Pay Per Click (PPC) Marketing

7 Factors You Must Follow for Google Advertising!

1. The content and texts that the user sees in Google search are called Ad Copy. And Ad Copy should first reflect the title of our services and products and what we offer to our customers and users.

For example, we produce home-cooked food and offer it privately in the city, so in the content, we also talk about the location of home-cooked food, for example in Tehran, and whether we refer to a supplier or producer.

For example, we do not use the word "home cooking" because it may be understood that we are an educational site and not a product provider. That is why we must be very careful to observe these issues in the title of our services and products. 

Be private.

2. The second part of our features is the Feature.

What features do we have to offer? In the previous example, we could be Jasmine rice, a producer or supplier of homemade food with 100% Jasmine rice; This can be one of our features and our competitive advantage.

The point to keep in mind in the features section is what features we have over our competitors and what features we are looking for in this workspace. If we have these features, we should talk about them in our content.

3. The third is Benefit.

Those that benefit users and customers. What is more important to them and is considered an advantage for them. In the previous example, "sending less than 1 hour" can be an advantage that is very efficient for this model, that is, someone who is looking for home-cooked food and searches in Google for that particular city, can become a customer with this sentence and lead To be clicked.

It also depends on the product, meaning that some products require faster delivery and can take less than an hour to appear and lead to clicks. There are other benefits that we can have based on the services we provide. For example, payment on the spot or, for example, a refund in case you were dissatisfied, which of course can be stated in more regular sentences. And here we only look at the advantages from the user's point of view.

We need to put ourselves in the customer's shoes to see what can be an advantage to him that we have. Now, the custom is for us to have, that is, it is not a competitive advantage at all, and we should have it. There is a time when we have these cases and our competitors do not. Regarding this, we can say that it can be very effective for us.

4. The fourth is Call To Action or CTA.

The general concept of Call To Action is to invite you to do something. What can be Call To Action in Google ads and our content? Items that invite our users to do something. This means that it can now perform this action.

For example, a phrase like "online order registration" implies that we are an online store or an online site that can register their online order and we send the product to them. In the same example, before home cooking, registering an online order creates the mentality that he can now register the food order he needs and that it will be sent to him in less than an hour, and that this can be very attractive.

5. Use question sentences

The fifth thing I want to talk about here is the use of question sentences. Question sentences can help increase our CTR. Suppose we have our home cooking campaign, for example, with a keyword called "cheap food".

We can use a question phrase in our content, "Are you looking for cheap food?" This can give the user the feeling that this site can exactly meet my needs, and this can be very effective for him and lead to clicks to enter our site.

The second point I have to make here is that it is not possible to use question sentences in every business. Imagine, for example, a beauty clinic where, for example, one of its services is the removal of excess hair. We can not use the question "Do you want to get rid of excess hair?" Because it does not convey an interesting feeling, and in terms sentences such as "the most effective way to get rid of excess hair" can be more effective than a question sentence.

6. The sixth option is to use our keywords.

The use of campaign keywords in the content, which of course helps to optimize our domains in some way, which I will mention in the next sections, but in this step when we talk about Ad Copies, this relevance causes our user to click, that is, exactly the words. A key that searches find content that is relevant to it, and clicks into the services and products it seeks.

7. But the last option is to use Extensions in Google AdWords.

In the next section of this article, I will talk about Extensions in more detail and separately, but if we want to have a definition that is a little more practical to touch on, Extensions are a series of extras that fall under the content, which of course fall into two categories. Clickable content, clickable extensions, and non-clickable items. I will mention their goals and definitions in the next section, and you will get to know them much more precisely.

What is an extension and what does it do?

Some extras stick to our advertising content. And it can enrich our content and give more information to our users and not even give the user some access to make his job easier and reach his goal faster.

Extension .1 Link site

As the name implies, many titles can be clicked. Let me start with an example. Imagine a mobile online store that has different brands. The Apple brand has different iPhone models and wants to advertise for the iPhone 11, for example.

His keywords could be: "Buy iPhone 11, Buy iPhone 11 Online, iPhone 11 Online Store". And the link that promotes it is the iPhone 11 category.

That is, when the user searches for "iPhone 11 online store or iPhone 11 online purchase" in Google, he sees texts that talk about the iPhone 11 online store and its model and enters the site category by clicking, which is completely model 11 and there are no lower models. And the best method is the same method.

That is, the landing page of the linked link is the final destination that the user thinks is what they are looking for. We can use the links site here and link based on color or size. That is, let's define a linked site to our Ad Copy.

For example, Ullman's title could be "iPhone 11 Volume 128", the next could be "iPhone 11 Volume 512" or even "iPhone 11 Gold Color", meaning that we can adjust and link to the same product, ie by clicking on the same product, The same volume, the same color and the same things that want to be;

What does link site extension help?

