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A Guide for Google AdWords: Basics and Advices for Your E-commerce Business

Google AdWords is one of the most popular and effective paid-search advertising platform that can be used to maximize your visits from Google. Differently from organic results, AdWords allows paid sponsored listings to be shown on the top and side of these results pages. Google ranks ads based on bids, budgets, keyword scores and click through rate, but they also help and guide you with many ways to optimize campaigns by yourselves. But don’t forget to develop a digital strategy that focuses on improving organic search engine rankings (which one would do through SEO tactics) and starting paid search advertising simultaneously. Improving your organic search rankings can take a long time, and requires much attention as you optimize the webpages of your site. If your website is appearing on the second or third page down in Google’s results, investing in paid search advertising is something to consider as part of your next digital marketing campaign. You will have to create an Google AdWords account to get started. After creating your account (setting your general account settings), then creating a campaign, then creating an ad groups, and then finally, adding your keywords will complete the basic process. At the general settings, you will set up your billing, currency and country information. At the campaign level, you would choose whether you want to advertise on search, display, or both; devices to target; locations and languages to target; budget and any ad extensions. Under the campaign, you would then create your first ad group where you’ll be able to develop text ads and insert keywords. Text ads have character limits which are 25 characters for the headline, 35 characters for each description lines, and the display URL with 35 characters. *Related Post: Top 5 PPC Mistakes that Can Damage Your Online Business Creating an AdWords campaign is easy, I will try to make it easier with these practices listed below:

  • Decide 10-20 keywords for per ad group:

    For each ad group, create a keyword list and update them frequently according to their performances or to change with new ones. Try to type same keywords into your Ad Texts (of course you can’t write them all with character limitations, just choose most powerful ones) becaues when a person searches a keyword from your list, it will then appear in bold and draw their attention. Keywords that are too broad or too narrow will turn you irrelevant clicks or no clicks at all. So try to act as a visitor while deciding them. (What keywords do people use on Google to find products like mine?) Specific keywords are mostly better. Google AdWords provides you four different keyword match types: broad, phrase, exact and negative. To get rid of irrelevant clicks or no clicks, it is better to use “phrase” match for keywords that you would like to appear in a certain order. If you don’t want a keyword to trigger your Ads, you can add that keyword as Negative.
  • Multiple ads multiplies your chances:

    Create 3-5 different ads for one ad group. With these way, you can analyse visitors’ behaviors more easily and according to Ads’ performances, you can pause, delete or change their texts if you realize any poor performer and show mostly the best performers.
  • AdWords Tools:

    AdWords provides several helpful tools to help you optimize your campaigns. The Keyword Planner will be the most used tool by you. It can help you decide, brainstorm many keyword ideas and see their search volumes before running them. The Ad Preview Tool can help you preview your Ads and Keywords if they working well on Google Search Results Page. Also you can see, if there is, why your Ads are not triggered by your keywords.
  • Landing Page Rules:

    Keyword’s Quality Scores are calculated according to several principles and one of them is “The quality of your Landing Page”. (How relevant, transparent, and easy-to-navigate your page is) The user has to find what he/she is looking for directly on this page without searching your other pages. Make sure your keywords are listed in this page as well, this will also raise your Organic Rankings.
  • Ad Extensions:

    You can add additional information to your Ads without paying extra costs. The options for additional information are location, links to relevant section, phone numbers, reviews and apps (when targeting mobile and tablet devices).
  • Check at least Twice a Day:

    Make it a habit out of to check your clicks and impressions. Remember that you can always pause any ads that aren’t working out, and bid up on those that are performing well.
  • If you can manage to create a right combination of ads, keywords, budget and campaign management, Google AdWords will be the most useful tool of your digital marketing strategy. And, the best way to learn how to use the platform is to do just that – use it! In time, you will be able to create your own optimization strategies for your campaigns without needing any other sources.


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