Google AdWords Menjadi Mudah: Panduan Penting untuk Menggunakan Iklan Google

Google AdWords adalah raja dari platform pemasaran digital. Anda tidak percaya padaku? Bagaimana dengan tes sosial kecil? Dari setiap $ 3 yang dihabiskan untuk iklan online, $ 1 dihabiskan untuk Google AdWords.

Mengapa? Yah itu sederhana. Perusahaan tumbuh ketika mereka menggunakan Google AdWords.

Misalnya, pelanggan pertama kami di Disruptive tumbuh dari 25 karyawan menjadi 250 karyawan dan menghasilkan jutaan keuntungan, semuanya berkat Google AdWords. Faktanya, kampanye Google AdWords-nya sangat efektif sehingga perusahaan kesulitan mempekerjakan cukup banyak vendor untuk mencari semua pelanggan potensial.

Sejak itu, kami telah membantu banyak pelanggan menggunakan Iklan Google untuk mengubah bisnis mereka. Beberapa klien telah melihat begitu banyak kesuksesan sehingga mereka telah berhenti beriklan di platform lain, sementara yang lain telah menerima jutaan dalam dana modal ventura.

Intinya, Iklan Google berfungsi.

Jika Anda mempertimbangkan untuk mencoba Google AdWords, artikel ini untuk Anda. Kami akan meninjau semua yang Anda butuhkan untuk berhasil dalam periklanan Google AdWords (termasuk semua hal yang Google tidak memberi tahu Anda). Ini akan membutuhkan beberapa pekerjaan, tetapi jika Anda mengikuti rekomendasi dalam artikel ini, Anda harus segera mempraktikkan kekuatan iklan Google.

Kedengarannya seperti sebuah rencana? Mari kita mulai!

Mengapa Google AdWords?

Sekarang, Anda mungkin bertanya-tanya, “Mengapa Google AdWords begitu efektif? Apa yang membuat Iklan Google lebih baik daripada jenis iklan online lainnya?

Jawabannya cukup sederhana: Google AdWords membuat Anda menghadapi lalu lintas dengan niat tinggi, saluran rendah.

Tidak seperti kebanyakan bentuk iklan online, seperti iklan grafis atau pemasaran media sosial, orang yang melihat iklan Anda di Google mencari apa yang harus Anda jual. Ketika seseorang mencari “pengiriman sandwich” di Google, mereka tidak perlu meyakinkan mereka bahwa mereka lapar dan bahwa mereka harus memesan sandwich, mereka hanya harus meyakinkan mereka bahwa sandwichmu sandwich yang ingin mereka beli.

Idealnya, situs Anda akan mendapat peringkat baik secara organik untuk setiap pencarian Google yang relevan, tetapi mari kita jujur, jika itu bukan perusahaan besar, peluang SEO tidak menguntungkan Anda.

Tapi … dengan Google AdWords, Anda tidak perlu peringkat yang baik secara organik untuk muncul dalam pencarian yang relevan. Google memungkinkan Anda membayar untuk bermain.

Misalnya, inilah yang muncul di bagian atas hasil pencarian ketika saya mencari “pengiriman sandwich”:

EZcater, Jimmy Johns, dan DoorDash sepertinya hasil yang bagus untuk pencarian saya (saya lapar untuk menulis ini), jadi sangat mungkin saya akan mengklik salah satu iklan ini dan melakukan pembelian.

Namun, mari kita hapus iklan dan lihat hasil organik dari pencarian saya:

EZcater dan Jimmy John bahkan tidak muncul di halaman pertama. DoorDash melakukannya, tapi itu ada di bagian bawah halaman, jadi Anda tidak mungkin menjangkau mereka dengan begitu banyak opsi bagus di bagian atas halaman.

Tanpa Google AdWords, EZcater, Jimmy John’s, dan DoorDash tidak akan memiliki kesempatan untuk memenangkan pesanan sandwich saya. Dengan Google AdWords, itu adalah opsi terbaik saya.

Pada dasarnya, menjalankan iklan di Google memungkinkan Anda untuk “mengelabui sistem.” Anda dapat menentukan peringkat kata kunci bernilai tinggi yang Anda inginkan untuk menentukan peringkat secara organik dan mendapatkan semua manfaat berada di halaman pertama hari ini. Anda tidak perlu menghabiskan berbulan-bulan atau bertahun-tahun untuk menentukan peringkat kata kunci dan mengharapkan semuanya berjalan baik. Google AdWords adalah bayar untuk menang platform periklanan.

Cara kerja Google AdWords

Untuk menjalankan kampanye Google AdWords yang menguntungkan, Anda harus memahami proses pelelangan kata kunci. Google AdWords adalah platform iklan bayar per klik (PPC), yang artinya membayar untuk mengarahkan lalu lintas ke situs web dan / atau halaman arahan Anda, tetapi beriklan di Google tidak sesederhana seperti mengatakan, “Saya ingin membayar X untuk setiap klik “.

Sayangnya, Anda bukan satu-satunya perusahaan yang menginginkan klik dari pengguna Google. Untuk memastikan iklan Anda terlihat, Anda harus mengalahkan pesaing. Pelelangan Google sangat mirip dengan pelelangan lainnya kecuali Google peduli lebih dari sekedar uang Anda – mereka juga mempertimbangkan relevansi dan kualitas iklan Anda.

Jadi, jika Anda membuat iklan berkualitas tinggi, Anda berpotensi dapat membayar lebih sedikit per klik daripada pesaing … dan masih mengalahkan mereka! (Lebih banyak tentang itu sebentar lagi).

Tidak seperti iklan grafis, di mana Anda mengajukan tawaran untuk menampilkan iklan Anda di banyak situs di Web, pengiklan AdWords menawar kata kunci tertentu (seperti “pengiriman sandwich”) dengan harapan iklan mereka akan muncul ketika Pelanggan potensial mencari kata kunci tersebut di Google.

Berdasarkan kualitas iklan dan tawaran maksimum Anda, Google memutuskan urutan iklan yang ditampilkan kepada pengguna, dan kemudian terserah iklan Anda untuk menarik perhatian pelanggan potensial dan meyakinkan mereka untuk mengklik.

Proses lelang

Tidak, beriklan di Google tidak berarti bahwa Anda akan menghabiskan sisa karier Anda dengan duduk di rumah lelang mendengarkan John Giannandrea (kepala pencarian Google) melafalkan kata kunci dengan kecepatan tinggi.

Betapa asyiknya membayangkan, pelelangan kata kunci Google adalah proses yang jauh lebih efisien dari itu. Pada dasarnya, Anda memilih kata kunci di mana Anda ingin menayangkan iklan dan memasukkan jumlah maksimum yang bersedia Anda bayarkan per klik.

Jumlah maksimum itu adalah “tawaran” Anda untuk kata kunci itu.

Ketika seseorang melakukan pencarian yang menyertakan salah satu kata kunci target Anda, Google membandingkan semua penawaran untuk kata kunci itu dan memilih siapa yang menempati peringkat di mana, berdasarkan pada seberapa banyak Anda menawar dan seberapa baik iklan Anda. Berita baiknya adalah, karena ini adalah pelelangan, yang harus Anda lakukan adalah mengalahkan pengiklan terendah berikutnya – Anda tidak perlu membayar tawaran maksimum Anda setiap kali seseorang mengklik iklan Anda!

Namun, tawaran maksimum Anda bukanlah satu-satunya hal yang dipertimbangkan Google ketika memutuskan di mana iklan Anda akan ditempatkan pada halaman hasil mesin pencari (SERP). Google juga memperhitungkan seberapa baik iklan dan halaman arahan Anda cocok dengan maksud pencarian Anda.

Level kualitas

Agar AdWords dapat terus menghasilkan uang, pengguna Google harus mempercayai Google untuk membimbing mereka ke konten yang relevan. Ini berlaku untuk hasil dan pembayaran organik, tetapi kami akan meninggalkan teori SEO Google untuk hari lain.

Ketika datang ke iklan berbayar, Google melakukan sedikit pekerjaan untuk pengiklan. Jika iklan Anda mendapat banyak klik dan situs web Anda tidak dapat dipublikasikan, itu melanggar kepercayaan pengguna pada Google. Namun, untuk menghasilkan uang, Google membutuhkan orang untuk membayar klik, sehingga mereka harus mengambil risiko beberapa iklan mengecewakan orang.

Untuk mengurangi risiko ini, Google menetapkan tingkat kualitas untuk iklan. Titik penilaian kualitas adalah mendorong pengiklan untuk mempertahankan kepercayaan pengguna. Skor berkualitas tinggi berarti bahwa iklan Anda memenuhi tujuan bisnis Google, skor rendah berarti melanggar kepercayaan pengguna.

Jika iklan Anda bagus, Google menghadiahi Anda dengan biaya per klik yang lebih rendah. Jika iklan Anda buruk, Google menghukum Anda, semoga sampai menghilangkan atau mengubah iklan yang merusak kepercayaan. Bahkan jika Anda meninggalkan iklan, Google menagih Anda premi yang cukup tinggi untuk skor berkualitas rendah yang melebihi risiko kehilangan kepercayaan pengguna.

Tingkat kualitas berkisar dari satu hingga sepuluh (sepuluh adalah yang terbaik, satu berarti iklan dan / atau halaman arahan Anda perlu kerja serius). Kata kunci baru atau kata kunci yang belum diklik untuk sementara memiliki skor kualitas “nol”, yang berarti Google sedang menunggu informasi lebih lanjut sebelum memberikan skor kualitas kepada Anda (tidak ada penalti atau hadiah).

Lalu, ketika kata kunci Anda ada dalam pelelangan, Google menyesuaikan tawaran maksimum “efektif” Anda berdasarkan tingkat kualitasnya. Gambar Wordstream ini berfungsi dengan baik untuk menggambarkan cara kerjanya.

Seperti yang dapat Anda lihat dari contoh di atas, Pengiklan I memiliki skor kualitas 10, yang mengubah tawaran maksimum Anda sebesar $ 2,00 menjadi “tawaran nyata” sebesar $ 20 (Google tidak pernah memberi tahu kami secara persis bagaimana proses ini bekerja, jadi Ini hanyalah contoh untuk membantu Anda memahami bagaimana tawaran maksimum dan skor kualitas berinteraksi untuk menghasilkan peringkat iklan.)

Sebaliknya, Pengiklan II menawar $ 4,00, yang seharusnya melebihi tawaran Pengiklan I dari $ 2,00 … kecuali untuk kenyataan bahwa skor kualitas Pengiklan II hanya 4, sehingga “tawaran efektif” adalah $ 16.

