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The Key to Using Google Search Advertising Effectively


09.08.16
BY Olivia Crum IN Digital

In our digital age, advertising opportunities are endless. Why’s that? Whether on a desktop, laptop, tablet or smartphone, your consumer is always connected. Advertisers can better target their audiences and reach them where they are, when they are there.

One digital service that you may not know about, but have definitely seen, is Google AdWords.

Google AdWords is a platform that provides advertising services on Google and its advertising network. This service allows advertisers and businesses to set a budget and only pay when someone clicks on their ad.

I have outlined a few key elements to remember when creating search ads in Google AdWords:

Use Specific Ad Groups
When you start a campaign, you will want to run a series of different ads. By creating ad groups, you can add keywords specifically related to your advertisement. Keywords are simply Google search terms or phrases. For example, if you own a shoe business and want to drive sales through search advertising, you would want to create specific ad groups for each type of shoe: Women’s Running Shoes, Men’s Dress Shoes, Children’s Boots, etc.

Group Related Keywords
Within your ad group, you will create keywords. These keywords need to be related to one another so that the correct ad shows for related searches. For example, in the ad group Women’s Running Shoes, you would have keywords such as “running shoes for women,” “women’s running shoes,” “women’s athletic shoes,” etc.

Those keywords, or search terms, will then generate the related ad. When you search “running shoes for women,” this is the first ad that appears:
Women’s Running Shoes – FinishLine.com‎
Ad www.finishline.com/WomensRunningShoes
4.4  rating for finishline.com
Find Great Deals On Top Brands. Buy At Finish Line & Earn Rewards!

Because Finish Line knew it wanted to target people searching for women’s running shoes specifically, it created an individual ad group containing keywords related to women’s running shoes. By doing this, it is ensuring that the ad the consumer sees is related specifically to his or her needs. This will avoid people coming to its site and then leaving immediately.

Create Engaging Ads
While making sure that your ad relates to the keywords is extremely important, it’s only half the battle. You need to make sure you are creating an engaging ad that will draw in consumers. You have 140 characters to tell your consumer what they want and why they want it from you. Each ad consists of two headlines, 30 characters each, and a description that is 80 characters.

This is how the 140 characters are divided out:
Headline One (30 Character Max) – Headline Two (30 Character Max)
Ad www.finishline.com/WomensRunningShoes
4.4  rating for finishline.com
Description (80 Character Max)

You want to make sure you use some variation of your keywords in your headline as well so that consumers know you offer what they need. So in the example above, the Finish Line headlines are “www.finishline.com” and “Women’s Running Shoes.” Both are beneficial because the consumer can see immediately exactly how his or her search is related to the ad.

Use Quality Landing Pages
Your ads also need to take consumers to a related landing page. Your landing page is extremely important because if Google sees that your ad about women’s running shoes is taking consumer to a page with men’s running shoes, your ad will not receive a high quality score and therefore will not show as often.

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