If you have some money to invest in your business, and you want to increase your sales, I recommend you to start thinking about setting up a Google Ads account and spending your money in Google Ads Campaigns to increase your profits.
Nevertheless, before starting with Google Ads, you should review your SEO strategy, and make sure that your website is SEO optimised and your content is relevant to your audience.
If you haven’t read the post SEO Basic for Bloggers and Small Business, I suggest you review this article first and make sure that you tick all the points of the basic SEO checklist before starting your first Google Ads campaign. Why? Because your SEO is going to help you maximise your efforts on Google Ads.
Is your website SEO optimised? Ok, let´s start with Google Ads.
What are the benefits of Google Ads?
First that all you may want to know why you should invest some money on Google Ads. I will give you three simple reasons, but you may find more depending on your business and your objectives.
1.- Google Ads is a quick way to make sales.
While SEO is a long-term strategy, you may need some months to start seeing the results of your SEO and content marketing efforts; Google Ads is the opposite, you can set up your campaign and begin to get results straight away.
2.- On Google Ads, you pay per click.
That´s means that you only pay when people click on your ads, you are paying for results.
3.- It allows you to show your ad at the top results of Google Search.
What do you do when you want to buy something, find advice, recommendations, book a trip, etc.? You search on Google, Don´ you? So you want to be on the top results of your customers’ searches related to your products or services.
How does Google Ads work?
Google Ads is an auction.
You bid on the keywords you want people to find your business.
But, I have something to tell you, the highest biding not always win.
Google always wants to give the best experience to their users, so they combine the quality and the relevance of the ad and the website with the money that you invest.
That’s why starting with your SEO and making sure that own a quality website that Google already love is very important for your Google Ads success.
Now that you are sure about starting with Google Ads let´s set up your Google Ads account if you haven´t done it yet.
Here you have a complete guide from Google: Create a Google Ads account: How to sign up.
How to create your first campaign on Google Ads?
Once you have created your Google Ads account, follow this simple steps to run your first campaign:
STEP 1: CALCULATE HOW MUCH DO YOU WANT TO SPEND ON GOOGLE ADS
Yes, before starting getting crazy setting up campaigns and spending money you should decide how much you should invest in this tool.
How can you do that? By going backwards. You will need to calculate the following concepts:
1.- What is your profit per sale?
How much is your subscriber worth? or if you manage a shoe store, What is your average profit for each sale?
2.- What is your conversation rate?
Your conversion rate is the percentage of people who buy your product or service after arriving at your website.
3.- Determine your desired profit margin for each sale
What margin do you want to get? Or How much money are you willing to pay to Google?
For instance, let’s say that your profit per sale is $100, but $70 is still ok for you. That means that you are willing to invest $30 in Google Ads.
So, your maximum Cost Per Click (CPC) bid is:
Expected Value of Acquisition X Conversion Rate X Google Commission
Let´s use an example.
Imagine that you have a Student Agency, and you sell English Courses to people who live overseas.
Each time that a student buys one of your courses you make $1,000 profit. That means that your student worths 1,000 for you.
To calculate your conversion rate you have to go to your Google Analytics account. Let´s say that your average website views for the last three months were 10,000, and you sold 100 English courses during these three months. Your conversion rate is 1% then.
We know your profit per sale is $1,000, but you are happy to earn $700. You are willing to pay a 30% commission to Google for each conversion then.
Your maximum CPC bid is: 1,000 x 1% x 0.3 = $3
So you can spend $3 per click.
STEP 2: SETTING UP YOUR OBJECTIVES
Maths done, now it’s time to decided what do we want to get from Google Ads.
As always it is essential to decide why do you want to invest some money on Google Ads and what are the objectives that you want to achieve.
I recommend you to set up some SMART Goals. Your goals need to conform to the following criteria: Specific, Measurable, Attainable, Relevant and Timely.
For instance, the goal of our example could be to sell four new courses through google ads campaigns within three months.
I recommend you to set up a clear and easy to measure objective for your first campaign. For example the number of sales of the product you want to advertise within a period.
STEP 3: UNDERSTANDING GOOGLE ADS STRUCTURE
Once we have our objectives, and before jumping to the platform, let’s have a look at the structure of the campaigns.
