Commonly Asked Google AdWords Questions
Most business owners have heard about Google AdWords, but many do not utilize it to generate new business. The reason being is that they are unsure of the benefits that Google AdWords has to offer, or they have tried it before without guidance or success.
When done properly, it can be one of the most profitable marketing avenues for any business as you can target your exact customer using specific keywords with multi-layer targeting. Campaign performance and data is instant, and when your tracking is properly set up, you get instant feedback on what is working within your AdWords campaigns to make further conversion rate optimization steps.
If you’ve never heard of AdWords, the simplest way to explain it is that your ads will display when people search for keywords that are linked to your product. For example, if you owned a local towing company in Edmonton and you bid on the keyword “tow truck service”, your ad would show up. If you have a call extension on your ad, the customer can click call on your ad and speak to you instantly. If the cost per click is $3.00 and you tow this customer for $250, you’ve made a killer ROAS (return on ad spend).
The following questions are common questions business owners have when it comes to using Google AdWords. As Edmonton’s top Google AdWords agency and PPC experts, we hope the following answers will expand your knowledge in the realm of AdWords and push you to grow your business using this powerful advertising channel.
What is Google AdWords?
Google AdWords is an auction system that Google created to allow businesses to market their product or service on Google’ search engine. When people search for a product or service your text ad will be placed on the search engine. If you are bidding on the keyword searched, your ad will show up depending on your budget, strategy and targeting parameters. The more niche your business is, the more likely people searching your keywords are to buy your product or service. For example, if you own an equipment rental company, and someone searches, “excavator rental Edmonton”, the chances are they are looking for your service. Niches such as this one can be extremely profitable on Google AdWords, especially if you currently aren’t ranking on the first page of google for these searches organically.
How Does AdWords Work?
Google AdWords is a bidding system in which advertisers bid on certain keywords in order for their clickable ads to appear in Google's search results for relevant search terms catered to your business’s products or services. The more you pay the higher your ad will rank, in conjunction with other variables that creates your overall “quality score” for your ad. AdWords works through a pay-per-click model where you only pay when someone clicks you add. You can set a daily budget so you don’t exceed your budget.
Why should you use Google AdWords?
In comparison to millions of visitors you could get from people searching for information, the traffic generated from Google AdWords are people who are looking to buy your product or service. Even though you might be getting less traffic than other sites, the traffic you’re getting is a lot more valuable as these people are ready to buy a product. People who generally click your PPC ads are in the market for your product or service, if your targeting and keyword bidding is properly strategized and executed.
What is Ad Rank?
Ad rank determines the position of your ad on Google and it is ranked based on your bid for that certain keyword. As mentioned above those willing to spend more on certain words will rank higher. Quality score plays a factor in your ad rank as well, as poor ad copy and bidding on irrelevant keywords no matter what your bid is, will not increase your rankings. This is why it is imperative that you focus on crushing your unique selling proposition in relation to the keywords you are bidding on. If your USP matches your keywords, and your keyword bids are higher than your competitors, you will have no problem achieving a high quality score and ad rank.
Explain what Google Quality Score is?
Quality score is Google’s rating of the quality and relevance of both your keywords and PPC ads. It is used to determine your cost per click and multiplied by your maximum bid to determine your ad rank. Quality score determines the visibility of your ad based on your click through ratio. The quality of your landing page and keyword relevance will allow you to save money on your ads and maintain a better ranking.
What is an Ad Group in Google AdWords?
Within your Google AdWords campaigns, there are ad groups. Each campaign is made up of one or more ad groups. If you offer different products or services you should have an ad group for each. Each ad group contains different landing pages, keywords and advertisements. Think of ad groups as your “segments” or “categories” of keywords you are bidding on. Any keywords in a particular ad group should be variances and close in relevancy.
How Can You Improve Your Conversion Rates?
When it comes to improving conversion rates, you need to create ads that match with your keyword and create themed ad groups. You should also use specific keywords such as the model number of your product. Someone who types in the model number of your product is very likely to click on your ad.
You should also use negative keywords to refine your traffic. When using negative keywords, your ads won’t show up when people search those keywords. This is helpful for keeping your budget in line so your ad doesn’t show up for people who are just browsing and not ready to purchase anything. One example is the keyword “free”. This is a good negative keyword as people searching with the keyword free are unlikely to buy a product.
You can also include your pricing in your ad to attract potential buyers. If a customer sees your ad and the price and still clicks the ad, then you know they are interested in buying your product.
If your traffic metrics are in check, and you're still having trouble converting the users who go to your website, then the bottleneck is in the design and conversion rate optimization of the landing page you are driving traffic to. Don’t worry, this is an entire blog post and topic on it’s own, and we’ll cover it in the near future for you!
What Factors Affect Landing Page Quality?
Your landing page plays a huge role in conversion rates. You must have intriguing call to actions, relevant keywords, original content, fast page load times and a proper funnel just to cover the high level items. Getting the potential customer to click the ad is the first step, converting them on the landing page is where the money is made.
In the next blog post, we will be covering what makes great landing pages, industry benchmarks for both website, sales, and lead landing page conversion rates, and how you can start converting more customers, once they click your ad.
If you have any questions, or want to talk to our team on how we can help your business online with your problems, feel free to visit our contact us page here and submit our intake form!