The biggest advantage of digital marketing is to target people with amazing granularity. Because Search and Display Ads are served digitally, you can get data-driven insights on how these are being consumed. You can measure when they are clicked, where they are clicked from, and what happens after they are clicked. This data you can use to make better strategies, change your marketing plan and increase your ROI.
Let us start with search marketing. This starts with placing Ads on the organic results page of search results. These Ads are sold on a pay per click model, so you don’t pay for impressions, but rather an actual action. Let us take a look at some of these results by running a query on Google.
Let us search for iPhone 6. You can see on top, we’ve some paid Ads on top and on the right side.
What makes search marketing so great is the fact that searcher has expressed a direct intent in buying a product, i.e., iPhone 6, and made a query for the same. So these Ads are very relevant to him.
As a marketer, you would create a custom list of words or phrases, that you want to display the Ads against. A lot of things happen simultaneously when you conduct a search.
Let us just refresh your search, and reload the page again. You would notice the order of Ads change, some Ad may disappear altogether. This is so because the moment you run your query, Google runs a list of advertisers who want to display Ads for this term or query. Google will look at the cost each advertiser wants to pay, it will get advertisers in the bidding mode until the top bids are identified. Thereafter, Google will apply a quality score to the bid. This score is determined by the keyword click-through rate, the relevance of the Ad, prior keyword performance and even the keyword focus on the landing page itself. The number that turns out determines who wins, and shows up where in search results.
Display Ads are visual or text banner Ads, but shown on someone else’s website, not here on the Google Search results page.
You can see, on the NDTV website, we’ve LIC’s rectangular animated banner Ad on top. This is the top Ad slot. Below that, you have IBM’s square banner Ad on the right side, and then IBM’s banner, you have another banner Ad for Xolo.
These banner Ads are targeted by content on the page, the actual website itself, or could be determined basis your user profile and the sites you visited in the past.
Setting up Google AdWords Text Ad Campaign:
- Go to https://adwords.google.com.
- Sign-in with Google Account.
- If it is a first-time log-in, fill in the details.
- Select Campaigns from the top. Click Create your first campaign.
- Select your campaign type and name. Choose a Standard option.
- Choose the geographic location where you would like Ads to show.
- Choose your “bid strategy” and set your daily budget.
- Create your first Ad group, and write your first Ad.
- Insert your keywords into the keyword field in your account.
- Set your maximum cost per click.
- Review everything.
- Enter your billing information.
AdWords will automatically default to setting your bid strategy at an amount they think will maximize your clicks. If you want to manually set your bids, select the first option – I’ll manually set my bids for clicks.
Set in your bid to begin. You can always change this bid at any point of time, even when the Ad is live.
Specify a per day Budget. This is a cap on the maximum amount spent on this Ad on a daily basis. Suppose you views are costing you Rs. 10. If you want 100 views per day, then the daily budget would be Rs. 1000/ day.
Select Save and continue
Now you need to create your 1st Ad Group. Since the campaign will contain multiple Ad groups, choose a name you can easily remember and identify. Also, since each Ad group contains targeting options, you must be specific here.
The first option is to provide the link or URL of the Landing Page. This is the page you want to drive traffic to. Google will give us some keywords and ideas here, on how you should be going about it. We’ll leave it blank for now, and move over to the next option.
- Headline – At this point, you actually start creating your Ad. Focus on the shared value. What is it that you have that people want?
- Description Line 1 and 2 – This is where you describe what your Ad. To describe your Ad, you only have two lines with limited character space. It’s a good idea to include product/ service price, and a call to action like buy now, book now, etc. Also, make sure to use at least one keyword in the description. Google will bold any keywords in your Ads in search results if they match the same keyword queried by a user on Google.
- Display URL – This is the URL that would show up in the search results. Should be short, simple and user-friendly. The Final URL can, where the user would be re-directed to once they click on this URL, would be a different one, and can be long.
- Final URL – This is the website the user would actually land on when he clicks the Ad. Make sure the landing page is relevant to what the user he searching for on Google. It must have content relevant to his search query and should provide products/ services he wants and searched for. Ideally, this should be a Landing page and not Homepage.
- Final URL – Specify a URL for mobile renditions of the site.
- Select Save
- Then review your Ad, save and finish.
If you want, you can still edit and customize your Ad template at any point in time. Google will again review your templates for the changes you’ve made, and also, billing will be re-set for this campaign.
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