Akibatnya, pengiklan I ketukan Pengiklan II dan bayar lebih sedikit per klik daripada Pengiklan II, semua untuk skor kualitas yang sangat baik!

Mengoptimalkan tingkat kualitas Anda

Jelas, membayar untuk memiliki skor berkualitas tinggi, jadi Anda ingin memastikan Anda melakukan semua yang Anda bisa untuk mengoptimalkan skor kualitas Anda. Intinya, Google menetapkan skor kualitas berdasarkan tiga faktor terkait:

1. Relevansi iklan
2. Rasio klik-tayang (RKT) yang diharapkan
3. Pengalaman di halaman arahan

Masing-masing faktor ini merupakan pusat cara Google mendekati periklanan, jadi mari kita lihat lebih dekat.

Relevansi iklan

Seperti yang kami sebutkan sebelumnya, Google menghabiskan banyak waktu, uang, dan upaya untuk memastikan bahwa algoritma pencariannya memberikan hasil yang sangat relevan. Google ingin pengiklan melakukan hal yang sama, sehingga mengevaluasi setiap iklan dan halaman arahan untuk melihat apakah mereka relevan dengan kata kunci target Anda.

Misalnya, mari kita lihat lagi hasil pencarian “pengiriman sandwich” kami. Iklan mana yang tampak cocok untuk pencarian kami?

Membaca iklan EZcater, sepertinya itu tidak relevan, bukan?

“Memberikan layanan katering”? Jujur saya tidak tahu apa artinya itu (tidak baik, membingungkan pelanggan potensial bukanlah cara yang bagus untuk mendapatkan klik), tetapi baik “Kirim katering” atau “Tempatkan pesanan katering” “seperti” pengiriman sandwich Jadi saya tidak akan mengklik iklan EZcater. Itu tidak relevan dengan pencarian saya.

Kemungkinannya adalah, ketika EZcater ada di posisi n. # 1, tingkat kualitas mereka mungkin mengerikan dan mereka membayar lebih dari yang mereka butuhkan untuk klik pada iklan mereka.

Sebagai gantinya, lihat iklan Jimmy John: “Jimmy John’s Sandwich Delivery | Segar Aneh. Bagus Freaky “. Sandwich pengiriman? Kedengarannya seperti apa yang saya cari. Keren dan bagus? Apa lagi yang bisa Anda tanyakan?

Klik untuk peringkat

Tidak seperti iklan EZcater, iklan Jimmy John menjelaskan bahwa jika Anda ingin sandwich yang baik dikirim dengan cepat, mereka adalah restoran untuk Anda. Meskipun iklan DoorDash mengatakan “Pengiriman Sandwich” di judul, dari sisa iklan Anda, cukup jelas bahwa saya masih harus menentukan peringkat semua jenis pilihan restoran hanya untuk mendapatkan sandwich saya.

Iklan Jimmy John jauh lebih relevan, jadi dia mungkin mendapatkan sebagian besar klik dari orang yang mencari “pengiriman sandwich.”

Rasio Klik-Tayang (RKT) adalah jumlah klik iklan Anda dibagi dengan jumlah tayangan (berapa kali orang melihat iklan Anda). Karena iklan paling relevan umumnya memiliki RKT lebih tinggi, Google AdWords menggunakan RKT iklan Anda sebagai ukuran otomatis relevansi iklan.

Rasio klik-tayang bukan satu-satunya faktor yang diperhitungkan Google saat menentukan tingkat kualitasnya, tetapi itu yang terjadi adalah Faktor terpenting.

Pada dasarnya, Google membandingkan RKPT aktual Anda dengan apa yang menurut Google RKPT Anda seharusnya (menggunakan data internal Anda). Jika RKPT Anda melebihi harapan Anda, Anda akan mendapatkan skor kualitas yang lebih baik. Jika RKPT Anda lebih rendah dari yang diharapkan, Anda akan mendapatkan ding terhadap skor kualitas Anda.

Pengalaman di halaman arahan

Tentu saja, mungkin untuk memiliki iklan yang sangat relevan dengan RKT besar yang menunjuk ke halaman arahan yang sama sekali tidak relevan. Halaman arahan Anda adalah tempat pertama yang ditemukan pengguna setelah mengklik iklan Anda, jadi Google ingin memastikan bahwa halaman arahan Anda persis seperti yang dicari oleh mesin pencari.

Di sini lagi, Jimmy John’s melakukan pekerjaan dengan baik dengan pengalaman halaman arahannya. Anda mengklik iklan Anda dan berakhir pada halaman di mana Anda dapat memulai pesanan … persis apa yang dicari seseorang yang tertarik dengan “pengiriman sandwich”!

Bandingkan dengan halaman beranda EZcater:

Tidak ada opsi pesanan … tidak ada menu … tidak ada sandwich! Apakah ini terlihat seperti apa yang kami cari? Bahkan tidak jauh!

Laman landas ini untuk sarapan, yang tidak ada hubungannya dengan “pengiriman sandwich.” Pengalaman halaman arahan seperti ini akan membuat pelanggan potensial menekan tombol kembali begitu cepat sehingga bahkan Jimmy John akan menyebutnya “aneh.”

Secara keseluruhan, salinan dan halaman pendaratan Jimmy John sangat relevan dengan kata kunci target mereka sehingga walaupun berada di # 2, ada kemungkinan besar mereka akan membayar lebih sedikit per klik daripada EZcater (dan mungkin kurang dari DoorDash dengan klik di posisi # 3).

Sederhananya, ini adalah cara Google AdWords bekerja. Anda menawar kata kunci yang menurut Anda akan digunakan oleh calon pelanggan untuk menemukan bisnis, produk, atau layanan Anda. Kemudian berdasarkan kualitas iklan dan halaman arahan Anda, Google memberikan Anda tingkat kualitas dan menggabungkan tingkat kualitas itu dengan tawaran teratas Anda untuk menentukan posisi iklan Anda dan berapa banyak Anda akan membayar per klik.

Memulai dengan Google AdWords

Google menginginkan uang Anda, jadi cukup mudah untuk membuat akun dan mulai beriklan di AdWords. Yang harus Anda lakukan adalah mengunjungi Google AdWords dan menekan “Mulai Sekarang.”

Dari sana, Anda akan ditanyai email Anda (lebih disukai akun Gmail) dan URL situs Anda. Cukup mudah, bukan?

Pada titik ini, Anda akan memiliki berbagai jenis kampanye untuk dipilih:

Di artikel ini, kami akan tetap menggunakan iklan teks di Jaringan Pencarian (untuk alasan yang kami sebutkan di awal artikel ini), tetapi jika Anda tertarik menjalankan beberapa jenis kampanye lainnya, lihat tautan di bawah ini:

1. Monitor
2. Pembelian
3. Video
4. Aplikasi universal

Untuk mulai membuat kampanye iklan teks pertama Anda, klik opsi “Cari” dan mari kita mulai!

Langkah 1: pilih tujuan

Baik Anda beriklan di AdWords atau di mana pun, setiap rencana pemasaran online yang bagus dimulai dengan satu tujuan (atau dua, atau tiga …). Mengetahui apa yang ingin Anda keluarkan dari kampanye akan memandu setiap keputusan yang Anda buat di AdWords, jadi hal pertama yang diminta oleh Google AdWords setelah memilih jenis kampanye adalah memilih sasaran.

Karena itu, tidak semua tujuan dibuat dengan cara yang sama. Meskipun tidak satu pun dari tujuan ini yang pada dasarnya buruk, masing-masing memfokuskan iklannya pada langkah yang berbeda pada perjalanan pembeli. Bergantung pada apa yang ingin Anda capai, salah satu dari sasaran ini mungkin berhasil, tetapi penting untuk memahami apa yang diceritakan oleh setiap sasaran tentang kampanye Anda.

Lalu lintas situs web

Untuk menempatkan masing-masing tujuan ini dalam perspektif, mari kita lihat skenario hipotetis di mana Anda adalah mitra di sebuah firma hukum yang memiliki rata-rata $ 3.500 dalam pendapatan per klien baru yang membayar dengan kenaikan 50%.

Data untuk 5 kampanye teratas Anda terlihat seperti ini:

Berdasarkan hasil ini, Kampanye 3 tampaknya menjadi pemenang yang jelas: ia memiliki jumlah klik tertinggi, rasio klik-tayang (RKT) terbaik dan biaya per klik (BPK) terendah.

Memiliki lalu lintas tinggi adalah baik, tetapi lalu lintas tinggi tidak selalu berarti banyak pelanggan baru untuk perusahaan Anda. Jika kampanye 3 klik berasal dari orang yang mencari “lawakan lawakan”, bukan “firma hukum di dekat saya,” itu bukan kampanye yang baik, tidak peduli betapa murahnya klik itu!

Panduan

Pelanggan potensial adalah seseorang yang telah menyatakan minatnya pada bisnis Anda. Mungkin mereka mengirimkan formulir di situs Anda, menelepon Anda atau bahkan mengobrol di situs Anda (kami menyebut tindakan seperti ini yang memindahkan orang melalui corong pemasaran Anda, “konversi”).

Tidak semua perusahaan menginginkan arahan, tetapi kecuali Anda menjual produk secara online, mengarahkan arahan mungkin merupakan tujuan yang masuk akal untuk dipertimbangkan.

Untuk firma hukum hipotetis kami, prospek sangat penting, karena klien baru tidak hanya mendaftar secara online. Mereka ingin bertemu dengan calon pengacara mereka dan menerima umpan balik tentang kasus mereka sebelum menandatangani kontrak.

Dengan semua itu dalam pikiran, ini akan terlihat seperti jika kampanye kami sebelumnya berfokus pada menghasilkan arahan, bukan lalu lintas web:

Meskipun tingkat konversi (CR) yang relatif rendah, Kampanye 3 tampaknya masih mengungguli orang lain. Dalam hal ini, biaya per klik cukup rendah untuk mengatasi efek dari tingkat konversi yang rendah.

Kampanye 4, bagaimanapun, terus peringkat terakhir. Antara tingkat konversi yang buruk dan biaya per klik yang tinggi, ini menghasilkan arahan hampir 9 kali lipat biaya arahan Kampanye 3.

Semua yang dikatakan, fokus pada prospek tidak menjamin bahwa kampanye kami menguntungkan. Jika prospek itu tidak berubah menjadi pelanggan baru, Anda bisa menghabiskan banyak uang.

