The importance of the Search engine optimization (SEO) for economic success is familiar to every company active on the web. Google, with a market share of more than 90 percent in Germany, is a particular focus of efforts. Search engine advertising (SEASearch Engine Advertising"), and Google ads in particular, often fall by the wayside. While many advertisers run SEA campaigns through, due to lack of capacities or low know-how but often only half-heartedly. This guide is intended to help you Tools for a successful campaign launch give
Why Google Ads campaigns make sense
Many advertisers feel compelled to rely on SEA. However, they do not believe in the added value of corresponding campaigns. The theory behind this is as follows: Users would always prefer actual search results over ads.
This assumption has a serious background. However, the problem is now outdated. In the past, the ads in Google were on the right side. They were also not helpful. The Google Ads at that time often advertised products or services that the searcher was not even interested in. Users got used to it and blanked out the ads. They developed a "Legal Blindness". For example, if you read a relevant guide from 2010, you will encounter the term.
Google has long since reacted. The Ads are now above and below the actual results. The Results are also significantly better have become. Users have long since stopped ignoring them. There is impressive proof of this, which at the same time illustrates why you should rely on Google Ads:
Instant conversions are rather uncommon on the Internet. A certain amount of time usually elapses between a click on a page or an ad and a transaction. The Users research for example or compare prices.
The best value in instant conversions delivered by Google Ads. No other advertising medium motivates prospective customers to take immediate action. However, this is only true as long as the individual Elements of the displays excellently matched are.
SEA and Google Ads: The most important basics
Google uses its "house right" for advertising in its search engine. If you want to advertise in the search engine with ads, you have to Google Ads use. For this purpose a AdWords account necessary. AdWords is a compound term made up of advertising and keyword. It means something like "keywords for advertisements".
Google puts on the results page seven ad spaces are available. Up to four ad spaces are located above the actual search results. Three more are positioned below. Your goal must be to get into the top 4 at all costs. The lower places are much worse than the upper ones. The Click rate (CTR - "click-through rate") is noticeably weaker.
The click-through rate is expressed as a percentage. It describes the number of users who actually clicked on your ad. This value is weighted by the number of all people who saw your ad. A click-through rate of less than one percent is unacceptable! In such a case, you need to take action immediately.
The advertising spaces are auctioned
Who gets which ad space for a particular keyword is determined by Google via a so-called Blind auction. In your AdWords account, you specify an amount that you want to pay maximum per click would (CPC = Cost per Click). You can also create a Daily budget set. If this is used up, Google will no longer show your ads on that day.
Let's say you bid 30 cents as CPC. However, your fiercest competitor bids only 22 cents. Then you not only win the auction, but also save at the same time. Google will charge you 23 cents per click in this case. Your CPC quote is what you pay maximum, but not minimum! The whole thing is called "blind auction" because you don't know what your competitors are bidding. Google hopes that you will therefore set the highest CPC possible. In fact, this is also the case with popular terms.
As a tip, if you need to determine how much you would pay per click: Choose No round sums, but increase by one cent. For example, bid 51 cents instead of 50 cents. Most users opt for round amounts. This makes them superior, but have no significant additional costs.
Find the right terms for the Google Ads campaign
One of the most difficult tasks is to find the right terms for their campaign. If you look at different Google ads with any terms, you can easily see that the ads played out do not always match what the user is looking for.
Open terms are particularly critical here: For example, if you sell chocolate, candy as a term is a bad choice. The person searching will probably get your and other chocolate brand ads. However, it cannot be ruled out that the user simply wanted to know who invented the chocolate and how well it is tolerated in terms of health.
When determining the keywords, the following therefore applies: The user may search imprecisely - but you may not have imprecise ads played out!
Therefore, one of the best methods to find suitable terms is the Research "in enemy territory. Take a look at which keywords your biggest competitors are using for SEA. There are some tools for this, recommended are for example SEMrush or Alexa. If you want to do comprehensive research, you should use a professional agency commission. This has more personnel, expertise and further tools at its disposal.
Google itself also helps you find terms for your SEA campaign - but only to a limited extent. In AdWords you will find the Keyword Plannerwhich suggests additional keywords to you. However, these are based on the terms you have entered so far. If these keywords were bad from the beginning, the Google helps are not good either.
Generally, it is advisable that you read several guides on more in-depth topics in Google AdWords to familiarize yourself with all the features. Especially beginners find it difficult to use the full depth of the service. Google itself has extensive information provided.
Two tips about the keywords for the Google Ads: First, in AdWords you can also use negative keywords. You exclude these. Make sure you do this and prevent your ad from being played in the wrong context. As an example, you sell cars from Volkswagen. Exclude "scandal". Someone searching for "Volkswagen scandal" will not buy anything from you.
Second Optimize continuously: Check which terms are doing particularly well. And exclude those words that do not prove themselves.
Quality factor: Google evaluates your terms
Google assigns a quality factor to your terms. The higher the quality factor, the better this is for you. For example, from a value of 6, the ads become cheaper. The quality factor depends on various factors:
- How well are the ads performing in terms of click-through rate (CTR)?
- How appropriate is the Search Keyword to Ad text (ad relevance)?
- If the user finds the desired content on your Website/landing page?
Guide to the content design of the SEA ads
You need to consider the following points when designing the content of the ads for your SEA campaign:
- For the Title you have a maximum of 30 characters.
- For the Ad title number 2 you also have a maximum of 30 characters.
- The Display title 3 also has 30 characters, Google does not always show all 3 titles, but it is worth it reinforcing terms to use
- In Path 1 comes your Top keyword.
- In Path 2 enter a term that you find helpful for advertising.
- For the actual Ad text you have maximum 80 characters
- You can two advertisement texts Google will display one or both of them, depending on the position and space.
In the advertisement, formulate one or two Customer benefits. Combine this with a Call to action. Also take advantage of the possibility of Display extensionto be able to refer to further content.
300 percent ROAS: How to control your success
The so-called ROAS value determines whether you are working successfully. The abbreviation stands for "Return on Advertising Spend" - so it's about the money you get back. The ROAS value should be at least 300 Percentt. So for every euro invested, you should get back at least three euros. Other important key figures are the CPC (cost per click) and the CPA (Cost per action, i.e. customer won/registration, etc.).
A final tip
You have learned a lot about SEA and Google Ads in this guide. But one thing could only be hinted at. To achieve a ROAS value of at least 300 percent, is hard work necessary. If you cannot do this in terms of time, delegate the work. A professional agency is always cheaper than a bad campaign.