NOTE: You’ll want to set these up after you have established your brand, website, have installed your FaceBook & Google Analytics and are ready to start making sales.
Next to achieving top rankings in local search, Google ads can be the next biggest generator of sales. The reason is because Search ads are based on “Intent” marketing. This means you show up when people are looking for what you sell! If you are in a small town and don’t have many targets, Google ads are how you reach out to larger local population centers. It honestly doesn’t get any better.
Good To Know: Many of the mindsets and steps you’re going to take building effective Google ads are very similar to how you can rank in search.
Vital Mindsets & Expectations: Google ads are VERY different from every other platform. You should not expect to start seeing sales in the first 24 hours or often in the first week. You should expect to run your ads for at least 30 days to begin seeing enough data to help make decisions.
Also, you’ll want to become a master of “Deli Thin Slicing” when it comes to the words/word groupings you target and the pages you send visitors to.
Avoid This Mistake: The biggest mistake most companies make (the big ones are especially guilty of this) is sending everyone to the home page. In most cases this just doesn’t turn out well.
Here’s Why: Often a company home page is exactly that; an overview detailing what the company is all about or a mash up of many products.
If somebody is searching for “Closing Gifts” or “Housewarming gifts” and lands on a home page showcasing 10+ other products, they are WAY more likely to hit the back button immediately. Instead, send them to your page that is ONLY about the products they are searching for.
Creating “silos” of similar keywords in single campaigns and sending the clicks to hyper focused landing pages not only helps create a clear path for customers, it can also dramatically lower your costs!
Bottom Line: Make it easy for folks to give you money!
Discovering Your Most Effective Ad: A VERY cool aspect of Google ads is they let you input several different headlines & descriptions at once. Their system will rotate through all of them and find the combo that best delivers the objective you provide. (This is why we always tell Google to optimize for sales!)
Speed Tip: It makes a lot of sense to set up the copy of your ads ahead of time. Keep a nice big list of them in a Google doc or in a note you share across all your devices.
Assets For Your Ads:
- Headlines:
- Have 5 ready
- Each can be 30 characters max
- Long Headlines:
- Have 5 ready
- Each can be 90 characters max
- Description:
- Have 5 ready
- Each can be 90 characters max
- Your Business Name
- They allow it to be 25 characters max
Writing Effective Google Ads:
For many, the idea of “writing” an ad can seem terrifying. Good news: It’s not hard to do and all the apprehension is only in a passing feeling.
Step 1: Build Your Keyword Lists
Step 2: Group (Silo) Your Keywords
Step 3: Check Your Competitors
Step 4: Create Your Ad Copy Variations
Step 5: Create Your Ads & Test
Step 6: Report | Kill | Expand | Repeat
Grouping/Being Totally Relevant/Building Silos:
Most folks think that by going after the keywords with the highest traffic they will get the most sales. More is always better, right?
Let’s see: Mother’s Day Gifts = 225K monthly searches
The keyword is also listed as “Informational”. This means people are looking for more ideas. They haven’t made a decision yet.
Can you bid on this, get clicks and then “follow” people around with your product?
Sure. You can get a TON of clicks doing this.
In many cases it
Why Use Expert Mode Over Smart Mode: Because expert mode allows you to run different kinds of ads & have A LOT more control over what’s going on. “Smart Mode” isn’t bad, but it’s mostly designed to make Google the most money.
Here’s how to switch over your dashboard >>
All Assets You’ll Need For Your Campaign:
https://developers.google.com/google-ads/api/docs/performance-max/assets