In this article we want to give you some useful tips for creating a successful web marketing campaign with Google Ads. Not only that, we also want to explain why it is important to rely on industry professionals capable of making successful sponsorships in the long run.

Creating quality Google advertisements is essential to really take advantage of their potential and see real results. In fact, for the growth and development of your business, being able to rely on well-crafted, high-performing advertising campaigns can really make a difference.

Read below how you can create a successful Google Ads campaign.

What is a web marketing campaign

In the world of digital advertising, by the term web marketing campaign we refer to the purchase of online advertising space by one or more publishers.

Digital campaigns fall into 2 categories:

  • Campaigns of display advertising, which use paid space within a user’s content of interest (e.g., a site, blog, or video), where they promote a product or service.
    This type of advertising campaign includes Banners and Pop-ups.
  • Campaigns of search advertising, i.e., related to search engines.
    In these campaigns, the advertiser pays to place a link to their site every time a user searches Google for a keyword of interest to their business.

Why it is important to do Google Ads campaigns

Online advertisements give you the opportunity to connect with those who need your products or services, reminding consumers of what they need and reaching them where they are most active.

One of the main advantages of digital advertising, is the ability to create ads suitable for each audience segment. In fact, advertising is the medium that allows you to achieve conversions (i.e., when a user, as a result of seeing your ad, performs a certain action, which you have chosen and set in the campaign, as we will see later).
Let’s be clear, at the end of the day, what really matters about a campaign is the results:
were you able to convert user engagement into actual sales, or leads, or even newsletter sign-ups?

Today being present on different social channels is the first step in developing Brand Awareness, but it is not enough.
This is because, on social networks, the users who interact with your pages are those who are already interested in your products or services. That’s why to extend the pool of potential customers, you need to make use of advertising campaigns.

Ultimately, theimportance of advertising campaigns can be summarized as follows.
Web marketing campaigns help the company remain visible in search results, create Brand Awareness, engage users and consequently, convert clicks into sales.

What are the steps to follow to create a successful web marketing campaign on Google Ads?

Let’s now see what steps to follow when you intend to create an advertising campaign with Google Ads.

1. Establish the goal

Goal campaigns google ads communication island

The moment you create a campaign, the first thing to do is to determine the business objective you want to achieve with this action. In this way you simplify the setup of the campaign itself, because Google Ads already directs you to the features that are best suited to make sure that your investment leads to concrete results.

You can choose from different types of targets:

  • for sale
  • contacts
  • website traffic
  • brand and product consideration
  • brand awareness
  • promotion and in-store visits

Once you have selected a target, you can view the relevant features and settings recommended by Google. In addition, you can add or remove a goal at any time.

Example: If you want more customers to go to your website after viewing ads, you can select the goal ‘Website Traffic’.
When you set up the campaign, having already selected the goal, you will be able to see the features and recommended settings to increase visits to your website.

After selecting your campaign goals, you can choose the type of campaign to run to determine where customers will view your ads, as well as the settings and options available to you.

2. Choose the most appropriate type of Google Ads campaign.

You can choose the type of campaign based on your business goals, your brand strategy and the time you can invest.

Below you will find the different types of campaigns, featured in the Google Ads platform:

  • Campaigns on the search network
    These are text ads in search results. They allow you to reach users as they search online for the products and services you offer. It is a great way to increase sales, leads, or traffic to your website because this way you can show your ads to people who are searching for your products and/or services.
  • Display campaigns
    These are illustrated sponsorships on Web sites, which allow you to reach users with visually appealing advertisements.
    In addition, this type of advertising allows you to use remarketing ads with both customers and already loyal customers.
  • Video campaigns
    Video campaigns allow you to run video ads on both YouTube and other websites. These campaigns can help you increase your brand awareness, increase conversions, or persuade users to shop on your website.
  • Shopping Campaigns
    These types of advertisements are actual product cards, highlighting sponsored items.
    These types of ads are displayed in search results and in the Google Shopping tab.
    To create a campaign of this type, you must have a Merchant Center account in which to upload your product inventory.
  • App campaigns
    With app campaigns, you can find new users and increase sales.
    This sponsorship uses your app information to optimize ads on the search network, Google Play and YouTube.
  • Local campaigns
    They allow you to let users know about your stores. These ads are optimized to be sponsored on the Search Network, the Display Network, Google Maps and even YouTube.
    To access this type of web campaign, you must have location extensions or have a business profile linked to Google Ads.

