How google ads can help you skyrocket your seo traffic in 2020

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Under networks, uncheck the display network. You only want your ad lớn show up in the Google desktop search results, not on other websites in your industry.

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Then, enter your từ khoá (don’t worry about Google’s recommendations, you can add more later) and mix your bid to $3.00.

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It’s important you underst& what’s happening here.

We’re creating a Campaign that will ‘house’ everything. Underneath that, there’s Ad Groups. Then under that, Keywords & Ads. Here’s how it looks:

You might just want to lớn start off with a single campaign for now. But once you get good at this, you’ll have sầu multiple campaigns. Under each campaign, there might be a ton of Ad Groups. And then even more từ khóa & ads.

Now there’s a few ways to structure your AdWords account.

Most professional PPC experts have sầu their own ‘favorite’ one. But there’s no consensus. There’s no perfect thiết đặt. So we’ll cover a few of the most popular fast, along with their Pros và Cons, so you can make your own decision.

The first thiết lập is by match type. (Rethành viên those?)

You’re basically creating one campaign for Broad match. Then another for Phrase match. And finally another for Exact match.

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This setup’s good because it helps you quickly highlight performance from those exact terms. So you can adjust a smaller budget quickly based on results.

The downside is that it often becomes big và complex over time. So if you’re a bigger advertiser with a huge sản phẩm catalog và are about to drop some coin, you might want to avoid this one.

Instead, you might want to lớn cài đặt campaigns around your own sản phẩm, brands, etc.

On the plus side, it makes organization easy & you can quickly devote time and money khổng lồ whatever you’re trying lớn push inkhổng lồ the market.

While it makes hàng hóa organization and objectives easier though, it can be tough khổng lồ improve what’s happening on a từ khoá màn chơi with individual performance.

Last but not least, are single từ khoá ad groups (SKAG). These are a little quality, because you’re literally creating independent ad groups for each keyword.

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If you’re going khổng lồ have sầu a ton of keywords… that means a ton of work to organize and manage. But that also provides a few benefits down the line.

KlientBoost founder Johnathan Dane (self proclaimed SKAG lover) highlights a few of those benefits:

It automatically solves for Quality Score and message match on its ownAds become laser targeted for a single keywordAnd you’re able to lớn have sầu greater ‘control’ over what gets through (like the tìm kiếm terms you’re paying for)

The big downside (beside how time consuming it gets) is that you need khổng lồ already know which keyword you’re targeting while or before setting these campaigns up. So there’s not a lot of room for experimentation.

Each of these methods will work. It just depends on what fits you best.

No matter which one you choose, though, it’s important to understand how it’s going to lớn fit inlớn your customer’s journey.

Cheông xã out these three tìm kiếm queries:

Las VegasLas Vegas RestaurantsLas Vegas Hotel

They’re all related. But each person is looking for something different. The intent changes.

For example, someone looking for the first phrase might just be generally interested in the thành phố. They’re maybe comparing it to other places, lượt thích New Orleans, for an upcoming vacation.

But that doesn’t meant they’re ready khổng lồ buy or put down a credit thẻ on a hotel.

The second phrase means that person is traveling, but still evaluating their options. It looks lượt thích they might be going to Las Vegas for sure, but that doesn’t mean they have sầu a khách sạn picked out. They’re still looking around.

The third and final one is sometoàn thân who’s ready to buy. They’re now comparing travel dates và seeing what khách sạn pricing looks lượt thích.

Each of these three is important. But the keywords you pichồng to lớn attract each will be different. Same goes for the ads you’re going lớn eventually show them.

Once again, it all goes baông chồng khổng lồ your own business. You might have a limited budget and want to aggressively go after paying customers.

Or maybe you want lớn reach people earlier in their decision making process lớn lower the Cost Per Lead you’ll eventually get.

The point is, you have sầu to lớn think through how these AdWords campaigns are going lớn be set up, & which part of the funnel they’re going to target, before you can dive into the details of creating an ad.

Which brings us lớn our next step.

All that’s missing now is the ad.

Step 6: Write your first ad

So, what does it take to lớn write a great Google ad? A few things.

