Mar 31, 2022
In General Discussion
In pay-per-click (PPC) advertising, you bid on keywords. Then, when people search for those keywords, your ad or listing appears at the top of the results page, depending on your bid amount. The auction aspect is what baffles many non-commercial people, conjuring up images of an auctioneer talking fast at a county fair. The process is very different from what you might expect, and luckily Google makes developing a PPC bidding strategy a breeze for beginners. The following plan will get you started with basic bidding on Google Ads. As you gain confidence, you can explore more advanced strategies, but even this novice approach can still open up new marketing channels for your small business. CallRail-PPC-Guide-CTA Getting Started If you've never used Google Ads before, it's easy to create an account and start your first campaign: Follow Google's instructions to sign up for Google Ads. When you click to start a new campaign, the interface gives you some basic options. Choose "Site traffic", then choose "Search" and continue. The next page is the basic dashboard, and it might seem daunting at first. Name your campaign, then uncheck the boxes in the Networks section. These are advanced options that beginners should avoid. Scroll down and choose your language(s). The Employee Email Database next steps require a little more attention, which we will detail soon. You don't need to worry about ad groups yet. As you get used to PPC bidding, you can try this intermediate feature. PPC Keyword Hints Keywords are essential to any PPC campaign in Google Ads. You can't just hope that a random search will produce your ad - keywords stack the odds and your PPC bidding strategy in your favor. Yet many PPC newcomers find keyword research daunting, seemingly requiring too much work and a crossover approach that hopes the keywords you mine will be effective. This should never deter a paid strategy, and Google Ads can do most, if not all, of the legwork for you with its Keyword Planner, found under the tools/settings icon (the wrench). The initial process is simple and suitable for beginners and experts alike: enter terms from the industry and/or domain of your small business and let the tool return recommended keywords. The tool also provides estimated bid values for keywords, giving a good idea of what's popular with search engine users and what will cost you more for those users to interact with your ads. When choosing keywords, consider how narrow or broad you want to be based on what your target audience is looking for. If a keyword is too specific or if you limit your keyword bids to "Exact match", it may not be generating enough search traffic. The reverse is just as tricky — for example, a plumbing company that chooses "leak detection" for a broad match might be shown (and charged) for keywords such as "roof leak detection" or "leak detection". Engine Leaks” for people looking for ways to fix a leak in their roofs or cars. Phrase Matching provides a solid middle ground for PPC beginners. Pro tip: Google some of your keywords to see what results and ads show up and get a clear picture of how your ad would fit in. Consider using long-tail keywords or three- to four-word phrases to reflect how your ideal customer might be searching. Once your ads are live, you'll be able to see what phrases people are actually using in their searches that also show your ads. These terms are called search queries and will appear in their own “search terms” report in Google Ads.