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Intro to Web Advertising: Google AdWords

The most important thing to know when creating Google AdWords campaigns is this formula:

Higher relevancy = higher click through rate = higher quality score = lower cost per click = lower cost per conversion

Now let's break down what this means and why we want to achieve this formula.

Higher Relevancy & Higher Click Through Rate

Landing pages are key and the foundation for these campaigns. Getting customers to click on your ad doesn’t matter if your landing page doesn’t support your ad and sell what your customer is looking for. Landing pages need to be strong and supporting, yet, clean and simple and have the ability to convert your customer. When you convert your customer with your landing page, your relevancy score goes up which means your click through rate is higher and it will make your overall quality score higher and so on, following the formula referenced above.

Higher Quality Score — Lower Cost Per Click — Lower Cost Per Conversion

Quality score is determined by your ads, keywords and landing page relevance to the customer search and it affects your ad positioning and pricing as well as your click-through rate and ad relevance. When your ads and keywords are relevant to your landing page, your quality score goes up and allows your ads to have better positioning in searches. Quality score also determines the ad’s pay-per-click (PPC) pricing, a higher quality score will give you lower prices per-click for your ads. Quality score can be monitored easily in the “keyword analysis” tab in Google AdWords.

So, where to start?

Obviously the Landing Page you want your customers to get to when they click on your ad is the first place to start but then what?

When planning your campaign, you want to make sure you are planning your campaigns with the right ad groups and keywords. It is important to utilize the Keywords Planner provided by Google. Simply enter your landing page URL and Google will give you a list of keywords relevant to your page and all of the supporting data needed for you to decide which keywords are best for your campaign and budget. You may be a little unclear about how to properly structure campaigns with ad groups and keywords. You may be asking, Why do I need ad groups when I have picked out my keywords? Just know that ad groups and keywords are important to achieve the best click-through rates.

Research shows that creating a more targeted campaign is better for a restricted budget but also will help with your overall click-through rate and relevancy score. Google recommends that you try to focus all of the ads and keywords in an ad group on one product or service. The table below represents the breakdown of campaigns, ad groups, keywords and even ad copy. If you are running a campaign for a product but you have various types of the product, then it is important to split your campaign into different ad groups with different keywords and more focused landing pages. The table shows two different campaigns, however, Campaign 1 has various types so it is split into two different ad groups. Each ad group represents a different type of product and has keywords to support that specific ad group and landing page.

Once you have your Campaign and Ad Groups, choose your keywords specifically to the Ad Groups rather than generalized to your campaign to help target your audience and make your search results more relevant. Relying on “broad match” keyword ads will be tempting, however, if your keywords are too broad your search-to-ad message results may not be relevant to what the customer is looking for which will lower your relevancy score and click-through rate as well as your quality score and ad positioning and will increase your.

In addition to using the Google Keyword Planner provided, make sure to do A/B testing on ads and keywords and analyze the data going to your landing page to make sure you are using the right keywords for your campaign.

Lastly, when setting up ads, make sure to include a keyword in the headline and in your ad URL and talk about benefits and features in the description line before adding a call to action. Avoid sending visitors to your contact page or your homepage. Have a specific landing page set up for your Campaign Ad Group to ensure you won’t lose your customer when they click on your ad, getting your customer to what they are looking for quickly converts your customer quickly and overall increases your relevancy and quality score for your ads.

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