When you’ve launched your business or new product and it’s time to build on your success it may be time for a Google ad campaign.
The difference between AdWords and AdSense
The Google AdWords program enables you to create advertisements which will appear on relevant Google search results pages and their network of partner sites. To learn more about AdWords and begin advertising immediately, please visit www.adwords.google.com.
The Google AdSense program differs in that it delivers Google AdWords ads to individuals’ websites. Google then pays web publishers for the ads displayed on their site based on user clicks on ads or on ad impressions, depending on the type of ad. Read more about each program here: AdWords and AdSense
Factors to Consider When Creating the Ad
There are several factors to consider in creating an ad campaign, the first being the ads themselves. Google Ads should incorporate certain elements in the few words allowed to be effective. Let’s look at some strategies to keep in mind to meet ad creation criteria.
- Headline #1 – The headline should include relevant keywords that have been discovered through keyword research. The effectiveness of the keyword to our target audience is a key factor in their finding our ad. The headline should stand out among our competitors’ ads and create a desire to know more about our product.
- Headline #2 – This headline should highlight our offer and include a call to action which will be to click on the ad and be brought to our landing page. It is imperative that our landing page is a direct match to our ad and leads to a single call to action.
- Description – The description should have a “unique selling position” (USP) to differentiate us from our competitors’ similar products, offer social proof to create desire for the product and encompass the call to action.
- Final URL – This would list the company web address.
- Path #1 – This would list the link to the landing page. This is where those that click on the ad would be directed. Again, it is important that this landing page matches the ad and has a clear, single call to action
Ad Factors and Strategies
As important as the ads themselves are, there are other factors to consider in evaluating the effectiveness of the ad campaign. Some of the things to ask are:
- Does the image bring our product to life?
- Is the ad visually appealing in choice of fonts and colors?
- Is the timing for the ad right? is a factor.
- Have criteria for evaluating the ad’s results been set?
- What is the expected ROI for the ad?
- Are the chosen websites the optimal places for our target audience to find our ads? The statistics for these sites should be analyzed to determine whether traffic demographics and psychographics match our target market.
- Is our ad’s landing page optimized? Is it congruent to the ads? Is it visually appealing, easy to navigate and is the call to action clear and easy to take?
- Have we determined what strategies our competitors use effectively and what keywords work for them? Are we using those strategies while differentiating ourselves with a unique selling position?
- Are the keywords that we are using popular, relevant and affordable? Should we use negative keywords?
- Is our branding across channels and in the ad notable and effective?
Google has just changed its impact of ad formats in ranking ads. you should read the article, Google Changes Impact of Ad Formats in Ad Rank for an explanation and to see how you might use extensions to benefit your ad success.
Evaluating the Ad Success
Analyzing the success of the ad campaign regularly and making necessary changes is crucial. Some techniques to implement and factors to consider are:
- In the ad placement, have we determined the highest performing visitor paths? Are there higher traffic websites that our ad performance may work better on?
- Conducting A/B Testing would be a helpful strategy to test which ads are most effective and if new ads should be created that may work better.
- Has ample market research been done to hone in on the desired target audience based on ad results so far?
- Testing keyword results, determining if they are the most effective.
These guidelines should get you started with creating your first ad and organizing an ad campaign that will get you the results you are looking for.