Google Adwords

Gremlins love Google Adwords! Our campaigns deliver exceptional ROI and always stick to budget. Get in touch for a free consultation.

01. Intro

The great thing about advertising with PPC (pay-per-click) campaigns on Google is that you can start generating revenue right away without much prep work. Unlike SEO which can take months at the very least to really get going, PPC advertising is almost instantaneous and effective right away.

When done right, the ROI (return on investment) is also relatively high.

We’ve talked in other articles about how important ranking your site for Google SERPs is for your overall SEO and organic traffic. By the same token, Google Adwords is the biggest and most popular PPC advertising platform.

Let’s take a look at how we at Gremlin Works use PPC advertising and Google Adwords to give our clients’ businesses the boost they deserve.

PPC advertising allows you to bid on keywords; Google displays your business’ ad when someone you are targeting types those keywords into Google’s search engine.

PPC advertising is really effective for two main reasons.

  1. You target select keywords and then you only pay each time someone clicks on the ad. Through conversion tracking on your website you can monitor which keywords are providing ROI for you and then hone in on them.
  2. Advertising on Social Media is kind of like advertising to a crowd of people in a bar – there’s a lot of people there but they are not really interested in listening to you. PPC is more like a promotion on a supermarket shelf – customers are searching for a specific product or service, you just need to make sure your ad is more visible and more compelling than your competitors’.

In the case of Google Adwords, Google acts as the advertising platform and gets paid each time a click occurs. As the name suggests, this is an advertising tool that is going to help you make sure that you get your advertisements out to new customers. Your goal in all this is to maximize the results of your PPC campaigns while minimizing costs. This will help you make the most of PPC advertising and get those traffic and sales numbers up.

When you first click into the Google Adwords interface, it might seem a bit overwhelming at first. Granted, the most time-consuming part of the process is in fact the setup phase. But we’re here to make the process as easy and smooth for you as possible. Here is a quick walkthrough to help you get started right now!

02. Budget

One common misconception that we hear is that you need a huge budget for online advertising.

This couldn’t be further from the truth.

As an advertiser, you have complete control over how much you spend per day, and how much you spend per click (you can even alter the amount per click for each keyword).

We can measure everything to the nth degree, and when done correctly, you’ll be able to see exactly how much each new lead is costing you, and you can compare this cost against your Life Time Value of a lead to ensure ROI.

You can run a test campaign to see if PPC is going to be effective for you, and you are completely free to scale your campaigns up or down at any point. We’ve run PPC campaigns ranging from $10 per day to $1000+ per day.

03. Setting up Adwords

This step is incredibly easy and only takes a few minutes. Just head on over to Google Adwords and either log into your existing Google account or set up a new one specifically for PPC advertising. Then after you’ve configured your preferences and settings, choose either Automatic payments or Manual payments to decide on your payment system. Once your billing information is all set up, your Google Adwords account will be good to go!

04. Structuring Adwords

The purpose of structuring your account is to ensure maximum efficiency and also enable you to make changes and gather data as you see fit. This is especially important for those of you who are planning on running multiple Google Adwords campaigns at once.

With your Google Adwords account, you’ll be running different campaigns. Each campaign has multiple ad groups that all run various combinations of different keywords, title text, body text, and URLs. Here at Gremlin Works, we’ll take care of this whole process for you! This includes managing your entire account along with each individual factor to find the optimal ad for your campaign. As a result, we will put you in a position to operate at higher efficiency, lower costs, and grow your business as a whole to greater heights.

05. Do your prep

Too often we see people go into PPC advertising blind. What we mean by this is they fail to do adequate research ahead of time.

Just like with SEO, the effectiveness of PPC advertising truly shines with sufficient and comprehensive research. Without research, all that ends up happening is advertisers just end up getting frustrated with high CPC (cost-per-click) numbers and low conversions.

So they jump to the conclusion that PPC must not work and give up prematurely, thus throwing away any opportunity they may have had with Google Adwords. With our experience and understanding of Google Adwords, we will effectively develop and implement these strategies for you according to the unique needs of your business.