Penjualan

Berbeda dengan dua tujuan sebelumnya, memiliki penjualan sebagai tujuan Anda berarti Anda mengoptimalkan iklan Anda untuk menghasilkan tujuan akhir dari semua pemasaran: pendapatan baru untuk bisnis Anda. Ukuran umum yang digunakan pengiklan untuk mengukur efektivitas kampanye mereka adalah laba atas investasi (ROAS).

Berikut adalah rumus untuk ROAS:

(Penghasilan – Biaya) / Biaya

Cukup mudah, bukan? Anda mengambil total pendapatan yang dihasilkan oleh komponen pemasaran apa pun yang ingin Anda evaluasi, mengurangi apa yang Anda bayarkan untuk menayangkan iklan Anda, dan membagi hasilnya dengan pengeluaran iklan Anda.

ROAS memungkinkan Anda melihat berapa banyak pendapatan baru yang dapat Anda harapkan dari investasi dalam kampanye AdWords. Mari kita lihat data penjualan dan ROAS dari firma hukum imajiner kami:

Melihat informasi ini, tiba-tiba menjadi jelas kampanye mana yang paling menguntungkan perusahaan.

Kampanye 3, pemenang kami dalam metrik lalu lintas dan konversi, memiliki tingkat penjualan terburuk (SR) dan biaya per penjualan (CPS) tertinggi. Yang lebih penting, karena kepatuhan mengkonsumsi setengah dari pendapatan dari penjualan dan ROAS untuk kampanye ini hanya 92%.perusahaan kehilangan uang dalam kasus-kasus kampanye ini.

Di sisi lain, Kampanye 4, yang tampak seperti pecundang terbesar kami, sebenarnya adalah kampanye yang paling menguntungkan.

Mungkin lalu lintas ke Kampanye 4 lebih rendah di corong penjualan daripada lalu lintas di Kampanye 3, sehingga biaya per klik (dan sejumlah besar klik) lebih rendah. Mungkin halaman arahan untuk lalu lintas Kampanye 4 melakukan pekerjaan yang lebih baik dalam memfilter prospek, menghasilkan tingkat konversi yang lebih rendah.

Terlepas dari alasan khusus untuk profitabilitas Kampanye 4, skenario jenis ini tidak jarang, itulah sebabnya data ROAS sangat penting. Berdasarkan data klik dan konversi kami, kami bisa membuat perubahan radikal pada Kampanye 4 atau memasukkan lebih banyak anggaran ke Kampanye 3, yang akan menjadi keputusan yang buruk.

Sekarang, sepertinya penjualan adalah satu-satunya tujuan yang harus Anda miliki untuk kampanye Anda, tetapi hal-hal yang jarang mudah dalam pemasaran online.

Misalnya, jika tidak ada yang tahu bisnis Anda, Anda mungkin ingin menjalankan kampanye kesadaran untuk mengarahkan lalu lintas ke situs Anda, tetapi kampanye itu mungkin tidak akan menghasilkan banyak penjualan. Di atas kertas, ini mungkin tampak seperti buang-buang uang, tetapi dalam 6 bulan, ketika orang membutuhkannya dan ingat bahwa bisnis Anda dapat membantu mereka, Anda mungkin senang target Anda adalah lalu lintas, bukan penjualan.

Inilah sebabnya mengapa sangat penting untuk memilih tujuan Anda sebelum meluncurkan kampanye. Jika Anda tahu target Anda adalah lalu lintas, Anda mungkin ingin menargetkan kata kunci yang berbeda, menulis iklan yang berbeda, dan / atau menggunakan halaman arahan yang berbeda dari yang Anda lakukan jika target Anda adalah penjualan.

Dalam jangka panjang, tujuan Anda harus selalu berupa penjualan, tetapi untuk kampanye tertentu, Anda mungkin ingin fokus mengarahkan lalu lintas atau prospek.

Langkah 2. Pilih pengaturan Anda

Setelah Anda menentukan apa tujuan periklanan Anda, sekarang saatnya untuk mengatur kampanye Anda.

Pilih nama dan bahasa untuk kampanye Anda, dan kemudian pilih di mana di dunia Anda ingin iklan Anda ditampilkan. Kecuali jika target audiens Anda benar-benar semua orang di AS. Amerika Serikat / Kanada atau seluruh dunia, saya sarankan menggunakan bilah pencarian “Masukkan lokasi untuk menargetkan atau mengecualikan”.

Penargetan lokasi

Di sini, Anda dapat memasukkan lokasi tertentu dan kemudian memilih dari daftar opsi penargetan:

Di sini, AdWords memberi Anda kemampuan untuk menargetkan atau mengecualikan lokasi tertentu, jadi jika kami ingin menargetkan semua Florida kecuali Sarasota, itu opsi.

Ini penting, karena banyak perusahaan menargetkan semua orang di negara bagian, wilayah, atau negara tanpa menyadari bahwa mereka tidak benar-benar ingin membayar klik di wilayah itu. Misalnya, jika Anda seorang dokter gigi yang bekerja di Tampa, FL, Anda mungkin tidak akan dapat meyakinkan seseorang di Sarasota untuk berkendara selama satu jam untuk sampai ke kantor Anda, tidak peduli seberapa bagus iklan Anda!

Bahkan, Anda bahkan mungkin tidak bisa mendapatkan penduduk Saint Petersburg untuk mengendarai mobil ke seluruh kota ke kantor Anda, sehingga bahkan memasang iklan di wilayah metro Tampa-Saint Petersburg bisa menjadi pemborosan uang. Jadi, meskipun pandai mengatur lokasi Anda mungkin tidak terlalu menarik, ada baiknya waktu Anda.

Langkah 3. Tentukan anggaran Anda

Anggaran iklan yang Anda pilih dapat berdampak besar pada strategi penawaran yang ingin Anda gunakan, jadi kami akan melewatkan bagian “Tawaran” dalam proses pengaturan Google selama satu menit untuk membicarakan anggaran Anda.

Penjual dan pemilik bisnis sering memilih anggaran AdWords mereka berdasarkan keinginan atau berdasarkan apa yang menurut mereka mampu mereka lakukan saat itu. Ini benar-benar memalukan karena penganggaran yang ceroboh sering menyebabkan kampanye tidak efektif … atau banyak pengeluaran iklan yang sia-sia.

Untuk menghindari dua masalah ini, mari kita habiskan sedikit waktu menghitung anggaran AdWords untuk membantu Anda mencapai tujuan bisnis yang baru saja Anda pilih (karena penjualan adalah tujuan akhir dari iklan Google Anda, kami akan berbicara tentang anggaran untuk penjualan di bagian ini, tetapi prinsip-prinsip ini juga berlaku untuk lalu lintas dan kampanye utama.)

Berikut adalah 3 pertanyaan penting untuk dijawab saat merencanakan anggaran AdWords Anda:

1) Kepada siapa saya memasarkan?

Untuk menghitung anggaran Anda, Anda perlu tahu dengan siapa Anda mempromosikan dan berapa banyak nilai pelanggan baru. Jika Anda seperti kebanyakan perusahaan, Anda memiliki beberapa jenis pelanggan yang berbeda, jadi Anda harus memikirkan masing-masing “orang yang membeli” ini secara terpisah.

Misalnya, misalkan Anda memasarkan ke ACME Widgets, produsen widget terkemuka dunia. Pelanggan rata-rata Anda memiliki nilai seumur hidup (LTV) sekitar $ 24.000 (widget adalah uang baik, ya?).

Jika biaya Anda $ 50.000 untuk mendapatkan klien widget baru di AdWords, Anda mungkin tergoda untuk berpikir, “Mengapa repot-repot dengan AdWords? Itu buang-buang uang! “

Dan, Anda akan benar … jika setiap pelanggan ACME bernilai $ 24.000.

Namun, ACME memiliki tiga jenis klien yang sangat berbeda yang tertarik pada 3 jalur widget yang berbeda:

Tiba-tiba, jika AdWords menggerakkan penjualan “Infinity Izzie” baru dengan harga $ 50.000 per pop, Anda memiliki tambang emas di tangan Anda!

Mengetahui siapa yang akan Anda pasarkan dan berapa nilainya bagi bisnis Anda adalah bagian penting untuk membuat anggaran AdWords. Jika tidak, Anda mungkin berakhir dengan pendanaan kampanye yang rendah yang dapat menghasilkan sebagian besar nilainya dan menghabiskan terlalu banyak untuk kampanye yang tidak menguntungkan.

Jadi jika Anda tidak memiliki pembeli, Anda tidak tahu nilai seumur hidup orang-orang Anda, atau Anda tidak yakin berapa persen penjualan Anda berasal dari setiap orang, sekaranglah saatnya untuk mencari tahu!

Bagaimana pembeli saya akan menemukan saya?

Sebagian besar waktu, pemilik bisnis dan pemasar menggunakan pendekatan “satu ukuran cocok untuk semua” untuk menghitung berapa biayanya untuk menarik pelanggan baru.

Misalnya, jika ACME menghabiskan $ 400.000 di AdWords dan menghasilkan 90 penjualan “Classic Cindy”, sembilan penjualan “Pro Paul”, dan satu penjualan “Infinity Izzie”, ini adalah bagaimana biaya akuisisi Anda akan dipecah:

Dengan model ini, tampaknya ACME kehilangan uang karena mengepalkan “Classic Cindys”, tetapi lebih dari sekadar menebusnya di “Infinity Izzies”.

Namun, model ini juga mengasumsikan bahwa “Classic Cindys”, “Pro Pauls” dan “Infinities Izzies” melalui kampanye yang sama dengan frekuensi yang sama. Jika Anda memikirkannya, itu tidak masuk akal.

Apakah “Infinity Izzie,” pelanggan bisnis yang akan kehilangan widget $ 1,59 juta, cenderung mencari hal yang sama di Google atau merespons iklan yang sama dengan “Classic Cindy”? Saya sangat meragukannya.

Mungkin sebagian besar penjualan “Classic Cindy” berasal dari kata kunci seperti “widget murah.” Cari “Pro Pauls” untuk “widget kelas bisnis”. “Izzies Infinity” berasal dari istilah pencarian seperti “penyedia widget bisnis khusus.”

Jika demikian, inilah yang akan terlihat seperti biaya akuisisi aktual ACME:

Sekarang, orang-orang yang membeli Anda mungkin tidak sesederhana itu, tetapi dengan sedikit usaha, Anda harus dapat menghubungkan uang pemasaran Anda dengan penjualan orang-orang yang membeli yang mereka hasilkan. Setelah Anda mengetahuinya, seharusnya cukup mudah untuk mengidentifikasi kata kunci yang Anda targetkan dan berapa banyak yang dapat Anda belanjakan untuk setiap orang.

