Pay Per Click (PPC) Marketing
Stay Ahead Of Your Competitors With Industry Advanced PPC Advertising Strategies
PPC Service Company
A professional PPC agency same as Web Design Studio Pro can help you to increase your sale and customers because one of the most important and necessary factors for success in today’s business world is targeted advertising and PPC services. Due to the growing use of the Internet by users, one of the best and most effective methods of advertising is placing ads on Google and marketing keywords in search engines. Pay Per Click marketing management services is very important part of digital marketing, You probably know that the most popular search engine in the world is Google, and people usually searches Google an average of 5 times a day, and 40% of users’ clicks on the Google ad link appear in related search results. So, in addition to getting on the first page of Google quickly, one of the best and most targeted advertising methods is to use ads in Google AdWords (PPC ads).
- Did you know that Google is the most visited site in the world?
- Do you want your site to be seen at the top when searching on Google?
One of the best and most effective methods of online advertising is hiring a PPC management company and advertising on the first page of Google. This way, in addition to selling more, your brand will be better known than before
If you have tried various ads for your online business and have not succeeded, we recommend that you try Google Ads with a PPC marketing agency same as Web Design Studio Pro because, without proper management, Google ads are just a waste of money.
Knowledge of the PPC management agency in Google Ads helps you rank first in Google search results in no time, without the need for website design and optimization. You must have come across links with an AD symbol next to them when searching on Google. These links are advertisements that are relevant to your search results and are displayed to you
We as an expert Pay Per Click Agency have several ways for you to advertise on Google. You can leave the entire management and execution of your advertising campaign to us and receive daily reports on the performance of your campaign, or you can do all the work yourself.
Google AdWords is one of the popular Google services that is considered as targeted advertising. To better understand these Google ads, it is better to have a brief look at the various ads and their feedback.
Advertising can be one of the most effective ways for any business to be seen more. If we want to divide advertising into traditional and online categories, the TV commercials and billboards we have in the city can be placed in the traditional category, and ads such as banners, videos, and emails are in the category of online advertising. At this point, it might be a good idea to talk a little bit about the benefits of online advertising and see if it can be an effective way for us to get in, and if so, what can we do to make the most of it?
The Benefits of Internet Advertising
Benefits of online ads
The first advantage is that we have more access to the audience.
That means more people will see our ads. With any model of taste or gender and different ages, they see our ad whenever our ad is active, it can be a website, it can be an application, it can be a social media network, there are no restrictions. It is only related to the presence of users who are there at that moment and can see our ads.
Purposeful internet advertising
That is, we show our ads to a specific range of people and personalize the ad content only for those people. For example, in email marketing, we can display our ads only to our users.
That is, for example, we add a new product or service to the collection and define it so that only those users who bought or registered can see our content, and a certain amount of the target community becomes smaller and more targeted, and these people become the customer of that category. And there will be more new products.
Ability to track people
This means that the audience and users who enter our site or application, we can track them, we can analyze what happened to them when they entered and even how much we spent for each of them, this is also very attractive and We can increase our budget or stop this range for now. Work on another spectrum and show our ads only to them.
Ability to measure online advertising
That is, we can see how much return we made, how much profit we made, how much we were able to achieve the goals we want in this direction, based on the costs incurred. This is a very important point.
If we can achieve our goals, we can increase our budget, or if we see that we have not achieved our goals, we can change the course. Maybe the place where we advertise is not an attractive and relevant path to our business at all, and all of this can be edited, meaning that we can change our path and spend the budget we want in another direction that brings us.
Reasonable cost of internet advertising
This means that compared to traditional models, at a lower cost, we can get good feedback and be able to develop and expand this path and use it at any stage.
Check Google Ads
Well, so far we have briefly reviewed the types of ads and now it’s time to look at Google ads. Google AdWords, which changed its name to Google ads on July 24, 2018, is an advertising platform and Google product that various businesses can display their services, products, video content, and even applications to the audience. . On this platform, whose main address is ads.google.com, they can activate ads that attract the users they need.
