Running an effective Google Ads campaign can help tap into Google’s massive reach and drive more traffic to your website. While a lot of iteration and improvements define the process, realizing what works and what doesn’t takes time but will ultimately result in increased conversion and better Google Ads ROI. Here’s a step-by-step guide on how to run Google Ads and make the most out of your advertising budget.
How to Run Google Ads on a Tight Budget
When working with a limited advertising budget, placing a Google ad may seem like an uphill task. But that is not always the case. By setting clear objectives, you can reap the benefits of Google ads without overstretching your budget.
Define Your Max Budget
Budgeting is easily the trickiest part for beginners. Simplify it by breaking the budgetary process into two:
- Initial/research budget
- ROI budget
Beginners should view the initial spending as a research expense that will serve as an estimate of how much you’re willing to spend on a new tool. This expense provides insight into the world of optimized ad campaigns and specifically, how to run Google Ads effectively.
After identifying what works, narrow it down to the specifics. The budget at this phase should be clear and actionable. Know where to spend to get a return on your investment.
Define the Campaign Period
Market changes are real, and the business should focus on getting value for its investment. Estimate how long the ads will run to create the desired impact. This can be achieved by observing the ads for 1-3 months.
Specify The Product or Service You Are Promoting
Campaigns are either lead generation or purchases focused. When trying to understand how to run Google ads, always remember that the goals of the campaign impact its structure. Structuring your target audience shouldn’t be hard, and should include:
- Identifying the audience, fan base, or repeat customers
- Aligning with the interests of the audience and problems they seek to solve
- Specifying the geolocation if there is any
Determine Your Bid Strategy and Basic KPI Metrics
Key Performance Indicators (KPI) may include:
- Cost Per Click (CPC)
- Cost Per Conversion (CPC)
- Cost per Mille (Impressions) abbreviated as CPM
A good start point should be to maximize the number of clicks per every $2 spent. If your campaign is in displays or videos, opt for CPM.
The cost per conversion measures the amount spent to get a sign-up, a quote request, or a purchase. A conversion tracking account could be required to get the actual picture for this level of CPC. For more advanced use of Google Ads, try Performance Max as it allows ads to appear everywhere on Google.
Type of Ad
Ads may be in text or display. Text ads appear at the top of Google searches, while images/videos appear across websites/apps.
Target Long Tail Keywords
Once you understand your target audience, prioritize the questions they may ask as they seek solutions to their challenges. Long tail keywords are the actual questions asked by the target audiences.
Optimize The Landing Page
The landing page should be easy to navigate. Your audience should know what to do once they open the landing page.
Focus on Honesty
Do not promise what you cannot deliver to avoid diluting the confidence of your target audience.
Automate Where Possible
Today’s customers want seamless interactions and transactions. Business organizations can achieve this through automation.
Include an FAQ and a contact us site link extension in your ads.
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Learning how to run Google Ads successfully can significantly boost your ROI. If you want to run a successful campaign, you will need to select the right hosting provider.
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