions. One such method is CPA (Cost per Action) or Cost per Conversion in which advertisers pay the cost for every action, and Conversion optimizer uses it for making conversions.
If beginners wish to use Target CPA Bidding, they need to use the Google Conversion Tracking tool that will let them track the conversions. Also, they need to accrue at least 30 conversions (i.e., the minimum value) in the last month. Such eligibility is required so that Google can help such beginners in optimizing their bids using that conversion history.
Working of Conversion Optimizer
The entire working of Conversion Optimizer depends on your intelligence and smartness.
Case 1: If you set a relatively low target CPA or Cost per Conversion for a campaign, the outcome will be cheaper as well as fewer conversions. It is because, in this case, Target CPA Bidding will enable conservative bids on those keywords on which Google shows surety in terms of keywords probability to make conversions for you.
Case 2: If you set a relatively high target CPA or Cost per Conversion for a campaign, the outcome will be a high number of conversions with higher costs. It is because when you pay more, Conversion Optimizer bids more aggressively and competes at a broader level of keywords to secure a higher ad position for your advertisement.
Thus, by focusing on the relevancy and quality of your selected keywords for bidding, you become eligible for more website conversions with lower costs.
Advantages of Google Conversion Optimizer
Google Conversion Optimizer has proven more advantageous than 'commercial automated bid management' software. These advantages are described below and also will let you know when one should use the Conversion Optimizer:
Disadvantages of Google Conversion Optimizer
With respect to the above-discussed advantages, some negative points describe the bad side of Conversion Optimizer and also let you know when one should not use it. These points are as follow:
Thus, the use and trust of Google Conversion Optimizer depend on the user. You can use it on your own and watch out the results.
Optimizing the Conversion Optimizer
The Google Conversion Optimizer is used for making conversions by Target CPA Bidding software. In order to optimize the Conversion Optimizer, the manipulation of the keywords bids should be perfect so that the Conversion Optimizer can work its best.
The keyword bids going to be manipulated should be:
A Google Adwords Campaign is the one created within the user's account. Certain Ad groups compose the campaign. Under each group, different ad texts are written on the basis of keyword type, a searcher types. Thus, they are served according to the searcher search needs. Usually, Campaign Groupings include geography, product type, and device segmentation. Further, some basic terms can lead to good benefits when used in campaigns":
Maintaining the Adwords Campaign
An Adwords requires constant Maintainance because PPC (pay-per-click) and SEO are iterative and continuous processes which need continuous focus over some fields that include:
Adwords Campaign is not something which once created is enough and can move on. You need to manage it continuously, and it eats a lot of time to be always attentive to the above fields. However, with wordstream, it becomes easy to maintain the Adwords campaigns. Wordstream helps you by managing the most time-consuming and laborious parts of the search advertising process, such as finding new keywords and organizing them. Other decisions such as how much you need to spend, on which keywords you should focus, and maintaining bids depend and maintained by you.
Cost Affecting Factors
The cost of the Adwords campaign is determined by certain factors that indulge bidding strategies as well as organization goals. Thus, it totally depends on the company type and its intelligence and smartness to select the keywords and bids for playing the smart game. It is the Google Adwords' responsibility to execute an auction and determine the ads to be displayed on the SERP and ad's position in case the searcher conducts any search.
There are the following factors that affect the cost of creating a campaign:
How Google determines the Quality Score and rank of your Ads
Google uses a metric for determining the value of your ad. This metric determines how valuable, relevant, and useful your ad is for the users. Overall the quality of ad depends on good keywords selection for bidding, CTR of the ad, and the quality of your content. Higher is the quality of your ad leads to more money-saving, low Cost per Click rates, and gain more profit for your business. Google determines your ad's rank by the position of your ad on the page of the search engine and by combining the quality score and maximum bids put by your company. In this way, Google Adwords determine the value of your ad. Although, both these factors are used for determining the usefulness of an ad, both quality score and rank are differentiable from one another. Ad rank is based on the position of the search engine page, your ad will appear whereas the Quality score is just a part of advertisement positioning process and it is based on the value or usefulness of your ad for the searchers. The advertisement positioning refers to your ad's position on the search engine page with the other related ads.
