In this article, we’ll do a quick guide, with more specialized details to answer questions you may have regarding the Google Ads (SEM) platform, metrics, budgets and how your business can benefit from this safe bet.
SEM is a digital marketing strategy used to increase a website’s visibility on search engine result pages.
SEM may also be referred to as paid search or pay per click (PPC)
With an increasing number of users searching and “consuming” on the internet, Google Ads has become a crucial online marketing strategy to increase a company’s reach.
Google Ads uses complex algorithms to ensure that the most relevant results are shown for each search, including location and other available information.
In paid search advertising, sponsored ads appear at the top and next to search engine results pages (in this case Google) for more visibility and prominence than organic results.
We recommend you this article: How to use negative keywords to improve Google Ads campaign
This is the most common question we hear. The reality and the right answer is “how much are you willing to invest”? Not forgetting that within investment we are talking about:
Basically, the budget is how much you’re going to pay Google per month to place the ads online – normally this amount is split for daily use.
The monthly fee has two variables – how much you will pay the agency for its creative services and how much you will pay the same agency for maintaining the account.
Search ads are the text ads displayed on Google results pages.
The advantage of this type of campaign is that it’s showing your business where many would like to be – at the top of Google searches.
Adaptable Search Ads
Adaptive ads allow you to insert multiple headlines and text into the ad, then giving Google the freedom to select the best performers to show to users.
These are image ads that divert users’ attention from the content of the pages they are currently browsing
Video ads are displayed before, after or during YouTube videos. This platform is also a search platform – with the right keywords, your video will stay ahead of others, stopping user behavior time enough to get your attention.
App campaigns promote an app through an ad displayed on the following networks: Google Search, YouTube, Google Play, Display, and more.
Unlike other types of ads, there is no creation of an ad. Instead, you provide Google with information about your App’s target audience and how much you are willing to pay per click. Google then does the rest and makes sure it will show your App to the right eyes.
Another type of ad on Google Ads is Google Shopping ad campaigns. Purchase campaigns when displayed include detailed product information such as price and images. You can create a Shopping Campaign through the Google Merchant Center, where you can enter the product-specific information that Google obtains to create your shopping ads.
Rather than promoting your brand, Shopping ads allow you to promote specific products and product lines. That’s why, when searching for a specific product on Google, you may see several different branded ads appearing at the top and/or side.
Depending on the business, a conversion may be counted when a customer:
Once you’ve identified which customer actions you want to track as conversions, you only need a few simple, free-to-implement features to get conversion tracking working for your campaign.
Setting up conversion tracking involves HTML code in Google Ads. This code is pasted into a page on your website that your customers visit immediately after the conversion is complete (such as an “Order Confirmation” or “Thank you for your purchase” page).
Want to sell more? Take a look at these 5 tips that can help you increase sales
The “conventional popular wisdom of marketers” says that a good conversion rate is something like 2% to 5%. If at the moment yours is at 2%, there is room for maneuver to rise to 4% (although it is a huge leap). Right now, your goal is to double your conversion rate!
We’ve further developed everything that has to do with conversion rate in our article “What is it and how to calculate conversion rate“. Even so, pay attention to the following:
Increasing your conversion rate will directly improve your ROI.
All that said, remember that there are companies that have more conversions than yours. The big difference is that you’ve read this article, and you’re researching how to improve your business. Surely if you start applying everything that has been said here you will start seeing results.
The important thing is to define your goals, gather data, and continually run objective tests to find out what works for your target audience.
Did you know you can optimize your Ads automatically?
You may be interested in this starter guide on how to sell on Instagram