The items that could make this platform a little more distinct and attractive than other advertising models are described in the title in this article, but in the sections of this article we as a Pay Per Click management company will talk about them and it is appropriate to point out in this section that this article Which is about Google AdWords to get acquainted with the interesting sections of Google ads and see where you can use these features.
Ability to measure Google AdWords
One of the main advantages of PPC marketing services is their measurability. That is, we can easily measure what feedback we received given the cost incurred. And were we able to achieve our goals at all?
Stop this budget in this channel, in this campaign, and focus on another product or service? Or not, if we get a good result we can continue to do the same and make it bigger, allocate more budget to it to make more profit.
All of these measurement capabilities come in the form of the various reports we have in Acanthoma. That is, everything is very clear, we can see what inputs came from what paths and what pages and sections of our site were entered based on the cost we incurred. How many applications were installed? How many videos we have seen is one of the most important advantages of Google.
Re-marketing users
The next point that we will address in the Remarketing section is the re-marketing of our users. This means that we can have advertising campaigns in which users who came to show behavior on our website, show our ads to them, this is now based on cookies registered in our users’ browsers, and now we get to that part must be detailed We talk about it and talk about its many benefits, and where it’s used at all.
Observe competitors
The next point is to observe our competitors. That is, in those advertising campaigns we can observe competitors who have similar campaigns like ours,
- Who is doing what?
- How much are they being seen? And where are we in that competition?
We can use our useful work on our account, which we call optimizing our campaigns, to make us more visible, to grow more, to gain more market share.
The last point that can be mentioned, I can mention that it is in the moment. This means that we have a leader in the series, for example, and now we want to be seen. Now, on an occasion that could be a specific festival, a specific date, or a specific product that we want to see more of in that area, we can design campaigns based on our needs on the same day.
And from the day of entry, we will be attracted and see that, of course, except for a few special cases that require Google’s approval, the higher percentage of the activities that we do can be activated in a few minutes and lead to our being seen.
SEO vs Social Media Marketing vs Email Marketing:
Google AdWords Auction System
The way PPC advertising services works is an auction, but not the auction we have in mind; That is, whoever pays more has a better position and wins the game, this is not the case. Our ad rank depends on two factors.
One is cost, but the case is much more attractive and I think the quality of advertising is more important. So we get the answer to the question that whoever gives more money will not necessarily have a better position. Our Ad Rank formula is such that the quality of our ads at the price we set to do the click we want is divided by 2.
A number is obtained that competes with competitors and collections that are active and similar to our campaign at that moment, and the higher the final number, the better the position will be and the more it will be seen.
In the following, our Pay Per Click advertisement agency team will talk in more detail about the Quality Score of our ads and the methods that can increase the quality of our ads so that we can compete at a lower cost and achieve our goals.
How much does Google advertising cost?
Creating an account is completely free, and even most of the campaigns we run have free displays, and we only pay based on the click that happens, or indifferent models, for example, based on the user action we want, the operation that is going to happen. By the way, now we will get acquainted with different types of advertising campaigns, where we will explain what the cost will be and what the Bid models, which are related to the same cost adjustment and Bid, will be.
Maximum CPC, or maximum cost per click, helps us determine how much we are willing to pay for each click. That is, we set a ceiling for each click. Next in the reports and feedback, we can get is another item called CPC Average that we can find out at different intervals the average of each click, what we paid Google for each action taken.
Set a daily budget
The next item is the daily budget. We can set a separate daily budget for each of our campaigns and tell Google that we are willing to spend that money on our campaign within 24 hours. Of course, the point of this item is that it is possible to deduct up to 2 times the daily cost on some days, given the potential we have that day to be seen more and get more input. But the average numbers and expenses, for example, divided by 30, will not be more than the daily budget we set.
Is hiring a Pay Per Click advertising company and advertising on Google profitable in this situation and at this price?
There is a point and we always suggest that you have at least one test campaign. This means that at any stage of that business, we can start a test campaign based on a number, for example, $100, which has several points.