Be precise. You don’t have a lot of room to express yourself. So, be short and sweet.

Having a chất lượng value proposition (UVP) helps. It’s a one-sentence description of the benefits for your customers.

Remember the old Domino’s slogan?

“You get fresh, hot pizza, delivered lớn you in under 30 minutes – or it’s free!”

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(Image source: ConversionXL)

What more could you want when ordering pizza? Fast delivery and it’s still hot when you get it.

Spover some time thinking about how you’re different from anyone else. What can you bring to lớn the table that your competitors don’t?

Capitalize on that.

There’s good news, too.

You don’t have sầu to be original or clever. You just need khổng lồ mimic what already works.

For example, MarketingExperiments.com ran a study that showed using the same headline copy (more or less) on both your ad and trang đích cần seo generated 2.5X more leads.

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Another test showed that incorporating a number into lớn the headline resulted in a 217% increase in CTR and 23% improvement in conversion rates.

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In other words, there are patterns to lớn follow. Formulas to lớn emulate. When someone types in, “Los Angeles Tax Attorney,” it means they actually want lớn find a tax attorney in Los Angeles.

So create a compelling ‘hook’ in your ad copy that grabs their attention. Make sure there’s a compelling value proposition.

But otherwise, don’t reinvent the wheel. Don’t be overly complex or clever at the expense of conversions.

Including a call-to-action is also tremendously important, too. The easiest way to get people khổng lồ cliông chồng your ad is to lớn ask them lớn vày so. Without a clear call-to-action, your click-through rate will suffer.

One technique to give sầu your CTA an extra boost is by using power words. These trigger words almost force prospects lớn cliông chồng. They play on our psychology (whether we like it or not).

For example, sometimes it’s better khổng lồ use fear. And sometimes it backfires. The trichồng is knowing when lớn use it correctly.

Outbrain found that negative-based headlines (ones that focus on threats & mistakes) got 69% higher click-through rates than positive sầu ones (while also outperforming them 1/2, too).

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So when you’re writing ad text, switching the CTA from talking about saving money khổng lồ wasting money might make all the difference. Instead of, “Get these money-saving tips now,” it would be, “Stop these 5 brain-dead money making mistakes now.”

Sometimes, the less said the better.

Curiosity is one of the most powerful levers of motivation we have. By piquing people’s interest, by teasing them or asking a question without immediately give sầu away the answer, it creates a little ‘gap’ inside someone’s mind.

One they absolutely have sầu to fill.

Curiosity is even a go-khổng lồ technique from Copyhackers, who once used it lớn increase clicks by 927%.

Here’s a bad example khổng lồ learn from.

Look at this ad that comes up for our từ khoá “cheap bricks”.

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Not only bởi vì they not include the từ khoá properly (having it in its true khung is very helpful), but there’s also no action that they prompt me lớn take.

Different types of stones, 12 years of experience.

And?

What does that mean for me? Nothing.

They’re not telling me khổng lồ vì anything, so I don’t.

Another key factor is your display URL. This is the green link displayed beneath the title. It can be anything you want it lớn be, but the tên miền has to match the domain name of your landingpage.

You should always include the từ khoá here, for additional highlighting.

Keeping those factors in mind, create your ad.

How about this:

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If our page is wesellcheapbricks.com, we need to make that the display URL as well.

Pro tip: Remove the “http://” in your display URL to get more space for your keywords.

Let’s dissect the ad real quick:

Headline:

“Get cheap bricks fast” is a headline that doesn’t solely rely on the từ khoá and thus stands out, but it is also an action people can take, which makes it clickable.

Display URL:

Again, we remove the http và added “cheap-bricks” at the kết thúc, so it’ll be highlighted in the search results and make our ad more relevant to lớn searchers of the keyword.

Ad copy:

You only have sầu 2 lines, which isn’t much lớn get the message across. “Our bricks are cheap and delivered within 2 days.” That’s as clear as it gets. Of course, cheap is always relative, but it sounds good enough to lớn the searcher.

Delivering within 2 days is definitely a bonus that most other brichồng stores might not offer (let alone mention in their ads).