06. Keyword Research

As mentioned before, this is an important step that absolutely must not be omitted. Take the time to look into what keywords are going to be most beneficial for your business. There are several ways to do this. Google Keyword Planner is a tool included in your Google Adwords account that allows you to view various metrics of PPC keywords such as search volume, competition, and even bid information.

07. Competitor Research

Another method which is one of our personal favorites is using SpyFu to dig up information on your competitors’ PPC campaigns. The sheer power of this tool is virtually unmatched as it gives you everything from their target keywords, CPCs, anchor texts, ad content, landing pages, and even how they ranked.

While these tools make the research phase significantly easier for you, it can still be challenging to find the right keywords to use for your PPC campaign. How do you get the jump on your competitors? By putting together and drawing upon all the accumulated data and research, Gremlin Works can help you do that just by identifying low competition, high converting keywords for your campaigns and crafting powerful messages that are sure to get attention from the right people.

08. Needs & Demographics

During the preliminary research phase of the process, you have to put yourself in your customer’s shoes to first determine exactly what it is they’re looking for, and why they are looking for it.  

This means that you can focus on searches or keywords that indicate a potential customer’s intent to buy, thus increasing your conversion rates and overall sales. Additionally, you need to make sure that the main details of your brand – what make you unique – are relevant to what the customer is looking for.

Using Google Analytics, you can get some important metrics about your audience that can help you focus your efforts in the right direction. This includes where they’re from, their age, gender, and more.

Based on this information, create a message and landing page that appeals to them so that you can connect with them on a personal level, resulting in an increased interest in what you have to say.

Also, take note of where your users are in the buying cycle. This is a process that goes from when potential customers initially hear about your brand all the way to the last stage of purchase.

Using that information, make sure that everybody in all stages of the buying cycle are being given what they need to smoothly transition to the next stage and ultimately, eventually become paying customers.

09. Create an enticing USP

Your USP is your Unique Selling Proposition; the thing that truly distinguishes yourself from the rest of your competition. For potential customers that are already established customers of another brand, what reason do they have to all of a sudden switch to yours? This is where you really need to step up your game.

Do you think merely hyping up your product and telling potential customers all about how great your services are is enough? They couldn’t care less about your product.

Instead of advertising a product or service, you should be focusing on the results and how customers would benefit.

This is why we will make sure that your brand and message are memorable so that your audience will come back to buy when they are ready for that stage.

10. Landing Pages

Let’s say your customer clicks through on your ad. How do you make sure that they aren’t just going to click back out again in a few seconds?

Make sure you create a strong “elevator pitch” for your product, your brand, your service, etc. Keep the text short, sweet, to the point and targeted to avoid overwhelming or even boring your potential customers.

We’ll design landing pages that are aesthetically appealing and targeted, with a powerful and enticing message, for optimal conversion rates. Remember, it doesn’t end once a user’s clicked through to your page. Rather, we’ll take them all the way and convert them to paying customers!

11. Make a strong ad

This might seem obvious, but you’d be surprised by how many people miss this point. Just because you are using Google Adwords doesn’t mean that you can just sit back and relax and expect everything to work out in your favor.

You have to actually make sure that the promoted ad is well written and compelling. After all, it’s no good if it’s just sitting there – in fact, you’re actually incurring a loss if that’s the case.

So how exactly do you go about putting together a powerful ad? We first take a look at the target keyword based on our research, then incorporate that into your ad title and body content while conveying a message that your audience can’t ignore. This brings about the best results for CPC, click-through rates, position rankings, and ultimately, traffic and conversions.

12. Test. Test. Test.

The days of Mad Men are long gone, advertising now is as much analytical is it is emotional.

We break advertising down into various measurable elements, run variables in parallel, observe and learn from the results, and then continue to experiment and optimize.

For example…

Gremlin Works will run various ad copies and review how they impact on your Click Through Rate (CTR). The higher your CTR, the more appealing your ad is to your target audience and the more cost effective your ad will be.

The real skill lies in knowing which elements to test, in what way to test them, and how much testing is going to be worthwhile given your budget.

13. Get Started

When you incorporate PPC advertising via Google Adwords into your marketing strategy, you have a great chance of making sure that you expand your reach significantly and get in touch with your target audience.

Gremlin Works can help you to implement these basics and more, to give your business a big boost much faster and economical than you thought possible.