The Dos And Donts Of Google AdvertisingNick Throlson
Many businesses and individuals out there are advertising using Google. If you are, chances are you’ve created an Adwords pay per click strategy, or you’re thinking of doing so. Many people do this with a set it and forget it mindset – although this actually might not be the best thing to do.
However, before you go right into your Google advertising strategy all guns blazing, it’s a good idea to be aware of the dos and don’ts first. Read on and you’ll get some great advice on what to do and what not to do when you’re thinking of setting up a strategy of your own:
Do Create Dedicated Landing Pages For Different Types Of Ads
It’s crucial that the audience are taken to a place where they know how to take action and why they should do it. Landing pages are essential!
Don’t Send Them To Your Home Page
Sending the clicker to your homepage is a huge waste of your advertising budget. It’s unclear what they should be doing there and they will likely leave never to return. This is why a landing page with an obvious purpose is important.
Do Learn As Much As You Can About Adwords
Learning as much as you can about Adwords when setting up this strategy is a must. You should know what quality scores are, how they affect the position of your ad, and any associated costs. Make sure you know what makes strong titles and copy for your text based ads so that they can be as effective as possible. There are many articles and videos on the subject, as well as books and Google’s own articles.
You should also research baselines for your industry. As a general rule, you should have a 2% click through rate for your ads, but you may want to change this depending on your findings. Also, make sure you are willing to experiment. Have a mindset that each ad is a test so that you can create the perfect one. You will need to pay close attention to your results so you can make adjustments.
Don’t Set It And Forget It
Setting it and forgetting it may appear to work for some, but you should really be looking at your ad performance weekly. By doing this you can take away the ads that aren't working and do more of what is working for you. However, there are ways you can make this easier. Using smart PPC automation with scripts can mean less work for you and better results overall.
Do Expect A Lower Click Through Rate For Banner Ads
When it comes to your banner ads, you should expect a lower click through rate but more views than you get for PPC ads. They are a fantastic way of broadcasting your service to a larger audience and getting a lot of people to see your ad. Using banner ads is great for brand awareness, so make sure you have a strong call to action there that encourages the viewer to click and see what you have to offer. By offering something for free, such as an ebook, you can get even more clicks.
Don’t Create A Banner Ad Without Doing Your Research First
You should be well versed in how to create a great banner ad before you actually do it. Many people will see these ads, and they can greatly impact the perception people have of your brand. It’s important to remember that banner ads and PPC ads are not created equal. They each have their place for various reasons.
Do Track Google Remarketing Differently To Your Display Network and Search PPC Efforts
Google Remarketing is like the Display Network in that you can display banner ads on participating sites. However, the big difference is that a google remarketing ad will only be shown to somebody who has been on your website previously. This makes people who look at your site more likely to use what you have to offer again. You should make sure that you track your Google Remarketing differently than you do your Display Network and Search PPC efforts.
Don’t Forget To Use Multiple Approaches In Your Marketing
Many people make the mistake of underestimating the power of using multiple approaches in their marketing technique. Remarketing will put your brand in front of somebody numerous times. Banner ads are great for your brand awareness. Landing pages encourage people to take action. Make sure you keep these things in mind when coming up with your own techniques for Google advertising and getting the results that you want!