Google Ads is organised in three layouts: Accounts, Campaigns and Ads Groups.
I recommend you to structure your campaigns; first, this will make your life much more comfortable.
Let’s have a look at our example:
Now, you can log in to your Google Ads Account
Click on Create a New Campaign and decided your goal.
I will use leads for this article because on my example I wanted to sell English Courses remember. So I want to obtain future students emails to start a conversation with them.
But if you sell a product or a specific service, I highly recommend you to select Sales a goal for your first campaign
STEP 4: CHOOSE YOUR CAMPAIGN TYPE
Once you have chosen your goal, Google Ads will ask you to select a campaign type.
There are five type of campaigns: Search Network, Display Network, Shopping, Video and Universal App.
Your campaign type determines where users can see your ads.
For this guide, we will use just Search Network. Why? Because is highly efficient, and you can expect a better result than using other campaign types.
Once you master Search Network, you can decide if is worth it for you to spend your money on a different kind of campaign.
You will also need to select the ways you will like to reach your goal. For instance, I will click on website visits and phone calls.
STEP 4: SELECT CAMPAIGN SETTINGS
Now it is time to give your campaign a name and choose your campaigns settings.
For your first campaign, I recommend you to choose Search Network and remove the tick next to Include Google Display Network.
You have to choose the geographic area you would like your ads to be shown.
Choose the language of your audience. Choose the language you use with your customers.
Set up your daily budget. Decide how much you want to spend on Google Ads every day. I suggest you start with a little amount of money. Remember that you are just beginning. Once you feel more confident, you can increase your daily budget amount.
You can choose the automatic bidding that Google Ads recommend you or, change it for manual.
You will have more control of your account if you choose manual, and It will help you to understand Google Ads better and quicker.
Start and End Dates
Select the timeframe of your campaign.
According to Google “Audience targeting lets you target ads to people based on their interests or the sites they visit. Data from your Audience sources may be used to improve the bidding and targeting of your audience campaigns.”
I have to admit that I have never used this setting before, so we are going to leave this box unticked for now, but I promise I will experiment with it in the next few weeks and update the post.
You can include more information about your business such as location, links to pages on your website and phone number.
STEP 5: SELECT YOUR KEYWORDS
Before setting up your ad groups, you should perform keyword research.
You can use the Google Ads Keyword Planner. It is free, and it allows you to generate keywords ideas for your ad groups, and it shows you average monthly searches, competition levels and bid estimations.
I suggest you step into your audience shoes and start thinking about what they may be looking for when they search on google.
STEP 6: SET UP YOUR AD GROUPS
Come back to the structure that you chose on our Step 3 and create your first ad group.
Remember that each group should contain at least three ads that are related to a group of keywords.
As I did on the example of this article, you should try to focus your ad group on one product or service. For instance English Courses.
Remember to use the match type that you think is better for your ad group.
Step 7: Create Ads
You should create at least three ads for each ad group.
This is the structure of an ad:
Some tips to write a compelling ad
Your headline 1 appear at the top of your ad, so use your keywords and make it concise. You have to capture the attention of your customer with 30 characters.
It appears next to the headline 1. Again you have 30 characters to write a strong Call to Action (CTA). Tell your customers what you want them to do after seeing your ad, for instance, visit your website, enrol in a course, book a tour, etc.
It the URL that people reach after clicking your ad. Remeber to use keywords on our Display URL and create a fantastic landing page that converts.
The description of your ad appears below your final URL. Google allows you to use up to 80 characters to talk about the best features and benefits of your product or service.
Use a descriptive language and keywords.
You can use between two and six callouts in addition to the text of your ads.
The callouts help you to promote unique offers to shoppers.
For example Free Shipping · 24-7 Customer Service · Price Matching.
You can improve your ad adding extensions.
I recommend you to watch this video and decide which extensions you want to add to your ad.
Your ad is ready now. You need to wait for Google Ads to approve it and you are set.
STEP 8: MONITOR AND OPTIMIZE
You need to monitor Google Ads at least once per week.
Check your ads and find opportunities for improving your keywords, landing pages, copy, etc.
What are you waiting for? Start playing with Google Ads right now.