First, Google Ads is a strategy that can quickly generate new traffic for any business.
If your business just got started, Google Ads does have a budget required to get your ads found.
Your minimum budget to start would be $600 ad spend. To learn about the Google Ads budget, read this article.
I must also mention that Google Ads can be complicated to set up effectively. Google can fool you into thinking it’s simple, but the basic ad campaign that Google recommends is Performance Max, a very basic strategy.
Let me start by explaining the Performance Max campaign. This is easy to set up because you are providing Google with the basics to understand your business: geo-location targeting, up to 10 keywords, and an ad. This type of campaign gives Google the reigns to learn about your business and expand your reach to be found by more people. But really, this traffic is too broad and not always qualified.
My favorite ad campaign for any business is Search Ads, these are the ads we are all most commonly aware of. The text ads are shown on Google Search. This ad campaign is very effective when created with specific parameters. The more specific, the better utilizing the budget for only clicks that would be more likely to convert into a customer.
If you don’t know your keywords, you must start there to succeed. I have an exercise that will help you discover your keywords.
The next campaign I suggest is one or both of these Display Ad campaigns. Another ad you are probably familiar with. You have definitely seen these ads but not realized they are apart of Google Ads.
Display campaigns use image ads. Using your brand to stand out is important, so get creative. However, note that these ads are showing on other websites. So, these ads are not always clicked because the user is on the site for another reason. So, make sure your ad can get someone’s attention.
You can target your display ad campaign to people’s online behavior, including the websites they have viewed and keywords they have searched. You can show your ads on websites with your keywords in the content of their pages, demographics, and interests. These ads are very cheap, so expect the goal for these ads to be simply branding.
Remarking ads are under the display ad campaign umbrella. These are very impactful ads, they follow around users that have visited your website before. The connection of your Google Ads and Google Analytics account makes these ads possible.
These ads can bring back someone who learned about your business but didn’t convert.
Lastly, I would suggest continuing to exclude aspects from your audience. The more targeted your settings are to remove the ways you know you can’t serve someone geographically by the specific keyword search, the ad language should speak right to your specific audience.
The more focused, the more qualified the click, and the better return on investment.
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