Tips from a Don’t-Know-It-All: Google AdWords

July 6, 2017

Are you still a bit confused by the wonder (and frustration) that is Google AdWords? Are you looking for a new way to bring more attention to your brand? Do you want to sound smarter when talking to your boss/colleague/newest Bumble match? Well, I’m not a know-it-all, but I know a little, and I’m here to help.

1. AdWords is one big auction.

GIF from Decider

Your ad rank (where your ad shows up when someone searches for something on Google) is determined by the following equation:

Ad Rank = Quality Score * Max CPC

Don’t worry, the flashback to high school math only lasts about a minute.

Clearly, the higher your quality score and max CPC are, the higher your ad rank is. But what are those strange terms??

Your Quality Score is how relevant your ad is based on what term was searched, as well as the content of the landing page. Aim for a quality score of six or higher.

Your Max CPC is also called your bid and is how much you will pay for this ad to show. Your max CPC is something you decide when making your campaign, and can be adjusted based on how well your ad is performing.

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2. Your daily budget is important, but not the end of the world.

Don’t get ahead of yourself, Dr. Evil. You must set a daily budget that AdWords will not exceed, no matter what. But this is not the time to be stingy, as it will limit how many times your ad is served. Remember, your ad rank is only based partially on how much you’re willing to spend on showing your ad. Your quality score will play a big role in where your ad shows up. So spend what you feel comfortable spending.

Additionally, there are different ways to focus your budget on a more targeted audience, like spending more money on women than men for a cosmetics company. That way, you won’t be spending money to put your ads in front of people you know won’t purchase your product or service. But at the end of the day, the more money you put in, the more ads will show, and the more conversions you’ll see.

3. More is not always better.

GIF from Imgur

Slow down there, Oprah. Piling in a bunch of keywords in the hopes that someone will stumble on your ad is not the way to go. As I said earlier, your quality score plays a big part in where your ad shows up. If you’re adding keywords that don’t apply to your product or service, your campaigns will suffer.

Google AdWords is something that can greatly impact your sales and recognition, but it takes time and persistence. Not only do you have to learn how to use the program, you have to learn what works best for you and your services/products. AND Google AdWords alone will not solve all of your SEO problems. It’s just one gear in the SEO machine. Here at Foresite, we know that your business is your baby, unique only to you, and we take the time to make sure your AdWords campaigns, and SEO strategy in general, are given the time and persistence they deserve.

Feel free to contact me if you have any questions about AdWords or SEO in general. I’d be happy to help!

 

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Tara Kniep
Content Management & Social Media Specialist who likes her coffee strong.