We can reduce the number of clicks of the user before they enter the site, which means that he may search for "Buy iPhone 11" but has not yet decided what volumes and colors he wants, or maybe he does not have information about it, and this causes When the site sees the links and if its target is one of those links, it clicks and enters that product, and thus it has been able to reduce at least one click inside your site and reach its goal faster and become faster. This is a point that we can use on the links site.

There are other cases, for example, we can put our contact page as a link site extension, or for example, purchase rules, or if we have a special festival, we have a discount page, we can use the site links that users can use that page.

Extension 2. Callout 

Callout A set of information items, called Info, can be used to give our users more information about the advantages we have for them or the features we want to be bolder than competitors and not clickable. It is a set of textual content that is placed below our main advertising content and can be defined as one, or two, three words, but there is a character limit in each section and we can not use more than one character.

For example, consider the mobile online store mentioned, where a 24-hour response or a basic guarantee can be a good option. These can be things that are attractive and persuasive and the user can see the ad by clicking on it.

Extension 3. Snippet

For example, consider buying an iPhone online store in the iPhone category. For example, we can introduce our models. These snippets include a title that unfortunately does not support Persian and we have to choose one of the English words, model, brand, style.

We can choose one of these few words, which I think is about 10 or 15 words, based on business and karma, then we can add related items. For example, in the iPhone store, I select the model. Model is inserted in English and front of it, we write Model: iPhone 11 / iPhone 8/7/6 and any model we want.

We can even include this in the iPhone purchase campaign. Our user does not know what model he wants and searches for "Buy iPhone, buy iPhone online" and in this section, we say that we have these models and can click on our ad text. And we gave the ad to the link page where all the iPhone models of the store are available and the main page of the iPhone. The user can click on the model he needs, retrieve his information, and can lead to a purchase.

Extension 4. Call

This extension allows the contact number to be included in the ad content. This extension can click on mobile and tablet, which comes on the call in the user's device, for example, the mobile number or office number can be located, and if it is active on the desktop, it only comes as a text and the ability to click.

Call application

Extension Call is used for businesses that need to call or even their users need to contact that collection and the information inside the site can be useful, but the user eventually wants to call and maybe at the same time click on that contact number and tap And enter the Call and get a direct connection. This can be useful for businesses that need Lead in this way.

The point is, clicking on the ad text will deduct the cost from us, which is the same as the cost of the keyword we set and the user saw the ad, in this case when they touch the Call.

The same cost for which the keyword is set will be deducted and there will be no impression that this ad will be free. This is also true for other site links, meaning that if a link is clicked on another link other than the main Head Line, the same number of keywords we specified will be applied.

Extension 5. Message 

Message Extension works like Call Extension, except that in this case, users send us SMS. In Call Extension, they call, but when they touch the Message mode, they enter a page where they can send us a text message, where we can even prepare a default text, and when the user enters the text message page, it appears and sends it to us...

The good thing is that this way we can find out that this SMS was sent to us through our Google AdWords advertising method, and again, in this case, the same keyword cost that we set will be calculated for us through Google.

Extension 6. App 

If you have an app next to your site, this is the best way to introduce the app so that when users search for a word and see our ad, they can realize that we also have an app that when clicked on their mobile and tablet Or when they touch, they enter the Play Store and from there they can download and install our application, but of course, we must add the application in the Play Store and add the link in this extension to be activated.

Optimize Google AdWords Advertising Campaigns

• What does it mean to optimize our advertising campaigns?
• What is the result of doing this?
• Why should we do the optimization?

Before we get into the topic of campaign optimization, let's talk a little bit about campaign optimization. We mentioned some of the parameters in the previous sections, for example, when we want to launch a Google AdWords search campaign, what words to choose based on what we need, what audience to target, and so on.

So in the beginning it is good that we have an optimal design. That is, at the desired level that is possible.

It may have happened many times as needed, for example when we are not on the first page of a keyword on Google and we want to start a campaign ourselves, or we ask a company or a friend who specializes in Google ads to do this for us. Do.

Tip

The point here is that when we do not know what range of words we are dealing with and what potential these campaigns can create for us, we only ask for a few keywords that we want our campaign to run. And this may not be desirable. It's great to have Keyword Research and analyze our competitors to see which keywords we can be more successful at or which keywords we can work on in the beginning. So good design can be very effective and we have to pay a lot of attention to this point.

After we start the campaign and get the results and feedback. At this stage, the best thing to do is to start optimizing the campaign.

What is the purpose of optimization?

The most important goal is to get a better result at a lower cost. What is this better result? It could be that our ads are more visible than our competitors, or that we get more input than we are seen or so-called clicks.

