The importance of creating well-targeted advertising is undeniable when planning marketing strategies for your SME, which should stand out among the millions of products and solutions offered by the internet today. Remember... Who is not on the Internet, does not exist. Therefore, Google Adwords campaigns are an essential tool when it comes to promoting your business.
What is Google Adwords?
It is a service alternative 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 to increase the business opportunities of your SME.
Creating an ad in Google Adwords makes your SME more likely to be found by a potential customer. Eye: 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 very well your audience, keywords, the inclusion of relevant content and more things that encompass the success of 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 about 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 much budget for digital advertising.
What kind of formats do Google Adwords campaigns offer?
This platform offers different 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 what you want to invest. Of course, we recommend that you consult your team or marketing 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 will be able to see an overview of the platform. Then click on the blue symbol (+).
2. Select the target
You must be very clear about the objective of the campaign and always keep in mind the buyer persona. Google Adwords offers you several options; If you want to sell, get leads, get website traffic, brand consideration and more.
3. Select your ad type
Choose the type of ad you're promoting. It is at this moment that you need to think about the marketing strategies of your SME and your buyer persona. Google Adwords offers seven options: Search Network, Display Network, Google Shopping, Video, App, Smart, Discovery.
4. Configure the requested fields
You must complete all the fields that the platform requests from you:
● 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 announced.
● Bidding: We suggest you start with "Maximize clicks", which are automatic bids, defined by Google AdWords and help you achieve the highest number of conversions within the budget you define 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 must group the ads that have similar words and thus be able to have a differentiating control in each of these.
6. Create your ads
Unlike digital advertising on social networks, Google Adwords has other elements to consider. Here you have to include 2 types of title and very short descriptions; this is critical as Google ads are direct, concise, and small.
After creating your ads you must select "Save and continue", and there your campaign will be active. Upon returning to the general platform, you will be able to monitor it, pause if necessary, track the budget and overall ad performance.
7. Analysis of the campaign
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 do not 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 the handling of copywriting. A seller text prompts people to click. People go online to find solutions. Therefore, always keep in mind the needs of your buyer persona.
Use a friendly language according to your audience: short texts through which users quickly grasp what you offer.
What an irresistible phrase must have:
● Pose a problem.
● Give people a wish.
● Provide a solution.
● Show 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 SMB Go Digital website