These quick tips are perfect for anyone getting started with Google Ads. It can feel overwhelming and confusing knowing where to start, so if your business has decided to invest some of their marketing budget into the Google Ads platform then here are some quick wins before you build your first campaign.
1. Sign Up For Google Ads Not Google Ads Express
You can sign up for Google Ads here.
In setting up the account, you will likely be pushed into Google Ads Express. You may need to set the account up this way, then contact Google and ask them to transition your account to Google Ads.
Google Ads Express is a good platform for a small business. It was designed as a low maintenance option for businesses interesting in paid advertising. However if you’re looking for more control over spend, keywords, ad formats and other settings, then Google Ads is a better option. If a client comes on board and currently has a Google Ads Express account, the first thing we do is switch it over.
Note: prior to January 2019, Google Ads Express was a standalone system. However since then, you can now view Google Ads Express within the Google Ads platform.
2. Develop a Google Ads Strategy
Before you set up your first campaign, have a strategy in place. This needs to cover things like:
- What are your goals?
- What locations are you targeting?
- What budget do you have?
- What keywords will you target?
- What is the key messaging on ads?
Example: Jess is a marketing manager for an Australian technology software company. The company sells CRM software to solar dealers. Jess wants to try to target mid-large solar dealers, willing to pay minimum $20,00 per year. Her strategy might be this:
- Product: CRM Business Level
- Goal: Sell a annual agreement, starting at $20,000
- Location: Show ads within a 40km radius around major Aus cities with high solar density, plus postcode specific regional Queensland locations.
- Budget: $1,000 per month
- Keywords to target: Jess can set up a number of Ad Groups based on keywords like:
- Solar software
- Solar CRM
- Best CRM for solar dealers
- Solar project management
Key messaging: Easy To Use CRM That Helps Manage Your Solar Business. Talk to us Today about Planning, Project Management, Quoting, Customer History, Marketing & More.
3. Have a Great Landing Page
If you’re just starting out you might just want to send people directly to your website.
If you do this, select a landing page that is relevant to what they are searching for. ie Not every ad should lead to the Home page.
More savvy advertisers will create a landing page that has an offer. The offer might be to:
- sign up to a monthly newsletter
- download an ebook
- request a quote or buy now buttons.
The purpose of a good landing page is to capture data. At the minimum, get first name and email so that you can remarket them via email or retarget them via paid channels.
Having these three foundations in place before you build your first campaign will set you up for success.
In our next blog, we will talk about best steps to take when building your first campaign. We’ll dive into:
- Naming conventions
- Bidding strategies
- Networks to use (and those to avoid)
- Writing your ads
- Ad extensions (including the top four you must optimise).
In the meantime, discover Why Google Brand Campaigns are Important.
Need Help Managing Google Ads?
We understand that not everyone is comfortable delving into new platforms. If you’re looking for help with your Google Ads account, we can set up or manage campaigns for you.
Contact us for more information & pricing.