How to Configure Google Ads
We have seen in the last part how there are different types of digital marketing solutions available n the market which can be used .Now lets see how a MSME entrepreneur like Sharath can benefit from it
He can create a Google Ads or Facebook ad account ,Normally he can associate existing Google account or Facebook account to the Ad accounts itself .Lets start with Google and for that he needs to go to Ads.google.com and sign in
Then he needs to start to identify different things like who are his potential audience for which Google will ask an important question as shown below
So by answering this question he can define the purpose of his campaign
There are different options that Google gives as listed below ,He can choose what is appropriate for his business
Then he will get the below screen from where he can chose his budget .This is one of the most important features in Google ads ,that user can pre-define how much budget he wants to allocate to the campaign and based on that start his campaign
Then there are different types of Ad like Text Ad or Image Ad or video Ad .If he chooses Text Ad then listed below are his options
There have 300 potentially visible characters (3 headlines, 2 descriptions, and URL path) to encourage a user click on your ad.
Character Limits
Headline 1: 30
Headline 2: 30
Headline 3: 30
Description 1: 90
Description 2: 90
Path 1: 15
Path 2: 15
Then You have 300 potentially visible characters (3 headlines, 2 descriptions, and URL path) to encourage a user click on your ad.
Character Limits
Headline 1: 30
Headline 2: 30
Headline 3: 30
Description 1: 90
Description 2: 90
Path 1: 15
Path 2: 15
Then there are Ad extensions which is nice feature to have as it enhances the Ad .Some of the examples are
Sitelink – Link customers directly to areas of your website
Callout – Text based links to highlight benefits
Location – Encourages people to visit a brick and mortar business
Call – Allows people to call directly from your ad
Price – Shows the price of products or services
Promotion Extensions – Highlight promotions on your site.
So all or some of these extensions can be made use of to improve the quality of the Ad and to make sure that main purpose of the Ad i.e. the customer notices the ad and whatever call to action is undertaken by the customer .
Next part if very important when the Advertiser picks the Keywords .This is very important because when potential customers search for some thing then relevant Ads need to shown . The goal when picking keywords is to choose terms that you think people will search for when they’re looking online for what you offer. In addition, you want your keywords to be as relevant as possible to the ad they trigger and to the landing page people will arrive at if they click that ad.
To help you get started, Google Ads comes with a free tool called the Keyword Planner, which can generate a sample list of keywords for your campaigns. The Keyword Planner can also help you estimate how much to bid on a particular keyword so your ad shows up in search results — this can give you an idea about whether certain keywords are too expensive for you to bid on, and which will fit within your budget. This is the flexibility that is unique to digital marketing ,can pick and choose the budget
Next thing would be Keyword match type ,it could be any one of the below
Broad Match
Phrase Match
Exact Match
Each of these have specific uses and we shall go through them
Broad match: The “broad match” setting shows your ad for searches that contain your keywords in any order, and for related terms
Phrase Match: This option shows your ad for searches that contain your exact keyword, or for searches that contain your exact keyword plus words before or after it
Exact Match: When you choose exact match, your ad will only show if someone searches for the exact word or phrase you choose
There are also other type of matches like Negative match through which match option allows you to exclude undesirable words or phrases from triggering your ad, weeding out irrelevant traffic.
Then the next step would be to setup a landing page i.e. when the customer or audience would land once they click on the ad .This needs to be configured
Once all this is done ad can go live . In next part we shall see one of the biggest advantages of Digital marketing where target audience is defined .This is one of the biggest advantages of digital marketing due to which Ads will reach only specific target audience and not all audience
