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How to do Google Ads and not make expensive mistakes

How to do Google AdsKnowing how to do Google Ads can be a very powerful medium to accelerate your websites’ visibility to page one of Google (or other search engines), but if you don’t know what you are doing, you can make very costly mistakes.

The basic concept to understand when learning how to do Google Ads, is that it involves a system whereby you pay Google on a “pay-per-click” or “pay-per-impression” basis to appear on page one for certain search terms that you think people will use when looking for your business online. Think of it like searching the yellow pages index. If your website doesn’t feature, or is difficult to find, you are unlikely to generate any leads. Moreover, if you featured at the very bottom of that list or on page two, you would get less enquiries than those nearer the top of the page. The process however to get to the top, is somewhat more complex.

Understanding how Google ads works is key to clearing some of the common misconceptions.

Google Ads is a system by which companies bid for key words or phrases associated with their business. Google then determines the websites’ position, not only by the highest bidder, but also the quality of the ad and the relevance & quality of the landing page that the visitor is directed to from the ad. The overall aim is to make the process as satisfying and pleasing as possible for the browser. Do not think that to start a business, all you need is a website and Google Ads. This “spray and pray” strategy is not going to work unless your ad budgets are in the hundreds of thousands of Rands.

We cannot wave a magic wand and your business will start to sky rocket!

Five really important things you need to know about how to run a successful campaign

  1. Start by thinking carefully about what you are trying to sell. Different products or services will require different campaigns. Learn and understand the hierarchy in which to build your ads. The system is structured in the following format – starting with a campaign which is made up of any number of ad groups which contain any number of ads with their extensions. Each campaign has a specified audience, interest groups and location targets. Experiment with extended text ads and responsive, dynamic ads.
  2. Make sure that your destination landing page or website will satisfy the user. Misleading ads are one of the biggest reasons people fail. Don’t try to fool people as the repercussions can be severe. Firstly you will end up paying for a click you are unlikely to convert and secondly, if the user doesn’t get what he clicked on, he will “bounce” off your website. An increased bounce rate has penalties on your website’s rankings and will lower the quality of your site, which in turn will mean Google will be less inclined to feature it.
  3. Research your key words! Be careful choosing, and don’t assume that what you would search for, is the same as what everyone else would search for. Americans tend to use different words for certain products and if the Americans could be your clientele, make sure you find out what phrases they would use for your product. Choose keywords with high search volumes but lower competition. Long tail key phrases usually have a higher chance of converting than short tail.
  4. Think carefully about your ad copy. This can be the make or break of your ad campaign. It’s best to get a persuasive copywriter to help you with your ads. You have a limited number of characters for your titles and descriptions. Make sure they are punchy, attention grabbing and to the point. Most of all, make sure they are not misleading, as that will waste money on clicks.
  5. Watch and learn! Make sure you have a proper reporting system in place so that it is easy to check in regularly. We provide our clients with a live report that they can click into at any time to see what’s happening. Start off with a smaller ad budget in the first month. Let the campaign settle down and go through it’s “learning phase”. Monitor your campaigns every week. See what is working and what isn’t. Check your cost-per-click, monitor your click-through-rate, implement Google’s recommendations and remove any keywords that are not relevant or converting or costing too much. Your key to success is the constant tweaking of the campaign as it grows.

Interested in adopting a Google Ads campaign for your business? We can help…click below to get in touch.

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