There are different goals. For example, we want to be much more advanced. Better conversion can be our goal, ie conversion rate about this cost and the website traffic that occurs. How much we were able to sell our product, how much we were able to provide our services, which is very important at more advanced levels.

Optimization steps in Google AdWords campaigns

The optimization phase in Google AdWords campaigns can start from the Keyword section. In the Search Keyword section, we selected the keywords we want. That is, based on the words listed in this section, our ads are displayed.

In the Search Term section of the Keyword, we can see the words or phrases that users searched for, which are targeted by one of our selected keywords in the Keywords section, and through which our advertising text is displayed. In this section, we can monitor these words and phrases searched by the user every day, based on different schedules in different campaigns.

It seems that when we have a campaign that gets at least 500 clicks a day, it is better to check it daily so that we do not miss a point and even take a short time every day to optimize the campaign. So check the keywords in the Search Term section and add the words that are related to our ad in the Keywords. Also, put the words that are not useful in the Negative Keyword section, so that our advertisement for these words will not be displayed.

Single flood words

We will usually have a series of single-syllable words that are so-called General. These words can be good for us in the beginning. For example, I have an online store that sells a product of a certain brand, I put the exact name of the brand and the product in my keywords.

This is a very general keyword, which may be good at the beginning so that we can understand the keywords that come up in the Search Term.

We get new ideas, but the further we go, the more we have to see if this keyword has become for us or not? If not, delete it add the related words, and use the same words.

Quality Score

This quality score is measured based on keywords and has 3 important parts:

1. CTR

CTR, or the percentage of click-through rate we had, is usually a percentage because if the keywords are not related to that campaign, the term will not work for us and that word will not be useful to us and must be removed. But when the ad is seen and clicked, it will have a one percent click on the display.

2. Add Reverence

The next item is Add Reverence. Have a keyword associated with an Ad Copy, that is, an Ad Copy that expresses that keyword. For example, we have 30 keywords in our campaign, we should have almost as many ad texts or Ad Copy when a user searches for a keyword, when one of our keywords is targeted, one of these texts is displayed to him It will be given.

The more relevant these parameters and items are, the more clicks they will get, so we will show that it is related to Google and we will get this rating as well.

3. User experience on the landing page

That is, the landing page, the landing page, is related to the keyword. When we do optimal design, we put each of the categories in one campaign, that is, if we want to give an example of a mobile online store that has several brands like Apple and Samsung, we design a separate campaign for Apple that has iPhone-specific keywords, and We also categorize the iPhone as the page that we download as the page, which is known as the Finally URL in campaigns.

So this connection is obtained and the same goes for the Samsung brand campaign. Another very important parameter that we must observe in the Experience landing page is the speed of that page. For Google, the speed of the website is very important for both SEO and advertising.

For this reason, we have to work on the speed and check the speed of the campaign landings page, which is according to the standard or not, and if there are no parameters such as image size, it can increase the page loading speed or improve the page speed by compressing existing codes.

GTmetrix website

Of course, there are several reference websites where we can analyze landing pages. Like GTmetrix, or Google Speedometer itself, when we search for Google Speed Page, the relevant site appears in the results and we can scan the landing page there and see if it has an acceptable score and if there is an error to improve it; These are factors that can enhance the user experience on our landing page.

Quality Score is calculated from 10 points that we can see what score we got out of 10 points and where the problem is and fix it so that we can get every 10 points.

What is the purpose of getting a Full Quality Score?

The topic we covered in the early episodes was Ad Rank. How Google ads work, what Google's auction system looks like. We explained there that it includes the Bid and Quality Score that make up our Ad Rank, which was our Ad Rank, the position that Google gives us at that moment. A bid is the cost of each click on which we set the keyword phrase.

Now, with an example, we can compare how effective it can be. For example, we got a Quality Score often for a keyword, and the Bid we set was $ 2, meaning we told Google we were willing to pay $ 2 per click.

These 2 numbers are multiplied by 2 to 10. Our competitor puts the same keyword at $ 3. Well, the mentality that comes up is that his link should be higher than ours, but that's not the case at all.

Quality Score: Our main goal

If, for example, its quality score, because in this example I am talking about, is 10, 6, and its $ 3 is multiplied by 6 and it becomes 18, then 2 points or that final number is 2 less than us. . So we will put the link above. And this is a very interesting point.

This means that Quality Score can be our main goal, the same topic that we talked about so that we can get better results, be seen more, so if we work on our optimization, especially in this part of Quality Score, it can have this result for us.

