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Google Ads

Google apps is an online advertising platform developed by google where the advertisers pay to display brief advertisement service offerings product listing video content and generate mobile application installs within the google ad network to web users .

Google as system is basically on cookies and partly on keyboard determind by advertisers . Google uses these characteristics to place advertising copy on pages where they think it might be relevant . Advertisers pay when users divert there browsing to click on the advertising copy . Partner website received a portion of the generated income .

Benefits of google ads:-

1. Faster work than SEO

Google ads rock faster than seo. They don’t require channel for their transportation . All they require is a website and and a paid service.

2. Increase brand awareness

Today, Google ads are a very frequent and trusted mode of advertisement. They increase brand awareness. For example if a person doesn’t know or does not recognise a particular brand but the brand still exist so if that bar and creates an advertisement and post it on google people start trusting it and it start gaining customers . So in this manner a brand gets recognised and get its customers .

3. Explore –

There are plenty of brands out there whose advertisement is put up on google so the customers have to keep exploring and keep comparing them for the best .

4. Measure success-

The brand who has put up it’s advertisement on google can measure its success by viewing the number of customers who has click on its advertisement . The more number of visitors measures the success of the brand .

5. Manage your campaigns-

The brand who has put up it advertisement on the google can keep on checking it campaign on various websites and can keep track of the customers visiting its advertisement .

6. Influence Audience to make the purchase-

Google ads are tested and trusted so they influence audience to make the purchase . Since, the brand gets recognised on google and so the audience gets attracted towards the advertisement slowly .

7. Increase Ad visibility to the high quality audience-

The brand has to pay more so that it’s advertisement can reach quality and huge number of audience on different websites. It is also important to post the advertisement on social networking website .

8. Demographic Targeting (Occupation, Income, Location, Gender)-

It is very important to hit the target customers . And one needs to check up on the demographic targeting of the audience . Demographic targeting includes occupation income location and gender . If a brand is posting an advertisement on females garments so it is important to check whether the garment is reaching the wider female audience, based on location and their income .

9. Remarket Audience with best deals-

Only gaining customers is not enough so the brand needs to remarket the audience with best deals . In the process of remarketing one has to set up the advertisement once again including all the best deals .

Cons of Googls Ads:-

1. You pay for each click to your website-

Putting and advertisement on google is very costly one needs to pay for each and every website and for each every click of customer on your website . Even the customers has to be for some advertisements .

2. Competitive industries have higher cost per click-

No when it comes to already the pre recognised brands and competitive industries so that cost per click gets more costly and generally gets avoided further.

3. If you have no budget, your ads will stop-

Sometimes the advertisements are based on monthly fee . So if your bed or if your subscription gets over your ads will stop. Sometimes this budget covers a very short period of time.

4. You need to invest your time-

Generally, the public avoids investing time on ads and when these ads show up they have skipping time. So, mainly after those 5 secs the audience skips the ad. And usually these ads are so irritating when they appear out of nowhere.

5. Customer life cycle-

Customer life cycle is another problem due to the renewal process of subscription for advertising and reaching customers. And this process comes with a life cycle . So the processor gets restarted from the beginning by gaining new customers and providing them services again and again.

Google Ads: What Is It?

Simply put, Google Ads comprise Google’s advertising networks – the search network, the display network, and YouTube.

They released a new update just recently, and it’s a hell of an improvement.The new interface is more user-friendly, and offers superior analytic reporting

How do Google display ads work?

Google, along with a fleet of advertisers using the Google Ads platform, are after your hard-earned dollars, and so they’re stalking your movements all over the web, waiting for just the right moment to pounce.

Think about the last time you did a little online window shopping. You went to a website, but controlled yourself like the smart spender you are by not buying anything.

Then, the madness begins.

No matter where you went online, you started seeing ads for whatever it was you restrained yourself from buying on other websites. Sweaters from Old Navy, a baseball cap for your favorite time from the MLB shop, a new dining set from Wayfair, and so on.

Finally, you give in. You buy whatever it was you had successfully dodged, and resign yourself to being the weak-willed consumer many of us are.

But you’re not alone. YETI got me a few weeks ago.

So, I fired up my computer thinking, “What’s the harm? I know Yeti is expensive, but let’s just see what they have.”

I was able to resist the call of the YETI as it followed me around the internet, after my initial website visit, for one week. Now I’m the proud owner of this gleaming specimen of a cooler with wheels.

Google display ads.