Berapa banyak yang bisa saya keluarkan untuk menghasilkan pelanggan baru?

Pada titik ini, kami memiliki semua informasi yang kami butuhkan untuk menghitung anggaran pemasaran widget ACME, yang harus kami lakukan adalah menjalankan angka.

Karena ini adalah hal yang sulit dilakukan dengan tangan, saya telah membuat kalkulator gratis untuk membantu Anda:

[calculoid id=”19629″ show_title=”0″ show_description=”0″]

Untuk menggunakan kalkulator anggaran ini, cukup masukkan anggaran AdWords bulanan yang Anda pertimbangkan, jumlah pendapatan berulang yang ingin Anda hasilkan AdWords dalam 12 bulan, isi kolom hingga 4 pembeli, dan kami akan mengambil jeda.

Anda dapat menarik bilah geser di sebelah setiap pembeli untuk melihat bagaimana perbedaan angka penjualan bulanan mempengaruhi hasil mereka. Sebagai alternatif, cobalah bermain-main dengan biaya pembelian Anda, nilai pesanan, atau jumlah pembelian untuk melihat bagaimana mengoptimalkan setiap item ini akan mempengaruhi anggaran AdWords Anda.

Jika Anda memiliki basis pelanggan yang cukup sederhana dan hanya ingin melihat satu orang pembeli, seret bar penjualan ke nol untuk orang-orang pembeli 2-4.

Setelah Anda menghitung anggaran yang masuk akal untuk kampanye ini, bagilah dengan 30 dan masukkan hasilnya sebagai rata-rata yang ingin Anda habiskan setiap hari di bagian “Anggaran”. Dalam bulan tertentu, AdWords tidak akan menghabiskan lebih dari 30 kali lebih banyak dari rata-rata harian Anda, tetapi Anda dapat menghabiskan lebih atau kurang pada hari tertentu.

Jika Anda ingin Google AdWords membelanjakan anggaran Anda secepat mungkin (misalnya, umumkan kopi pagi), klik “Metode pengiriman” dan ubah menjadi “Dipercepat”. Jika tidak, saatnya memilih strategi penawaran Anda!

Langkah 4. Pilih strategi penawaran

Strategi penawaran Anda menentukan bagaimana Anda ingin Google membelanjakan anggaran yang baru saja Anda upayakan. Opsi default Google menanyakan beberapa pertanyaan yang dapat Anda gunakan untuk menentukan strategi mana yang ingin Anda gunakan.

Tidak ada yang salah dengan menggunakan pendekatan ini, tetapi jika Anda benar-benar ingin mendapatkan hasil maksimal dari kampanye Anda, saya sarankan mengklik “Pilih strategi penawaran secara langsung,” yang akan menampilkan opsi berikut:

Pada titik ini, Anda memiliki gagasan yang jauh lebih baik tentang apa yang Anda cari dengan kampanye daripada Google AdWords (dan akan selalu demikian), sehingga umumnya lebih baik untuk memilih strategi Anda sendiri.

Pada layar ini, ada beberapa opsi manajemen penawaran yang dapat Anda gunakan. Opsi-opsi berbeda ini memungkinkan Anda untuk mengoptimalkan berbagai tujuan dan benar-benar menyesuaikan strategi penawaran Anda.

Ini pilihanmu:

• BPK manual. Untuk retensi yang benar-benar anal, BPK manual memberi Anda kendali penuh (atau setidaknya sedekat kendali penuh yang akan diberikan Google Adwords) atas jumlah yang Anda belanjakan untuk kata kunci yang diberikan.

Bromas aparte, la mayoría de los anunciantes de AdWords optan por el “CPC manual”, porque se sienten más seguros de su capacidad para establecer ofertas que en las opciones de ofertas “inteligentes” o “automatizadas” de Google, que incluyen:

• CPA objetivo. El CPA objetivo le permite especificar cuánto está dispuesto a gastar para producir una determinada acción.
• ROAS objetivo. Con Target ROAS, usted especifica qué tipo de retorno de inversión publicitaria desea de sus anuncios (esto generalmente funciona mejor para las empresas de comercio electrónico).
• Maximizar clics. Como su nombre lo indica, si selecciona esta estrategia de oferta, Google AdWords intentará obtener la mayor cantidad de clics posible de su presupuesto.
• Maximiza las conversiones. Funciona como maximizar los clics, excepto que Google intenta maximizar las conversiones, no los clics.
• Ubicación de la página de búsqueda de destino. Elige una posición de anuncio y Google AdWords hará todo lo posible para que sus anuncios lleguen a esa posición.
• Cuota de cuota superior. Esta es la “chupa, competencia, yo será “superarlo”, que generalmente va de la mano con Google recortando su presupuesto …
• CPC mejorado. En mi opinión, el CPC mejorado es la opción de oferta automática más fácil de usar. Si tiene suficientes conversiones, habilitar esta configuración permitirá que AdWords ajuste sus ofertas hacia arriba y hacia abajo dependiendo de si Google cree o no que una búsqueda determinada se convertirá en un clic y una conversión.

Las ofertas manuales le permiten decir “esto es todo lo que voy a pagar, y eso es todo”. Las ofertas inteligentes, por otro lado, tomarán sus ofertas y las usarán un poco más creativamente para alcanzar resultados muy específicos. Le da menos control, pero le dice a Google AdWords para qué desea que optimicen.

Establecer sus ofertas

La gestión de ofertas es en realidad un proceso bastante complejo. Al determinar cuánto debe ofertar, debe considerar:

• El CPC promedio de las palabras clave elegidas. Diferentes palabras clave costarán más que otras debido al volumen y los niveles de competencia. Si realmente desea tener ubicaciones para palabras clave de alta competencia, deberá ofertar más. Las herramientas de investigación de palabras clave como SEMrush pueden mostrarle el CPC estimado de palabras clave individuales.
• Su presupuesto. Si tiene un presupuesto más pequeño y desea aumentarlo, considere ofertar por palabras clave de menor costo o hacer ofertas más pequeñas.
• Su ROI Por lo general, Google AdWords se usa para la adquisición de clientes, por lo que si bien algunos dólares por un solo clic o conversión pueden parecer costosos, a menudo vale la pena la inversión. Si cuesta $ 5 obtener una conversión, pero inmediatamente genera $ 15 en ingresos puros, eso no es un mal negocio, especialmente si el valor de por vida de su cliente (LTV) puede estar más cerca de $ 450.

Debe tener en cuenta todos estos factores al decidir cuánto desea ofertar en Google AdWords. Sin embargo, no puede elegir una sola oferta y usarla para todas sus campañas.

Recuerde, diferentes campañas y palabras clave se dirigen a diferentes compradores, que valen cantidades diferentes para su negocio. Sus ofertas deben reflejar a quién se dirige y cuál es el objetivo de su campaña.

Ajuste sus ofertas

Por supuesto, incluso después de haber configurado sus ofertas iniciales, AdWords no es exactamente una plataforma publicitaria “configúrelo y olvídelo”. Después de todo, cuando paga por cada clic, un simple error puede costarle mucho con el tiempo.

Mientras supervisa sus campañas, puede observar diferentes escenarios que podrían indicar que es hora de ajustar su oferta. Puede ajustar sus ofertas en cualquier momento, pero aquí hay algunos escenarios en los que es posible que desee ajustar sus ofertas:

• Si su CPC está por debajo del presupuesto, pero desea mejorar su posición en la visualización de anuncios, aumente.
• Si su costo por conversión es demasiado alto, pero se encuentra en una posición superior en la clasificación de anuncios y desea seguir con la palabra clave, deje caer su oferta ligeramente. Esto puede reducir el costo por conversión y al mismo tiempo obtener ubicaciones.
• Si está obteniendo un montón de conversiones, pero su margen de beneficio es bajo, cambie su oferta.
• If you’re paying for a lot of clicks but not getting conversions, switch up your bid strategy or change your keywords.

Good bid management is an ongoing process. The market is constantly changing and if you aren’t changing your bids in response, you can quickly find that either your ads aren’t showing or you’re paying too much for your clicks.

Step 5. Consider Additional Options

Of course, you can’t constantly sit and watch your campaigns all day, every day and tweak things from minute-to-minute. Fortunately, for those sorts of minor adjustments, Google Adwords offers a variety of additional options.

We won’t get into how to use all of these options, but we will quickly discuss two of them: ad extensions and dayparting.

Ad Extensions

One great way to create standout ads is to take advantage of ad extensions. Ad extensions increase the size and content of your PPC ad, allowing you to command more PPC real estate and drive more traffic to your landing page.

In fact, using ad extensions increases click-through-rate by 30-100%, so adding or optimizing your ad extensions can dramatically improve the effectiveness of your PPC campaigns.

Ad extensions aren’t just limited to sitelinks, either. Here are some potential extensions to consider:

• Location extensions. These are an awesome option for local business searches—searchers will be able to see your address and click directly through to a map.
• Call extensions. Most mobile campaigns (especially for local businesses) should include this option. It allows searchers to call directly from your ad without even visiting your site. Plus, you can use call extensions to implement Google call forwarding, which will you to improve your conversion tracking.
• Review extensions. Put your reviews right in your ad! Review extensions are a great way to add social proof to your advertising.
• Social extensions. Another nice way to include social proof in your ads, social extensions are a good option for businesses with a great social presence or “shareable” offers.
• Seller ratings. Everybody wants to be confident in their purchase and seller ratings allow potential customers to see how your current customers feel about your company.

These are just some of the ad extensions Google AdWords now offers. But, the good news is, it’s easy to add extensions and—while you aren’t guaranteed that they’ll show every time—implementing ad extensions is a great way to drive additional, highly-relevant clicks to your landing pages.

Dayparting

“Dayparting” is the technical term for telling Google AdWords what times of the day you want your ads to be displayed.

Some businesses have audiences that are only active or relevant during certain times of the day or specific days of the week. Esto variará de una marca a otra, a veces incluso dentro de industrias dependiendo de la especialidad, productos o servicios exactos de su marca.

For example, we worked with an Uber-type company geared towards college students who needed safe rides at night. As you can probably imagine, most of their traffic and conversions happened between 8pm and 1AM every night.

The heaviest traffic happened on Fridays and Saturdays, but their target school was known for being a party school, so their audience was active every night of the week except Sunday.

Because this service was only open in the evenings, we used dayparting to limit the number of irrelevant searches we’d show up in, because most people who were searching for rides on Google wanted one right then.

Of course, dayparting won’t work for every brand, or even every individual campaign.