The next point that can be effective in making our campaigns better is to apply scheduling to the campaigns. If we have a business that can only provide services during business hours, or at least we need to call and we can be responsive during business hours, then it is better than either the campaigns are launched in these schedules, both in terms of day and time, and our campaign shows To be given.

Or we can reduce the budget of our non-working hours, which with the features we have in the Google ads dashboard, we can define these rules or the so-called Rule and pay less during non-working hours than our working hours, and this can somehow be a quota that Gets closer to our goal.

Dedicated budget

The next thing we can talk about is the budget that we can allocate on different devices, by default our ads are displayed on all desktops, tablets, and mobiles, but we can limit them.

If our site is not Responsive and does not have a good result for the user on mobile and can not have a good experience

Finally, we can reset our campaign display on mobile, which of course I do not know well at all because you know most searches occur on mobile (about 80%), or if our site on the desktop can not get good results for the user, we can do it Cut the side and our ads will be displayed only on mobile and tablet.

We are nearing the end of this article. I suggest you take this optimization point seriously and if you have an active campaign on Google ads, be sure to check, and because in these current economic conditions, it is much better to achieve the result we want at a lower cost.

What is the importance of re-marketing in Google AdWords advertising?

As the name implies, we can re-display our ads from our products and services to users who were somehow our users. That means re-marketing them. But what is the purpose behind this? It can have different purposes.

Some collections use it again for Brand Awareness or brand awareness, for more visibility, some target this opportunity for more sales, some, for example, want to introduce a new product or service easily, at least to the users they already have. Use this method. It is a very attractive method for this activity. Here are some real examples and we will become more familiar with this advertising model in Google ads.

The first example

Let me start with a very simple example, imagine an online store that sells products. The users who enter this online store each display behavior and leave; That is, they leave a trace of themselves.

For example, a user sees a product and exits or goes to the next page or blog of a website and online store. Another user comes and adds a product to his cart but does not pay, ie the final registration is not done. Some users are customers, that is, they also make their payment and see the invoice page or thank you page and leave.

Now this online store wants to introduce a new product and maybe the best way to advertise and see this product is to be seen by its users and old customers, so it targets its old customers, ie people who, for example, arrived in the last month. They came to his site and came to buy from his site, they can see the ads of this new product again.

In the previous sections, I talked more about Google search campaigns. In this section, we want to talk more about Display Ads, that is, the same Google banner ads and their use in Remarketing, so that we can more easily understand its appeal and use this feature of Google.

I make a more realistic example.

Like the previous episodes when I talked about a mobile online store, suppose we bring the new iPhone model to our site and we want to sell it. Who and how to show ads? In the first step, we design a set of banners, which, of course, should be in standard Google sizes and volumes, so that Google tells us what size it is, what maximum it accepts, and even what its format is.

We are going to design banners in different sizes for this new iPhone model. Next, we select the page where we put our new product as the Final URL and tell Google to show our ads to people who saw our iPhone products, added them to the cart but did not pay, these may be potential Have more to become a customer of the new iPhone.

Strategies are different. The suggestion we can have on a new iPhone product is, for example, that in another online store a new product has been brought that can even target buyers of the same product, so that in our example customers and buyers of Samsung phones can no longer be our target. Be because:

1- They bought their phone

2- Maybe their goal was not iPhone if they wanted to buy an iPhone from the beginning.

So it depends on what our goal and strategy are and what products we have.

Frequently Asked Questions: How should we handle this?

There is a section in Google ads called Audience Manager where we can create our list. The purpose of the Audience list is to put the target audience there, the users who added to the cart, the users who made the payment. All this is a URL on our site, that is, when it sees the shopping cart or the user who makes the purchase and finally encounters the Thank you page, which is the same as the thank you page, it still has a URL.

In this way, we encode and specify this for Google and make it a rule that our target is these users and our ad shows only these. Of course, we can also use Hybrid Audience, ie users who saw this page and then saw one page, users who reached the shopping cart from this page, or users who just bought this product category, so we can make our targeting more accurate and Get a better result.

How does Google find out and identify these users?

When we start Google ads campaigns, it is usually the case that the code related to Google ads is Remarketing, we put this code on our site, and users who enter the site in their browser cookies, these items are registered and thus we can recognize Give and count.

Swimming method

Google's Sai is also a user cookie, it recognizes what our users did. We can even use Google Analytics to get help.

So that we can create a segment of Audience through Google Analytics in a segmented way, and consider that we want a list of these people, the people who came to our site with this profile, this is their age, they did it, this They went to the page, even their device, this is how we can make a list of Audience and Google ads inside Import and display our ads just for them.

This comprehensive article is a summary of the Google AdWords training workshop, which is taught at the Academy of Leading Instructors and, in addition to the theoretical points, includes practical sessions for building the campaign and its settings.