You’re considering a strategy for a comprehensive digital marketing plan that you believe has great potential for boosting your site’s rankings. You’re also reviewing search engine algorithm changes, searching for high volume and low competition keywords. What might pull in an extra qualified visitor and lead to a sale? How should you use a Google Ads campaign strategically in your marketing mix?
What are AdWords?
You may have heard of Google Ads (previously known as Google AdWords), paid marketing campaigns used to boost a site’s visibility. It’s important to learn how to use Google Ads because the goal is to have a website appear on the first page of a search engine’s results. However, for every piece of traffic the advert drives to your site, Google charges a commission on a Pay Per Click (PPC) payment model. A PPC model has become one of the most effective ways to drive traffic because it has the most significant probability of converting site traffic into much-needed sales.
According to some of the most dominant search engines like Google, Yahoo and Bing, paid adverts don’t help improve search result rankings. However, creative marketers have found a way to use the data derived from the paid platforms to influence and turn around their digital marketing plans. To understand how you, too, can use the paid marketing campaign data to revamp your digital campaign, you first need to learn more about different types of paid campaigns.
Types of Google paid campaigns
1. Google search
Paid campaigns and Google searches, in particular, allow you to take advantage of keyword searches to improve your site’s visibility. However, hosting this campaign requires you first conduct extensive research on the appropriate keywords and match them up to the right advert content. It also allows for the creation of multiple keyword groups that revolve around a particular advert. More importantly, it will enable you to track the keyword performance, thereby giving you the ability to identify and drop negative and low ranking keywords. After identifying ineffective keywords, it’s best to remove them from the paid campaign.
2. Google shopping
Do you run an e-commerce outlet with the intent to get featured in sale inspired searches? If this is the case, you should invest in a paid shopping campaign. The primary difference between search and shopping campaigns is that the latter allows you to bundle your entire product list into one campaign with a single budget.
3. Video and mobile advertising
Video advertising promotes visual content by having videos displayed before, during, or after other videos. Mobile advertisements, on the other hand, work similarly to other campaigns. The only difference is that mobile advertising gets optimized for smartphone adverts.
How an ads campaign can improve a marketing campaign
Coming up with high-ranking SEO content for your blog, social media content, and marketing emails isn’t just time-consuming, it also takes a lot of trial and error that a business can’t afford. On the other hand, paid marketing campaigns gives you access to the largest pool of competitive keywords you can use to optimize all aspects of organic campaigns.
Most importantly, an analysis of your campaign performance will help you identify the best performing keywords and search phrases. Identifying keywords and phrases enables you to incorporate them into the rest of the organic digital campaigns while getting rid of other negative keywords.
Scott Frangos, founder of Webdirexion and “Chief Optimizer” notes that:
“Often your best first line of attack is with smart paid advertising for two reasons. First, it is the fastest way to get in front of motivated buyers who are actively searching with buy intent on Google or in another venue. Second, it often proves out well for ROI when your targeting is precise, and your offer and landing page compelling and synchronized with your ads.” Frangos also explains that by “smart” ads, he means that Webdirexion clients do well when, “ads and conversions are tracked and tested, and when remarketing — where an ad follows site visitors around the web — is deployed.”
The data you collect from paid advertising platforms can also come in handy when amplifying the direct marketing impact of email and social media marketing. For instance, monitoring these campaigns help you identify the demographics of your most prominent site visitors and reveal findings such as their gender, age bracket, and their geographical location. It’s in your best interest to use this information to tailor your campaign. Try targeting specific demographics and locations by increasing visibility and possible conversions.
Webdirexion develops campaigns that help businesses succeed
Perhaps you find the information in this article overwhelming and don’t have the time to learn about and set up different types of campaigns, Every business owner wants to cash in a campaign’s effectiveness but perhaps doesn’t know where to start. Leave it to the experts and let internet marketing experts at Webdirexion create highly optimized paid ad campaigns for you.
Our experience in how to use Google Ads to create and run different campaigns for our vast clientele base makes us highly qualified to pinpoint your current marketing strategies and offer unique solutions on how to achieve positive results. We also understand that while highly rewarding, running paid campaigns should not be viewed as a long-term marketing plan. In addition to setting up formidable campaigns, it’s also important to gradually and continually restructure your organic campaigns to report positive returns.
In this regard, we focus our attention on more than running your paid campaigns. Our team loops you in on the changing marketing landscape and offer insights on how to utilize ad campaign data to revamp current and future campaigns. Furthermore, we can still manage your online marketing campaigns, allowing you to focus on the more critical aspects of your business such as fulfilling sales.
Sierra, an SEO Editor, and Digital Marketing Specialist focuses on smart MailChimp and Adwords tactics for our clients. She has been a full-time blogger, writer, and social media manager for the past ten years. With a B.A. in Communications, Sierra is expanding her digital marketing specialties on her career journey. She enjoys hiking and taking her dog Candy to the beach when she’s not working.