Merek B2B tidak memiliki khalayak 9-ke-5 yang aktif, yang berarti mereka yang menargetkan pemilik usaha kecil atau pekerja lepas mungkin menemukan bahwa khalayak mereka bekerja setiap saat sepanjang hari.

In addition, if your business is a general-interest brand that appeals to a large and diverse audience, dayparting may not be for you. Una empresa que vende navajas de afeitar asequibles, por ejemplo, atraerá a estudiantes universitarios, personas mayores y directores ejecutivos por igual.

To set up dayparting, scroll down to the bottom of the “Additional options” list and click on “Ad schedule.”

Anda kemudian dapat memilih tanggal dan waktu yang Anda inginkan untuk menjalankan iklan Anda.

Note, if you are advertising in a different time zone than the one you set your account up in, you’ll need to take that into account when picking your schedule. So, if you’re on the west coast, but you want your ads in New York City to run from 9 am to 11 am, you’ll need to set them to run from 5 am to 7 am.

Okay, that’s it for settings. Now it’s time to pick your keywords!

Step 6. Select Your Keywords

Once you’ve hit “Save and continue” on the settings page, Google AdWords immediately gives you a watered down version of the Keyword Planner you can use to pick the keywords you want to target.

And, if you happened to enter your business URL during the setup process, Google has a list of potential keywords gleaned from the content of your website for you to add. What could be easier?

Hold your horses! Before you get trigger-happy adding keywords, this isn’t the best way to build out a campaign—especially if you’re new to paid search advertising.

as great of a tool as the Google Keyword Planner is, if you don’t use it right, you can end up bidding on a lot of useless keywords. With the wrong keywords, your ads show up in front of the wrong traffic and drive the wrong clicks to your site.

And, in the immortal words of Sweet Brown:

To save yourself the time, money and headache of bidding on the wrong keywords, here’s a simple 5-step process you can use to identify your best keyword candidates.

1) Assess Your Audience

Like everything else we’ve discussed in this article, if you want to pick the right keywords, you have to understand your audience. After all, if you don’t have a good feel for your audience, how can you predict what search terms they’ll use when they’re looking to buy what you’re selling?

Hopefully, you know who you’re trying to sell to, but who you sell to and who is looking for you online aren’t always the same thing.

Case in point, if you run a business that provides city planning consulting services, you might be trying to sell to government officials. However, who is your target market? The councilman who signs the check? His personal assistant? The mayor? Depending on the answer to this question, the keywords you pick may vary considerably.

Figuring out your audience

To really get to know your target audience, you need to talk to your existing customers. Ask them questions like the following until you get a good feel for how they found your business and what motivated them to actually buy.

“What problem brought you to us?”

In most cases, people search on Google because they have a problem that needs solving. In marketing, we call these “pain points.” The better you understand the pain your solution solves and how people look for a solution to their problem online, the better you can predict what keywords they will use.

“What’s your favorite thing about our company (or product)?”

Generally speaking, most people are looking for something specific when they search online. If you can figure out why your best customers love what you sell, you can use that information to identify keywords that indicate potential customers who would love what you sell, too.

If you happen to already be doing online marketing, you can always directly ask your customers “How did you find us online?” or “What did you search on Google?”, too. But overall, learning how and why your customers found you is one of the best ways to start putting together a keyword list.

2) Brainstorm Keywords

Once you have a good feel for your audience, it should be fairly easy to start brainstorming keywords. At this point, any keyword that seems like something your audience would use to find your business is fair game.

Yes, I know that I said that too many keywords is a bad thing, but we’ll whittle your list down later. For now, just come up with every variation you can think of. For example, someone who’s interested in “tree frog” could also search for “amazonian tree frogs” or even “herpetology of the maranon river”.

How Long Should You Go?

Obviously, “tree frog” is a much shorter keyword than “herpetology of the maranon river”. However, the former probably gets a lot more search volume and the latter is a lot more specific.

This begs the question, as you’re brainstorming, should you focus on keywords of a particular length?

To answer that question, let’s look at some data from a study Search Engine Watch published on keyword length. In this study, the authors assessed over 1.5 million active keywords and measured impressions, clicks and conversions.

Their report is a bit hard to get your head around, so I’ve boiled things down into a simple graph for you:

Intriguingly, as keyword length goes from zero characters up to about 11 characters, your ads get a bigger share of the impressions, clicks and conversions. But, as you go from 11 characters to over 40 characters, things quickly taper off.

Head, Body and Long-Tail Keywords

If you really stretch your imagination, this graph looks like a Chinese dragon. The head and body are short and the tail is very long (work with me here, it’s not my analogy). As a result, online marketers like to refer to keywords with 25+ characters as “long tail keywords”.

At first glance, you might think, Well, I should just bid on “head” keywords! Those get the best results!

While that may be true on the surface, bidding on keywords that get a lot of impressions, clicks and even conversions is not always the best idea. The fact of the matter is, everyone else is thinking the same thing as you, which means that those “head” and “body” keywords are pretty competitive (and expensive).

To make matters worse, “head” and “body” keywords like “tree frog” get a lot more impressions, clicks and conversions because they are much more generic terms. If you type in “tree frog” in the Keyword Planner, Google reports that the term gets searched 40,500 times a month. But, it also lists the most relevant keywords as “tree frog for sale”, “tree frog sound” and “sticky frogs”.

With a diverse audience like that, you might get lots of clicks, but they probably won’t be the most qualified clicks.

In fact, we’ve seen clients waste tens of thousands of dollars on “head” and “body” keywords that produced tons of impressions, clicks and conversions…but no sales. That’s not a situation you want to be in.

When it comes to picking keywords, the goal isn’t volume—it’s relevant volume.

With that in mind, let’s take another look at that Search Engine Watch study. This time, however, let’s look at how clickthrough rate and conversion rate (good early indicators of relevance) match up with keyword length:

Sure enough, “head” and “body” keywords have fairly low clickthrough rates and conversion rates. But, as you get out into the “tail”, things start to look much better.

Mengapa? Because the only people who are seeing your ads are the people who want what you’re selling!

The Sweet Spot

If you put this data together, it becomes clear that there is a sweet spot for keyword length. Of course, this sweet spot will vary some from business to business, but as a rule of thumb, the best-performing keywords are typically between 16 and 30 characters.

In this sweet spot, you maintain decent search volume while ensuring that your ads are primarily showing up in front of a relevant audience. As an added bonus, these keywords are usually less competitive, so your cost-per-click is often lower than what you see for shorter keywords!

The moral of the story?

During your keyword brainstorm session, focus on keywords in the 16-30 character range. If you need to go outside of that range, lean towards more characters…not less characters. After all, it’s pay-per-click advertising: if a keyword doesn’t get any impressions or clicks, you don’t lose any money!

3) Research Your Competitors

Once you’ve finished brainstorming keywords, it’s time to do a bit of reconnaissance. Open Google and start typing in keywords from your list. Is the competition advertising on those keywords?

If your competitors son advertising on one of your keywords, that’s actually a fairly good sign. That means you’ve identified a keyword that your competition values. And, now that you know what they’re up to, you can beat them at their own game.

By checking out the competition’s ads and landing pages, you can get a feel for how they are approaching their audience, learn a few things and do it better. Of course, there’s a chance that they’re actually wasting money on this keyword, but the only real way to figure that out is to advertise on that keyword yourself.

If, however, your competitors aren’t advertising on a keyword, that could mean one of several things:

1. You’re a genius! You’ve identified a new keyword the competition hasn’t thought of yet.
2. You have no idea what you’re doing! The competition understands your target audience better than you and knew this keyword is worthless.
3. They know something you don’t know… The competition has already been there, done that and realized that this keyword isn’t worth bidding on.

At this point, you need to take a step back and try to figure out which of these scenarios is the most likely. If you already think a keyword is a stretch, it may not be worth investing in. But, if you think you’ve uncovered a hidden gem, try it out and see!

Competitive Insight Tools

If typing every single one of your keywords into AdWords seems like a pain, I’ve got good news. There are a couple of tools you can use to shortcut things. SpyFu and iSpionage are competitive analysis tools you can use to quickly identify what keywords your competition is bidding on, what sorts of ads they have run (over time, even) and what landing pages they are using.

By using a tool like iSpionage or SpyFu, you can learn a ton from your competition’s keyword strategy. If you do it right, it’s a lot like stealing their best keywords out from under them!

4) Use the Keyword Planner

Now that you have a sizeable list of keywords, it’s time to start using the Keyword Planner. Yes, I actually recommend using the Keyword Planner after you’ve come up with most of your keywords on your own.

Mengapa? It’s simple. If you don’t do your homework first, using the Keyword Planner to identify keyword candidates can leave you with a lot of keywords that look good, but aren’t a good match for your audience.

However, the Keyword Planner is great for refining your keyword list.

The data the Keyword Planner provides can tell you whether or not a keyword is even worth trying. After all, if the suggested bid on a keyword seems out of this world or a keyword doesn’t have enough search volume to include, that’s great information to have.

In addition, when you find an affordable keyword with good search volume, Google’s suggested keywords list can be a good way to make sure that you didn’t miss important, related keywords during your brainstorm session.

Overall, the Google Keyword Planner is a fantastic resource (click here for more information on how to get the most out of the Keyword Planner), but it’s no replacement for good ol’fashioned market research.

Unfortunately, if you do it Google’s way and start with the Keyword Planner, you’ll end like most marketers…with a keyword list that is 94% junk. If you want a keyword list that actually—you know—works, use the Keyword Planner to support your keyword research, not as your primary keyword research tool.

5) Choose the Right Match Types

AdWords doesn’t really make a big deal out of match types during the initial setup process. It simply assigns your keywords to the least effective match type available: broad match.

While Google might not make a big deal out of match types, match types actually have a huge influence on the effectiveness of your AdWords campaigns. Essentially, match types tell AdWords how closely a search needs to match your keywords for your ads show up.

Google AdWords has three basic keyword match types: broad match, exact match and phrase match (broad match modified is a fourth option, but we won’t mess with that in this article). You also have the option to add negative keywords to your campaigns.

Broad Match

The broad match keyword match type is the default match type. Unless you specifically set your keywords to exact match or phrase match, they’ll stay broad match.

With this option, your paid search platform will treat your keywords a bit like the pirate code—as a general guideline for the searches you want to appear in. If you enter the keyword “chew toy,” your ad could be shown to people searching for everything from “no-stuffing chew toy for dogs” to a teething ring for babies.