Call-to-action (CTA):

“Order today.” What more needs to lớn be said? There is no exclamation mark, because Google isn’t big on those, but it’s definitely a good prompt lớn take action.

Have everything? Hit save & continue.

Step 7: Fix the Details

You’ll then lvà on your dashboard for the first time. First of all, pause the AdWords campaign, so it doesn’t start running just yet.

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If you cliông chồng on the chiến dịch, you’ll see that inside of the chiến dịch, Google automatically created an ad group. With our single ad example, the ad group doesn’t matter. But, when you start running a larger AdWords chiến dịch with multiple keyword, dividing them inkhổng lồ ad groups makes your ads management much simpler.

Xem thêm: Thương Mại Điện Tử Tiếng Anh Là Gì, Thương Mại Điện Tử

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If you cliông xã on that, you’ll lvà on the ad cấp độ, where you can see your từ khóa.

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Click on your keywords and phối it to lớn phrase match.

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Initially, Google sets this lớn broad match. Unfortunately, that’s not very targeted. It means that users can type in your keywords anywhere in the query.

But, if someone searches for “how can i make bricks at trang chủ cheap”, they’re not looking to lớn buy cheap bricks, so that’s not what you want.

Exact match might be too targeted, though, since it only allows the exact phrase, “cheap bricks.”

Usually, phrase match is a good option, since it must contain your từ khóa as a fixed phrase, but can have other terms around it.

If users search “where to buy cheap bricks” your ad will still show up.

Now, all that you need khổng lồ vì chưng is one last thing…

Step 8: Setup conversion tracking

Rethành viên how I said that all of this is useless without conversions?

That’s why you need lớn trachồng each and every single one of them.

How does Google do this?

With a snippet of code.

You put a bit of code on the page users reach, after successfully buying from you, which will let

Google AdWords know that there was a purchase every time that a user reaches the page after clicking on an ad.

To mix it up, go khổng lồ “Tools” and then “Conversions.”

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Clichồng “+ Conversion.”

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Now, choose “Website.”

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Add the info, basically just a name & the value of the conversion.

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Hit “save and continue.” Then. you’ll reach the page with the code snippet.

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Just copy the code snippet và add it lớn the HTML code of your thank you page (the one people see right after making a purchase).

That’s it!

It’ll say unverified in your dashboard, at first, but that will change after a few hours or a day.

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Once you’ve set this up, go to lớn the Campaigns tab & let the campaign run.

But… what if you’re a lead-based company?

According to lớn Invoca’s call Intelligence Index, 70% of 30 million phone calls started with a digital channel. Phone calls also convert better, too.

Average conversion rates might hover around 1-2% online. But on phones, that number is as high as 30-50% according khổng lồ Invoca’s data.

So two things khổng lồ try.

The first is setting up the AdWords gọi extension. This will add a phone number or Gọi button to lớn the ad itself

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So when someone calls, it will record new rings as conversions inside AdWords (so you can see what chiến dịch or even ad delivered each phone call).

But not everyone will Điện thoại tư vấn the number on that ad. They might cliông chồng through khổng lồ the website và browse around a bit before calling.

Unfortunately, you’re going lớn thua the digital trail from what ad delivered that Gọi. Unless you use a tool lượt thích CallRail khổng lồ help you keep track.

All you have sầu to do is copy and paste a script on your website (similar khổng lồ the AdWords one above).

And then you can phối the phone number on your site as the ‘swap target.’

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Now, a brand new phone number will be assigned khổng lồ each visitor, following them from page lớn page.

That way when someone does hotline, you instantly know what ad campaign sent them to you in the first place.

Congrats, you just set up your first AdWords campaign!

Now it’s time khổng lồ maintain it.

What happens now?

Not much.

Google will first Review your ad, before it starts showing it to people. That’s why it doesn’t make a lot of sense lớn create lots of ads right away.

Once you go inlớn your trương mục the next day & see that your ad has been approved (you’ll also receive sầu an gmail from Google), you can start creating more ads by copying your original ad.

That way, you can avoid going through the approval process all over again. Go to the Ads tab.

