Search engine advertising is a paid form of advertising which involves bidding on keywords and terms that users and potential customers are searching for, so that your advertising appears alongside organic search results. Navigating your way through Google’s search engine advertising can be a tricky exercise if you haven’t attempted it before, so it’s important to know some of the best practices you should follow to get the results you want.
Keywords and Targeting
Keywords and targeting form the basis of your search advertising and are what will connect you to users interested in the products or services you have on offer. It is important to align your keywords with the goal you have established for your campaign while exploring your targeting options to make management of them as easy as streamlined as possible. This is not only important for any original campaigns you set up, but also for remarketing, where you can reach those individuals who may have already shown an interest if your offering, but didn’t yet follow through with a conversion.
In order to entice users to click through on your search ads, you need to take into consideration a few things. First of all, Google provides each ad with a quality score, which influences the ad rank it will receive in search results. Also effecting the ad rank are whether or not ad extensions are being used as well. These allow you to ad extra information, such as a call button and sitelinks and so on. In short, a good quality ad is going to get better results than one which provides little information and calls for little action from the user. The other key tip here is to also make sure your ad copy contains the keywords that users are searching for, keeping it relevant for them and therefore more likely that they will click through.
Test, Test, Test
In each ad group it is important to have multiple ads with different messages to see which of them performs better. Ads are rotated automatically when in the same ad group, so you can get a clear indication of which does best through this A/B testing method.
The User Experience
Users are now spending more and more time searching online using mobile devices, so it is vital that you cater to this user experience as well as leading people to a landing page that they are expecting to find based on your advertisement’s message. It is important to add call and location extensions to make it easy for the user to contact you or get more information as they wish.
Budget and Bidding
Budgeting for your search advertising is quite simple; you decide it and you set it. This is why search advertising is so attractive for businesses, as it can be suited to any industry, business size, product or service offering. What is important to get correct however, is your bidding strategy. It is important to understand how to bidding system works in Google Adwords, which you can find out about in the below video, while also making sure to optimise your bids and campaign along the way.
If you have any other questions about using search engine advertising, contact us today. Or, download our free Introductory Guide to Adwords to get your search advertising journey happening.