The first point is that we can do good research on a tool that brings us completely real users.
- That is, can we even have a better understanding of that product or service that we are on the right track at all?
- Did we define the right product?
- Did we target the right audience or not?
The conditions are the same for everyone!
The next thing I have to point out is that these conditions are the same for everyone. This means that all businesses, individuals, and all those business communities that are with you in that area are involved and will be involved. For this reason, many of our competitors may not use this platform, so we will have less competition.
This means that we will probably have a better position at a lower cost and get more input. And the next point is that by improving the quality of advertising we can pay less, the same Ad Rank we talked about because it is likely that our competitors will not use this system this month and now, and we are very comfortable in many Our campaigns can get better input and be seen more.
The next issue is the measurability of Google AdWords.
That is, whatever we do, whatever expenses we pay, we can evaluate what the results have been for us. As an example
For the campaigns we have from Google in the Google Search Network, we can estimate based on the inputs that are happening, how much we have sold our product,
- How many products or services have been sold, and our so-called Conversion Rate. have been?
- What is our conversion rate?
- How much did we benefit from the expense incurred and spent?
- How much did we sell?
Now we can increase the budget, increase the prices, improve our quality to get more results.
Schedule advertising campaigns
The next issue is the daily budget and timing of our advertising campaigns. We can define the appropriate daily budget and schedule that we activate. That is, our ads are displayed at that time and day, we can manage it to be, for example, in times when our competitors are not, or we can define budgets that get better results in that schedule.
For example, for the same training course in the test campaign, we can see when we had a better conversion rate. There is a time when our input is less at a working time, for example, 9 am to 12 noon, we have less input than at night, but we have a higher conversion rate and we are looking for better results.
In some of our campaigns, we do not necessarily care about the input at all, how many we sell, and how many conversion rates we have, this is more important to us. So we can define that campaign on a specific schedule from morning to noon on several days that we have in mind and spend the budget on that schedule when we get better results.
The important point about the test campaign
An important point to note at this stage is that our test campaign should not take place in a short period, such as three days. Maybe in those 3 days, our target users will not see us at all or will not enter the Internet at all for any reason. Because of this experience has shown that at least one month can be very good for testing, with a numerical range between $100 to $200 you can get good results and you can see the feedback and decide based on what we want for the next period. What costs and what goals do we have and how do we work?
5 Google advertising campaigns
5 Google advertising campaigns
- Search model
The first model of campaigns, which is Search, which most people and PPC companies are familiar with Google Ads, is based on our keywords. This means that based on the business we have, the products and services we have, our PPC campaign management services team can set keywords in the panel that users who search for it will see our ad title in Google and whenever users click and enter that landing page As we defined, Google deducts a cost from us.
In the next two sections of this article, our PPC ad agency experts will talk to you in detail about the types of keywords and their structure. The point to keep in mind in this campaign model is that we design our campaigns based on the landing page we have.
Example
Consider an online store that works in the field of clothing, for example. The categories that exist in this online store can be based on gender, men, women, children, it can be based on its products such as pants, T-shirts, single coats, or based on The material is its product. It can be denim, cotton.
Users who search on Google may search a little more, such as “buy men’s pants.” our Pay Per Click advertising agency has to introduce the landing page to Google so that when the contact clicks, it enters a page where exactly the men’s pants are available, not the category of pants itself, from which it has just chosen, for example, whether it is men’s or women’s. Our Pay Per Click marketing agency team needs to reduce user clicks. This is the best way to design.
2. Display model
The second model is Display. Google banner ads. Adsense is an advertising service that businesses that have an app or a site can make money from displaying ads. But here I want to mention two important uses of the display.
First application
First, imagine that the same clothing store wants to export. For example, he wants to export pants in England. We can have a set of banners and target the UK so that our ads are displayed only in that country, and in those categories that are useful to us, there is the ability to choose, for example, the categories of fashion, and so on. It helps us to see our ads and have our ads displayed on those related sites and apps.
