Google AdWords Campaign Basics

Google AdWords Campaign Basics

Search-Engine-Marketing-How-ToToday, Google is the most used search engine in the world. With over two billion searches a day, your clients and customers are probably “Googling” something for which you want to show up on.

So in line with your SEO efforts , lets utilise the power of paid search marketing (Google Adwords) to help drive more traffic to your website, and turn those Googlers into new leads and customers in lead generation?

If it’s because you’re intimidated, we totally get it. Fear no more! After reading this blog post, you’ll be able to execute your own paid search campaign at the drop of a click!

Create A Strong Keyword List

Before you even jump into the Google AdWords interface, you need to be equipped with a keyword list to help guide all your efforts and research. Think about the keywords your customers are most likely to use – what are their biggest target points? For example, say your company sells new forklifts, but your customers tend to refer to them as “second hand forklifts.” If you start running campaigns around the phrase of your company name your customers will never see your ads! Keep that for the ad text instead.

Understand The Difference Between General and Specific Keyword Phrases

Depending on what your company’s goals are for Google AdWords, you can decide if you want to use general or specific keywords. If your business specializes in only commercial made forklifts, you may want to use long-tail keywords that are specific to that need to tailor yourself more to your target market.

Think about it … if you use general terms like,  “forklifts,” you’re going to get traffic from searchers looking for commercial forklifts and DIY private forklifts etc. But you can only serve that last market! Those who click on your ad who are interested in commercial forklifts or private DIYs will be eating up your budget, because they aren’t part of your target audience. To help combat this further, you can also set up a list of negative keywords that indicate you do not want to appear when searchers enter those keywords.

Selecting Keywords Based on Geography

If your business only operates in a certain area in South Africa, it’s then really important to use geo-targeting in your Google AdWords campaigns . For example, if you are a catering company that serves the Johannesburg area exclusively, receiving leads from Cape Town aren’t valuable for you. To avoid spending your budget on clicks for leads outside the Johannesburg area, using keywords with a location will help target the specific audience you are looking for – for example like “forklift sales johannesburg,” for example.

Using the Keyword Tool on AdWords

If you’re having trouble coming up with keyword phrases, the Google AdWords Keyword tool can help you come up with some really cool variables as ideas.  This tool can also show you the competition and average cost of each keyword phrase.

keyword tool

Once in the keyword tool, type in a list of keyword phrases you want to use to help generate more ideas that are relevant to your campaign objectives.

Keyword Ideas

 keyword estimation and competitio

In the top left hand side of the column you will see the three search terms entered in – patio furniture, lawn chairs, and outdoor seating.

The second column shows the competition level of the keywords, which ranks high for all three. The competition is an indication of how many advertisers are bidding on this word. A keyword with higher competition would be more difficult to rank for on the first page of Google.

The third and fourth columns show the global and monthly searches for each keyword. This is an average from the past 12 months for the specific keyword – which Google works on a 11 month cycle formula system. The local searches relate to your specific country and language targeting. If your company sells to a specific region only, this statistic is one of the most important to look at and keep in mind.

The approximate CPC in the last column is the keyword’s estimated cost-per-click (CPC). Google Adwords averages out the cost of each of the clicks to your landing page from each ad, and uses this as the average CPC.

Below are keyword suggestions related to the keywords you entered. So if you’re in the patio furniture business and sell wicker furniture and teak furniture, these two keywords would be a great specific keyword for your company.

Naturally the more variables of keyword phrases you select that are relevant to your business products and services, the greater your reach will be! Just watch out not to populate too much depending on the budget investment you put into your campaign marketing efforts.

Don’t Forget To Include Negative Keywords

Negative keywords allows you to exclude certain keywords from your marketing Adwords campaign. Your ad will not appear in search results for these words. If your business has a similar name to something unrelated to your product or service, for example, this tool can be beneficial to ensure your ad is being seen by a relevant group of people, thus increasing your conversion rates for the kind of site traffic you actually want to drive to your website to convert users into customers.

Now you are ready to create your very own Google Adwords Campaign. However, should you feel more comfortable on Scarlett’s Web setting this all up for you and managing the account with great optimisation skills – you can contact us for a free website audit and get started on a guaranteed successful search marketing campaign with us!