3. Set the budget

Budget ads campaigns Isola

It is very important to set an average daily budget so that you can control how much you spend on your advertising campaigns. This setting can also be changed at any time.

By average daily budget, we mean the average amount spent on each advertising campaign, on a daily basis. Therefore, it indicates how much you think you can spend each day over the course of a month.

Google Ads optimizes spending for the monthly days when sponsorships are most likely to receive clicks and conversions by monitoring the behavior of users who view them.
This means that on some days you may exceed your average daily budget, while on others you may not even reach it, but you will never exceed the monthly limit you set.

4. Choose the most appropriate offer

After selecting the campaign objective, you will be able to choose the type of offer. You will display a recommendation to prioritize certain offers, such as “conversions” or “awareness,” based on your campaign goal.

Through this procedure, your ads are designed to meet the goal you set.

Here are for you some bidding strategies featured in Google Ads:

  • increase site visits
  • increase visibility
  • get more conversions
  • Get a return on advertising spend when you assign different values to each conversion
  • Get more conversions at the conversion cost you set

If your chosen bidding strategy does not appear among the options, you may want to change the campaign objective you initially selected.

5. Create ad groups

In each campaign (except Shopping campaigns) related sets of ads can be grouped together, aimed at the same target audience.

What does it mean?
For example, you can group advertisements that sponsor sportswear, choosing users who search for this type of clothing as the target audience.

An ad group can contain one or more ads, which have similar goals. You can set a price to spend when keywords in a group trigger your ad sponsorship. This value is called cost per click (CPC).
You can also set different prices for individual keywords, within this section of Google Ads.

6. Add extensions for ads

Extensions google ads Isola communication

Advertising campaigns on the search, video and discovery network allow you to include additional information called extensions. For example, additional website links, directions, or a phone number.
These give users more reasons to choose you.

Extensions can have different formats. Here are some of them:

  • call buttons
  • location information
  • links to specific parts of a website
  • additional text

To optimize the performance of your sponsorships, you should use extensions in line with your business goals.

On Google Ads you can find 2 different types of extensions:

  • manuals
  • automatic

Manual extensions need to be configured.
Automatic ones (do not need configuration) are added automatically by Google, as it predicts they will improve the performance of your ads.

7. Select the right target audience for your Google Ads campaigns.

target google ads communication island

Selecting the right target audience is a key aspect of an advertising campaign. In fact, if you want to achieve your goals, you need to show sponsorships to the right people, at the right time.

Target examples:

  • Target audiences by audience (demographics, affinity, similar audience segments, etc.).
  • Content targeting (topics, positioning, content keywords, etc.).
  • Target by device (computers, TV screens, mobile devices, etc.).

Without the choice of targeting, your ads will have the widest possible coverage. Instead this option, allows you to focus on specific users and therefore interested in your products/services.

8. Set conversions

Tracking conversions allows you to see what happens when a user has interacted with your ads. For example, whether they purchased a sponsored product, signed up for your newsletter, or downloaded your app…
As mentioned earlier, when a user completes an action that is of particular importance to your business, it is called a conversion.

These can be used to monitor the following types of actions:

  • Website actions – purchases, newsletter registrations, and other actions that users have completed on your website;
  • Phone calls – calls made from your ads, calls to a phone number on your website, and clicks to a phone number on your website.
  • App installations and in-app actions (installations of your mobile apps and purchases or other activities, in these apps);
  • Import-customer activity that begins online and ends physically;
  • Local actions – actions that are counted each time a user interacts with an ad that advertises a physical store.

Create a successful Google Ads campaign with Isola

Can’t get your campaigns off the ground? Rely on the services of communication specialists!

Isola deals with Google Ads campaign management for online promotion of businesses of all types and sizes.

Not only that!

Isola monitors the results you get from Google sponsorships and follows you through every step of your advertising campaign.
Leveraging the power of AdWords, we make your products and services known and connect you with those who search for them on the web.

Turn to our experts, tell us about your business and together let’s find ways to get it off the ground online through web marketing campaigns!

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December 22, 2021

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