Google Advertising: Complete Guide

Contextual advertising is a powerful and highly accurate online customer engagement tool. With AdWords, Google's contextual advertising service, you can emphasise your audience and convey an advertising message. WOO Agency has prepared for you a guide how to use the service.

Google AdWords can be demonstrated on two networks:

Searching Network - Ads are displayed here to users alongside with the results of their requests. In simple words, what a user searches are shown in the first position. About 5.5 billion searches are processed per day.

The Media Network - AdWords ads that appear on Google partner sites. The main difference between the Search Network and the Media Network is the ad format: for the first is pure text and for the other is banner or video.

From what do people start to create an ad?

Step 1: Identify your advertising goals

The first thing that you should do before starting your advertising campaigns is to clearly define their goals. You need to answer the question: "What is an advertising campaign for? What results should it achieve?" The goals of AdWords can be: - Increasing in sales and customer engagement - Increasing brand awareness.

Step 2: Calculate the budget of your advertising campaign

The advantage of the contextual advertising is that you pay only when users follow the link. The click price in such cases varies from a few cents to several hundred hryvnias. It all depends on the subject matter and on the competition, so minimal costs are waiting for a business whose sphere is not very popular.

It's worth adding that Google won't show ads if your site is poorly designed, and the cost of such an advertisement will certainly increase. Therefore, before you start running advertising messages, you should carefully check your web site and install the correct tags for the search line.

With Google Ads, you determine the daily budget of each campaign according to your advertising goals and the amount you are willing to spend on advertising. For example, you spend $ 304 on advertising monthly. When you divide this amount by 30.4, you will receive your daily budget of $ 10. Below is a daily budget for this example.304 / 30.4 = $ 10 US per day (monthly budget / average days per month = daily budget) You can also create shared budgets that allow you to distribute funds across multiple campaigns.

Step 3: Create a unique text

The purpose of the ad is to motivate the user to visit your site. Therefore, to achieve this, your ad must have:

a) Keywords that in turn reduce the cost of a click and increase relevancy. If you are advertising a furniture store in Kiev, then your keywords will be "Furniture Kiev", "Buy cheap furniture" and more. Google Trends will help you choose the right keywords.

b) A call for action. You "advise" what the user should do (for example, "Order Now", "Read Now ...", "Buy here", etc.)

c) A unique offer. This can be free delivery system, seasonal discounts, a gift, a bonus and more. For example, "the MakeUp online store" offers free delivery regardless of the order amount.

Do you need Google AdWords?

Yes, if you want attract targeted research and media traffic. Yes, if you only want to pay for those who clicked on the ad and open the site. Yes, if you want to control f your advertising effectiveness.

The benefits of contextual advertising:

1. Discreetness. On the research network, the ads are shown to people who have been interested in your product previously. In other words, if a customer searched for or viewed multicookers, they would see the ads of them.

2. The ability to pay only for the result. With contextual advertising, you can only pay for the conversions that you have pre-installed (for example, you can only pay for calls from target customers).

3. Startup speed. The ads appear almost immediately after your ad campaign is complete.

4. Accuracy. Due to the large number of parameters, contextual advertising can be precisely promoted for your target audience.

5. Flexibility. The AdWords allows you to quickly change your settings and direct your advertising to the highest efficiency. So you can continually analyze and modify your campaign.

Google's advertising motto is "Pay as much as you want". You can choose how much you spend on contextual advertising on Google. The AdWords campaigns can be adapted to almost any budget, and would be effective. With the AdWords you spend your advertising budgets most efficiently and get new customers quickly.