Last updated on November 9th, 2017 at 05:56 pm
Last week, we discussed linking your Google Analytics property to your Google AdWords account so you can receive enhanced campaign performance data and make better informed marketing decisions. But what are campaigns? What is Search Engine Marketing? And what is the role of Google AdWords in Search Engine Marketing (SEM).
The term “Search Engine Marketing” was once used for both SEO (Search Engine Optimization) activities, and paid search activities. However, the industry has evolved and today we know SEM to be exclusively about paid search. But what is paid search? And what are campaigns? For marketing professionals, these terms may be crystal clear, but for everyone else, they’re just jargon and can be overwhelming. Let’s start from the beginning.
Although we defined SEM to be all about paid search, the following are used frequently when referring to SEM activities as well:
- Paid Search Advertisements
- Pay Per Click (PPC): this means that whenever a customer clicks on your URL, you will pay a small amount of money to Google, Yahoo, or Bing depending on who you’ve created your Ad with.
- Pay Per Call (PPC): did you know that customers can call you from your mobile ads in order to reach you? Every time a customer calls you, you pay a small fee to Google.
- Cost Per Click (CPC): has the same significance as Pay Per Click (PPC).
- Cost Per Thousand Impressions (CPM): This payment method is perfect for those who do not want to pay every time someone interacts with your ad, rather, you pay only when 1000 users have seen your add.
As you delve more into the world of Google Analytics and SEM, you’ll come across these acronyms frequently.
You can recognize these ads in different ways. For example, advertisements can be created within Adwords, Bing Ads, and Yahoo: Search Ads. In this article, we’ll focus on Adwords.
Create a new text ad in Adwords
You can create multiple types of advertisements in AdWords to suit your campaign needs. When you open Google Adwords and navigate to the “Ads” tab up top, you can see and create new ads.
When you click on “+Ad”, a drop down will appear allowing you select from a wide range of ad types. From text ads to video ads, there is an ad type for everyone.
A typical example of a text ad is shown in the image below, the first result at the top in this google search. You can easily recognize an ad in your Google search results by spotting the word “Ad” underneath the title, and a green URL link next to it.
To make an ad like this, you have to click on “+Ad” > “Text Ad”. Then you’ll see the following:
This Ad above is merely an example but shows you how to create an ad and what to fill in the multiple fields to customize it to your liking. Over on the right, you’ll be able to see a preview of what your ad will look like. Toggle between Mobile and Desktop to see how your ad will look on the corresponding device.
Clicking “Ad URL Options (advanced)”, allows you to customize your Ad to a deeper extent. You can enter a specific URL for a mobile site, add a tracking template, or add custom parameters.
- Tracking Template: This is where you can insert tracking information. If you inserted www.hm.com as your Final URL, but you want to redirect your customers to a specific page, you can put tracking information in the tracking template. This information will be added to your final URL to create your landing page URL. Learn more about tracking in Adwords HERE.
- Custom Parameter: A type of URL parameter that you can create yourself and add to tracking templates and final URLs. Utilizing custom parameters allows you to track, for example, through which keyword or keywords you found the ad.
Ad extensions don’t only apply to text ads; they are widely used to increase the ROI of all types of advertisements. Google shows one or more extensions depending on your Ad Rank and the users searching for your website on Google. Are users looking for contact information? Most likely AdWords will show a call-extension or Contact Information Extension. These extensions improve your performance but are not free – every time someone clicks your extension you pay a small fee to Google.
Your advertisement needs to have a minimum Ad Rank before Google allows you to show your ad extensions. You can thus either increase the quality of your Ad, or the bid of your ad.
Google Adwords Coupon
As a new user, when you spend $25, Google gives you a starting credit of $75, which will cover your first ad and then some. CLICK HERE to claim your $75 Google Adwords coupon.
Stay tuned for our next post where we introduce another Ad Type and go more in depth on Ad Extensions. Want some help in targeting your ads? Check out: 5 Customer Segments to Target in Facebook Ads.
Have you ever created ads using AdWords? What was your experience like?