Did you know that Google AdWords is having 71% share in search advertising?
Google AdWords (Now Google Ads) is one of the most popular search advertising platform available today to reach and attract target audience.
Almost everyone who has basic digital marketing knowledge is aware of Google Ads and Google AdWords platform. Still many people have very limited knowledge about Google Ads. Some people feel that it’s very expensive and waste of money. Some people still believe that Google AdWords is only for large companies with deep pockets.
Well, In my Google AdWords tutorial, I will help you understand Google AdWords and how you can use Google AdWords for your business.
If you want to understand how to use Google Ads for lead generation, this Google AdWords tutorial will help you.
Lt’s begin with the basics first.
In this Google AdWords tutorial we will understand more about Google AdWords, Why Google AdWords is important for business and how to start Google AdWords.
This tutorial will focus on fundamentals of Google AdWords and basic campaign creation.
What is Google AdWords?
Google AdWords is one of the most popular digital advertising platform developed by Google. Google AdWords allows advertisers to show their ads on search and display networks.
Please Note : Google AdWords is now known as Google Ads
Google Ads works on concept of PPC advertising.
|Pay-per-click (PPC), also known as cost per click (CPC), is an internet advertising model used to direct traffic to websites, in which an advertiser pays a publisher (typically a website owner or a network of websites) when the ad is clicked|
As per our above exmaple : ‘tally erp 9’ keyword, your ads could be eligible to display for a variety of search queries such as:
- Tally erp 9 cost
- cost for tally erp 9
- tally erp 9 price
- what is the price of tally erp 9
Any normal keyword search on google can match many other results which you are not expecting. This can be an issue because you may only want your advertisement to display for those particular keywords you had selected.
Fortunately, AdWords has a way to determine how strict the search query should match your keyword.
Choosing right keywords for advertising Google AdWords for generating leads
According to your business, you must do keywords research to know what keywords your audience is using in Google. Prepare the list of keywords and choose right keywords to advertise on Google.
These keywords map to different search queries someone may be searching for.
For example, you may want to advertise for a keyword such as ‘tally erp 9′ and Google will do it’s best to display your advertisement to people looking for ‘tally erp 9′ related queries.
What is Quality Score in Google Adwords?
As we already know that Ads should be relevant to keywords and content of your landing page, it will help you increase your Quality Score for each advertisement separately.
Basically, the users are looking for the right information and in case Google shows them incorrect information which is of no use to users, they could blame Google for poor experience. So, there are AdWords Algorithm which will give score to your Ads.
That is why, your website shouldn’t be offensive, should be mobile friendly and most relevant to what users are looking for.
Quality Score is a scale of one to ten with ten being the highest.
Below components will decide the highest Quality score of your campaign :
1. Advertisement’s relevance
2. Estimated click-through rate (CTR = Number of times Ad is shown divide by Clicks received)
3. Landing Page Experience
So, if you smartly plan your campaign then your Quality score will higher and you will be paying less than your competitors.
Different Keyword Match Types in Google AdWords
1. Broad Match
When you use broad match, it means your keywords will be eligible for anything that “broadly” matches the original search query including synonyms and variations of the keywords you entered.
If Keyword search happening in Google is : tally erp 9
You may receive results for these Queries: tally erp 9 gst, cost of tally erp 9, price for tally erp 9, tally cost, tally erp download, how to buy tally
Broad Match Keyword is not recommended when you have specific product or service is targeted. Because Broad Match not always shows the relevant results.
2. Phrase Match
Phrase Match keywords or phrase keywords are to be wrapped in quotations, as it will help Google to show the result as per entire keyword is in the search query and in the correct order.
Keyword: “tally erp 9”
Potential Matching Queries: buy tally erp 9, tally erp 9 for gst, price for tally erp 9,
Queries you WON’T Match: tally erp full form, tally erp 9 crack, notes on tally erp 9, tally erp 9 information
When using phrase match, the entire phrase must be in the order you specified and in the search query. It will still match for queries with words before or after your phrase.
3. Exact Match
Exact match is the fixed pattern of your keywords match type and means that the search query must match the keyword exactly. There will be no irrelevant search result will be shown. No words before or after your keyword result will be shown, and it must be in the correct order.
The way to designate a keyword as exact match is by wrapping it in brackets as shown here:
Keyword: [tally erp 9]
Potential Matching Queries: tally erp 9, tally erp9
Queries you WON’T Match: tally erp 9 download, tally release erp 9
Exact match requires an exact match. Your keyword is only eligible to display for the exact match or very slight variations such as pluralization and tense.
4. Negative Keyword
Negative keywords are keywords that tell AdWords specifically which types of queries you do not want to display for. These can be set at the campaign or ad group level.
As you know that you are spending as per the click you get on your advertisement. You should be creating a negative keywords list so that your advertisement is not shown for those keywords and ultimately you will save money.
Keyword: tally erp 9
Potential Matching Queries: tally erp 9 cost, price for tally erp 9
Negative keywords: download, crack, free, meaning, information
Queries You WON’T Match: download tally erp 9, tally erp 9 crack, information on tally erp 9
As you build your campaign you should continue to build your negative keyword list. Armed with the knowledge of which types of queries are not successful for your campaign, you can increase the effectiveness of your campaign by explicitly defining poorly performing keywords as negative.
Starting Google AdWords and creating Campaigns & Ad Groups is very easy, however, choosing a right match of keywords for your business could be difficult.
How and when to use each type of keyword depends on your advertising goals which will help you generate relevant leads.