We have gone over the importance and benefits of using Google AdWords; we have covered the differences between AdWords and AdWords Express, and their pros and cons. Now it’s time to discuss the steps you will need to take to get your ad up and running and generating business!
Create your Campaign
Your campaign is the overall category your ad pertains to. As a florist, you might have one campaign on weddings and another on sympathy. From there, you will create Ad Groups; think of Ad Groups as sub-categories. For your wedding campaign, you might have 3 Ad Groups: bridal bouquets, wedding centerpieces, and boutonnieres. For your sympathy campaign, you might consider Ad Groups of standing sprays, casket covers, and funeral flower arrangements.
When placing ads for your shop, it is always recommended to have a general campaign running for your specific shop as brand safety from your competitors. We will get more into bids and keywords in the next few sections, but if a competitor sees you are not running a campaign for your shop and not bidding on your shop as a keyword, they are likely to do so, which can result in your competitors taking potential customers from you. The Ad Groups for this campaign might be local florist, flower delivery, and your location.
Set your Budget and Bids
You’ll have to decide how much you want to spend running your ads for yourself, but keep in mind your daily budget is how much you will be spending each day. For example, if you’re budget is set to $10, over the course of a 30-day month you will be spending $300 total. Be mindful that Google AdWords can spend up to double your set budget so long as they do not exceed the total budget allotted. Using the $10 daily budget as an example again, Google might decide to spend $20 on a day with higher traffic, but only spend $5 the next 2 days to balance it out and not exceed the ending total of $300.
Not to be confused with your budget, your bid is how much you can spend on each keyword if your customer searches that keyword and clicks your ad. So, if one of your keywords is “wedding flowers” and a customer searches “wedding flowers” on Google and clicks your ad, you will be charged up to what your bid amount is set to, depending on how many other bids there are on that keyword.
*For more details and information on setting your budget, check back on Floriology Blogs in the upcoming weeks.
Select your Keywords
When selecting your keywords, you want to put yourself in the shoes of your customers. Try to think about what customers will be searching for and set those as your keywords. For example, as a florist, you’re selling flowers, some of your keywords might be “local florist” or “flower delivery” to bring more traffic to your website.
*For more details and information regarding keywords, check back on Floriology Blogs in the upcoming weeks.
Choose your Landing Page
Choosing your landing page is an important factor in running an ad. Your landing page is where the customer will be directed to once they click on the ad. So, if you are trying to promote birthday flowers, and decide to run an ad, you’ll want to set the landing page to that specific birthday occasion page. Though, if you are simply trying to increase traffic to your site and raise awareness about your business, you will want to set your landing page to your homepage.
Create your Ad
You’ll now create your ad. This is where you decide what the most important information is and where you will title your ad. If you are running an ad to increase traffic, your title or header might include, the name of your shop, the location of your shop, and that you deliver flowers. So, it might look like this, “Shop Name |City, State | Local Flower Delivery”. Next, you’ll write your meta description of the ad. In this section, you’ll want to give an accurate description of your business, while also using some of the keywords you previously chose. It is important to put the time and effort into creating a good quality ad as Google takes the content of the ad into consideration and gives a “quality score” when ranking on Google. Having a large budget/bid does not always ensure the top spot in Google’s eyes.
*For more details and information on Google’s quality score process, check back on Floriology Blogs in the upcoming weeks.
Connect to Google Analytics
Once you have created your ad and started running it, you’ll want to monitor its success. Through Google Analytics, you will be able to see details on your ads and who they are reaching such the number of impressions and clicks your ads are receiving as well as the type of audience you are reaching, which keywords are doing the best, whether the consumer is on a mobile or desktop device, and if they are staying on your landing page or just clicking off.
Google AdWords can be a tricky tool to use initially, but it is one with great benefits, which is why we want to provide you with the education and resources to better grow your business. In this new age of technology, it is essential that we keep updated with current digital marketing trends and techniques to build and maintain a successful business. For more information on the topics covered in this blog or on digital marketing, keep checking back in to our blog, and take a look at our digital marketing services.