As a consumer, you’ve likely encountered them (and succumb to them) a lot.(Even though these ads have been around for years, helping marketers such as yourself reach their potential buyers and generate revenue.)

One of the reasons why learning about Google Ads can be so challenging is that it has its own language.

Ad Targeting

If your ads are not targeting your ideal customers then your campaign doesn’t have a shot at success.

All of these factors must be analyzed to determine the ideal targeting for your campaign.

Ingredient #2. Ad Copy

Assuming your ads are targeting the right audience, then the next critical factor is your ad copy. Again, a lot of work goes into ad copywriting before your ads go live, but there’s a good chance the first drafts of your ads will not survive long. You’ll need to continually test new ad copy to determine what works best for your ideal customers.

Landing Pages

Once a prospective customer clicks on your ad, then it’s up to your landing page to convert the website visitor into a lead or sale.

These are numbered in order on purpose.Focus on your targeting, then your ad copy, and then make sure your landing page is congruent.

Within each of these 3 ingredients there are dozens of elements that can be enhanced through testing, which can maximize the performance and ROI of a Google Ads campaign.

It’s like cooking using one of those recipe and instruction cards from Blue Apron. On the card you see all the key ingredients and a step-by-step process for how you’ll carefully mix those ingredients to create a delicious meal. I’m sure you know what happens if you’re not an experienced chef and you try to wing it while cooking. Well, the same is true with Google Ads.

Now, let’s dive into each ingredient to take a closer look at what needs to be done…

Keywords

Bids

Campaign targeting

As we go through these 3 areas, we want to find opportunities to cut out anything that is not working and is wasting your advertising budget. At the same time, we want to find opportunities to reallocate the budget that was being wasted to the targeting that is performing well.

Google will rate each of your keywords using a Quality Score based on the expected clickthrough rate, the relevance of the ad and the behavior of visitors when they arrive at the landing page. These scores range from 10 (the highest score) down to the lowest rating of 1. High Quality Scores can give your ads better positioning at lower costs-per-click.

In other words, a few bad apples will rot the entire basket!

Next, work to improve the scores of the keywords ranked between 4 and 6. The evaluation on each ad can point to weaknesses that, when fixed, can improve each Quality Score.

If you know your customer lifetime value, then you know how much you can invest to get a new customer and still make a profit. If you didn’t set those benchmarks earlier, do it now!

Without tracking in place you’re flying blind and won’t be able to complete this critical optimization step.

When you find unprofitable keywords, then try lowering the bids to get the keyword profitable. If that doesn’t work, then you may need to pause the keyword altogether.

OK, that’s enough pruning… Now it’s time to go fishing!

Bid Optimization

Do that now if it’s not already set up and then come back once you start to see conversions in Google Ads.

Warning: This will require some basic math. If you hate math and numbers scare you, then don’t panic. I promise to keep this simple.

Here’s an overview of what we’re going to do:

Determine how much you can profitably pay for a conversion. This depends on your business, your customer lifetime value, and exactly what you’re calling a conversion (e-commerce sale, demo request, phone call, etc.).

Here’s an example of how this works…

Let’s say you have determined that you can afford to pay $100 for a conversion. To find your maximum cost per click, you can simply multiply the conversion rate by how much you can afford to pay. In our example, we would multiply 2% by $100 to get $2.

That means we can profitably pay up to $2 for this keyword.

If you are just getting started with Google Ads and don’t have conversion data, my suggestion is to prune your keywords down to a core group and then bid as aggressively as you can within your budget. Being aggressive with your bids will put your ads in prime position to get more clicks and give you a better chance to start collecting conversion data.

Campaign Targeting

Now it’s time to look at your campaign performance per device, geographic area, and time of day.

Being able to understand how your customers are shopping will give you an edge in your Ads campaigns. For example, what happens when a customer visits your site or store for the first time? Do you have a clear path for them to follow?On the other hand, if your brand is popular or your target audience already knows how a help desk system works, then it’s fine to use your product name in the ad title.

In order to motivate new customers and users to try your new software, don’t assume they know what your product does.

If your customers are already aware of the solution that they want but are still too skeptical to buy, HubSpot recommends that you use product webinars, swipe files, case studies, FAQs, datasheets, demo videos and free trials to persuade people to sign up for your list and get to know your brand.

In your Google Analytics dashboard, you can use the “Behaviors” tab, as well as your acquisition and conversion flow to better understand how your prospect’s needs can change when they visit your site.

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