You often hear the term “digital marketing” being thrown around by business professionals.
The Digital Age has created an entirely different marketing landscape that is vast, competitive and always changing.
In short, today’s marketers face a lot of challenges. With so many marketing channels available, there’s bound to be a few obstacles or crossroads.
One of those crossroads is the decision between organic search marketing and paid search marketing on Google.
Search is an unmistakably powerful channel because it is the primary method that today’s consumers get their information.
But, that power comes with lots of competition, which has clogged up the organic search marketing pipeline.
Implementing SEO tactics is crucial and advantageous, but it can take a long time to see the results and visibility on the search rankings that you want.
Thus, many marketers turn towards paid marketing on Google to attract traffic from search engines that supplement their existing organic efforts.
Google is by far the most popular search engine. They have over a 90% share of the search market worldwide and users complete billions of searches every day.
It is the go-to search platform for almost everyone on the planet. Pretty impressive, right?
If you want to do any type of search marketing at all, Google is the answer.
Beginning Your Paid Marketing Journey With Google
Before you get into creating an account and launching your first Google paid marketing campaign, you need to have a plan ready.
Paid marketing isn’t for every business. For one, there’s the immediately paid aspect, which means it requires some room in your marketing budget to invest. You also want to be sure that this tactic will further your progress towards achieving organizational goals.
Your plan will include exactly what your paid marketing goal is and which metrics you will focus on.
Then, it is a simple matter of applying that plan to your first Google Ads campaign.
Creating Your Google Account
You need a Google account to utilize the paid marketing features offered by the search engine.
A lot of people already have a Google account that they use for their email. If that’s the case, you may decide to skip this step.
But, keep in mind that your personal Google account will now be tied to your business’ advertising strategies.
It may be best to create a new account!
Starting Your First Campaign
With your Google account created, you can enter the Google Ads page.
When a direct link isn’t available, you can also find Google Ads through the Google Apps dropdown menu (represented by a series of dots at the top-right-hand-corner of any Google page).
If you’re using a personal Google account, you may be asked some additional questions about your business. Then, you’ll immediately start creating your first paid marketing campaign.
First, think about a name for your campaign. Ideally, you want to name it in a way that is easy to identify later.
For example, the “remarketing campaign” is a lot easier to identify than “campaign 1.”
Set A Budget
On Google Ads, your budget is how much you are willing to spend each day on advertising. As this is likely your first time entering the paid marketing space, it’s okay to start with a modest budget.
As you get more comfortable as managing campaigns and crafting paid marketing messages, you can change your budget.
You can always increase or decrease your budget!
Choose Your Locations
Next, you need to select where your ads will appear. If you want to use paid marketing to generate in-person customers for your business, then you only want to target areas near your location.
You can choose to add locations by name or set a radius around your business. This will target any Google user that is X miles away from your store, restaurant, office, etc.
For e-commerce businesses that want traffic from all over, your location targets are going to be much broader. You may decide to include whole countries!
Pick The Network & Devices
You’ll also need to choose which Google network you’d like to advertise on. Most paid marketing newcomers should stick to the Google Search Network. This will allow your ads to appear on search results pages.
The Google Display Network places visual ads on different websites. It is a little more involved and costly.
You may also choose if you want to include/exclude certain devices, like mobile smartphones or desktop computers.
Target Your Keywords
On the Google Search Network, keywords are used to reach search users. Your ads will appear when potential customers search for terms related to your target keywords.
You can choose how exact or broad the keyword match has to be.
If you need help finding valuable keywords that relate to your business, you can use the Google Keyword Planner tool.
Select Your Bid
Your paid marketing bid is what you are willing to pay for a single click from an ad.
Google offers users a number of AI-powered bidding strategies that adjust your cost per click amount as it deems appropriate for your goal.
This is why it is important to have a plan. It will help you decide on the right bidding strategy.
If you prefer to manually bid on keywords, you have to be strategic. Bidding too low will make it difficult to obtain ad placements. Yet, bidding too high will burn your budget quickly.
Craft Your Ad Copy
The last component of your paid marketing campaign is the ad copy itself. Creating compelling paid marketing messages is not easy. You may find yourself revising your messages as you go.
You want to be sure that your ads are relevant to the targeted keyword, include a call-to-action and connect to a landing page that is relevant to both the ad itself and the keyword because ad position is matter on the keyword.
Once you’ve created your ad copy, your campaign itself is ready to be published. The last step is to set up your business’ time zone and input your billing information.
Make sure that whatever card or payment option you choose, it has enough money to fund your campaigns. You don’t want to lose out on paid marketing benefits because your card expires or has insufficient funds!
Now, your campaign can go live. As you start to see your first ad impressions, clicks and conversions, you’ll gain clues into the campaign components that are working or not working.
Then, it is a matter of making small adjustments to produce better overall campaigns and ads!
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