As another example, let’s say I want to give up writing and marketing and want to go back to school to become a nurse practitioner. I don’t want to move and I want to do an in-person class, so I search for “local nurse practitioner program.”

These are the ads I see:

Only one of the ads that pops up actually offers a local program—the rest are all online. Google theoretically could have caught this since I entered “local” as a search term, but because most of these ads were likely using broad match keywords, we get multiple irrelevant ads.

Now, under the right circumstances, broad match can help expand the reach of your campaigns. This can be a good thing as long as it doesn’t derail your campaigns too quickly.

Phrase Match

Phrase match guarantees that your ad will only be shown if users search for specific keyword phrases as you’ve entered them into your campaign.

Traditionally, phrase match keywords will only be shown if users enter in the phrases exactly with no words in between, though additional words can be added before or after the keyword.

For the keyword “pink salt lamp”, for example, you may appear in searches like:

• Himalayan pink salt lamp
• Small pink salt lamp
• Natural glow pink salt lamp
• Pink salt lamp glow

Your ad will not appear in searches like:

• salt lamps that are pink
• Himalayan salt lamps

To create phrase match keywords, add quotation marks around them. They should be formatted “pink salt lamp”.

Exact Match

The exact match keyword match type basically means that your ad will only be displayed when searchers type in your exact keyword or an exceptionally close variant. So, if you bid on the keyword [pink salt lamp], your ad will only show up for people who enter in that exact phrase.

To create exact match keywords, add brackets around them—like [pink salt lamp]—when adding them to your campaign.

Kata kunci negatif

Negative keywords aren’t necessarily a keyword match type, but they can play such an important role in what searches your ad appear in that I wanted to mention them here.

Negative keywords allow you to tell Google which keywords or phrases you don’t want your ad to display on. If your keyword is “scrubs for nurses”, you might not want your ad to appear in searches for “nurses outfits” if most people who search for that are looking for Halloween costumes.

Negative keywords give you a lot more control over your ad placements and they are great because you know your industry and your ad better than any automated algorithm ever could. This targeting options can help prevent you from appearing in irrelevant searches, keeping your CTR and ROI as high as possible.

You can always add negative keywords at a later date if necessary. If you notice that one of your campaigns is being clicked in a large number of irrelevant searches with no conversions, you can add it as a negative keyword immediately.

Keywords are the heart and soul of every Google AdWords campaign, so it pays (literally) to make sure that you pick the right keywords and match types.

Step 7. Write Your Ads

Alright, you’ve set up your campaign and picked your keywords, now it’s time to actually write the ads your potential customers will see.

Click on the “+ NEW AD” button to get started:

There are a few basic things to keep in mind when writing a text ad:

• Include your keywords! (nothing says, “you’ve found what you’re looking for” like seeing your keywords in the title of a search result).
• If you’re local, say so (most people who are looking for a local business will be more likely to click if you include their city in your ad).
• Include your value proposition (what sets you apart from the competition? you should probably mention it)
• Speak your customer’s language (use words and phrases your customers regularly use when talking about your business or product)
• Be personable (use familiar language, especially words like “you” or “your”)
• Specifics sell (“big sale” is a lot less compelling than “25% off if you order today!”)
• Include a call to action (“click here”, “buy now”, “get your free estimate today”)
• Look at different views (your ads will look slightly different on desktop and mobile, so make sure that they look good in both previews)

In addition to the basic tips listed above, there are a lot of different tactics you can try with your text ad copy—all of which boil down to the following 3 ideas:

Tactic #1 – Appeal to Their Emotions

90% of purchasing decisions are made subconsciously. As a result, successful ad copy evokes the right emotions in your target audience.

With that in mind, here are a couple of ways to create emotionally compelling ad copy.

Speak to the Pain Point

Ideally, you want your ad to speak to the problem that led someone to search for a solution online. For example, look at the ads that show up if you search for “renew passport”:

Odds are, if you are looking to renew your passport, you either have upcoming travel plans or you’re looking for a way to avoid the line at the passport office.

Look at that! These ads clearly target both of those problems.

The other great advantage of writing ad copy that speaks to your target audience’s pain points is the fact that people care about how your company can solve their problems—not how great your company is.

So, if you want to improve the effectiveness of your ad copy, focus on your target audience’s pain points.

Play Off of Entitlement

We all feel like we deserve things. In fact, in America, we believe in that idea so strongly that we have a Bill of Rights dedicated to all the things Americans deserve.

We deserve to be happy. We deserve to be comfortable. We deserve to be treated well. We deserve to have our needs met…and to have them met now!

Good or bad, this sense of entitlement is a powerful force in our lives and it’s one you can put to work in your ad copy.

For example, here’s what you get if you search for “divorce attorney” (not searching for one personally, but divorce is a situation where everyone feels like they deserve something):

You can call it “rights”, “needs” or “what you deserve”—it doesn’t matter. If your target audience feels entitled to something, that’s an emotion you can play off of.

So, if you want people to feel an emotional connection to your company, use your ad copy to make them feel like they deserve your product or offer. And really, who wants to deny themselves something they deserve?

Tactic #2 – Appeal to Logic

Although emotion is certainly the biggest factor in the decision-making process, logic and reasoning still have a significant effect on whether or not people choose to click, convert and buy.

In fact, an appeal to logic and reasoning is almost an emotional appeal. After all, if people feel like their decision is based in facts and rational thought, they will feel like they are making the right decision.

Answer Their Unasked Questions

A good paid search ad will address potential concerns before your target audience can mentally object to your ad. Once someone starts to pick apart your ad, business or offer, you’re stuck fighting an uphill battle.

On the other hand, if you can premptively address their points of concern, you can keep your potential customers in a receptive state. If you do it right, your audience will feel incredibly comfortable and understood, which will make them much more likely to buy.

So, if you want to improve your ad copy, try looking at why people might not want to click or convert and address that in your copy.

Use Numbers

People love numbers and statistics. There’s something so concrete and reliable about a good solid number—regardless of how relevant that number actually is (I have a soap box to get on here, but I’ll forbear).

As a result, using numbers and statistics in your ad copy is a great way to address potential concerns. For example, here are the results you get when you type in “project management software”:

What do you think is a common customer objection in this industry? Price? Or user base?

The first ad talks about their 1.5 million users. Ad #2 states that they’ve been used for over 15 years. The third headline mentions that 7 million people have tried their product.

Price isn’t mentioned once.

Clearly, these companies are in a fight to establish their credibility. If you think about it, that makes sense. The SaaS space is full of startups with buggy software. Somebody has to take a chance on these startups, but most people don’t want to be that somebody. They want something that has a proven track record.

With that in mind, is it any wonder that these companies have chosen to write ad copy that addresses these concerns?

So, if you want to make your claims more compelling, look for ways to add numbers or statistics to your ad copy. This can be as simple as pricing or a complex as results from a study you’ve conducted—just give people something solid to hold onto!

Tactic #3 – Grab Their Attention

No matter how emotionally and logically appealing your ad copy is, if people don’t read your ad, they’re not going click. Fortunately, making your text ads more eye-catching is one of the easiest ways to improve ad performance.

Here are a few ways to improve the visibility of your ads:

Use Your Target Keywords in Your Copy and URL

Ever buy a new car and suddenly everyone seems to be driving that car? In psychology, they refer to this as “selective attention“—we only notice something when means something to us.

To handle all of the stimuli in the world, our brains have to filter things down to what really matters. It’s why you don’t constantly notice the clothes you are wearing or the chatter in the office.

But, if someone says your name in the other room, you notice. Mengapa? Because your brain has identified your name as a high priority stimulus and brings it to your attention.

The same principle comes into play with paid search advertising.

As soon as someone types a phrase into a search engine, the words in that phrase (along with some other key, related words) become a high priority to their brain. Essentially, the brain is using selective attention to identify relevant search results.

If a search result includes those high priority words or phrases in the copy or URL, the brain says, “Hey, look at this! It seems to be relevant.” If not, the search result gets filtered.

Guess which category you want your ad to be in?

Google understands the importance of selective perception, which is why Google AdWords bolds your keywords in your search result. They want to make sure you know that you found what you’re looking for (which is, after all, an important part of how Google stays in business).

For example, here’s what you get if you search for “travel to india”:

See how obvious the keywords are? Google’s doing their best to say, “Hey, this ad is relevant to your search!” Between selective attention and Google’s keyword highlighting, including your targeted keywords in your ad copy and URL is practically a necessity.

So, if you want people to notice your ads, your ad copy needs to show up on their radar—you need selective attention to filter for you!

Use All the Characters!

Now that Google has switched over to Expanded Text ads, advertisers have access to 47% more characters than they used to. This is good news, because more characters = more visibility.

Of course, if your ad copy isn’t particularly compelling, all those characters won’t do you a lot of good. But, if you aren’t using as many characters as possible, you’re missing out on a real opportunity.

So, if you want to get the most out of your ad copy, take advantage of the full 140 characters Google now offers. Es tan simple como eso.

Finally, you should always plan on testing your ad copy. You might love your ad copy, but that doesn’t mean your potential customers will. The only real way to perfect your ad copy is to test…and test…and test.

Step 8. Build a Landing Page(s)

After all the work it’s taken to get to this point (we’re about 10,000 words into this article, so you’re a trooper for making it this far), you’re probably ready to just point your Google AdWords traffic to your homepage and call it good.

Unfortunately, that would be a mistake.

Remember EZcater’s terrible landing page from back when we were talking about quality score?

What do you think the odds are that someone searching for “sandwich delivery” will end up on this landing page and sign up for breakfast catering?

The problem is, EZcater used a generic landing page for a very specific campaign. Now, this landing page might have worked okay for a “breakfast catering” search, but it’s a terrible fit for a “sandwich delivery” search.

Landing Pages vs Site Pages

This is why every campaign (and ideally, every ad set or even every ad) needs its own, specifically designed landing page. A well-designed Google AdWords campaign will generate clicks from a focused audience with highly-targeted needs and expectations.

Your goal is to get them to do something specific on your landing page—so why would you send them to a generic page like your homepage?

Here are a few examples of things you might want people to do on your landing page:

• Make a purchase
• Become a lead by submitting a form
• Call you
• Reach out to you via chat
• Subscribe to a newsletter or email list
• Register for an event

All of these conversion actions accomplish the same basic goal: they progress people towards becoming a paying customer. And that’s where a good landing page differs from your regular site pages.

Most of the pages on your website have to handle a wide audience with a lot of different interests and needs. A good AdWords landing page is focused on one thing: providing a consistent experience that takes people from click to action.