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Select your ad, in the checkbox and cliông xã “Edit,” then “Copy.”

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Then, vì the same and clichồng “Paste” (or just press Cmd/Ctrl+V).

Paste your ad và kiểm tra both boxes.

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Then, you can click on your copied ad and modify it. Change the headline and/or copy.

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In order to get results on AdWords, you always need to lớn thử nghiệm different ads against each other.

If you only run one ad and you get crappy results, you can’t possibly know what would have been better, because you can’t compare it to anything.

That’s why you should create at least a second ad on your second day, once the first has been approved.

Extra credit: Regular trương mục maintenance

Your tài khoản is up-and-running. (Finally!)

Over the next few days & weeks, results will begin pouring in.

There’s not a whole lot khổng lồ vì until then.

But… there is one last thing to put on your radar before you get too comfortable counting all those new sales.

Over time, you’ll want to lớn continuously maintain, prune, and improve your tài khoản. Smaller accounts can wait every month or so. While other big ones I’ve worked on run through something like this every week.

The goal is to kiểm tra the health of your campaigns. And quickly fix what’s not working in order to lớn minimize the amount of wasted ad spend.

So first & foremost, pull up that Search Term report.

You’ll want to lớn run through this report regularly and vị one of two things:

Identify new potential keyphrases to lớn add to lớn your existing campaigns, orIdentify off-topic keywords that you’ll want to lớn add lớn your negative keywords các mục so that it doesn’t show up again.

The goal here is khổng lồ move bad spkết thúc lớn good. Restricting any wasted piece of your budget & instead putting it behind the stuff you can already see is performing well.

That will give eventually give you a way to compare profitability per keywords.

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The next step is to check ad positions.

For example, if you’re consistently showing up in the first position, you might actually get away with decreasing your budget a little bit at a time in order khổng lồ bring down your Cost Per Lead (while still showing up at the top).

Whereas if you’re showing up in positions 3-4, you’re probably not getting very many clicks. So this time, raise your từ khóa bids bit by bit in order to lớn slowly creep up into positions 1-2 (again, without overspending).

Next step is khổng lồ create more ads. Ideally speaking, you’d like lớn see ads performing with a click-through rate (CTR) of at least ~8%.

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That means you’ll probably have to kiểm tra at least a few variations per từ khóa or ad group (depending on how yours is setup) in order lớn find the one high-performing ad.

In the meantime, feel miễn phí lớn drop or pause the underperformers. Typically you’ll have ads rotating indefinitely to demo multiple versions. So be quiông xã to lớn pause the losing ones so it won’t continue to pull budget away from your winners.

You can also experiment with new ad extensions during this time, too. For example, sometimes adding a few extensions (whether that’s a phone number or those little yellow stars from hàng hóa ratings) can improve sầu an existing ad’s performance.

After improving ads, head over to your locations và time of day (both under dimensions).

This part is simple.

What locations are under-performing? Pull budget away và put it behind those that are producing.

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Same goes for days & times.

What days of the week or times of day are under-performing?

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No fancy graphs or stats required. Just common sense once you know where lớn look.

Conclusion: Congrats! And now?

Sit bachồng and wait. I’m serious.

Turn on your second ad &, once everything is running, vày something else.

Don’t sit at the computer, waiting for things to happen.

Remember the third promise that you made before we began? AdWords takes patience.

Chechồng baông xã in a day. Then, create more ads and start building your first ad groups. Start tweaking. Read the data.

And, remember: Nothing matters without conversions.

It’s great if you can tell which ads get a better CTR, but, if they don’t get conversions, that also doesn’t help you make money.

It might take you a month lớn get results (here’s a good infographic on what to lớn bởi vì during that month).

Just follow your ads and analyze the data, as it comes in over the next 10 days.

Then, nhận xét, turn off ads that don’t work, add more keyword, & double down on what’s performing well.

Once you start going deeper, be sure to check out the great videos we have on Google AdWords, over at Quicksprout University. You can also try lớn join the Google Partner program.

What bởi vì you want khổng lồ use Google AdWords for? Let me know the headline of your first ad in the comments.