There are many points we need to discuss Google Adwords, but let's get started with Google Adwords, and step by step, we will learn the essential points.
Advertising on Google Adwords
There are following steps an advertiser needs to follow for making their ads as Google Ads on Google:
Step 1: Set goals for creating an account
You need to set some goals for which you wish to use Google Adwords. It is because before taking a new step, it is necessary to clear the question marks of 'Why and What'.
Step 2: Finding and determining the audience
It is necessary to determine the customers who are interested in your products. Customers are the most precious element for any business growth. Thus, it becomes essential for businesses to value their customers because everyone loves to get respect. So, you should be aware that when your customers are active on the search and on which device they are doing the searches.
Step 3: Conduct Keyword Research
You need to bid on good keywords for making your ads like Google Ads. For perfect keywords research, you need to use the 'keyword tools'. A keyword tool helps to find out the cost, the competitors, and volume for the searched terms at each product or keyword sale. The keyword research helps to make your product advertisements as Google Adwords.
Step 4: Set the budget and the biddings
Using keyword tools, some perfect keywords are selected for bidding. But you should be careful enough while choosing the good budgets for those advertisements that can bring your company a high-profit rate.
Step 5: Structuring your Google Adwords account.
When you create your Google Adwords account, you will learn to create and run various campaigns. Each campaign carries its certain goals. In each campaign, you should select the most relevant and effective keywords from plenty of keywords. The content for the keywords should be perfectly done because if the headline of an ad is effective, the advertiser will receive more number of responses. At each step, you can get some guidance from Google and believe it is not a difficult task to create campaigns. However, it is tricky to create good campaigns. Ensure the quality score of your keywords because Google highly appreciates the quality score of your ads.
Step 6: Write the best or high-performing content you can for your ads.
The ads that are written should be the killing and the hottest one. You should be able to maximize the CTR of your advertisement. CTR can be increased by attractive and compelling headlines related to the ads. For example, emotional ads get a good CTR rate.
Step 7: Create high-performing Landing Pages.
Landing Pages are those pages through which people reach your websites and know about your product, which you described in your advertisement. If your landing pages are effective, searchers will probably click over your ads and may show some interest after the visit, and else they will continue their other search work. So, there are a few points you should follow for building an effective Landing Page for your ads:
Landing Pages are just like the front page of the project files that everyone might have created in their schools or colleges. It was a fascinating, attractive, and colorful front page that forced our teachers to visit each page of our file and push their hands to give 100% remarks for our project.
Step 8: Install Conversion Tracking in Your Adwords
Conversion Tracking is an essential tool for any Google Adwords ads. Using it, the company will get to know the total number of sales from a number of clicks. It is not that each visitor who clicked your ad and visited your product description might result in sales. Conversion tools let to know the total resulting sales from all clicks over your advertisement. It lets you filter the leads, downloads, sign-ups for your product or inquiry, and other actions. It also allows you to filter the working campaign areas and optimize your bids, keywords, ad text for those areas of the campaign which are not working. So, place the requisite code on your website and then create conversion goals using Google Adwords or Google Analytics.
Step 9: Build remarketing lists
Create a remarketing list at an earlier stage. Remarketing lists will help you to keep your service or product in front of the prospects even if not converted on the first site visit. Remarketing is a powerful tool, as depending on click-through is not sufficient for your business growth. Through the remarketing method, an advertiser can notify those visitors who have clicked over ads and show some interest in your service or product.
Step 10: Make routine optimization of your Adwords.
Check and test each campaign and all other necessary updates needed for your ad on a daily routine. Elimination of bad keywords and non-working areas, adjusting bids on the basis of your selected keywords, and many more should be done constantly. It will help to optimize your ads better and may bring more growth for your business.
Step 11: Profits and benefits
Lastly, business accomplishes growth through strategies. Make your planning and strategies too effective that when your bidding keywords stand with its other competitors, they may secure the highest rank and maximum quality score, among others.
Understand these steps carefully and finally start creating your first Adwords advertisement.
