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Google ADS is an incredible tool that Google designed to provide advertising space on its network, in this way companies can offer their products and services by paying when people click on these adsIt sounds incredible, and although it is shown that it is very easy to develop these campaigns, it requires a great deal of planning to achieve a specific objective, without this meaning a loss of money.
We know that it is hard work to create these campaigns, but don't worry, in this article we want to give you some tips and tricks to create your campaigns and in this way not lose money in Google ADS.
1. Define a main objective for the campaign
Before creating a campaign ask yourself “What do I want to achieve with this campaign?” You want to sell a product, offer a service, get traffic to your website... in short, based on your objective you can configure the aspects of your campaign that will allow you to achieve that objective, such as, for example, what type of campaign to use, the keywords to implement, the most attractive texts, the landing page where the ad will be directed, etc.
2. Study and choose keywords (and negative keywords)
It is very important to choose which keywords will trigger your ads., also, you need to see which keywords have the most competition in the bidding system, the higher it is, the greater the competition and the higher the cost per click of the ad. How many keywords do you need? Well, many experts agree that in a range between 15 and 20 keywordsThis range allows us to have sufficient segmentation, without being too specific or too broad.
Now, what about negative keywords? Yes, negative keywords, these are the words that go against our campaign. For example, if you want people to buy and download a book, why does our ad activate if people search for “free book”? Having a good selection of negative words according to the objective of our campaign will allow us to increase the chances of the ad reaching the right people and not losing money on Google ADS.
3. Keyword matching
What is keyword matchmaking? It's a way of telling Google ADS under what circumstances we want our ads to appear when people search for something, using the keywords we previously selected; There are 4 types of concordances that we can use, to better explain each one, as an example, we will use the keywords -buy low heels-
- [Exact match]: This match is represented by the brackets, and tells Google to only show your ad when people search using exactly the keywords you put inside the brackets; if we put [buy low heels] the ad will only appear if people search buy low heels.
- “Phrase agreement”: This match is represented by the quotation marks, and tells Google that our ad will appear if people use our keywords as long as they are not separated; if we put “Buy low heels” our ad will appear if people put where to buy low heels, buy low heels in Medellin, but it won't appear if people put where to buy some low heels, since our keyword was separated by others.
- +Modified +broad +concordance: This match is represented by the plus sign (+) and tells Google that our ad will appear if people use our keywords even if they copy them in a different order, if not all the words are copied the ad will not appear; if we put +low heels, our ad can appear if it is placed where can I get low suede heels, buy heels in Medellin that are low, inter alia.
- Broad match: This match is not represented by any symbol and tells Google that Our ad will be displayed under all circumstances (synonyms, spelling mistakes, different order) that our keywords are used, is perhaps the most dangerous to use since it can appear in any result and may not be reaching the group of people we are interested in.
Choosing one match or another is in line with the objective you previously set to avoid losing money on Google ADS.
4. Indicate a budget
Every time you create a campaign you will need to create a budget for that campaign, if you create multiple campaigns, each one will have its own budget, you should be careful with this, as you could overinvest and generate losses. The ideal is to create a shared budget for the campaigns from the shared library, and this way you will have maximum control over your budget.
Another very important tip is that you should allocate an amount per day; if you have a monthly budget, you should divide it by the number of days in the month and indicate that value in the campaign budget. This is very important because if you put that your budget is 200,000$, you will spend that amount per day.
5. A very good text for your ads
A title and two or three lines of description, simple right? Unfortunately it is not so, it is very important that in these few lines Make your potential customers fall in love with you and offer them as much information as possible so that they are sure that is what they want and click.
You need to know what information is necessary and what is not, including calls to action, making sure your keywords are in the text; also analyze your competition and see what they use for their ads, whether it works or not and how you can improve it… if you spend a good amount of time, you will have good texts that will allow you to captivate your potential clients and not lose money on your Google ADS campaigns.
6. Versions of the same ad
Each ad group can have multiple ads, with this in mind, create multiple versions of your text, modifying some words, titles, calls to action and organization, let them run for a week or two, then analyze them and see which one or ones gave you the best result, based on that you can optimize the best ads and eliminate those with lower performance so as not to lose money on Google ADS.
7. Use ad extensions
Ad extensions allow you to add additional information that will complement our ads, such as your phone number or business address. The great thing about extensions is that they don't cost you extra and they make your ads bigger, and if they're bigger, they're more visible and people will click on them more easily.
8. Optimize your landing page
A good ad will not be effective if it does not lead to a good landing page. First of all, the page should load as quickly as possible, second, it should point exactly to the service or product you offer, if you create several ad groups, create a landing page for each one and finally, just like with texts, you can create two versions of landing pages, and over time find out which one got the best results, in order to start optimizing them.
Be very careful with text and URL changes on landing pages. If you make any of these changes, you must do so immediately in the ad, otherwise you will get a 404 error, your potential customers will leave, and you will have lost money.
9. Give your ads time
Your campaign is now up and running, let it run for a while.There are people who leave them running for 2 weeks, others leave them running for 3 months, the point is to give them enough time to work, and thus get much more data on how they are working and based on this information you can make the relevant changes to optimize your ads.
There is an explanation for this: when you launch your ads, the Google ADS algorithm begins to study your campaign and how it develops to give you the data. When a change is made, the algorithm stops and starts again from scratch with the new data. If you modify your ad every hour, you will be restarting the algorithm and you will not have enough data to analyze your campaign.
Google ADS ads are an excellent way to make yourself known and offer your services, they are also a complement to SEO positioning strategies, so do not hesitate to explore their potential, and if you still do not feel confident creating your own campaigns, at Gulupa Digital they are willing to help you, Contact us if you want to know more about our Google ADS advertising service.
