How to Run Effective Search Campaign in 2018
As we know the users are growing day by day on the internet, today it has been social media and search engines where most of the users are available. In Search Engine Result Page of Google, there are 17 standard snippets and may vary as per the search query.
Why is it necessary to run effective search ads in 2018?
As the top and bottom results are Google Search Only Ads in SERP (Search Engine Result Page) which means that user tends to clicks on Search Ads are more in Google Search Ads than SEO results (organic or unpaid result). As per Moz.com Organic Google CTR loses 25% on Desktop and 55% on Mobile Devices over Paid CTR.
Hence, to reach potential customers it is important to run effective Google Search Ads Campaign.
1. Business Analysis for Search Ads:
Business analysis is the key to success in the niche market.
What are the elements to focus on Business Analysis?
Who is your target audience?
What is the nature of the business?
2. Choose your Target Location
Always choose your target audience as niche or as narrow as possible, especially when running campaigns at the beginning of your career. Check out some of the options available in AdWords tool.
Choose Search Only Ads with all Features, “Exact Locations”, “People in my Target Location” and “People in my excluded location” in Advance Location Option. These options will help to reach people only in your given location and exclude all the unwanted audience. You can also do radius targeting and reach people by using area pin code by using advance location search option
3. Perform Keywords Analysis Carefully
Using relevant keywords reaches the relevant customers.
So it is said that the more specific keywords and more effective keyword analysis we do, the more effective the campaign and better return on investment (ROI). Instead of choosing keywords such as “buy shoes online” choose keywords towards more relevant towards the product, something like “Buy Men’s Formal Shoes” or “Buy Formal Shoes with Discount”. Do the estimates by checking the daily budget and default bid. This can be done by tools such as keyword planner and paid tools such as keyword discovery. Eventually, keyword analysis is performed to spend less money and get more return on investment.
4. Follow Keywords Match Types Carefully
There are four match types to reach audience Broad Match keyword, Broad Modifier +keywords, Phrase Match “keyword” and exact match [keyword]. However, ideal recommend is to use exact and phrase match, in the beginning, to reach a narrow audience and get clicks from potential customers. But wait this should be the exercise in the beginning and later add broad modifier by adding more negative keywords
5. Add Negative keywords
Search Engine is filled with different keywords which sound similar to each other. Example “digital marketing” has “digital marketing training”, “digital marketing company” and “digital marketing job” they all sound similar but can reach a completely wrong audience. In case of a digital marketing company then, recommend adding “digital marketing training” and “digital marketing job” as negative keywords.
6. Increase Quality Score and Ad Format
The quality score is the most important element of ranking and how can we achieve it when we have 100 to 1000 keyword list? Yes, we can maintain our quality score well even if the keywords have 1,00,000 plus.
Quality Score mainly depends on Ad Relevance, Landing Page Experience and Expected Click Through Rate.
How do we solve this?
Create a theme for the campaign.
Creating theme ???
If you have 100 keywords then split these keywords to 10 keywords similar keywords creating a landing page for those 10 keywords and as well as ad groups.
Example: “Digital Marketing Company”, “Digital Marketing Companies” and so on. By this, we will increase our ad relevance and landing page relevance.
To increase the Expected Clickthrough Rate add Call to Action, Unique Selling Proposition, Promotional Offer and also add Ad extensions.
Note: If your Quality Score is high then your Ad ranks higher and your CPC decreases.
7. Adding Proper Ad extensions
In case if the business is a local business then adding location and affiliate locations are important. For any business Call Out, Sitelink Extension, Structured Snippet Extensions Should be Common. For E-commerce business price extension and review, extensions are very important.
8. Using Dynamic Keyword Insertion
Add dynamic ad copies to increase the click-through rate from the Ad groups. We recommend keeping one dynamic ad and others as extended ads in an Ad group.
9. AB Testing with Ad-groups, Keywords, and Ads
When your campaign is live, We recommend to monitor your Ad-groups, keywords, search terms and ads regularly. A/B testing is done when you compare the Ads by creating more than three ads in an ad group by having different USP and Promotional offers. Adding Phrase, Exact and Broad Modifier to keywords and checking different keywords to metrics such as clicks, CTR, Ad position, MAX CPC, Avg CPC, Conversions and so on. Recommended doing AB testing once in a week or a fortnight.
10. Using Different Adwords Tools
You can use different tools such as Google Adwords Editor to edit bulk ads and keywords. Search Query Performance Tool, Keyword Diagnosis, Ad Preview and Diagnosis as well as Auction Insight Report to tackle your competitors.
None other than remarketing a user is very important through the Ads to get more return on investment does not forget to link your Google Analytics with Google Adwords Tool. Now you know how to run your search ads effectively in 2018, to be a complete digital marketing expert and to use digital marketing tools as experts please join our digital marketing training.
Share this Image On Your Site
I hope the article was useful enough if you have any further suggestions or queries please comment below.