The importance of creating well-targeted advertising is undeniable when planning marketing strategies for your SME, which must stand out among the millions of products and solutions offered by the internet today. Remember... Whoever is not on the Internet, does not exist. That's why Google Adwords campaigns are an essential tool when it comes to promoting your business.
What is Google Adwords?
It is an alternative service by Google, to offer prominent spaces in its search network. At the same time, it is a tool that contains links that promote websites and attract new customers, ideal for increasing the business opportunities of your SME.
Creating an ad in Google Adwords makes your SME more likely to be found by a potential customer. Be careful: it is not simply paying Google to show your SME; Behind a simple ad there is a strategic work where your marketing team must study your audience very well, the keywords, the inclusion of relevant content and more things that encompass the success of the campaigns.
Why choose Google Adwords for my SME campaigns?
Simple: Google is the largest search engine in the world and the first option that people think of when it comes to finding the solutions to their questions.
In addition, this alternative can be used by SMEs that are just starting out and do not have a large budget for digital advertising.
What kind of formats do Google Adwords campaigns offer?
This platform offers various formats and depends on the marketing objective of your SME. Here we tell you what they are.
How much does Google Adwords cost?
It costs whatever you want to invest. Of course, we recommend that you get advice from your marketing team or agency.
Remember that what you pay depends on the number of clicks your campaign generates. This is what is known as "cost per click".
Now we will talk about the step by step to create Google Adwords campaigns for your SME.
Step by step to create your Google Adwords campaigns
1. Create your first campaign
After you create your Google Adwords account and log in, you'll be able to see an overview of the platform. Then click on the blue (+) symbol.
2. Select the goal
You must be very clear about the objective of the campaign and always keep the buyer persona in mind. Google Adwords offers you several options; if you want to sell, get leads, reach website traffic, brand consideration, and more.
3. Select the type of ad
Choose the type of ad you're promoting. It is at this time that you need to think about your SME's marketing strategies and your buyer persona. Google Adwords offers seven options: Search Network, Display Network, Google Shopping, Video, App, Smart, Discovery.
4. Set up the requested fields
You must complete all the fields that the platform requests:
● Name of the campaign.
● Networks: These are the locations where you want your campaign to appear. We can also include the Google search partners option.
● Locations: to target your campaign to a specific place on the planet.
● Languages: you can choose one or more languages, depending on the product that will be advertised.
● Bidding: We suggest you start with "Maximize clicks," which are automated bids, set by Google AdWords and help you get the most conversions within your budget that you set yourself.
● Daily budget: the value you will have daily for that campaign.
● Start and end date of the campaign.
5. Create your ad groups
You should group ads that have similar words so that you can have a differentiating control over each of them.
6. Create your ads
Unlike digital advertising on social networks, Google Adwords has other elements to take into account. Here you have to include 2 types of title and very short descriptions; this is critical since Google ads are straightforward, concise, and small.
After creating your ads, you must select "Save and continue", and then your campaign will be active. When you return to the general platform, you will be able to monitor it, pause if necessary, track your budget and overall ad performance.
7. Campaign analysis
Always evaluate and measure the performance of your campaigns. This information will be your guide to know what you do well and what needs to be improved.
Copywriting: a star element for Google Adwords
If you don't create texts that attract attention and sell your solution, it is very likely that you will not succeed in Google Adwords. For this reason, it is essential to know how to handle copywriting. A selling text encourages people to click. People go online to find solutions. Therefore, always take into account the needs of your buyer persona.
Use friendly language that suits your audience: short texts through which users quickly grasp what you offer.
What an irresistible phrase should have:
● Pose a problem.
● Provide a wish to people.
● Provide a solution.
● Display your product as an alternative.
● Call to action.
*This content is adapted from the article Create your Google Adwords campaigns (step by step), which was previously published on the Go Digital SME website