The second application
Display campaigns for us can be Remarketing. Remarketing or Retargeting means re-marketing our users. People who came to our site and left a behavior that we can have and show our ads only to them. In a separate section, I will talk only about Google Ads, Remarketing, and there I will give a more detailed explanation.
- Universal app model
The third type of Google advertising campaign is the Universal app. If we have an application and we want our application to be seen and installed in return, we can design campaigns for installation, and every time a user installs our application, there is a cost of that pen.
We will be deducted, but this cost will be defined in advance.
What advertising model do users see?
We can take some pictures of the app or have texts that lead to the app being clicked and viewed, and this advertising content is displayed on various apps and websites,
This way our targeting can be more precise for the audience we want. Someone sees our ad, clicks, and enters the App Store where our application is set up and by clicking on install, the application will be installed and the defined cost will be considered.
- Model Video
The fourth model is Video. As the name implies, we can have campaigned to view our video and visit it, which is set on YouTube, and the path for which we advertise is the Google Ads panel itself.
Next item Gmail ads.
Be sure to note that in the Social or Promotion sections of Gmail, ads are displayed for us. The above links are higher than the emails we received. Some titles have a more specific color and next to it is written “Ads”, by clicking on it, we enter a page that opens in Gmail itself and contains advertising content; It can be text or images and has an invitation to action, a call button to another page, another landing page. A PPC service company can set the landing page associated with our ads.
Gmail ads campaigns
One great thing is that collections can have Gamil ads campaigns, we can have a list of our customers’ emails that they haven’t bought from us in a long time. We can enter this list into the account and display Gmail ads only for these users.
We have a call to buy again, for example, a new year approaching, and if we want to have a holiday campaign, we can give a discount code to customers who have not bought from us for a long time and invite them to support this campaign. And enter the page we are looking for and make their purchase.
This advertising model also contains two items; One is the title of the email, which can be a compelling text that even has our brand name in it to increase the opening percentage of that email, and then the content in which we insert ads and call to enter another landing page.
- Shopping model
The last model of advertising campaigns is shopping.
I do a Google search for “Popcorn maker price”. I want to see the price of popcorn machines. Before the results come to me, the top of the page picks up a series of products for me that contain the product title, photo, and even the price, for example, in dollars. This way I can more purposefully enter an online store that has this product and buys the product.
Difference between Google Ads and SEO?
If I want to have a definition, I always say SEO is the definition of Search Engine Optimization, the good things we do on our site, the basic things we do, and getting good rankings in Google search.
Google Ads brings us the same rankings on the first page of Google but for a fee. That is, the cost is incurred when a click is made, that is, it is not paid for displaying costs. But when a click is made and a user enters our site through it, a fee is deducted from our account. So why bother going to Google Ads? When we can be very free and organic on the front page; One is that coming to the front page is not that simple, and I do not want to talk about it at all.
Cost
Let’s talk about cost and have a cost comparison in this section where SEO is not necessarily free. That is, SEO is the quality of the content we want to put on our site or the work involved in programming and coding or activities like this, and on the other hand, when we want to leave it because SEO does not happen at the moment, it is a time process. It’s free and the cost we have to pay means that this part is very important.
We have to pay for SEO. Pay for expert staff to produce content for us. Off-page SEO tasks, things we need to do outside of our site that are almost paths that at least I know are somewhat paid, things we need to do, and link building we need to do (I do not want to dwell on SEO topics, of course) I suggest that you read the articles related to SEO in the articles section, it is very useful. So it will be costly. This is not to say that it is a path that happens organically and for free, so it will be time and cost.
Is Google AdWords useful for start-ups?
For a business that has just started and wants to see results sooner, my suggestion is that PPC service can be a very good and attractive path that in addition to a return on investment can also be a good profit that can keep that business alive. Yes, because they see it on the front page because input happens to it.
Following the path, it is not bad at all to have my site, with two or three links on the first page. The example I always give is the example of buying headphones (although at the time I was searching, it may be disabled now) when we were looking to buy headphones and links one and two were popular for an online store and link one above these organics was Google AdWords.
