Google’s pay per click advertising is a real time auction where you bid on your keywords. When a keyword you are bidding on is searched for, yours and competing companies’ adverts are displayed in the ‘Ads’ positions. The order of that display – the ranking – is decided by who bids the most and who has the ad copy and landing page most relevant to the keyword being searched for. When your ad is clicked on you pay the amount you bid.Pay per Click has been around for some time now, commonly called PPC. You need not be an advertising expert or very good in computers to carry this out yourself.
Now a days there are many tools available to set this up. It is good to have some information on hand before setting up your own PPC campaign:
- Know the goal of your ad campaign. Is it about more traffic? More calls? Or actually get people to visit your store.
- Know your target audience. Be clear and specific on who will need your product.
- Know the best location for your business. Which geographical area will be the best for your business?
- Know your advertising budget.
- Know about your product very well. Through Google search or other sources and always know your probable competitors.
To begin your own campaign, go to https://adwords.google.com and click on “Get started now” to sign up for a Google AdWords account. Post this, click on “Create your first campaign” button.
- Select a name for your campaign and select a type for the same: It is recommended to use the “Search Network Only” category for the network type and then give your campaign a name. This is the first essential step for your pay per word advertising.
- Select the Geographical location where your ads should appear: You should be able to decide a geographic area where you want this pay per click advertising campaign. It can be done latitude or longitude wise or set up the radius for miles or kilometres or simply enter in the cities or states where you want the ad to appear.
- Select a strategy for bidding and set up a daily budget: Change the default “bid strategy” to “ I’ll manually set my bids for pay per click advertising”. This allows more control and helps you learn AdWords more deeply. Options can always be changed. Daily budget is the maximum amount that Google is authorized to charge from you each day. There are chances that you hit a maximum amount on most days. Setting up a daily budget is required so that if you fail big time, your checking account is not emptied. It is like a safety net for your amount that you are investing.
- Ignore “Ad Extension” section in the beginning: This is an integral part of any campaign but can be avoided in the initial phase.Click on “Save and continue” .
- Create your first ad group and write your first ad: People tend to click on ads when there are keywords in the headline. So make sure to use the keywords in the headline. It is limited to 25 characters. So for some search terms, abbreviations and synonyms will have to be used. The second and third lines allow 35 characters each. You’ll be more successful if you describe a benefit on the second line, followed by a feature or offer on the third line. Later on, you can test which order converts better. Even though Google places the field for your display URL below your main ad copy here, when your ad displays on the search results page, its URL will actually show up right below your headline.The last line is your actual destination URL, or your specific chosen landing page. You can also use a tracking link here.
Here’s the short version of your ad template:
- Headline: up to 25 characters of text
- 2nd line: up to 35 characters
- 3rd line: up to 35 characters
- 4th line: your Display URL
- Insert your keywords into the keyword field in your account: Write your Keywords. Start with just one set, and add plus signs (+), brackets ([ ]), and quotes (“ “) to see precisely how many searches of each type you’ll get.
- Set your maximum cost-per-click.Set your maximum price-per-click now (called your “default bid”), but realize this: Every keyword is theoretically a different market, which means that each of your major keywords will need a bid price of its own. Google will let you set individual bids for each keyword later. If you can only afford $50 per day instead of, say, $170, it’s better to bid on low-cost keywords so that your ad can be seen by as many people as possible. Due to the limitations of any budget, if you’re going after high-priced keywords, you’ll exhaust your budget quickly and your ads will only be seen part of the day rather than for a full 24 hours.
- Review everything: Re check your pay per click advertising and keywords to be sure they’re the best possible match. Check your cost-per-click to be sure you get the positions on the page you want. Double check your daily budget to be sure you don’t unwittingly drain your bank account right out of the gate.
- Enter your billing information: Your ads will start showing as soon as you confirm your payment information. And there you go.
Conducting PPC marketing through Google Ads is particularly valuable because, as the most popular search engine, Google gets massive amounts of traffic and therefore delivers the most impressions and clicks to your ads. How often your PPC ads appear depends on what keywords do you select and what matches are you looking for. It can get you seen, deliver instant traffic and get you qualified leads. By following these simple steps, you can easily set up your own pay per click advertising campaign and get the best results from it.