Creating Your Landing Pages

When it comes to creating landing pages for Google AdWords, you have two basic options: 1) build the pages directly on your site or 2) create the landing pages using a landing page tool.

Building Landing Pages on Your Own Website

The first option is fairly straight-forward. Like any other page on your site, you create and host your landing pages on your own website. The only difference is that you are creating campaign-specific pages, instead of regular site pages.

However, many businesses prefer not to add dozens or hundreds of additional marketing pages to their website—especially if they don’t plan on running a particular marketing campaign forever. In addition, creating a landing page on most websites can be a real headache, so unless you have solid design and coding skills, building your landing pages on your own website might be overwhelming.

Using a Landing Page Tool

Landing page tools allow you to build and even host your landing pages using a third-party service. There are a lot of landing page tools out there, like Unbounce, Instapage or LeadPages that you can use to build landing pages for your Google AdWords campaigns.

Breaking down the advantages and disadvantages of the different landing page tools falls outside of the scope of this article, but a detailed comparison, check out this article.

You’ll have to pay a fee for most landing page tools, but they offer easy design interfaces and testing options that make them a great option.

Designing Your Landing Page

Now that we’ve cleared up what a landing page is and how we’re going to use the term in this article, let’s talk about the 5 essential elements of landing page design. For reference, here’s a handy infographic that shows you how each element fits onto a page:

To embed this infographic on your site, use this link:

As you can probably imagine, not every landing page will fit this mold, but this infographic gives us a good framework for discussing what goes into an effective landing page.

1) Above-the-Fold Content

“Above the fold” is a term online marketers stole from the newspaper industry that refers to the first content a user sees. For a newspaper, “above the fold” is a literal term, but online marketers use it to describe content in the top 600 pixels or so of a landing page.

Since it’s the first thing your users see on your page, your above the fold content—much like a good front page story—is the key to drawing potential customers in, so you’ll want to make your above the fold content as compelling as possible. Let’s take a look at some common above-the-fold content:

1A) Main Headline

A good headline (and hero shot) is like a lighthouse for your potential customers. It tells them, “Yes, you’re in the right place and here’s what you can expect…” But, your headline needs to be more than an overview of your page—it needs to pique the reader’s interest in some way.

Depending on your business, what you’re selling and what you want people to do on your page, you’ll probably want to use different types of headlines.

For example, if you run a pilot certification program and you want people to sign up for your course, you might use a headline like “Learn to fly today!” On the other hand, if you want people to sign up for your email list, “Learn more about flight school” might be a better option.

The key to writing a great headline is understanding who your audience is, why they are on your landing page and what problem they’re hoping you can solve for them. Once you know those three things, it’s fairly easy to come up with headlines to try.

1B) Supporting Headline

If it’s a little hard to address the who, why and what of your audience in your headline, you can expand on things with a supporting headline. Think of your supporting headline as your opportunity to fill in important details.

Your headline should always be the most important and compelling argument for taking whatever action you want someone to take, but sometimes a little extra detail can be the push people need to actually convert.

For example, here’s one of Disruptive’s landing pages:

Most of our potential customers feel like they are wasting money on pay-per-click (PPC) advertising (which, sadly, is almost always true). They’re usually business owners or marketers who got to this page by searching on Google for something like “ppc agency” and clicked on our ad.

With that in mind, the headline of this landing page immediately confirms 3 things to a visitor:

1. Everyone is wasting money on PPC—which means you’re right to be concerned about your own campaigns
2. We are experts who know PPC well enough to help—because we’ve run the numbers and know how much ad spend is being wasted
3. They are where they expected to be after clicking on an ad for a PPC agency

All together, this headline addresses the who, why and what of our audience, but it’s kind of a dismal message. So, rather than leave people feeling like their campaigns are doomed, we use a supporting headline: “You deserve better.” Or, in other words, with Disruptive, you won’t have to waste so much of your PPC ad spend.

As you can see, the main message is in the headline, but the supporting headline adds important detail that makes the main headline more compelling. Not every landing page needs a supporting headline, but when used effectively, a good supporting headline can make your landing page much more compelling.

1C) Hero Shot

Of course, your main and supporting headlines can only say a few words. It can be hard to get someone to have an emotional response in just a sentence or two. That can take hundreds-to-thousands of words.

Fortunately, for that, we have pictures.

In many ways, your hero shot can be just as important as your headline. Your hero shot is the aesthetic component of your landing page that tells people, “yes, you’re in the right place and you can trust this company” without them even realizing it.

To highlight this, let’s go back to our flight school example. Which of the following pages do you think would be more compelling to an aspiring pilot?

This one?

Or this one?

Odds are, the second page would drive a lot more conversions. But why? The headline is exactly the same on both pages!

The answer, of course, is the hero shot. Even though the headline on the first page reads “Learn to fly today”, anyone who clicks on a pilot certification ad and ends up on a page with a scuba diver will immediately assume that something is wrong. They want to fly, not swim, so how did they end up on a page about scuba diving?

While this example is a bit extreme, it highlights an important point: your hero shot can make or break your headline (to learn more about picking the right hero shot, check out this article).

1D) Benefit Summary

This section doesn’t always end up above the fold, but when it does, it’s important. Essentially, the benefit summary is the hook that pulls people from your above-the-fold content to the rest of your page.

Essentially, your benefit summary should say, “Hey, here’s what you’ll get if you do what I’m encouraging you to do. See how great it is? You should either convert or scroll down to learn even more!”

That being said, the benefit summary is your elevator pitch. If you decide to use one, you’ll want to keep it short, simple and to the point. You can get into more detail below the fold.

2) Call to Action (CTA)

Although most companies place a call-to-action (CTA) above the fold, since your CTA is what you’re asking your visitors to do on your landing page, it deserves its own section. But, before you can create your CTA, you need to decide what you want people to do on your landing page. This is important, because otherwise you can end up with no CTA or multiple different (and even conflicting) CTAs.

Both of these situations are bad.

For example, clicking on Spotify’s PPC ad brings you to this landing page:

There are way too many options here.

After a bit of head scratching, it looks like the goal of the page is to get people to sign up for Spotify’s free month of premium service. However, the page also gives you the option of listening for free to their non-premium option.

This page also happens to be their home page, so there are options for “Download,” “Sign Up” and “Log In” in the header (and that’s ignoring all of the clickable elements in the footer!). All of these options make it hard to know exactly what you are supposed to do on this page. In fact, if you scroll below the fold, you may not even be sure what you’re signing up for.

In contrast, here is Neil Patel’s CTA:

The CTA is simple and consistent throughout the page. If you’re looking to grow your business, his page quickly makes it obvious that you have found someone who can help you with that and then encourages you to take the next step to make it happen.

In addition, the CTA is obvious and straightforward. Most people on the internet are looking for quick information, so the easier you make it for them to find and absorb your CTA, the more likely they are to convert.

For example, “Get Your Free Quote!”, “Contact Us Now!” or “Get Started Today” are great examples of CTAs.

Having a specific offer or benefit associated with the CTA also helps to boost conversions. Specific offers make your audience feel like they are getting something in return for their info and incentivize them to act now. So, instead of “Contact Us Today”, try something like “Contact Us Today for 10% Off”.

Finally, making your CTA a color that stands out from the rest of the page and placing it prominently will make it easy to find and act on. Bastante simple, ¿verdad?

3) Show Them the Benefits

If someone starts scrolling through your landing page, it means you’re doing something right. Whether it was your ad, headline, hero shot or something else, people who read your whole landing page are basically telling you, “I’m interested. Sell me on why I should convert.”

The only problem is, most businesses don’t know how to talk about themselves or what they are selling in ways that matter to their potential customers. Mengapa? Well, all businesses struggle with egocentrism. After all, you spend all day, every day thinking about and improving your product or offer. It’s natural to want to talk about all the special things that make your business unique!

The only problem is, the people on your landing page don’t care.

See, most people struggle with egocentrism, too. They don’t care how many countless hours you’ve invested into that nifty feature. They may not even care about the feature at all. Most visitors to your site are asking themselves one simple question:

Will this make my life easier?

Depending on what you’re selling and who you’re marketing to, you might answer that question in a number of different ways. For example, if bug-free software is a big deal to your potential customers, you may want to focus on how fine-tuned your software is. You might want to include a section about your support team, how many users you have, how you handle errors…you get the idea.

The important thing is to keep the focus on how your bug-free software will make their life easier—not how awesome your business, product or offer is.

4) Social Proof

Unfortunately, most people instinctively distrust marketing material. Generally speaking, most marketers tell the story that puts their offer in the best possible light. After all, marketers make money off of telling people their product is great. Maybe your offer is as good as you say it is, but it’s hard to believe someone who gets paid to talk about how awesome their offer is.

On the other hand…an actual customer? They’ll tell it like it really is.

As a result, testimonials are the simplest way to add social proof to your landing page. Unfortunately, because they are so easy to put together (or even fabricate), testimonials often don’t carry a lot of weight. So, if you want your testimonial to be believable, you need reputable, verifiable sources.

With that in mind, here are some ways to put together believable testimonials.

• Cite high authority sources. If other business leaders (particularly leaders of recognizable businesses in your industry) are willing to say you’re great, that must mean you’ve got something pretty cool.
• More details = more believable. If your testimonial includes enough detail (name, location, job title, etc) that it would be easy to track down your source and verify the quote, the testimonial will be more believable.
• Include pictures. Along the same lines, photos further establish the authenticity of your testimonial. After all, if your testimonial was comfortable with you using their photo, your reader can feel comfortable with giving you their business.
• Video testimonials. Video testimonials take this principle even further. Video testimonials are even harder to fake and come with the added benefits of inflection and body language. If your video testimonial shows genuine enthusiasm for the product, you can bet that your audience will be interested in your offer.
• Embed content. If you have rabid reviews on Twitter, pull them into your site. Reviews on third-party sites can’t be tweaked to perfection, so they feel more raw and real.
• Include a variety of testimonials. Everyone knows that only a small portion of your customers will be willing to put themselves out there on your behalf. So, if you have several testimonials, a lot of people must love your company (sliders are a great way to feature multiple testimonials without sucking up too much real estate on your page).

According to Reevo, customer reviews increase sales by 18%. But, you can’t just put any old testimonial up on your site.

Instead, you want to feature the kind of reviews that make your potential customers think, “You know what? I’d be stupid not to convert” (to learn more about how to effectively use social proof, check out this article).

5) Closing Argument/Reinforcing Statement

A good landing page should naturally lead a user to the conclusion that converting is in their best interest. To do that, however, you need to know exactly what you want them to do and why they might not want to do it. Then, throughout your landing page, you address their concerns and sell them on the value of what they get in exchange for converting.

