Components of a search engine marketing campaign - how does Google AdWords works? Five things you should keep in mind before creating a Google Adwords account.
While considering setting up your own pay-per-click account on Google AdWords or another search engine management application. There are a few things you should think about and plan ahead of time before creating that account. So we'll talk about these points now.
The total budget that you have is the first of these elements or things that you must understand.
Different companies will have varying amounts of money to spend on such campaigns. If you're a large corporation, you might have deep pockets and be able to invest a lot of money in these campaigns.
However, if your company is not extremely large and able to invest in pay-per-click campaigns, you must be extremely cautious about how much money you spend here, and this budget should not be considered in isolation.
You must consider this budget in conjunction with all of your other techniques, both digital and traditional.
For example, if you have traditional advertising campaigns running, you must consider the amount of money that you are spending on traditional advertising campaigns, social media campaigns, other types of promotion elements in the retail space, or with respect to influences, and thus arrive at a budget that is now the most appropriate budget that you can spend on search engine marketing.
The second thing you need to figure out is where you're going to service this advertisement.
With the digital space, you can now identify which locations you need to service this advertisement.
For instance, if you are a used car seller in Mumbai, your advertisement should not be seen by someone looking for used cars in Bangalore. That is exactly what is referred to as resource waste.
So, what are the locations or places where the advertisement must be serviced?
And many times, search engines have technology that allows them to look into the IP addresses used by people who are searching and thus identify without much difficulty what locations these customers are searching from and thus serve advertisements only to these locations.
As a result, you must understand where you are placing these advertisements.
The third step is to figure out what kind of networks you want to use.
Google AdWords now essentially allows you to use two types of networks. The search network is one, and the display network is another.
Now, the search network is primarily concerned with serving advertisements on the Google search engine itself.
The display network, on the other hand, is something a little more complex and larger in scale. The display network consists primarily of various types of websites, blogs, YouTube, and platforms.
It, of course, has a million platforms, various applications, mobile applications, games, and so on, all of which can service your advertisement.
So you must decide whether you want to limit yourself to only these search engines and provide textual advertisements in the search engines alone, or whether you want to make yourself available not only in the search engines but also on a wide range of other websites where a variety of display advertisements can be serviced.
As a result, you must determine whether you are looking for search networks or a combination of search and display networks. Of course, Google AdWords gives you the option to do both.
Use of right keywords
We discussed earlier in the post about search engine optimization that keywords are extremely important in the way Google will now look into your website and try to understand whether your website has the right kind of content for customers who are searching for certain things because customers use these keywords when they're searching for different elements. In many cases, these are the inputs that Google receives.
So, you must understand what keywords your customers or the customers to whom you wish to provide this advertisement are looking for.
The Google AdWords keyword planner tool is an extremely relevant and powerful tool for identifying and researching which keywords are the best to use.
If you have keywords that the tool does not recommend based on your website. You can also try searching for these keywords to see what Google's suggested cost per click is.
Now, when you start a campaign, you don't always know what kind of CPC bid you need to provide.
So, one general approach is to use trial and error. You might want to start with a smaller amount than what Google suggests.
So, if Google suggests ten rupees for the keyword, you might want to start with five or six rupees and see where your ad is ranking and what kind of results you're getting.
And based on the results, if they are very encouraging, you might want to stick with the radio CPC bid that you provided.
But what if the ads aren't being shown, or if the campaign's performance isn't what you expected?
Then, because you don't know where your quality scores are, you want to raise the bid to be as close to the suggested bid as possible, or slightly higher than the suggested bid, to ensure that the ad is properly positioned in the search engine.
You should also put a lot of thought into the creation of the advertisement itself. The advertisement contains a variety of elements.
All of these aspects should be given special attention. You might also want to run some tests before launching this ad.
So, while creating or thinking about the AdWords account, all of these different elements must be considered.
Also, Read - How to create a URL?
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