How Does Google Ads (AdWords) Work?
Pay-per-click advertising is popular because, as its name suggests, you only have to pay for the ads people click on. The leading pay-per-click service is Google's AdWords.
So how does Google AdWords work? Below, you’ll find a few basic guidelines that help to explain how Google Adwords works.
Keyword Research Selection:
A professionally set-up Google AdWords campaign begins with keyword research. We use analytics, keyword research tools and market research to find keywords for your campaign that are not only relevant to your product & services but are also likely to bring buyers to your website. We look for a sweet spot that balances price, quality and effectiveness.
Generally speaking, the more specific we are during the keyword selection process, the better our lead generation and conversion rates will be. Consumers searching with very specific keywords are more apt to know what they want and are more ready to buy.
Sorting Keywords into Ad Groups
We then take the keywords and sort them into logical groupings called ad groups. Ad groups help structure the ad campaign so that we can maintain a narrow focus for a very closely related set of keywords. This makes it possible for us to better manage and control the keywords and to /.create more relevant ads when we're dealing with a small subset of keywords. It also gets us thinking about how we can segment your keywords, brinto more relevant sets to target different audiences based on what they may be searching for.
For example, we might create an ad group for price-conscious searchers who use keywords like "Cheap", "Inexpensive" & "Low Price" as part of their search terms. In this way, we can more persuasively appeal to these buyers because we're creating ads specifically for them.
Google Match Types Give You Control Over Keyword Precision
Once we've selected the keywords for your campaign, we'll assign different match types for each keyword. "Match types" tell Google just how closely a user's search terms needs to match your keyword before it will trigger your ad. On one end of the spectrum, we can require an exact match, right down to word order and punctuation. On the other hand, we can choose to match very broadly, allowing synonyms, plurals and transposed words to qualify.
AdWords provides for five different match type settings, and knowing which ones to use in which situation is both an art and a skill. There is even a match type that will prevent someone's search from triggering your ads if they use certain undesirable keywords. This comes in handy for excluding the clicks you don’t want to receive or pay for.
Crafting Ad Text:
For each ad group, ad text will have to be created which that is creative, enticing and highly relevant to the searchers who are looking for your products and services. Google has specific guidelines on what you can say, how you say it and how long each sentence can be in your ad. Your ad text is a very important part of your AdWwords campaign because it is the primary thing that users will see when they perform their keyword search. We have seen great differences in performance just based on varying one or two words in an Ad.
For this reason, we always perform split testing, which is a way to test two or more ads simultaneously and see which one performs the best. Over time, you eliminate lower - performing ads and constantly improve existing ad text so that you’re getting a higher click - through rates and conversions. This constant tweaking and managing is one reason why companies like ClearTech Interactive can outperform almost any in - house Adwords effort, often by 200% to 500%.
Each keyword in your campaign will have to be assigned a bid. It's called a bid because your set of keywords is competing with all the other advertisers’ keywords in an auction-style bidding war (more on that below). Naturally, the higher your bid, the greater your chances are of getting your ads shown in a higher position. But pay too much and you’ll blow your entire ad budget quickly.
All the guidelines we've talked about so far - using the right match types, segmenting your keywords into proper ad groups, having good landing pages, and writing great ads - pay off together when it comes time for Google's bidding war. That's why professional ad management is so important.