Get Started with Google Adwords
To get started with Google Adwords, a company or business needs to begin by setting up an account on Google Adwords. To set up an account for Google Adwords, follow the below steps:
1) Initiate to ads.google.com on the web browser of your system.
2) To set up an account, you need to have a Google account. On the site, you will get two options. Either to 'Get Started' with an existing account or 'Sign in' with a new Google account.
3) After logging with your account, you will easily proceed if you are clear with the steps discussed above. You need to create a new campaign for which Adwords will ask your goals for which you want to create an advertisement. Specify your goal and click Next. A snapshot is shown below:
4) Finally, you will be four steps away from setting your first campaign. Adwords will ask you to describe each step in order to bring good results to you. There will be four steps, as shown below:
Step 1) Your business & audience
The first step will be completed when you:
The snapshots of the complete step are shown below:
Step 2: Your ad
Now, you need to write and describe your ad with attractive headings and descriptions. As you type the headings and description, Adwords enables the hand-to-hand Ad preview to you so that you can see how your ad is going to look.
Specify the website or location where you want the visitor to visit when the visitor clicks on your ad. Click Next.
Step 3: Budget and Review
Under this step, you need to complete two points:
The snapshots of the complete step are given below:
Step4: Set up billing
Finally, chase your mind and set up the billing details.
For making payments, Google Adwords provides two options. You can choose either Automatic Payments or Manual Payments. Through automatic payments, you can make payment after collecting or accruing clicks. Accordingly, charges are applied when you reach the value of threshold billing or after 30 days of your last payment. It is like the post-paid billing of your mobile phone calls, i.e., use then pay. Manual Payments are like prepaid charges of a mobile phone, i.e., pay then use. In manual payments, you make payments before using the services, i.e., prepaid services. As you use the services, charges are deducted accordingly from your payment amount. Once your payment finishes or diminishes, all advertising gets suspended until another payment is made. You can make payment either through debit card or the credit card of your bank account. The payment is made on a monthly basis.
5) After filling the payment details, agree to T&C of Google Adwords and submit. Google verifies your account from the respective bank, and it can be a little time-consuming process. It is better to use your credit card for making per month payments and wish to see your ads up as well as running.
So, after processing these steps successfully, you complete your account setup in Google Adwords world and successfully create your first campaign.
Advertising Process of Google
The question is, "what is the actual working process of Google Adwords?". The working of Google Adwords is similar to an auction where people bids with the possible highest amount value they can to get the auction thing. But the auction process of Google Adwords is different from the normal auction process. The auction process of Google Adwords depends not only on the bids but also on the quality score as well as the rank of the keywords. It means that it is not a matter of money, or the person who bids with the highest amount gets the thing. So, advertisers with good quality score and rank are richer than advertisers with poor quality score keywords. It means if you have good relevance ad campaigns with a good quality score, you can become a player in the competition. The whole game depends on the concept of keywords. The advertiser identifies the relevant keywords and bids on them with the suitable price.
Whenever the searcher enters a keyword into Google, the ad auction takes place each time. It means that every single search for the bidding keywords gives an opportunity to you and to your ads to appear to certain prospective new customers. These customers actively look towards the product ads you are selling. Your ad will be shown up at the exact right moment. So, in this way, Google best grow your business and makes advertising on Google much powerful.
Auction in Google Adwords
The auction process lets you bid on Google Adwords with their best and perfect keywords. The auction of Google Adwords runs billion times in a month. The auction makes it easy for the users to find the relevant ads for their search results, and conversely promotes the advertisers to target and get new customers. When some text is typed as a search query on Google, the search engine processes the request and runs the auction that determines the position of the ad and cost per click (CPC) of each advertiser. Uncertainly, not all advertisements get chances to play the bidding game and participate in the auction.
How does an auction work
Defining Eligibility for Adwords Auction
Following points will tell you that when you or your ads are eligible for Google Adwords auction:
Once your keywords become eligible for the Adwords auction, Google selects the most relevant keyword from your account and has specified maximum bids and the associated ads. Also, you can have only a single entry from your account for the query auction.
Features of Google Adwords
There are following features of Google Adwords: