Using organic search is a great way to get your entry into the google algorithm, learn effective keyword theory, and create reputable backlinks to establish authority. This can help smaller business begin to grow, but it is just putting your foot into the door when it comes to growing your business on a scale. I know you might ask, what is paid search? Paid search is using tools like Google Ads campaigns to set bidding methods, set your target audience for your ads and create assets in the form of media to create dynamic ads.
Components of Google Ad Campaigns
• Campaign Goals
• Bidding Strategies
• Ad Creation
• Target Audience
• Ad Auction
• Ad Rank
Campaign Goals
When starting your first Google ad campaign, you want to understand what the intended goal is to be set or what metrics matter most to you. For a Awareness campaign will most likely use impressions, while a business focusing on revenue will set their goal to conversions.
Bidding Strategies
• Google Ads offers plenty of bidding methods to use based on your situation and goals of the business
• Maximize Conversion- using the budget set its primary goal is to get as any conversions as possible
• Target CPA- Also get as many conversions as possible, but within the set budget that you give
• Target ROAS- Get the most amount of value possible, but you set the percentage of return on ad spend that you will receive. The percentage set must be within a reasonable range
Ad Creation
This is where the money happens and you will provide the assets to the ad. Depending on the different types of ad campaigns, certain points of the ad creation can be automated. For the most part, you will provide headings, specific keywords after doing keyword research and any photos or videos which can be used in display campaigns.
Set Your Target Audience
This is where you get a breakdown of a few different factors to make sure you are not wasting resources and optimize your target market effectively. This can be done using Location, demographics, audience segments based on interest, and even device. For example, this could be used when developing a mobile app and users will only receive the ads on mobile devices.
Ad Auction
The ad auction is the process of Google’s circulation of ads and it is deciding what ads to show for every search. An ad auction occurs every time something is searching on the platform. When you set a budget for your ads, you will only pay the amount that is needed to beat out the next highest competitor. For example, if you bid $3.00 and the competitor is set at $2.50 then you will only need to pay $2.51 and therefore you will not use all your budget. If budget is not a constraint, setting a high bid can increase your chances of winning the auction but this algorithm benefits everyone in the process.
Ad rank
Defined by the quality score which contains three different categories. These qualities are ad quality, landing page experience, and expected click-through-rate. Google using a cumulative system looking at these categories to analyze your ad to understand how relevant your ad is to the intended search audience.
How can this help grow the business?
• Increase visibility of the website
• Increase the awareness of the brand
• Reach the intended audience because you have set the target or segment
• Can help local target so you can use your budget more efficiently
• Increase impressions/conversions
• Generate results which can be measured by Google Analytics to continue further improvement
Final Thoughts
Paid search can provide your business with a better chance to compete with local and non-local competitors by increasing brand awareness and conversion. Being able to create multiple campaigns to specifically target different audiences depending on the business offerings provide the business with more control of the business and generate metrics through Google Analytics to increase the likelihood of your business reaching the users and lead to the future growth and success of the business.
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