When links one and two, which was a headphone category link and the second link was a best-selling headphone product that came up, why does it need to come back to its headphone category link through Google ads and compete with itself?
tip
If you ask it from most PPC advertising companies they will say yes, they think it did the right thing because it’s not bad at all that more inbound volume is for the links at the top of the page, it has the first three links and can absorb and calculate good inputs, ie it monitors its conversion rate and the purchases that take place. So he concludes that he is doing it.
That’s why when I compare and they always ask our Pay Per Click marketing firm a question, they say we have a radar link, is it good at all to have it or not? The Pay Per Click marketing service team suggests that this should not happen to know that we can measure it, that is, how much we spent, how much we sold, and how much of that capital could be returned and the profit made.
If you remember, one of the campaigns was Google’s search engine. This means that users will come to search for a word and based on that, our ad can be displayed and by clicking on it, users will enter our site. Now, on the other hand, we need keywords that we need to define that is relevant to our services and products so that when users come looking for them, they can see our ad.
Keyword structure in Google Ads
What we want to define is divided into several models, the subject of this section of the article is about what conditions we need to define, what keywords, with what structure. There are 4 main points that I will start to introduce and their goals and indicators should be observed.
- Keyword with Broad Match model
The first is the Broad Match model. If I want to give an example, the word
If our key is “buy cheap glasses” and we define it as Broad, that is, we do not involve any character in this keyword, and in the same way, it means only these 3 words “buy, glasses, cheap”, we can To buy cheap glasses, get input, that is, our advertisement will be displayed.
Even if users have a misspelling: “buy cheap glasses” or “buy cheap glasses” or even if something comes in before and after these words through users, our ad will be displayed again. That is, “Buy cheap glasses online” or “Buy cheap glasses in Tehran” or “Buy cheap glasses”, from all these searches, our advertisements can be displayed and through it, we can get input.
2. Keyword with Phrase model
The second case is Phrase. We need to put a quotation mark (‘) between the keywords we are looking for. That is the first one, the last one. That means ‘buying cheap glasses’ closes with it. In this way, we convey our meaning to Google so that any user who searches for this exact keyword with the same combination can see our ad. That is, even if it says “glasses, buy, cheap” no, exactly these 3 words in a row without spelling mistakes, that is, even if it was cheap, we do not want it. But before and after, everything he did is still acceptable to us.
For example, “buy, glasses, cheap, in Tehran” This “in Tehran” is a parameter that is added to our keywords, but outside of it, the so-called quotation is searched and inserted, and we can get input from them. We will not have a problem.
- Keyword with Exact model
The third case is Exact. Before and after, our keyword, as defined as Exact, should be on the rocket, that is, the beginning and end, like the Phrase mode that was quoted, we put on this rocket mode, and this is exactly what we want, that is, we tell Google that anyone who buys cheap glasses With the same combination and in the same way, he searched to show our advertisement. That is, we do not want it, even if it says anything before and after. And we limit it.
- Keyword with Broad Modifire model
The fourth case is the Broad Modifier. That way, we can put a Mike or a “+” in front of Mike or two of our words as much as we want. And so to speak, this is the rule for Google to say that this is exactly the word that should be in the search of users. For example, in this example, we put the purchase of cheap glasses behind a cheap “Plus” + and I point to Google that anyone who is looking to buy glasses with any parameter before and after, even after the cheap, show before, but Exactly my “cheap” one is that it should be inside the user search and two that it should be with the same structure, meaning I do not want “cheap”, I want “cheap”.
Or if I put a “+” plus behind “buy” in this phrase, I say that those who want to make a purchase, that is, anyone who even wore “cheap glasses”, I do not want. I want people who are buyers to buy with the same combination, but after or before it, any other parameter and keyword can be, but the words are related, which means that you must also remember that they are “glasses and cheap”, but before, after and in the middle. It can be other words as well.
Select keywords and Match Type based on your business goals
So far, A PPC marketing company has come across some keywords with their mark in Google ads. What are these signs and does Google understands what we mean? From now on, I want to talk about goals. Goals we pursue Based on our goals, we choose which words, which Match the Type for our campaigns.
Example
Consider, for example, a website that is just starting and wants to attract relevant and targeted traffic. There are two options, either to find his keywords through the tools available and related to Keyword Research or to suggest defining his campaign as Broad. That is, it defines the 5 or 6 words that it deems relevant and what its users want to be Broad so that it can extract new and more complete words.
Because if you are familiar with it, you must have seen it in a part of the panel, there is an option called Search Term where you can see the keywords that are searched by users. That is, exactly what they searched for when they saw our ad and clicked on it, and through it, we can add new words to the keywords, so that each of these words has its price, competition, and advertising quality. Which we will now discuss in the following sections and discuss there,
We notice that each of these words has its characteristics and has its meaning for us.
Example
A well-known example of Exact is that I was involved with it a few years ago, for example, an employer or a friend who had an order for Google ads and we were going to do the executive work, he would say, “I’m in this keyword. I want to be first. For example, “buy cheap glasses” used to say, “I want to be in the first word, now with their strategies, and sometimes because they did not know the Match Type parameters and thought that all users would search that way, and that could be good for them.”.
In this case, different groups of friends who worked in this field would define them as Exact, and well, after a while that did not reach the goal, Google AdWords would get bored of this path, but the further we went, the more employers and project managers that When it comes to Google ads, they get the level of information they know what they want, and the service companies or people who provide Pay Per Click marketing services do it. They say they can use other match types to get more input and even more words to add to their campaign and eventually get results.
An interesting point about Broad Modifire!
You can use this if you have a specific product or your services are related to a specific range of people. For example, you are migrating and your website only provides services to a specific country, I mean the destination country. For example, immigrating to the United States and not working in other countries at all. You can make sure in your campaigns that there must be one with “A” with a hat and one without “A” without a hat. Click “+” on the back and then enter the rest of the characters that are relevant to your keywords.
This way, only in this area of your business, which is immigration, are your ads displayed to people who are looking for exactly what immigration to the United States or the United States is looking for. It can also be interesting to note that if you are only working on a specific product, this will give you a competitive advantage, lower costs and increase the quality of your advertising.
Negative Keyword
Another thing that can help you a lot in these cases is the Negative Keyword, which means that we also choose our negative words, that is, we say which words will not come to us. That is, on the other hand, we have defined what our key phrases are. We can also define a series of commands and rules as Negative Keywords. What words should we not use to enter and display our advertisements? And Google has a Negative Keyword field that can be inserted there, or in the same keyword field, if we put a minus sign “-” behind the keyword, we mean that we do not want to enter this keyword.
For example, in this case, buying cheap glasses, for example, if we do not want “cheap” and it is not our service at all and we do not have such a cheap product, our keywords all start with “buy glasses, buy glasses online and buy sunglasses” and so on. , We can Negative “cheap, cheap” that we do not want such audiences and do not want our ads to be displayed to this group of people.
Example
Let our Pay Per Click management agency give you a more practical example, for example, online stores want to sell products, so when launching a campaign, it’s good to have a list of so-called Negative Keywords in which “free, free, and even free” Let them be injected into the campaign when they even start, to limit the input from these words.
If you remember, in the previous section we talked about keyword types and in this section, we were going to talk about content writing in Google AdWords ads. Our content or showcase for advertisements is what users see and leads them to click to enter our site. Because we have limited characters in the content and we can not insert more than one number, we must consider a series of factors that our content is fully targeted to achieve 3 goals.
Objective 1: The high click-through rate now related to CTR is the display click-through rate. The second case is the higher conversion rate, ie the conversion rate, and the third case is the higher quality score, Quality Score, which in the next sections in the campaign optimization section, I will talk more about Quality Score.
Our 7 main skills in PPC marketing
7 Factors You Must Follow for Google Advertising!
- 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.
- 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.
- 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.
- 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.
- 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.
- 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:
- 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.
- 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.