In particular, if someone makes it through to the end of your landing page, you have a final opportunity to convince them to convert (incidentally, this is a good place for another CTA). With your closing argument/reinforcing statement, you should summarize everything you covered in the rest of your landing page and then throw in any additional selling points you think might seal the deal.

Honestly, most people won’t read your closing argument/reinforcing statement, but for the people who do make it all the way through your page, a good conclusion can be the difference between them hitting the back button or converting.

The Secret is Consistency

We’ve already talked about this idea a little bit, but consistency is the whole point of landing pages, so it is worth mentioning again: the key to an effective landing page is messaging consistency.

In other words, the messaging of your Google ads should match the messaging of the landing pages they send traffic to.

A home page has to meet dozens (if not hundreds or thousands) of different needs. A good AdWords campaign delivers traffic with one specific need.

If that traffic lands on a home page with a hundred different options and messages, what are the odds that they’ll actually find what they’re looking for and convert?

AdWords campaigns perform best when they deliver a consistent experience. If your ad appeals to a certain type of person, your landing page should appeal to that person as well. That way, when they arrive on your page, they think, “This is exactly what I was looking for!” not “Wait, where am I and what am I doing here?”

Step 9: Set Up Conversion Tracking

Now that all of your campaign settings are in place, you’ve picked the ideal keywords, written brilliant ads and created a landing experience people will rave about, it’s time to launch your campaign, right?

Not quite.

Unfortunately, no matter how closely you followed this guide or how well-designed your campaign is, you’ve made mistakes along the way.

How do I know? Well, in Hubspot’s State of Inbound report (which is a good analysis of inbound marketing techniques like Google AdWords), they found that 97% of inbound marketing campaigns without good tracking fail.

Yes, you read that right: 97% fail.

That might seem like an insanely high number, but if you think about it, it makes complete sense. You can’t improve what you don’t understand and if you aren’t tracking the results of your online marketing, how do you know what’s working? (and more importantly—what isn’t?).

Conversion Tracking Matters

If that isn’t reason enough to implement quality conversion tracking, we’ve audited over 2,000 AdWords accounts at Disruptive and discovered that 42% of AdWords advertisers aren’t tracking any conversions:

Share this Infographic On Your Site

Please include attribution to www.disruptiveadvertising.com with this graphic.

At first, you might think, “Well, if half of advertisers aren’t tracking conversions, why should I?”

The answer goes back to that Hubspot figure. If your competition doesn’t have good conversion tracking in place, they can’t optimize their campaigns for maximum profitability.

But, if you are tracking conversions, you can optimize your campaigns and blow past the competition!

To make things even better, of the 58% of AdWords advertisers who are tracking conversions, only half of them actually have good conversion tracking in place (you know, the kind you can actually use to improve your online marketing?).

So, while the average conversion rate in our study was 2.18%, the average conversion rate for businesses with good conversion tracking was 3.16%.

In other words, on average, most companies aren’t tracking 31% of their conversions. That’s like trying to drive with only 69% of your vision.

Sure, you might make it safely to your destination, but you’re more likely to end up in a lot of trouble. But, if your competition happens to be driving with the blinders on, that gives you the advantage…

Setting Up Conversion Tracking in AdWords

The good news is, it’s pretty easy to set up conversion tracking in Google AdWords.

To get started, click the wrench icon in the upper lefthand corner of your screen, then click on “Conversions” under the “Measurements” menu.

This will bring you to the “Conversion actions” page. Click the blue button to add a new conversion.

Next, you’ll have the option to choose between 4 different types of conversion action:

Website and phone calls are the two most commonly used options here, so we’ll cover those in this article (for more information about app installs and importing conversions, check out this article).

Tracking Conversions on Your Website

If you want to track specific actions on your site (sales, viewing a specific page, signing up for your email list, submitting a form, etc), click “Website”.

This will bring up the following options:

In the screenshot above, I’ve created a conversion for people who submit a lead for on my website. Let’s take a closer look at some of the settings I used:

Nilai

Since a lead doesn’t have any intrinsic value, I’ve decided not to have Google AdWords track the value of this conversion action, but you can have AdWords assign a specific dollar value to your conversions that you can track in the main AdWords interface (very handy for ecommerce businesses).

Count

Here, I have the option to count every conversion separately or only allow one conversion per click. I’ve chosen to track every conversion, which means if someone submits 2 forms on my site, it will show up as 2 conversions—even though they were both from the same person.

Hypothetically, tracking every conversion could result in a conversion rate of over 100%, but this rarely happens.

Tracking every conversion is usually best when you have a variety of offers. For example, if I had a lead form for drone repair and one for a drone insurance program, tracking every conversion might be a good idea.

However, if my only offer was drone repair, it might be better to only allow Google AdWords to track one conversion per click, since multiple conversions from the same person wouldn’t make any difference to my business.

Conversion Window

“Conversion window” refers to the maximum length of time between a click and a conversion that you want Google AdWords to track.

I’ve set this to 30 days, so if someone clicks on my ad and then comes back and converts 10 days later, it will show up as a conversion from that ad. Depending on your business, you may want a longer or shorter conversion window than this.

View-Through Conversion Window

“View-through conversion window” is a kind of funny metric. Essentially, you use this setting to tell Google AdWords how to measure the impact of an ad when it no es clicked.

For example, if someone searches for “drone repair” and sees my ad—but doesn’t click on it—and later that day clicks on a link to my site in a drone forum and converts, that conversion would show up as a “view-through conversion” for the ad they saw.

This setting is most important for measuring the impact of display ads, where seeing an ad and not clicking is fairly common, but it’s not all that useful for text ads.

Include in “Conversions”

This is just a checkbox that tells Google AdWords whether or not you want this action reported as a conversion in your reports.

The only real reason to uncheck this box is if you have an action (like viewing a specific page) that you want to be able to track using a custom report, but don’t want to show up in your regular reports.

Attribution Model

Sometimes, the path to conversion isn’t as simple as “they see my ad, click and convert”. If you have a fairly involved marketing funnel, you may want to choose a more involved attribution model, but for beginners, I recommend sticking with “Last click”.

Once you hit “Create and continue”, Google will generate a couple of code snippets for you to add to your website.

The first snippet is a “Global site tag” you will need to add to your entire website (lean on your developer for help with this if you don’t manage the backend of your site). You’ll only need to add this to your site once.

Essentially, the global site tag will “cookie” the browser of anyone who visits your site, tracking how they interact with your site and adding them to a list you can use for retargeting ads (we won’t get into those in this article, but for more information, click here).

The second snippet is specific to the conversion action you just created. You can add the snippet to a page or a button on your site (switch from “Page load” to “Click” if you want to track a button).

Unlike the global site tag, you’ll need to add a new “Event snippet” to any relevant pages or buttons every time you create a new conversion action.

By the way, if you happen to be using Google Analytics on your website (and you should be), you can use Google Tag Manager to integrate your Google AdWords data with your Google Analytics data. To learn how, check out this article.

Tracking Phone Calls

When you select “Phone calls” as a conversion action, you have 3 different tracking options:

The first option allows you to track calls made directly from your ads. So, if you use call extensions in your ads or try Google’s “call-only” ads (only available on mobile, for obvious reasons), you can use this setting to track those calls.

The second option allows you to track people who come to your site through an ad and then call you. To track this, you’ll need to set up one or more Google forwarding numbers and add a tag to your website. When someone visits your website through an ad, Google will swap out your actual phone number for a forwarding number, which it can then track as a conversion.

Finally, the third option allows you track mobile users who click on your phone number to call you. Since people are actually clicking on something on your site, this is tracked a lot like a button click, so you don’t need to use a Google forwarding number.

After you pick what kind of calls you want to track, you end up with the same basic options as you had for website-based conversions:

The only new option here is “Call length”, which allows you to tell Google AdWords how long a call needs to be before it counts as a conversion. Since most potential customers will talk to you for at least 60 seconds, one minute is a good minimum setting to consider here.

Depending on which call tracking option you choose, you may have to add some code to your site or sign up for a Google forwarding number in the next step, but the process is fairly straightforward, so we won’t go over every option here (for more information, check out this article).

And that’s it! Once you’ve set up all the appropriate conversion tracking, you’re ready to start advertising on Google AdWords!

Step 10. Launch Your Campaigns!

Once you activate your campaign(s), Google will review your ads. Within a day, they should be approved and you should start getting clicks and conversions.

However, as we discussed earlier, Google AdWords is far from a “set it and forget it” advertising platform. In fact, the biggest reason that most AdWords campaigns fail is a lack of attention.

Unfortunately, only about 10% of AdWords accounts are optimized even once a week. Based on the accounts we’ve reviewed here at Disruptive, 72% of accounts haven’t been touched in over a month!

So, how often should you be optimizing your account? It all depends on your traffic and budget.

For budgets over $10,000/month, you should be at least giving your campaigns a thorough review at least once a week. However, to really get the most out of your account, you should probably review your campaigns at least 3 times per week.

For a new campaign, you need to be even more involved. It’s a good idea to check up on the account at least 3 times per day.

If you’re not spending thousands of dollars a month on AdWords, you won’t generate enough data in a day to warrant a daily checkup, but it’s still a good idea to keep a close eye on things. Depending on how many clicks you get a month, checking in every week or so should be enough, especially if your campaigns have been running smoothly for a while.

This article is just an introduction to Google AdWords, so we won’t get into all the different ways you can optimize your campaigns, but we’ve got hundreds of articles about campaign optimization on our blog, so check back any time you need help! (here’s a handy article to get you started).

As a general rule of them, the more time you spend in your AdWords account, the better it will perform. Of course, you don’t have to make major changes 3 times a day or week, but keeping close tabs on your account will give you the insight you need to really get great performance.

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Google AdWords is the king of online marketing platforms…and with good reason. It’s one of the most powerful ways to reach your customers when they are ready to buy.

Of course, with how powerful Google AdWords is, competition on the platform is fierce, so it’s important to set your campaigns up right and constantly optimize them for maximum profitability.

But, if you follow the directions in this step-by-step guide, you should be well on your way to success!

By the way, if you’ve made it through this guide and still have questions (or want help launching your own campaigns), let me know here or in the comments. If you made it all the way through this article, you can probably tell that Google AdWords is no cakewalk, but I’d be happy to assist in any way I can.

Have you tried Google AdWords? ¿Le ha resultado útil esta guía? ¿Cómo fue tu experiencia? Do you have any Google AdWords tips you’d add to this article? Leave your thought in the comments below!