How to invest in Google Adwords?

Google-Adwords

How to invest in Google Adwords?

To maximize the return on contextual advertising in Google Adwords, you need to consider at least two factors: types of keyword matching and cost-per-click. The keyword matching type not only helps you better find your target audience, but also maximize the display of ads for relevant queries.

Bid management allows you to increase the effectiveness of advertising, focusing on selling ads and the selection of economically disadvantageous negative keywords. Having created an account in the service for placement of contextual advertising Google Adwords , you can start your advertising campaign in at least five minutes. But how effective will it be and, most importantly, payback? For the security of your own wallet, we recommend that you pay attention to at least two factors: types of keyword matching and bid management. Having correctly configured two parameters, you will not only gain minimal search marketing skills, but also increase your traffic indicators, CTR and the number of leads. Let’s start with the keywords.

Keyword Match Types
The match type more accurately indicates which queries should show ads. So, broad match allows you to maximize the target audience, while with exact match you can focus on a specific group of users. There are 4 types + bonus in total:

Exact match
Allows you to specify specific keywords by which users find your ad. The phrase either coincides, or very similar, does not include other words. Exact matches work best, as you focus on a potential buyer, rather than trying to capture everything at once, losing money on meaningless clicks.

Example keyword: [sale of shoes]
Example request: sale of shoes, shoes sale

Phrase match
This type of match is for keywords that you weren’t able to match exactly. With the right choice, you can target long queries by the number of words, while displaying relevant ads. For example, if you sell Nike sneakers online, your potential buyers are unlikely to look for [Nike size 44 sneakers].

Keyword example: [black Nike sneakers], [white Nike sneakers]
Request example: buy Nike sneakers, buy and sell Nike sneakers

Broad match
Configured by default. An ad is shown when searching for similar phrases and relevant variations.

Example keyword: sneakers
Example request: sneakers, photo sneakers, selling sneakers

Broad match modifier
An ad is shown in response to queries containing a broad match keyword or similar words.

Example keyword: + sale + shoes
Example request: sale of shoes, purchase and sale of shoes

Bonus Negative Keywords
In addition to the ability to display certain keywords, you can include in your ad campaign words that are better excluded from display. So, in the key to selling sports shoes, we can rightfully include the following negative keywords.

Negative example: -free – shoes
Example request: sneakers for free, buy shoes

More than 25% of search queries relate to exact keyword matching, so you can’t rely on it only. At the same time, it is better not to focus on broad compliance, since you, with all your desire, do not cover the entire Internet audience, you will only lose the money invested. It’s best to gradually adjust your keyword set by periodically looking at analytics tools. To consolidate the material, watch the video from the Google developers themselves.

Now that you’ve got a general idea of ​​the types of correspondence in Adwords, let’s move on to the second important point ─ bid management.

Choosing the best bid
The term “bid”, which came from auctions, in the context of SEO, refers to the cost of 1 or 1000 clicks on contextual advertising on the site. For example, you have $ 25 in stock, how do you distribute this money by keyword matching type? Suppose your ad groups are closely related thematically, their sales pages are very similar, and the set of keywords is practically the same. In this case, we will try to distribute the money as efficiently as possible:

Exact ─ $ 10
Phrase ─ $ 8
Wide ─ $ 7

Phrase and exact match allows you to replenish your keyword database. Therefore, do not be surprised that when you look at the “Search Queries” report, you will suddenly stumble upon “unfamiliar” words. The fact is that the list of search queries may not match your list of keywords. This is where the work on the errors begins:

Add the most successful queries to the list of keywords.
If your ad was displayed on irrelevant requests, delete the ad, and assign the keyword included in it to the group of negative keywords.
To view the report by keywords, click the Keyword Information button located above the table on the Keywords tab.

How else can I lower the bid price? Each keyword is assigned from 1 to 10 points ─ a unique indicator of quality. It determines the relevance of your ads, keywords and landing page to the user, as well as the cost-per-click. A higher Quality Score results in a lower CPC, meaning the higher the Quality Score, the less you pay per click. As a result, we get 5 golden rules for increasing the payback of your advertising campaign:

Ask your bets acceptable for you, later you can always change them.
Using the Search Queries reports, evaluate the business performance of your selected keywords.
Increase bids on the highest quality keywords to improve the position of relevant ads and attract more buyers.
Mark keywords that have not met expectations as negative keywords to avoid meaningless display of ads when an irrelevant request.

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